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Public relations and communications directors plan, organise, direct and co-ordinate the public relations, communications and public information activities of an organisation or on behalf of clients.

Main tasks

  • Directs the arranging of conferences, exhibitions, seminars, etc. to promote the image of a product, service or organisation.
  • Stays abreast of changes in media, readership or viewing figures.
  • Reviews and revises campaign strategy and takes appropriate corrective measures if necessary.
  • Liaises with client to discuss their needs and develops the most appropriate strategy to deliver the objectives directs public relations campaigns and communicates messages through a variety of media.
  • Directs and oversees the work of the communications department of an organisation or work on behalf of clients at a public relations firm.
  • Develops and reviews the public relations policy and direction of an organisation.

Source: Office for National Statistics.

Salary and earnings

Potential earnings

£127,676.29

Average earnings

£59,342.08

Source: Office for National Statistics' Annual Survey of Hours and Earnings (ASHE).

Skills & knowledge

The top 5 most important skills and knowledge requirements relevant to this career.

Monitoring

Monitoring/Assessing performance of yourself, other individuals, or organizations to make improvements or take corrective action.

Writing

Communicating effectively in writing as appropriate for the needs of the audience.

Active Listening

Giving full attention to what other people are saying, taking time to understand the points being made, asking questions as appropriate, and not interrupting at inappropriate times.

Speaking

Talking to others to convey information effectively.

Critical Thinking

Using logic and reasoning to identify the strengths and weaknesses of alternative solutions, conclusions or approaches to problems.

Education and Training

Knowledge of principles and methods for curriculum and training design, teaching and instruction for individuals and groups, and the measurement of training effects.

Sales and Marketing

Knowledge of principles and methods for showing, promoting, and selling products or services. This includes marketing strategy and tactics, product demonstration, sales techniques, and sales control systems.

English Language

Knowledge of the structure and content of the English language including the meaning and spelling of words, rules of composition, and grammar.

Customer and Personal Service

Knowledge of principles and processes for providing customer and personal services. This includes customer needs assessment, meeting quality standards for services, and evaluation of customer satisfaction.

Mathematics

Knowledge of arithmetic, algebra, geometry, calculus, statistics, and their applications.

What course level do I need to study?

The level of study required will vary with each job, sector and company. The table below shows the level of study achieved by those currently working in this career choice.

Educational requirements: Honours, Bachelor's degree

Source: Office for National Statistics.

Level of study Percentage achieved
Level 0 1%
Level 2 4%
Level 3 9%
Level 4-5 (Higher Education) 5%
Level 6 (Bachelors) 56%
Level 7 (Masters or equivalent) 24%
Level 8 (Doctorate) 1%

Source: Labour Force Survey (LFS) data.

Economic data for careers is provided by Lightcast and also available through our Career Coach app. Job postings, employment and earnings information is represented at the regional level for the East Midlands.