Therefore, such enterprises do not have a strong need for PR campaigns. Usually, they only need such simple operations as creating press bulletins and press releases, as well as organizing small-scale PR campaigns.
PR departments in small companies usually perform standard work and do not need to hire a PR specialist to develop strategic decisions. In such cases, the head of the PR department often performs work in some other internal position in addition to the operational management of his department.
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Skills and qualities of a PR department manager
A PR director must have certain competencies to remain in their leadership position. The work of the department's specialists is not quite ordinary, so it is difficult to name specific skills that they may need for their daily activities.
Sometimes it takes tenacity and determination, and sometimes it takes restraint. But the qualities and skills most often mentioned in job descriptions are:
Organizational skills
The manager must be able to provide support to the employee who is responsible for public events and press releases.
Sometimes an ordinary specialist does not have enough connections or lacks the "weight" in society to attract a famous person to his presentation or to get the front page of the newspaper. The director should not only control the organization of events, but also help in solving the issues that arise.
Understanding the structure and content of any company-related content
All information intended for the press, including press releases and advertising, must be moderated by the director, who must understand the overall advertising strategy.
It is unacceptable, for example, to say in one newspaper that you support the movement to reduce emissions, and in another to write that you have purchased new cars with gasoline engines for the enterprise.
Web content also needs to be treated with care. The PR director's influence extends to social networks. His responsibilities include not only approving posts and publications, but also monitoring reactions to them.
Understanding the structure and content of any company-related content
Source: shutterstock.com
The manager does not necessarily have to read all the comments himself; he can create a specific tracking scheme for subordinates and periodically receive generated analytical reports from them.
SMM
One of the most important skills of a PR director is social media marketing. Social media has become more popular than newspapers and magazines, they get more views and bring in more clients. But posts there have certain features.
A PR director should be able to create a strategy for maintaining pages on social networks (independently or together with the marketing director), as well as take part in setting up online advertising. In addition, it is important for him to be able to organize and conduct presentations and conferences on the Internet.