How to write a Public Relations job description

When you're hiring for public relations, you need to get your job description right. Otherwise, you might end up hiring someone who can't create effective communication strategies or handle crisis situations – which can damage your brand's image.

Writing a strong job description for a public relations position requires you to clearly articulate the role's responsibilities, necessary skills, and desired qualities while communicating your company's culture and values – but this can be difficult. 

Luckily, our article provides you with tips and a template. We can help you create an effective public relations job description that stands out and speaks directly to top-tier PR professionals. Let’s dig in.

What is a public relations professional?

A public relations professional manages an organization's reputation and builds positive relationships with various stakeholders, including media, customers, employees, and the general public. They develop and execute communication strategies to promote the company's brand, products, and services while also managing crisis situations and reducing potential negative publicity.

Key skills to look for in a public relations professional

Whether you're looking to hire a director of public relations or build a skilled PR team, look for a combination of these hard and soft skills in your PR candidates. 

Hard skills

• Media relations: Proven ability to build and maintain relationships with journalists, bloggers, and influencers across various media outlets

• Writing and editing: Excellent written communication skills, including the ability to craft compelling press releases, articles, speeches, and social media content

• Strategic planning: Experience developing and executing comprehensive PR strategies that align with the organization's goals and objectives

• Crisis management: Knowledge of best practices for handling crisis situations and reducing potential damage to the company's reputation

• Analytics and reporting: Proficiency in using analytics tools to measure the effectiveness of PR campaigns and generate useful reports for stakeholders

• Social media management: Expertise using social media platforms to engage with audiences, monitor conversations, and promote the company's brand

Soft skills

• Communication: Exceptional verbal and interpersonal communication skills, with the ability to articulate ideas clearly and persuasively to diverse audiences

• Adaptability: Flexibility in managing multiple projects simultaneously and adjusting strategies in response to changing circumstances or feedback

• Creativity: Innovative thinking and problem-solving skills to develop unique approaches for promoting the company's message and managing challenging situations

• Collaboration: Strong teamwork abilities for working effectively with colleagues across various departments and fostering positive relationships with external partners

• Attention to detail: Ability to ensure the accuracy and consistency of all communications, maintaining high standards of quality in all deliverables

• Emotional intelligence: Empathy and cultural awareness, with the ability to navigate complex relationships and sensitive situations with tact and diplomacy

How to write an effective public relations job description

Follow these best practices to write a solid public relations job description and attract candidates with all the right qualities.

Emphasize strategic communication skills

Communications expert and author Liz Wainger says, "A good PR person is an excellent writer and speaker who knows how to get ideas across in a variety of media. [They] connect the client’s product, idea, cause, and key message to the audiences they seek to reach." 

This is why you should highlight the importance of excellent written skills, as well as the ability to develop and execute comprehensive PR strategies. Provide examples of the types of communication materials you’ll expect the candidate to create, such as press releases, speeches, and social media content.

Ask for industry-specific knowledge

Emphasize the need for candidates to have a deep understanding of the industry in which your company operates. This includes familiarity with key stakeholders, media outlets, and influencers, as well as an awareness of industry trends and challenges. Provide examples of how the PR professional will apply this knowledge in the role.

Require crisis management expertise

Stress the importance of crisis management skills, including reducing potential damage to the company's reputation. Provide examples of the types of crises the candidate may encounter on the job and the strategies they should be familiar with, such as developing crisis communication plans and managing media inquiries.

Emphasize the importance of relationships

Highlight the significance of building and maintaining strong relationships with media, customers, employees, and the general public. Provide examples of how these relationships will help achieve the company's PR goals, such as securing positive media coverage or fostering employee advocacy.

Public relations job description template

Below is a public relations job description template we've created that you can customize to fit your role. Personalize it with your own details and examples using the guidelines above.

Company introduction

Provide an engaging overview of your company, highlighting its mission, values, culture, and unique selling points. Emphasize aspects that would appeal to PR professionals, such as the company's commitment to transparency, innovation, or social responsibility. Mention any notable achievements or recognition you’ve received.

Benefits of working with [your company]

Showcase the benefits that would attract top PR talent to your organization. Include a comprehensive list of perks and advantages, such as opportunities for professional development, a supportive team environment, and exposure to high-profile clients or projects. Highlight any unique benefits that set your company apart, such as a strong focus on work-life balance or a commitment to diversity and inclusion.

Public relations job brief

[Company name]

Job title: [Public Relations Manager]

Reports to: [For example, Director of Communications]

Position type: [For example, full-time or part-time]

Location: [Remote, hybrid, on site – include address if applicable]

[Salary and benefits details]

Responsibilities and duties

• Develop and execute comprehensive PR strategies to promote the company's brand, products, and services.

• Build and maintain relationships with journalists, bloggers, and influencers across various media outlets.

• Create compelling press releases, articles, speeches, and social media content.

• Monitor media coverage and manage the company's reputation.

• Collaborate with internal teams to ensure consistent messaging across all communication channels.

• Manage crisis situations and mitigate potential damage to the company's reputation.

Skills and qualifications

Required skills and experience:

• Exceptional written and verbal communication skills

• Strong media relations and interpersonal skills

• Experience developing and executing PR strategies

• Proficiency in social media management and analytics tools

• Ability to work well under pressure and manage multiple projects simultaneously

• Adaptability for staying current with PR trends and approaches

Preferred skills and experience:

• Degree in public relations, communications, or a related field

• Minimum of [X] years of experience in public relations, with a proven track record of success

• Experience in [specific industry or sector]

• Established relationships with key media outlets and influencers

• Proficiency in graphic design and video editing tools

• Experience managing a team of PR professionals

• Certification in public relations (for example, Accreditation in Public Relations)

4 things to avoid when writing a job description for a public relations professional

Here are four things to keep in mind when crafting a job description for a public relations role. 

1. An overemphasis on technical skills

While proficiency in various tools and platforms is important, avoid focusing too heavily on technical skills at the expense of crucial soft skills like communication, creativity, and adaptability. Otherwise, you could attract candidates without the soft skills needed to succeed in your role. 

2. Neglecting to mention specific PR channels

Failing to specify the PR channels the candidate will have to work with – such as traditional media, social media, or influencer partnerships – can lead to confusion about the role's scope. So, clearly outline the primary channels the PR professional will manage to attract candidates with the appropriate expertise.

3. Overemphasizing tactical tasks

While mentioning day-to-day responsibilities is important, focusing too heavily on tactical tasks – like writing press releases or managing social media accounts – can overshadow the role’s strategic aspects. Highlighting the need for strategic planning, campaign development, and measurement of PR efforts to attract candidates with a broader skill set.

4. Overlooking the importance of adaptability

Failing to emphasize the need for adaptability and a willingness to learn can attract candidates who struggle to keep pace with the dynamic nature of the industry. Make sure your job description highlights the importance of staying current with PR trends and being open to new approaches to attract forward-thinking candidates.

Next steps: Attracting and assessing public relations candidates

Once you've written your public relations job description, share it on relevant job boards and social media platforms to attract qualified candidates. As applications start coming in, you'll need to assess each candidate's skills and fit for the role.

Talent assessments are the most effective way to evaluate candidates compared to relying solely on resumes or interviews. TestGorilla is a talent assessment platform offering a wide range of scientifically validated tests that measure job-specific skills, soft skills, personality traits, and more. You can combine up to five tests to create a custom assessment that targets the specific requirements of your public relations role.

TestGorilla offers several tests for public relations professionals, including:

• Communication test: Evaluates a candidate's ability to communicate effectively in various situations, a critical skill for PR professionals who must engage with diverse stakeholders

• Public Relations Strategy test: Assesses a candidate's knowledge of PR strategies and their ability to develop and execute effective campaigns

• Social Media Management test: Measures a candidate's proficiency in managing social media accounts and engaging with audiences

• Content Strategy test: Evaluates a candidate's ability to plan, create, and manage content that aligns with PR goals and resonates with target audiences

To gain a well-rounded view of your candidates, consider pairing these tests with personality and culture assessments like the 16 Personalities test or the Culture Add test. These tests provide insights into a candidate's working style, communication preferences, and potential fit within your organization's culture.

You can use assessment results to narrow down your applicant pool and select the strongest applicants to interview. Then, you can conduct structured interviews to assess your PR applicants further – and discover your next hire.

FAQs

Take a look at these answers to common questions to learn more about PR professionals.

What are some common challenges in hiring public relations professionals?

Common challenges include finding candidates with the right balance of strategic thinking and hands-on execution skills, assessing their ability to manage crises effectively, and ensuring they have a deep understanding of your industry and target audiences. TestGorilla’s talent assessment platform can help with this.

How can I ensure my public relations job description attracts diverse candidates?

To attract diverse candidates, use inclusive language in your job description, emphasize your company's commitment to diversity and inclusion, and share the job posting on various platforms to reach a broader pool of applicants.

What are some red flags to look out for when hiring a public relations professional?

Red flags may include poor communication skills, a history of mishandling crisis situations, and a limited understanding of your industry or target audiences. Conducting thorough assessments can help identify these potential issues early in the hiring process.

Hiring the best public relations professional with TestGorilla

By crafting a compelling job description and using TestGorilla's comprehensive talent assessment platform, you can attract top PR talent and make informed hiring decisions.

Using the guidelines above, you can create a job description that attracts qualified PR candidates. 

Take the next step by exploring TestGorilla's extensive test library and signing up for a free account to enhance your hiring process and find the perfect fit for your public relations role. Also, consider checking out some of our other skills-based job description templates.