Advice » Career Development» Getting Promoted » Eight Steps from PR Practitio ...
Eight Steps from PR Practitioner to PR Manager

Eight Steps from PR Practitioner to PR Manager

What does it take to make the move from PR practitioner to PR manager? Talent, stamina, a bit of star power, and a handful of strategies and tactics that can help you hit your target.

“In agencies, a lot of the hiring decision is based on production: billable hours, getting and retaining clients, who’s a superstar,” says Rhoda Weiss, CEO of the Public Relations Society of America. Hiring for in-house PR tends to be somewhat different. “Corporations look at the person more; they’re a bit more conservative in some of their selections.”

Beyond these dynamics, there are a number of specific actions and approaches that can accelerate your move into management. Here are our favorite eight:

Get Mentors Now

And use them on a regular basis. You need allies who are themselves managers to help guide your journey into management. “Have multiple mentors,” says Weiss. “Get mentors both inside and outside your organization. You can ask them questions you might be embarrassed to ask someone else.”

Show You Know How to Serve Clients’ Every Need

You need to move beyond pleasing your boss by doing all he asks. “Potential managers have taken the time to understand their clients’ businesses,” says Roger Pynn, president of Curley & Pynn Public Relations and Marketing Communications. “So when the client calls with a problem or an opportunity, the client doesn’t have to explain why it is important.”

Your anticipation of clients’ needs will go a long way toward convincing management you can handle a promotion. “Managers worry to death about setting inexperienced people loose on clients,” says Steve Quigley, an associate professor of public relations at Boston University.

Excel in Your Command of New Media

That’s where the future of public relations will be written, heard and seen. Print and broadcast media are far from dead, but growth is nearly all on the Internet, in Web 2.0 and beyond. Spouting the names of the newest sites and communications fads isn’t enough; you’ve got to demonstrate that you know how to integrate new media into a total communications strategy.

Show You Know How to Develop and Execute a Strategic Communications Plan

If you want to rise from PR practitioner to PR manager, you need to demonstrate that you not only see the bigger picture, but you can sketch it out and fill in the details.

You’ve also got to evidence ability in the fundamentals of management, perhaps by offering to oversee a pro-bono project. “The PR manager must be able to create and manage budgets, including the management of personnel within budget,” says Tim O’Brien, president of O’Brien Communications.

Lead People

All managers must lead. “In some ways, techniques and strategies can’t replace innate personal attributes like ambition and leadership,” says Quigley.

Project Yourself into a Management Role

Sean Evans, a 25-year-old group account manager in New York, tells how he did it: “I interviewed here for a publicist/account manager job and was told a higher position was open but that I was only being considered for account manager,” says Evans of Four Corners Communications. “Two months after I was hired, the group account manager position still hadn’t been filled, so I went in to my boss and made the case. They saw how well I was received by clients, the media and other team members, and I got the promotion.”

Make Everyone Around You Look Good

Even while you make a name for yourself, it is important to do this. But don’t hesitate to promote yourself. “Many times people who want to move up into management don’t even let it be known,” says Weiss.

If You Must, Leave Your Boss or Company

Then you can restart your journey to management with better preparation and in a more favorable environment. “A firm might take the attitude, ‘We don’t need to promote him because he’s a team player,’” says Quigley. “So sometimes the best way to get promoted is to leave.”

Latest Jobs

Posted: 05/25/2015
Parsippany, NJ, 07054
Posted: 05/25/2015
San Jose, CA, 95101
Posted: 05/25/2015
Indianapolis, IN, 46201
Posted: 05/25/2015
New York City, NY, 10001
Posted: 05/25/2015
Marina del Rey, CA, 90292

Want more personalized results?  Update Your Profile


Monster Communities

Teaching Community
Where teachers meet and learn.
Create and connect.
Networking for the career-minded woman.
Nursing Link
Where nurses call the shots.
More Monster Communities

Monster Partners

Scholarships, financial aid and more ways to pay for school.
Find top campus and online degree programs.
Military portal for the US Army, Navy, Air Force, Marine Corps and Coast Guard.
Financial Aid
Scholarships & financial aid.
Staffing for Government Jobs
Staffing and hiring solutions for federal government agency jobs.
More Monster Partners

Job Hunt Strategy

Six Ways to Make a Recruiter Hate You
If you want to blow your chances with recruiters -- and, by extension, with the companies they work for -- here are six perfect ways to do so.

Resumes & Cover Letters

Rev Up Your Resume to Relocate
Hoping to relocate? Get the ball rolling on landing the right job in the right location with these expert resume and cover letter tips.


100 Potential Interview Questions
Interview questions can run the gamut. You probably won't face all 100 of these, but you should still be prepared to answer at least some of them.

Salary & Benefits

10 Questions to Ask When Negotiating Salary
Most of us aren't natural negotiators, but asking these 10 questions during salary negotiations can help you get everything you deserve.

Employee Sourcing

Alt text
November Monster Employment Index Grows 13% Year-Over-Year, Tenth Consecutive Month of Positive Annual Growth.

For Seekers

Campus and Online Degrees
Advance your career and earn more with an online degree.
Free Salary Wizard
What are you worth? Find out and negotiate a better salary.
Research Careers
Get information on jobs and career paths to help guide your choices
Questions & Answers
Find answers to all your career related questions -- powered by Yahoo! Answers
Resume Distribution Service
Our distribution service puts your resume right in the hands of recruiters.
Resume Writing Services
Our experts will craft a keyword-rich resume that stands out in the crowd.
More Career Resources

For Employers

Career Ad Network
Target your job posting to more candidates on thousands of websites.
Hire Right Background Checks
Explore our background check packages to improve the quality of your hires.
Hiring Home Page
Find the best candidates for your business with Monster hiring solutions.
Job Postings
Find the right solution for your hiring needs. Starting at $99.
Power Resume Search
Monster's new search technology precisely matches people with your jobs.
Resource Center
Find staffing insights, labor trends, HR best practices and more.
Target Post
Connect with skilled, hourly and administrative candidates for only $99.

Social Media

Jobs on Twitter
Find jobs in your area and industry.
Monster Careers
Tune into our career advice and discussions tackling a wide range of topics and industries.
Monster Corporate & PR
Stay up-to-date on the latest news. Get the 'Who', 'What', 'When', and 'Why' on all things Monster related.
Monster Customer Service
Got a Monster question? We've got the answer. Whether you're a job seeker or employer, we can help you find the answers you need.
Monster for Employers
Find advice on hiring.
Follow Us
Check out our many pages and stay connected with the latest industry news, events, career advice and job openings.

Other Links

Monster Company Profiles
Explore companies and get information to guide your career decisions.
Compare Salaries
See how your pay stacks up to others in your field.
iPhone Application
Download the Monster app for iPhone and iPod touch.
Monster Job Seeker Blog
Monster Job Seeker Blog.
Monster Thinking Blog
Monster's Recruitment Trends Blog.
Jobs & Career Resources
Search Jobs:
For Employers: Post Jobs | Search Resumes | Advertise
About Monster | Work for Monster | Advertise with Us | AdChoices | Partner with Us | Investor Relations | Social Media
Terms of Use | Privacy Center | Accessibility Center | Help | Security | Contact Us | Sitemap | Mobile
©2015 Monster - All Rights Reserved U.S. Patents No. 5,832,497; 7,599,930 B1; 7,827,125 and 7,836,060 MWW - Looking for Monster Cable? - V: 2015.8.0.34-213