Director of Public Relations

Average Salary: £70,000 +
Competition: HIGH
Years Experience: 10 years +

Job Summary

There’s no one who holds more responsibility of a company or brand’s image than its Director of Public Relations (PR). They aim to enhance a company’s image by directing and implementing a variety of public relations strategies, to meet the company’s expectations. They also deal and manage bad press. Haters are going to hate!


The idea of PR is to raise awareness of the company and ease any worries that consumers and investors may have. Directors of PR ensure that is the case, by doing the following:

  • Defining, developing and implementing PR strategies that aim to enhance a company’s image, product or services in the public eye
  • Establishing reactive strategies to bring positive outcomes at times of crisis and bad press
  • Contributing to marketing initiatives and sales campaigns by raising consumer awareness
  • Preparing and distributing materials for the press as well as announcing key activities
  • Building good relationships with the media by managing press enquiries, conferences and releases
  • Managing the company’s social media presence, ensuring content reflects the image the company wants to portray

Key Skills & Characteristics

A Director of PR should:

  • Have excellent verbal and written skills
  • Possess strong interpersonal skills, being able to interact with key stakeholders at all levels
  • Be passionate, energetic and self-motivated through good and bad times
  • Have a strategic and analytical approach to decision-making
  • Be creative, imaginative and be able to take initiative when necessary

Entry Routes

A wealth of experience is key to becoming a Director of PR more than anything. In the workplace, you have to constantly put yourself forward, put in the extra effort and hours, come up with unique suggestions and so forth. You need to prove that your worthy of the title!

To get your foot in the PR door, it would be wise to complete a relevant degree, such as English and Creative Writing, Business or Marketing. Some individuals complete a postgraduate degree in Public Relations as well as the Chartered Institute of PR (CIPR) qualifications to strengthen their PR portfolio. For an employer, it will show that you are committed to PR.

Job Progression

Public Relations Assistant

Public Relations Officer

Senior Public Relations Officer

Public Relations Manager

Director of Public Relations

Advice From Our Experts

The Good

  • New People – You get to engage with influencers from top positions. It's interesting to hear their ideas
  • Involvement – This role still allows you to get stuck in with creating storyboards. Some director roles don’t allow that
  • Variety – Everyday brings a new challenge

The Bad

  • Crisis Stories - It can be quite stressful when a story appears in the media that can dent a company’s reputation
  • Long Hours – Expect to be working long hours, it can be a volatile industry
  • Fickle Clients – Some clients won’t appreciate the work you have put in. It’s inevitable, but can be frustrating