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A PR manager is a person on whom the formation of a positive image of an enterprise and its further support depend. The position of this specialist is very important for both large and small company, which is why it is quite in demand on the labor market. By the way, they offer him high wages.

Who is a PR manager?

The abbreviation PR itself comes from the English phrase “public relations”, which translates as “public relations”. Thus, the PR manager is the specialist who is responsible for maintaining the company's image for the public and the media. mass media.

The “PR man,” as he is simply called, must actively interact with external environment, analyze and predict factors that may affect the overall image of the enterprise and its further development. This is precisely where he differs from a manager who deals only with advertising - the latter’s functionality includes only promoting a service or product.

PR manager: responsibilities

Since the PR manager’s functionality includes ensuring the company’s cooperation with the media, society, government at all levels and the population, he has whole line duties that he must perform. The process of ensuring interaction itself is very complex and multifaceted, sometimes it takes up everything free time specialist

A PR specialist prepares press releases about the company and submits them to the media for further distribution, and also responds to media requests about the activities of the enterprise. Its functionality also includes organizing press conferences and conducting interviews with company executives. Interaction with authorities, the population and financial circles (including investors) is also included in its functionality. Among other things, he is responsible for organizing and conducting advertising campaigns. Thus, a PR manager, whose responsibilities are quite broad, can completely control appearance the company for which he works.

Where are PR people needed?

Almost all large enterprises have PR specialists. Enterprises working with international partners form entire departments and departments that are engaged in creating and maintaining an image, as well as public relations. In many ways, this is what helps businesses achieve high results.

In addition, there are advertising agencies that have a huge range of customers; all their specialists are divided into two large groups. The first is creators (copywriters), who come up with concepts for holding events. The second group (technologists) conduct press conferences, PR campaigns, exhibitions, presentations and other events.

A PR manager can also find himself in politics. Politicians will be happy to hire a good PR person who can help create the right image to help win the trust of potential voters.

What should a PR specialist have?

A competent public relations specialist must be able to do many things. Job description of a PR manager does not clearly outline the range of skills that he needs. Firstly, we're talking about about basic knowledge of the principles of PR, management, advertising, marketing, economics and management.

A PR manager often has to actively work with business correspondence, draft advertising strategies, he also needs media planning skills. Copywriters are not always able to come up with an interesting idea or write an unusual article, then a PR specialist gets down to business.

Of course, a PR specialist must be able to organize events such as press conferences, exhibitions, seminars and meetings. Do not forget about the need to master a standard package of office programs; knowledge of English at a fluent or at least conversational level is also welcome.

How to learn to be a PR specialist?

If you are thinking about how to become a PR manager, you can immediately take documents and go to university to study advertising, journalism or philology. Although PR professionals claim that it is very important in work interdisciplinary approach, since the work of a PR specialist is associated with a number of disciplines, which include sociology, some types of psychology and even psycholinguistics.

Employers welcome an applicant for the position of a PR manager if he has a diploma from Moscow State University, Russian State University for the Humanities, MGIMO or RUDN University, however, if you graduated from some other university, there is nothing wrong with that. Among other things, it is welcome to have international certificates, as well as documents indicating that the applicant has passed extra education at short-term courses in PR.

Self improvement

An advertising manager must always think about how to become good PR manager. Experts say that it is necessary to constantly improve your own skills, otherwise you will achieve high results will not work. The most important thing here is the ability to learn to communicate with absolutely different people, regardless of their social status.

Diplomacy, the ability to correctly express one’s thoughts and the desire to work hard - these are the qualities one must have good specialist Public Relations However, even having these qualities does not guarantee success. Each manager is individual, but if he believes in himself and his strengths, and is also ready to work hard, he will find himself in the profession.

What should a PR specialist be able to do?

In addition to knowledge of the basics of PR, advertising, economics, management and marketing, a PR manager must be able to process correspondence, formulate strategies and conduct campaigns aimed at improving the image of the enterprise. He may also need skills in writing articles, press releases, and other promotional materials.

It is important that the public relations specialist has experience in participating in seminars, press conferences and other meetings, because now the organization of such events will fall on his shoulders. The standard requirement is for proficiency in standard office programs, and recently large firms have been trying to hire PR people who speak foreign languages ​​at least at a conversational level.

Work in the capital

The city to which a budding provincial PR manager often strives - Moscow - is not always ready to accept strangers. That is why experienced specialists By public relations They recommend first gaining experience in your region, and only then going to another city.

In the capital, PR managers are in great demand; they average salary ranges from 70 to 100 thousand rubles per month. Finding a place is quite easy, but the requirements are serious. Also in Moscow you can find a large number of advanced training courses, where anyone can learn to become a PR manager.

How to write a resume?

Most important indicator, which will tell the employer what a PR manager is - a resume, and in in this case it plays a decisive role. “If it is clear from the resume that the applicant cannot advertise himself and his own skills, then how will he advertise my company?” - this is exactly how business owners who are looking for a PR manager think.

An applicant for the position of public relations manager must include information about education and work experience in his resume. Some employers pay Special attention on work experience, but if you don’t have too much of it, don’t despair; it’s quite possible that you’ll prove yourself quite brightly during an interview with your immediate supervisor.

Portrait of a modern PR manager

Heads of large organizations see a universal image of a PR specialist as a person under 30 years of age with humanitarian education. Such a professional must be very sociable, able to influence, demonstrate his broad outlook and pick up absolutely any conversation. It doesn’t matter where exactly he ends up, he should be able to become part of any company.

With all this, the advertising and PR manager must constantly generate ideas or draw up New Product from those available. In addition, he must be able to interact with the media, which is a rather specific type of activity. Journalists are the main way of transmitting data about the enterprise in which a public relations specialist works.

Career growth of a specialist

What are the prospects for a future PR manager? As soon as he gains sufficient experience in the field of public relations, he becomes eligible for a salary increase of approximately one and a half to two times. As a rule, this happens within two to three years, when the specialist has already developed a base of contacts with journalists, knows how to develop a PR strategy and has many connections.

If a PR manager manages to become a real star in professional field, they will pay a lot of money for his work. Most often, representatives of the fair sex become masters of advertising; no more than 30% of men in PR total number specialists. Almost all PR managers are no older than 30 years old.

The most important indicator of the success of a PR specialist is a portfolio in which you can find materials on all the projects he has completed. By using various mechanisms a potential employer can check whether a PR manager candidate was able to bring this or that project to the market, whether he managed to increase brand awareness and form a positive customer opinion about a service or product.

Today, every large (and not so large) company has a PR director - this is a profession that has relatively recently appeared on the labor market.

Initially in job responsibilities PR directors only included writing advertising texts, but today the range of responsibilities has expanded and depends on the size of the company and the structure of the PR department.

Why does a company need a PR director?

PR director– an expert who is responsible for communication with outside world, development and maintenance of a positive image of the company, product brands or services.

IN modern business there is none large company, which does not have a public relations specialist on its staff, in other words, a “PR specialist.” The range of responsibilities of a PR director is extensive, ranging from simple organizational issues before establishing public relations. Also, the Director of Advertising and PR controls the organization and holding of exhibitions, the development of print advertising, moderation of the company website, and negotiations with representatives of the media. The responsibilities of the PR director also include promoting the company at the internal corporate level (creating and maintaining a positive image of the company for employees) and establishing and maintaining external relations with the public.

Sometimes the responsibilities of a PR director are mistakenly confused with the job responsibilities of other specialists, for example, with marketers (obliging them to study the sales market), advertisers (forcing them to distribute advertising in the media), with designers (forcing them to create and develop advertising materials, logos, presentations), with assistants, secretaries, etc. The job descriptions of a PR director include knowledge and skills in all these specialties. But his main task is the ability to professionally evaluate, predict and analyze those factors that have an impact on the growth and reputation of the enterprise. Unlike a PR director, an advertising manager promotes only one product or one service of the company - this is one of the main differences between these specialists. After making some observations, it turned out that many Russian companies, when hiring a PR director, often confuse him with an advertising specialist.

From the above we can conclude that the PR director is responsible for maintaining a positive image of the company, but does not necessarily have to be able to do everything. A PR director who scatters his capabilities will never be able to efficiently perform his duties that are important for running a business.

Job responsibilities PR directors depend on various factors, since there are no completely identical business strategies. The functions that a PR director performs depend on the target audience, the size of the company, sales markets, and the company’s product. It follows that the basic skills that a PR director possesses are not always important, but only those that will be useful in solving individual problems for a separate business project are valuable. It is creativity, confidence, and determination that will help a PR director reach the most unpredictable heights.

Functions of a PR director

1. Formation of tasks and setting goals for running a PR campaign.
2. Research of all factors for carrying out a PR program.
3. Analysis and forecast of the effectiveness of a PR campaign for the company's image.
4. Creating and maintaining an appropriate image of the product, employees and the company as a whole.
5. Analysis of the enterprise’s reputation and regular informing of the company’s management about this.
6. Identifying and solving possible communication problems.
7. Informing the public about the company's services and products, its activities and policies.

How to understand whether you are spending money on PR in vain

There is still no unified system for assessing PR effectiveness. However, experts are working on this problem: new formulas are being introduced for calculating return on investment and determining the emotional tone of publications, regular studies and ratings of channels and means of communication are appearing.

The editors of the Commercial Director magazine tell us how to choose the most convenient methods and competently evaluate the results of the PR department’s work.

Realistic job description for PR director

Many managers Russian companies they do not always fully understand for what purposes their company needs PR. But they always stubbornly continue to search for that same PR star simply for the prestige of the company. When searching for a candidate for the position of PR director, the HR manager, not always understanding the job description of the PR director, puts forward somewhat vague requirements for the candidate in the job description. Sometimes in job descriptions, HR managers duplicate requirements that are described in other advertisements. Thus, without understanding the goals and requirements of their company, HR managers doom their company to an incompetent employee. Often, a candidate meets the required requirements and is suitable in appearance (because everyone knows that a PR director must look nice), but does not have the skills for the employer’s company.

The classic job description of a PR director contains the following points:

• stable work schedule;
• innate PR skills;
• ability to work for results;
• high level of responsibility;
• ability to make quick decisions.

Expert opinion

The person applying for this position must be a bit of a showman

German Shalumov,

President of FurLuxuryGroup, Moscow

For the PR director in our company, the priority responsibility is the creation and promotion of advertising campaigns: conducting PR campaigns in the media and the Internet, organizing and holding exhibitions and promotions, analyzing the results of advertising campaigns. Also, the job descriptions of the PR director of our organization include conducting negotiations and establishing cooperation with the media, writing news posts, articles and press releases. When selecting applicants for the position of PR director, we gave preference to candidates who had experience in journalism. Candidates must have an analytical mind, be a good communicator, have article writing skills and, of course, be a charismatic personality. Having an education in this specialty is, of course, a big advantage, but work experience is a priority for us. For example, the PR director who works on our company’s staff is a graduate of the Moscow Open pedagogical university them. M.A. Sholokhov with a specialist’s diploma in “Management Psychology”.

Knowledge and skills that a PR director must have

The classic job description of a PR director includes the skills that an advertising and PR director should possess, such as negotiation skills, business etiquette, understanding the list of secret information, the ability to organize the protection of trade secrets. But for a PR director who works for a specific company, first of all it is necessary to have the following information:

• history of the founding and development of the enterprise, the current state of affairs, development plans;
• full awareness of the company's product;
• possession of all information about management, investors and employees, their careers and professional activities;
• a clear understanding of the company’s market niche, possession of information about the main competitors and market leaders;
• it is very important to understand the needs of consumers and be able to find an approach to satisfy them;
• have information about events held in this industry;
• have knowledge of the leading media that are most suitable for the company's advertising campaigns.

Also, the PR director must have experience in writing press releases and posts, have copywriting skills, be able to carry out professional media monitoring, and master professional terminology.

The job descriptions of the PR director must include items on literacy and proficiency foreign language. A PR director must be able to competently express thoughts both orally and on paper.

Possession English language is important for the PR director, even if all the company’s employees, partners, competitors and consumers are Russian-speaking. Knowledge of the language can be useful when monitoring foreign media, and for specialists who work in reputable companies - for negotiating with foreign journalists.

Qualities of a born employee for the position of PR director

Recruitment managers, when choosing a candidate for the position of PR director, make the following requirements for applicants:

• communication skills;
• ability to extract information from any sources;
• resourcefulness;
• ability to work for results;
• active life position;
• responsibility;
• resistance to stress;
• positive outlook on life.

Sociability. The main characteristic of a person who does PR is, by default, communication skills. Only thanks to this talent is it best possible to establish contacts, find a way out conflict situations, transmit and receive information.

Curiosity. The ability to extract information from any source will help the PR director to always be aware of the situation and find a way out of any situation. A competent PR specialist must have all the information that concerns the company, starting from the very beginning and including the company's biggest breakthroughs along with failed deals. At press conferences with journalists, every little detail is important, and ignorance of it is perceived as unprofessionalism.

Curiosity. An experienced PR director should always have information about the company, competitive companies, partners, media, sales market and potential investors. Such possession complete information will always allow you to react in time in any situation.

Initiative. A competent PR director will never sit still and fold his arms. To increase the company’s profit, it is necessary to attract third-party investments; for this it is necessary to release the necessary information to the media, analyze proposals and find news feeds.

Quick wit. This quality allows you to choose the most relevant one from the flow of information that comes in. Resourcefulness is necessary for a PR director to present the same business case from different angles, package them in different news channels and implement them in different media.

Determination. This is one of the most important qualities that is inherent in a PR director; it helps him achieve the desired results, even if initially there were no prerequisites for success.

Intelligence. Competent negotiations, a friendly mood, and self-control are one of the important qualities of a good PR director. Whatever the situation he finds himself in, he always needs to remain neutral and respond positively to negative questions from journalists or customer feedback.

Stress resistance. An important quality that helps a PR specialist overcome various situations. If you look at it from the outside professional activity PR director, you may get the impression that his work is a continuous holiday, which is accompanied by a lot of interesting acquaintances and meetings. In fact, he needs to constantly balance between management and journalists.

Mobility and efficiency. The PR director must always be in touch. Representatives of the press often need to get a comment urgently, and if you do not answer your call or email, your competitors may be interviewed. Often, journalists try to publish interesting articles faster than their colleagues and give preference to working with sources that primarily provide information quickly and promptly (rather than qualitatively and truthfully).

The PR director must have organizational skills and be able to establish a work process within the company’s team. For example, all external communications should go only through the PR director. None of the employees should comment on the work of the company or disseminate information about the company without the knowledge of the PR-director.

Also, company management should not be allowed into this process. Since doing PR for a company is an exciting activity, a manager may want to start writing articles, press releases, giving interviews to the press, and with such uncontrolled actions he can bring disaster to the company, because he “exposes” his scope of work. Therefore, all communications with the outside world should pass only through the PR director.

Job responsibilities, rights and responsibilities of the PR director

The responsibilities of a PR director usually include: creating and supervising campaigns to promote the company, negotiating with the media, creating articles, organizing and holding press conferences, monitoring the competitor market, and analyzing the effectiveness of completed activities. However, in practice, almost no one adheres to these rules, but only takes into account the number of publications, not necessarily in authoritative sources.

Monitoring the competitor market can be different.

There are several ways to monitor your competitors. The first is the simplest thing you can do - monitor their activities yourself, observe what innovations they have introduced, what reviews they have written about them. The second way is to place an order with specialists who will calculate the attitude towards competitors, the attitude towards your brand and the product you are selling.

Often, a PR specialist also deals with SMM, but in this way the PR director is not engaged in his direct responsibilities, as a result of which the effectiveness of the PR campaign decreases. Also, most PR directors are responsible for printing and advertising materials, souvenirs and other things not related to PR. When tasks that are not related to PR are put forward by the company's management as a priority, this is proof that the manager does not understand what functions the PR director should perform. The PR director has a certain privilege - this is the unhindered receipt of any information data he needs as part of his work in the company. As a result of this privilege, the PR Director is responsible for all information materials and information that are provided on his behalf and on behalf of the company. The PR director must control and filter all information that comes from him.

Expert opinion

PR director is a very broad specialist

Andrey Berezhnoy,

General Director of RalfRinger, Moscow

The PR director who works in our company does the following:

• creates and implements programs to promote the company;
• takes part in the creation and implementation of a strategic marketing plan for the enterprise;
• negotiates with media representatives;
• organizes and supervises the company’s participation in exhibitions, conventions, meetings, etc.;
• develops a corporate publication for the company's distributors (“Ralf dealer”);
• develops a corporate publication for company employees ("Time Ralf");
• promotes the corporate website;
• creates a strategy and implements a strategy for promoting the company on the Internet;
• develops and prepares advertising materials;
• conducts analysis and generates a report on the competitive market;
• monitors and regulates the operation of the hotline.

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In what areas is it best to look for a candidate for the position of PR director?

1. Experience working in a PR company or consulting firm.

It is considered the most advantageous option for a candidate for the position of PR director, since in companies of this type employees gain experience in different areas activities in very short time. They are trained in the following areas: organizing events, writing press releases, conducting negotiations with media representatives, preparing materials and statements for the press, monitoring and conducting analysis, developing PR support. If the candidate has not received great experience work in the same place, he still has general idea about the integrated organization of work. You should always take into account what position the employee previously held - the former head of the monitoring department will not be able to cope with organizing a large event. But with positive experience in conducting several PR campaigns as a PR director, it may well satisfy the requirements of your company.

1. Experience working in election campaigns.

Such specialists also have their advantages. According to one of the authoritative PR experts in Russia, it is generally accepted that experience in an election project is high degree vocational training candidate for the position of PR director.

1. experiencePR-directorin a competing company.

This fact is considered a weighty argument for a candidate for the position of PR director, but you should take into account that you and the other manager may have different concepts about the activities of the PR department. It follows that the applicant for the position of PR director may have previously performed other tasks that do not meet the requirements of your company.

For example, the responsibilities of the PR director included publishing a corporate newspaper, developing instructions for employees and organizing various events. One of distinctive features such a PR director is the ability to correctly analyze and navigate special means mass media, aware of the area of ​​their activities. But there is also back side medals: a narrow field of activity develops the habit of performing only a limited list of tasks.

1. Experience working in the media.

Such an experience labor activity candidate for the position of Director of Advertising and PR is a priority. Journalism specialists are well aware of the specifics of a journalist’s work and can easily create cooperation agreements with their colleagues. former colleagues. But it must be taken into account that if a journalist has not gained experience in the field of PR, he will need to go through a certain phase of getting used to and adapting. Otherwise, this option is considered unacceptable if the director of advertising and PR is unable to carry out clearly assigned tasks and organize personal work.

Demand and cost of remuneration for an employee for the position of PR director

It was predicted that during the global crisis, most companies would reduce the position of marketing specialist and PR director on their staff, but these forecasts did not come true. Based on research conducted in early 2015, marketing specialists were ranked as the fifth most in-demand occupation. Marketing and PR vacancies occupy leading positions among those offered, ahead of the construction and manufacturing industries. On average, out of twelve professions in Russia, one is in public relations.

Average salaryPR-directorsin Russia.

Moscow. Average wage, which the PR director received in December 2015, was 69 thousand rubles, but in February of this year it was already 71 thousand. A slight increase can be identified, but no consistency. Back in August 2015, according to the average, the salary of a PR director was 75 thousand rubles, but already in September 2015 - 69 thousand rubles. According to observations, in the last few years the salary of a PR director has fluctuated around 70 thousand rubles.

Saint Petersburg. Compared to Moscow payments, the salary of a PR director in St. Petersburg has increased slightly over the course of several years. Over the past two years, PR directors in St. Petersburg have increased their salaries by 8-10 thousand rubles per month. In January 2015, wages remained stuck at 51 thousand rubles, and in February – 49 thousand. But in December 2015, the PR director already received 61 thousand rubles, and in February 2016, the salary decreased by one and a half thousand.

Kazan. The salary of a PR director in Kazan has increased insignificantly; at the beginning of 2015, salary payments were in the range of 23-25 ​​thousand rubles, and at the beginning of 2016 they ranged from 25 to 27 thousand rubles.

Nizhny Novgorod. Wage payments in this region, unlike others, are decreasing slightly. So in February 2015, the PR director received a salary of about 25 thousand rubles, but in May of this year his salary was around 30 thousand rubles. According to research, in February 2016, the salary of a PR director is 29 thousand rubles.

How to find an employee for a position PR rector

When hiring a PR specialist, you need to get answers to questions that will help determine the level of professionalism of the future marketing and PR director.

1. Do you know how to constructively build a dialogue?
2. Do you know how to listen carefully to your interlocutor?
3. Do you have the ability to persuade?
4. How proactive and energetic are you?
5. Do you tend to make quick decisions in stressful situations?
6. What is your position in life?
7. How do you understand the principle of working with the press? How much do you understand what journalists need, what information does the media need? (Journalist experience will be considered a priority.)
8. How ready are you to work for results? A talented PR specialist can not only make extraordinary decisions, but create and own tools for high-quality problem solving.

In order to understand how suitable a candidate is for the position of director of advertising and PR for your company, and to get detailed answers to questions, you need to tell what plans the company is pursuing in the next few months. It is necessary to find out how the candidate for the position of PR director intends to solve these problems. An experienced PR director will not find it difficult to present several variations on solving the tasks assigned to him during an interview. From the answers received, you can conclude what benefits he can bring by working in your company as a PR director.

Rules for assessing the effectiveness of a campaign managed by a PR director

Efficiency assessment is carried out in several cases, primarily when the funds invested in a PR campaign are not justifiably inflated in relation to the PR events carried out. Secondly, performance evaluation is carried out to select the right tools to implement its own communications program.

Basic principles. Based on the experience of already completed projects, in case of deviation from basic principles may complicate the performance assessment process:

1. The company's business goals and PR goals should be directed in the same direction. When conducting any PR event, the company's development goals should be a priority. It is very important that the directions of the PR campaign coincide with the strategic directions of the enterprise in the field of interaction with the public masses.
2. The effectiveness of a PR company must be assessed in PR terminology.
3. Very often it is faced with the fact that the management of an enterprise tries to evaluate the effectiveness, evaluate the campaign in percentage from the total turnover, profitability of the company or the flow of customer requests. It is not entirely correct to apply business evaluation criteria to performance evaluation. Impossible to separate campaign results from changes external conditions(laws and regulations or incorrect strategic business campaign).
4. Various ways to evaluate performance. It is impossible to choose one proven method that allows you to accurately assess productivity. Each method is selected individually, depending on what priorities are set for a given project. There are a large number of ways in which productivity can be assessed. Qualitative ways include: content analysis, expert surveys, focus groups, and quantitative - telephone and online surveys of the population.
5. It is imperative to plan PR events, which will provide an opportunity to evaluate productivity. Productivity assessment is comparative assessment the results that were achieved and that were planned to be achieved, based on this, first of all, it is necessary to identify strategic goals and campaign objectives. When conducting an assessment, it is necessary to define goals in terms that may later be used as criteria for assessing productivity. For example, the goal is to include banking experts as the most relevant financial news commentators for the media. In this case, the conditions for this situation will be an increase in the number of quoted speeches by bank experts, an increase in the number of requests to the press service, but such indicators can be replaced. Assessing the productivity of campaigns is closely related to campaign planning, which makes it possible to clearly understand at the preparation stage what results can be expected upon completion of the event. The cause of conflicts that may arise as a result of the appearance of unreliable results that were achieved with the help of tools will be the lack of initially clearly defined tasks. There is also no way to compare the results that were originally planned and the results at the end of the campaign. From practice it follows that before launching a campaign, it is necessary to clearly identify from the customer how the results of the campaign will be measured. You should not count on subjective customer satisfaction.
6. Measuring productivity is not assessing productivity. It is very important to separate these two definitions. Both are based on actionable -strategy and -activity with long-term and short-term results. When we are talking about a single event, the purpose of which is limited and does not belong to important information links of the company, then it is quite simple to determine the productivity of the campaign. Often this prospect appears immediately after the event. But when planned work is carried out, thanks to which the company’s reputation is created, it will most likely be necessary to conduct a series of studies that will be devoted to assessing the results that were obtained at the end of the campaign. For example, an enterprise’s participation in an industry conference. What results will be considered positive in the short term? Successful speeches by an authoritative personality - a newsmaker, an increase in the number of contacts, increased attention from journalists, an increase in the distribution of company advertising materials. What results will be considered successful in long term? Here it is necessary to determine how participation in the conference influenced the expert status of the company, to assess how much the number of requests for information has increased.
7. The assessment of the productivity of a PR campaign should not exceed the cost of the campaign itself. This rule is associated with the period of the campaign itself; in the case when it is carried out on long-term grounds, in order to form a positive reputation, it is necessary to collect experimental data at certain intervals to verify the correctness of the chosen direction and demonstrate preliminary results. Often in such campaigns, productivity assessment is part of the project, which requires at least as many resources as running the current campaign.

Methods for assessing effectiveness are an integral part of those criteria that are considered as priorities for the current project.

Based on the experience of leading PR agencies, in practice they apply both classical methods, as well as unique developments of agencies. For example, to demonstrate the economic productivity of a PR campaign, it is necessary to calculate the cost of a publication that was published during a PR event or as a result of participation in a press conference.

Let's consider two classical interpretations of approaches: content analysis and the expert survey method.

1. Content analysis.

The most used tool for assessing company productivity.

Content analysis is a complex tool that consists of many levels of productivity assessment. Using this tool, it is possible to study both short-term and long-term effects of a company's activities.

For example, the quality of a press conference can be assessed by the following criteria: how many journalists were present at the event, what publications were presented, how many materials were written, what articles used key messages that were presented by PR specialists in the process of preparing the press conference. Sources of information (newspapers, magazines, media, online publications), dates of publication of materials, style of materials (market review, interviews, planned publication), dynamics of information occasions - such criteria can be used to study the media space.

One of effective methods is an analysis of the area of ​​information occasions and main keys. To conduct such research, it is necessary to use a large amount of media materials, involving both federal and regional press sources. Only analysis allows you to find out exactly what company actions attract media interest.

As part of assessing the productivity of PR activities carried out for a large state-owned company, a content analysis of media messages was carried out, which includes the study and processing of data for six months of the company’s information activity. Based on the results of the research, it was revealed that the image and reputation of the company are greatly influenced by the images of its shareholders. Moreover, over 40% of all negative reviews about the company were associated with only one of its shareholders.

The majority of negative messages are attributed to social risks - 16%, risks of increasing the cost of the company's services - 19%, which has a primary connection with the social sensitivity of the industry in which the company operates.

When analyzing positive messages, a number of trends were also identified.

Most of the publications positive character positioned the company as a representative of the industry with improved quality - 47% and as a reformer of this industry - about 14% of all positive feedback. These studies allowed the subsequent PR campaign to use information that reflected the facts strategic development companies in this industry.

1. Expert survey.

This tool requires large financial and labor costs, so it is not used to evaluate the productivity of the current campaign. But with the help of an expert question, the attitude towards the subject of PR activities among elite groups is perfectly revealed. Often, expert communities are one of the most important target groups of PR activities, so activity is aimed at changing the opinions of communities. Systematic implementation expert surveys reveals the attitude of experts to the subject under study, allows us to determine opposing views and collective mood in the community of professionals of this group.

According to theory, the survey is best conducted within the framework of an already prepared expert panel, but practice proves that after the tenth expert interview there is an oversaturation of information, and we cannot fruitfully absorb new knowledge, which can lead to the loss of valuable information. It follows that the panel of experts needs to be expanded, and groups of specialists who have different points of view must be involved in conducting the survey.

In practice, conducting expert surveys, it has been revealed that in order to master the expert space, increase loyal attitudes and identify experts who have a similar point of view with us, it is necessary to spend six to nine months of systematic work.

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Basic rules that will help assess the productivity of a PR director

Rule 1.It is necessary to define a goalPR-project.

For example, if it is necessary to form or change public opinion, then the result of a PR campaign can be assessed by the number of appearances on air of programs or published articles in which the name of your company was mentioned.

In order to improve the company's reputation, you can use patronage or sponsorship programs. To evaluate such a result, it is necessary to conduct sociological surveys.

Sometimes, in order to understand what effect has been achieved, it is enough to simply summarize the results of communication with target audiences.

Rule 2.No need to give up technical methods productivity assessment.

1. A sociological survey helps to identify the popularity of a company and understand the audience’s interest in the company’s product. It is necessary to conduct a research survey before the start of a PR campaign and after its completion.
2. Press monitoring is carried out in order to assess the number of publications and their quality (positive or negative).
3. Analysis of company performance. Most of the results are considered to be direct or indirect coefficients of PR effectiveness.
4. The EAV ratio is the most popular PR productivity metric and is popular among those new to the PR industry.
5. The mileage of PR texts is one of the most common evaluation criteria. Shows how many characters or square centimeters are used in the publication.

Rule 3.A more objective assessment can be obtained by using large quantity sources.

Rule 4.Wrong to evaluatePR-activity from the “sales” position.

Company information

FurLuxuryGroup Company is engaged in the production of fur products, promoting the brands GermanShalumov and Fur from Mary. Production workshops The companies are equipped with high-quality German equipment. Store branches are located in Dubai and New York. In the summer of 2007, the FurLuxuryGallery boutique opened in Moscow. The fashion house “Furs from Mary” dates back to 1870, when Princess Maria Shalumova opened a fur factory. In 1917 the enterprise was nationalized. In 1994, representatives of the Shalumov dynasty resumed their own business.

RalfRinger Company engages in the production and sale of men's shoes. Founded in 1996. It has own production(in Moscow, Vladimir and Zaraysk). Over the course of ten years of operation, production volume increased annually by 30-50% (in 2006 it amounted to 1.7 million pairs). RalfRinger shoes are sold in company stores (in Moscow, St. Petersburg, Vladimir, Zaraysk, Kaluga, Nizhny Novgorod, Samara and Yaroslavl), as well as in 1,700 stores in Russia and the CIS (the company has 300 dealers). Staff - about 2500 employees.

Job responsibilities PR manager largely depend on the profile of the company’s activities, as well as on its size. We have prepared a universal sample job description for a PR manager, which provides for conducting PR campaigns, writing press releases, etc. Adapt it to the needs of your company and create your own job description for a PR manager.

Job description of a PR manager
(Job description for PR manager,
Job description of a public relations manager)

I APPROVED
CEO
Last name I.O. ________________
"________"_____________ ____ G.

1. General Provisions

1.1. A PR manager belongs to the category of specialists.
1.2. The PR manager is appointed to the position and dismissed by order of the general director.
1.3. The PR manager reports directly to CEO/ Director of PR and Marketing.
1.4. A person responsible for following requirements: higher professional education in the specialty “Public Relations” or higher professional education and special additional training, work experience in the specialty of at least one year.
1.5. During the absence of a PR manager, his rights and responsibilities are transferred to another official, as announced in the organization order.
1.6. A PR manager should know:
- basics of marketing;
- general PR methodology, methods for identifying target audiences, principles of planning and conducting PR campaigns;
- methods of working with the media, the procedure for organizing and preparing press releases, information messages, media kits;
- basic principles of client PR, internal corporate PR, crisis PR, and other types of PR;
- legislation on advertising;
- the composition of information that is a state, official and commercial secret, the procedure for its protection and use.
1.7. A PR manager is guided in his activities by:
- legislative acts RF;
- Charter of the organization, internal labor regulations, others regulations companies;
- orders and instructions from management;
- this job description.

2. Job responsibilities of a PR manager

The PR manager performs the following job responsibilities:
2.1. Organizes public relations and media relations work.
2.2. Develops a strategy for communication with members of the public and the media and a corporate identity for the company, an action plan for forming or adjusting the image corporate culture companies.
2.3. Develops a plan for conducting PR campaigns, makes forecasts of the impact of certain planned actions on the image of the enterprise.
2.4. Determines the budget for PR campaigns.
2.5. Organizes press conferences, briefings, media kits, backgrounds, interviews with company executives in the media.
2.6. Organizes the preparation of press releases about the company’s activities, corporate newsletters, and other information materials about the enterprise’s activities for the media, and prepares public reporting documentation for the company.
2.7. Studying attitudes towards the company's activities, organizing surveys, questionnaires and interviews with the public.
2.8. Informs the management of the enterprise about the results of surveys public opinion(consumers, media, representatives of government agencies, partners and clients of the enterprise, etc.).
2.9. Uses informational occasions (exhibitions, presentations, events, etc.) to benefit the company's image from attracting public attention through the press without direct advertising.
2.10. Analyzes proposals for the enterprise’s participation in organizing various events (exhibitions, press conferences, presentations, festivals, charity events, etc.), gives an opinion on the possibility of joint participation in PR events conducted by third-party organizations.
2.11. Analyzes the effectiveness of conducted PR campaigns.
2.12. Summarizes, analyzes and brings to the attention of the company's management materials from the media about the company (products, services) that were not initiated by the enterprise and the enterprise's PR personnel.
2.13. Reacts to statements of criticism addressed to the enterprise (prepares response speeches, press conferences, organizes explanations and comments on criticism in other forms).
2.14. Analyzes PR strategies of competitors, identifies their strengths and weaknesses.
2.15 Organizes surveys among employees of the enterprise to obtain materials on the need to conduct internal corporate PR campaigns (to improve personnel policy enterprises, preventing internal conflicts, etc.).
2.16. Performs other official assignments of the company management.

3. Rights of a PR manager

The PR manager has the right:
3.1. Request and receive necessary information and documents from the heads of the company’s specialized departments and specialists.
3.2. Act on behalf of the enterprise, represent the interests of the enterprise in relations with authorities state power and local government, representatives of the media and the public.
3.3. Conduct independent correspondence with structural divisions enterprises, as well as other organizations on issues within its competence.
3.4. Submit proposals for improvement of work related to the provided for consideration by the management of the enterprise this instruction responsibilities.
3.5. Require the company management to provide organizational and technical conditions and prepare the established documents necessary for the performance of official duties.

4. Responsibility of the PR manager

The PR manager is responsible for:
4.1. For failure to perform and/or untimely, negligent performance of one’s official duties.
4.2. For failure to comply with current instructions, orders and regulations on maintaining trade secrets and confidential information.
4.3. For violation of internal labor regulations, labor discipline, safety and fire safety rules.