Hiring guide · Arts, Media & Design
How to Hire a Public Relations Manager
Pay benchmarks, qualifications, sourcing, screening and interview questions for hiring public relations managers, plus a plan to get them productive fast.
Write a clear job description, offer competitive pay (the national median is $146,910), recruit through portfolio sites and creative communities, verify APR where applicable, run a structured interview with a practical skills check, and onboard with a 30-60-90 day plan.
Pay data: BLS OEWS, May 2025 · Outlook: BLS 2025–35 · Checked October 15, 2026
The hiring market for public relations managers
There are about 80,800 public relations managers employed in the U.S., with roughly 6,100 openings each year. Employment is projected to change +5.7% from 2025–35 (faster than average). Expect competition for qualified candidates: speed and a strong offer matter.
Pay benchmarks for offers
| Candidate level | Annual | Hourly* |
|---|---|---|
| Entry level (10th–25th percentile) | $82,410–$106,580 | $39.62–$51.24 |
| Typical / mid-career (median) | $146,910 | $70.63 |
| Experienced (75th percentile) | $204,520 | $98.33 |
| Top of market (90th percentile) | $284,990 | $137.01 |
*Annual ÷ 2,080 hours except median. National BLS data; adjust for your state and metro area. Many states and cities now require pay ranges in job postings.
What to look for
Must-haves
- Bachelor's degree (typical entry level)
- Communications strategy
- Judgment
Nice-to-haves
- APR
- CFRE
- Crisis communications training
- Experience with media databases
Where to find public relations managers
- Portfolio sites and creative communities
- Art, design, film and journalism school career centers
- Freelancers who have already worked with your team
- Professional associations such as AIGA and PRSA
- Job postings that use common alternate titles: PR Manager, Communications Director, Media Relations Manager, Fundraising Manager
Screening checklist
- Portfolio or reel review
- A short paid test project
- Software proficiency check
- References from clients or creative directors
Follow federal, state and local rules on background checks, drug testing and fair-chance hiring, and apply screening consistently to all candidates for the role.
Interview questions to ask
Ask every candidate the same questions and score answers on a structured scorecard.
1. “Describe a crisis you managed.”
What a strong answer includes: Share.
2. “How do you build media relationships?”
What a strong answer includes: Explain.
3. “How do you measure PR?”
What a strong answer includes: Explain.
4. “How do you lead teams?”
What a strong answer includes: Share.
5. “Describe a campaign you’re proud of.”
What a strong answer includes: Share.
Practical skills checks
A short demonstration beats a perfect resume. Ask candidates to talk you through, or perform under supervision, tasks such as:
- Respond to a PR Crisis in the First Hour (see the steps)
- Media-Train an Executive (see the steps)
- Measure a PR Campaign (see the steps)
Red flags
- Can’t describe basic safety practices for the role
- Vague or inconsistent work history with no explanation
- Unfamiliar with core terms such as Earned media, Owned media, Paid media
- Negative talk about every past employer or coworker
Onboard for retention
The first 90 days decide whether a new hire stays. Use our Public Relations Manager 30-60-90 day onboarding plan and give every new hire the same foundation with Public Relations Manager training. Show them the path forward: PR Specialist → Senior Specialist → PR Manager → Chief Communications Officer.
Hiring public relations managers: FAQ
How much should I pay a public relations manager?
The U.S. median wage for public relations managers is $146,910 per year ($70.63/hour), according to BLS May 2025 data. Entry-level offers often fall near the 25th percentile ($106,580), while experienced hires command closer to the 75th percentile ($204,520). Adjust for your local market.
What qualifications should a public relations manager have?
BLS lists “bachelor's degree” as the typical entry-level education. Look for APR and CFRE where relevant, plus skills such as communications strategy, media relations, and crisis communications.
How long does it take to train a new public relations manager?
Becoming qualified typically takes 5+ years of experience. After hire, plan for a structured 30-60-90 day onboarding period; BLS classifies on-the-job training for this occupation as “none.”