Ever thought about being the one who handles those press conferences when a company royally screws up? Or crafting that perfect tweet that goes viral for all the right reasons?

That’s PR management – and it’s a legitimate career path with real steps to get there. Not some mysterious job that only people with “connections” land.

Let me break down exactly how to become a PR manager without the fluff. And spoiler alert: yes, you’ll need a degree, but your actual skills and experience matter way more in the long run.

How to Become a PR Manager (Without Knowing Anybody)

Step 1: Get the right education (but don’t overthink it)

Most PR managers start with a bachelor’s degree in something like communications, public relations, journalism, or marketing. This gives you the foundation you need – writing skills, understanding how media works, and basic marketing principles.

Is a master’s degree necessary? Not really, but it can help you move up faster later on. About 30% of PR managers have advanced degrees, usually in communications or business.

The most important courses to take are:

• Media writing
• Public speaking
• Marketing strategy
• Crisis communications
• Social media management

But here’s the thing – your degree gets you in the door, but it’s not what makes you successful. I know plenty of history and English majors killing it in PR.

Step 2: Get your foot in the door with entry-level experience

Nobody becomes a PR manager overnight. You’ve gotta put in the time learning the ropes first.

Start with an internship if possible – even if it’s unpaid (though try for paid). Then look for jobs like:

• PR assistant
• Communications coordinator
• Social media specialist
• Marketing associate

Most PR managers spend about 3-5 years in these kinds of roles before moving up to management. During this time, you’ll handle:

• Writing press releases
• Pitching stories to journalists
• Managing social media accounts
• Organizing events
• Tracking media coverage

This is where you learn how PR actually works in the real world, not just in textbooks. And trust me, they’re very different!

Step 3: Develop the skills that actually matter

PR managers need a mix of hard and soft skills that you’ll build over time:

Must-have skills:

• Strategic communication – Crafting messages that align with business goals (not just writing pretty words)
• Media relations – Building relationships with journalists (who can make or break your campaigns)
• Crisis management – Keeping your cool when everything’s on fire
• Leadership – Managing a team without being a micromanager
• Digital literacy – Understanding social platforms beyond just posting content

One skill most people overlook? Analytics. Modern PR managers need to measure results and prove their worth with data, not just “good vibes.”

Step 4: Consider certifications (optional but helpful)

Certifications aren’t mandatory, but they can give you an edge over other candidates:

• Accredited in Public Relations (APR) – The gold standard certification from the Universal Accreditation Board. Requires 5+ years of experience and passing a comprehensive exam.
• Digital Marketing certifications – From Google, HubSpot, or similar platforms can demonstrate your technical skills.

Are these worth it? If you’re competing for jobs at big companies or want to specialize in a particular industry, yes. Otherwise, real experience trumps certifications every time.

Step 5: Specialize and network (but don’t be annoying about it)

PR is different across industries. Healthcare PR is nothing like tech PR, which is nothing like fashion PR.

Pick an industry you’re genuinely interested in and focus your experience there. This makes you much more valuable than a generalist.

As for networking yes, it matters, but not in the way most people think.

Join the Public Relations Society of America (PRSA) or similar industry groups, but don’t just collect business cards. Build actual relationships by:

• Offering help before asking for favors
• Sharing interesting industry articles (not just self-promotion)
• Attending events with the goal of learning, not just job-hunting

Quality connections beat quantity every time. One mentor who actually cares about your career is worth more than 500 LinkedIn connections who don’t know you.

Step 6: Level up to management

When you’ve got about 5+ years of experience, start looking for PR manager positions that involve:

• Creating communications strategies
• Managing junior team members
• Handling media relationships
• Working directly with leadership
• Measuring and reporting on PR results

The jump to management isn’t just about doing more PR work – it’s about leading others doing PR work. Big difference.

What about the money?

Let’s talk cash. PR manager salaries vary widely based on:

• Location (NYC vs. small town)
• Industry (tech pays more than nonprofit)
• Company size
• Your experience level

But here’s a general range to expect:

• Entry-level PR manager: $65,000-$85,000
• Mid-level PR manager: $85,000-$120,000
• Senior PR manager: $120,000-$150,000+

According to the Bureau of Labor Statistics, the median annual wage for PR managers is about $125,780, with the top 10% earning more than $208,000.

Not bad for a job that doesn’t require advanced math!

The reality check

PR management isn’t for everyone. You need to be comfortable with:

• High-pressure situations
• Dealing with difficult personalities
• Constantly shifting priorities
• Being on call during crises
• Measuring your success with actual metrics

It’s not all glamorous press events and cocktail parties. A lot of it is managing crises, crafting messages that nobody appreciates until something goes wrong, and explaining to executives why they can’t just say whatever they want on Twitter.

But if you enjoy strategic communication, problem-solving, and helping organizations tell their stories effectively, it’s an incredibly rewarding career path with plenty of growth opportunities.

The best PR managers I know didn’t get there because they knew somebody important. They got there by consistently delivering results, building solid relationships, and developing the judgment that only comes from experience.

So yes, follow the education path, but focus even more on gaining real experience and developing those crucial skills that no textbook can teach you. That’s how you become not just a PR manager, but a really good one.