As a Public Relations Manager, you will need to master following:

• corporate social responsibility
• establish relationship with the media

More generally, a public relations manager is also versed in:

• advise on public image
• advise on public relations
• analyse external factors of companies
• build community relations
• communication principles
• conduct public presentations
• develop communications strategies
• develop media strategy
• develop public relations strategies
• diplomatic principles
• draft press releases
• forming of public opinion
• give interviews to media
• integrate strategic foundation in daily performance
• liaise with local authorities
• market research
• organise press conferences
• perform public relations
• prepare presentation material
• protect client interests
• public relations
• rhetoric
• strategic planning
• use different communication channels

It also helps to know the following:

• European Structural and Investment Funds regulations
• advocate a cause
• archive documentation related to work
• company policies
• identify customer's needs
• make price recommendations
• manage online communications
• marketing department processes
• monitor political campaigns
• search engine optimisation
• work closely with news teams
• advertising techniques
• advise on communication strategies
• analyse internal factors of companies
• apply diplomatic principles
• apply grammar and spelling rules
• apply social media marketing
• apply strategic thinking
• approve advertising campaign
• build business relationships
• build international relations
• business strategy concepts
• carry out forum moderation
• collaborate in the development of marketing strategies
• compile content
• content marketing strategy
• coordinate advertising campaigns
• coordinate marketing plan actions
• copyright legislation
• create solutions to problems
• desktop publishing
• develop creative ideas
• develop professional network
• develop promotional tools
• disseminate internal communications
• document project progress
• draw conclusions from market research results
• ensure cross-department cooperation
• ensure information transparency
• establish communication with foreign cultures
• evaluate advertising campaign
• examine advertisement layout
• forecast organisational risks
• give live presentation
• government policy implementation
• government representation
• grammar
• graphic design
• humanitarian aid actors
• identify clients' needs
• implement marketing strategies
• liaise with politicians
• manage account department
• manage budgets
• manage contracts
• manage creative department
• manage development of promotional material
• manage media services department
• manage project metrics
• manage staff
• manage the handling of promotional materials
• manage visual communications
• marketing principles
• monitor political conflicts
• office software
• perform business analysis
• perform fundraising activities
• perform project management
• political campaigning
• political parties
• political science
• pricing strategies
• proofread text
• provide cost benefit analysis reports
• psychological concepts
• recruit employees
• represent the organisation
• social media management
• speak different languages
• survey techniques
• types of media
• use analytics for commercial purposes
• writing style guides