The position of Public Relations Manager or Public Relations (PR) concerns the activities that an entity carries out to improve its image among the public (Wisegeek, 2011). It includes all communication practices that aim to expose the company to the public in a good light to capture the interests of existing and potential customers, investors, financiers, employees and to promote a good relationship with government regulatory bodies. Job DescriptionA PR manager takes on a supervisory role over public relations staff as they implement programs aimed at publicizing the company. The manager plans and leads activities that establish and maintain an impressive corporate image that inspires employees and the public to have high regard for the company (O*net online, 2010). Job Specifications The job will require the manager to perform the following tasks: Work to build and maintain valuable working relationships that will open up lucrative business opportunities by being professional in dealing with customers, policy makers and especially the media (Knowthis.com, 2011) . The work will also involve working closely with media companies designing and releasing engaging information about the company and maintaining an up-to-date website. They prepare specific articles for specific groups such as shareholders and employees and direct the information to the target group. They also hold press conferences on behalf of the company to clarify issues relating to the company's operations and initiatives. The implementation of the communication budget and the development of strategic business plans that will improve the company's image is a key responsibility of this department. They propose innovative approaches to dealing with customers and ensuring timely feedback to customer queries. Maintaining a pleasant work environment is crucial in any business. Their role is to promote positive employee-employer relationships by working closely with management and unions to ensure that employees have fair representation on teams that address employee needs. They also attend company seminars and other events to stay up to date on the field and the industry at large. Qualifications This position requires a master's degree in any business- or journalism-related field (Occupational Outlook Handbook, 2010). However, a bachelor's degree with a certificate in public relations, advertising, political science, and/or psychology is also applicable (Syl.com, 2006). Previous experience in a similar position is required as part of the skills possessed. Possessing strong oral and written skills and a social personality are important skills for a public relations manager.