Assistant Director of Public Relations. (Job responsibilities) Responsibilities of employees of the advertising and public relations department in the Razmax Group of Companies

The competence of public relations directors includes the development of a PR strategy and the formation of a positive image of the company. Such specialists are responsible for organizing and conducting PR campaigns: developing their concept, calculating the budget, and analyzing their effectiveness. Directors of public relations study the PR activities of competitors, build and develop new communication channels, initiate publications in the media, and control the release of corporate information publications.

The average market salary offers for public relations directors in the capital are 100,000 rubles. In St. Petersburg, such specialists earn about 90,000 rubles. per month. In Ufa, PR directors can count on an average income of 55,000 rubles, in Nizhny Novgorod - 52,000 rubles. Data for other cities participating in the study are presented below (see tables).

PR managers with at least 3 years of work experience can try themselves as a public relations director. Applicants must have a university degree, preferably in PR, marketing or advertising. Employment is also possible for graduates of other university faculties, but they must have certificates confirming additional education in the field of PR. Public relations specialists applying for the post of PR director for the first time must demonstrate excellent knowledge of the media market, PR tools and technologies, and principles of planning PR campaigns. Candidates also need to have confident computer skills (MS Office, graphic editors), skills in developing communication strategies and PR events, and experience in writing and editing texts. Employers welcome applicants to have an established base of contacts with various media outlets. Salaries of beginning PR directors in the capital range from 55,000 to 75,000 rubles, in the city on the Neva - from 50,000 to 70,000 rubles, in Nizhny Novgorod and Ufa - from 30,000 to 40,000 rubles.

Directors of public relations who have worked in this position for at least a year and have successful experience in developing PR campaigns earn up to 90,000 rubles in Moscow, up to 80,000 rubles in the Northern capital, up to 50,000 rubles in Nizhny Novgorod, and in Ufa – up to 48,000 rub.

Entry into the next salary range is open to public relations directors with more than 3 years of experience who have previously participated in the PR promotion of key persons in the company. Such specialists must have in-depth knowledge of marketing, advertising, branding, and be fluent in English. Some employers give preference to applicants who have previously worked in companies in a similar field of activity. Experience interacting with government agencies is also preferred. PR directors who meet the specified requirements in the capital can count on an income of up to 140,000 rubles, in St. Petersburg - up to 125,000 rubles, in Nizhny Novgorod and Ufa - up to 75,000 rubles.

Employers are willing to offer higher salaries to PR directors with at least 5 years of experience who have experience in developing complex PR campaigns that involve all media channels: Internet, press, radio, television. A competitive advantage in the labor market is enjoyed by specialists with experience in implementing projects to introduce new companies or products to the Russian market, as well as applicants who previously held the post of PR director in large domestic and foreign companies. The maximum salary for managers of this level in Moscow is 300,000 rubles, in St. Petersburg – 270,000 rubles, in Nizhny Novgorod and Ufa – 160,000 rubles.

According to labor market research, among applicants for the position of director of public relations, there are almost equal numbers of men and women: 51% and 49%, respectively. The majority of candidates are specialists aged 30 to 39 years (46%). 97% of PR directors have higher education. 56% of applicants are fluent in English.

Regions of study: gg. Moscow, St. Petersburg, Volgograd, Yekaterinburg, Kazan, Nizhny Novgorod, Novosibirsk, Rostov-on-Don, Omsk, Samara, Ufa, Chelyabinsk
Study time: July 2011
Unit of measurement: Russian ruble
Object of study: employer proposals and expectations of applicants for the position of “Director of Public Relations”

Typical functionality:
- formation of a positive image of the company;
- development of the company's PR strategy;
- analysis of the information background, PR activity of competitors;
- development and implementation of PR campaigns;
- determination and control of the budget of PR campaigns;
- analysis of the effectiveness of PR campaigns;
- preparation of PR texts (articles, press releases, interviews, etc.), initiation of publications in the media;
- organization of press conferences, exhibitions, forums and other events;
- building and developing new communication channels;
- organization and control of the release of corporate information publications.

Position requirements: type of employment - full time.

The level of remuneration for a specialist is determined by the welfare of the company, the list of job responsibilities, work experience in the specialty, and the level of development of professional skills.

A study of a data array on wages in the regions under study allows us to identify 4 main salary ranges depending on the experience and professional skills of specialists.

Analysis of information on specialist remuneration levels:
(excluding bonuses, additional benefits and compensation)

Region	Average	Band I No work experience at this position	Range II With minimal work experience at this position	Range III With work experience at this position	Range IV With significant work experience at this position
Moscow	105 000	60 000 - 70 000	70 000 - 90 000	90 000 - 140 000	140 000 - 300 000
Saint Petersburg	90 000	45 000 - 65 000	65 000 - 75 000	75 000 - 115 000	115 000 - 250 000
Volgograd	47 000	25 000 - 35 000	35 000 - 40 000	40 000 - 65 000	65 000 - 135 000
Ekaterinburg	65 000	35 000 - 47 000	47 000 - 57 000	57 000 - 88 000	88 000 - 190 000
Kazan	53 000	30 000 - 38 000	38 000 - 45 000	45 000 - 70 000	70 000 - 150 000
Nizhny Novgorod	50 000	25 000 - 35 000	35 000 - 43 000	43 000 - 67 000	67 000 - 145 000
Novosibirsk	60 000	30 000 - 42 000	42 000 - 50 000	50 000 - 78 000	78 000 - 170 000
Omsk	50 000	25 000 - 35 000	35 000 - 42 000	42 000 - 65 000	65 000 - 140 000
Rostov-on-Don	55 000	30 000 - 40 000	40 000 - 48 000	48 000 - 75 000	75 000 - 160 000
Samara	56 000	30 000 - 40 000	40 000 - 48 000	48 000 - 75 000	75 000 - 160 000
Ufa	50 000	25 000 - 35 000	35 000 - 43 000	43 000 - 67 000	67 000 - 145 000
Chelyabinsk	57 000	30 000 - 40 000	40 000 - 50 000	50 000 - 75 000	75 000 - 160 000

Explanations for the table »

Each salary range is characterized by a certain typical set of requirements and wishes for the candidate. Each subsequent salary range includes the requirements formulated for the previous ones.

Salary range	Requirements and wishes for professional skills
I No experience in this position	- Higher education (PR / marketing / advertising) or higher education plus additional education in the field of PR - Confident PC user (MS Office, graphic editors) - Excellent knowledge of PR tools and technologies, principles of planning PR campaigns - Knowledge of the media market - Knowledge of English at a basic level - Skills in developing communication strategies - Availability of an established database of contacts with various media outlets - Excellent writing and editing skills - Experience in preparing PR events - Experience as a PR manager for at least 3 years
II With minimal experience in this position	- Successful experience in developing PR campaigns - Experience as a PR director for at least 1 year
III With experience in this position	- Knowledge of English at a conversational or fluent level - Deep knowledge of marketing, advertising, branding - Experience in PR promotion of key persons of the company - Experience as a PR director for at least 3 years Possible wishes: - Experience working in a company in a certain segment - Experience in interacting with government agencies
IV With significant experience in this position	- Experience in developing complex PR campaigns (Internet, press, radio, television) - Experience as a PR director for at least 5 years Possible wishes: - Experience in implementing projects to introduce new companies or products to the Russian market - Experience working in a large company/holding/western company

Portrait of the applicant

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Director of Public Relations

In July 2011, the research center of the recruiting portal studied employer offers and expectations of applicants for the position of “Public Relations Director” in 12 cities of Russia. Read more...

(Job responsibilities) Responsibilities of employees of the advertising and public relations department in the Razmax Group of Companies

1. Building the company’s communication policy;

2. Deciding on cooperation with specific media;

3. Interaction with the most significant partners (including foreign ones) is also his immediate task.

It should be said that today the importance of this person in the company is only increasing. This year, the mention in the media of the figure of the director of advertising and PR has almost doubled compared to the previous year and in popularity lags only behind the president of the company, ahead of all other representatives of the management team, including the vice president.

In addition to tasks directly related to the activities of the Razmax Group of Companies, the Communications Director performs a coordinating function in all other projects reporting to the Razmax Group of Companies: the online newspaper Karpovka, the Telegraph Agency of Current Information, the ART1 project and others. Thus, he is the link between the president of the Razmax Group of Companies and the management of the above projects.

As a matter of fact, this explains, at first glance, the not very extensive list of responsibilities of this person within the department. In practice, everything looks different. Every Monday, under the leadership of the Director of Communications, an extended meeting is held with the management of Karpovka, Telegraph, etc., in order to identify priority areas of work for the coming week.

Also, on a weekly basis, he approves a short-term work plan for the advertising and public relations department, which is provided to the president of the company in Excel spreadsheet format. In addition, the Communications Director uses the 1C program to maintain the department’s accounting records. He has the final decision on the adoption of the department's monthly budget. Finally, he is on the editorial board of the corporate publication of the Razmax group of companies - “Everything with Razmakh”.

The position of Director of Advertising and Public Relations in the company has existed since the first day of operation of the Razmax Group of Companies. And during this time, the range of her responsibilities changed several times as the staff of the department expanded, the importance of the structural unit in the overall functioning of the company and, consequently, the current responsibilities of the department.

The position of Director of Internet Marketing appeared in the company during a period of increased interest in online technologies on the part of the management of the Razmax Group of Companies. By this time, there were enough Internet projects to form a separate business line.

The responsibilities of the Internet Marketing Director include:

1. Working with company websites;

2. Interaction with the website developer regarding its continuous improvement;

3. Promotion of company websites using SEO technologies;

6. Development of a budget for online campaigns;

7. Drawing up reports that clearly reflect the degree of efficiency of work on the Internet;

So, the main area of activity for an Internet marketer at Razmax Group of Companies is working with websites. The fact is that, in addition to the website of the Razmax Group of Companies, it is subordinate to the websites of the online newspaper Karpovka, the Telegraph News Agency, as well as other projects of the company, each of which has its own Internet resource.

That is, the structure here is similar to that which could be seen in the example of the director of advertising and public relations, when nominally being the head of the PR and advertising department in the Razmax Group of Companies, he simultaneously performs the same function in all other projects of the company.

Sites have different management systems. For example, the website of the online publication “Karpovka” is made on Wordpress, and the main website of the Razmax Group of Companies is made on Bitrix, which requires the employee to have sufficient knowledge in various management systems.

In order for the development process to proceed continuously, an Internet marketer needs to continuously communicate with the webmaster on issues related to finalizing the site design or performing any technical tasks.

The director of Internet marketing, first of all, pays special attention to technical shortcomings that directly affect the ranking of the site in search engines. This includes code validity errors, incorrect settings of redirects, and abuse of attributes such as flash, java script, etc. everything that makes it difficult to attract traffic to the site. For an internet marketer, correcting these types of errors is the “foundation” for successful website promotion in the future.

Bringing a site to the TOP for various requests can be considered an important indicator indicating that the strategy chosen by a specialist is correct and fully justifies itself, if not financially, then at least technically.

In addition, marketers pay great attention to the materials posted on web pages: the number of keywords on the page, their density, the ratio of exact and diluted occurrences. Finally, optimized materials must be readable for the final recipient - the page visitor, which, of course, adds additional hassle to the specialist.

Despite its clearly expressed B2B focus, Razmax Group of Companies does not hesitate to work where, at first glance, such companies have no place on social networks.

The company has its own accounts in all popular social networks: “Vkontakte” See applications, facebook, twitter, the management of which also falls within the competence of an Internet marketer. Another thing is that at this stage there is no clear understanding of what needs to be done for social networks to become profitable.

It is important to note the fact that Razmax Group of Companies holds various online competitions at least once a month, in which, in particular, it actively uses social networking sites.

Finally, based on monthly expenses (subject to certain adjustments), the Internet marketing specialist creates a budget necessary for the development of the Internet direction in the next month, adjusted by the director of advertising and public relations and approved by the president of the company. Due to the specific nature of its activities, reporting becomes an extremely important point in its work.

In Razmax Group of Companies, the performance indicator for this employee is not the number of visitors to the site, but the indicator of potential buyers who visited sections such as “Contacts” or “Calculate the cost of services” while on the site. This factor shows the extreme demands of the management of the Razmax Group of Companies on the work of this employee.

All current work is built around two PR managers of the department.

Their competencies include:

1) Commenting on company news for target groups;

2) writing materials for various publications on behalf of the company’s management;

3) organization of special events;

5) development of the company’s corporate publication;

6) conducting trainings for employees.

From the above tasks, it becomes clear that all the “routine work” of the advertising and public relations department falls, for the most part, within the competence of these employees. As an industry leader, Razmax Group of Companies is not without attention from the media. At least several times a day, representatives of the press contact the department in order to obtain an expert opinion on an issue that interests them.

Often everything is limited to oral commentary, but it also happens that the publication asks to prepare ready-made material for it. For example, this is how the company’s process of interaction with the newspaper “Delovoy Petersburg” is structured.

A column published in it once a month by the President of the Razmax Group of Companies I.V. Tupalsky is nothing more than the fruit of the collective work of the company’s PR managers.

Taking into account the fact that the activities of “Razmakh” are seasonal, we can conclude that the intensity of the news flow in it directly depends on the time of year. The most “generous” period for news is considered to be the period from the end of April, when working equipment is already in full use in the areas allocated to it, to mid-October, after which activity on construction sites begins to significantly decline.

An important component in the work of PR managers is the preparation and distribution of press releases to target media.

The thematic focus of press releases in the Razmax Group of Companies can be divided into several types:

· communication on the introduction and improvement of various technologies;

· attracting public attention to projects implemented by the Razmax Group of Companies;

· informing about events in which representatives of the management of the Razmax Group of Companies took part;

· news related to changes in the company's management structure;

· other.

A separate area of activity for PR managers should include preparing and holding special events for the media, such as a press conference, round table, press tour. A large press conference is usually held at the Razmax Group of Companies once every six months. Its theme is the company's achievements. The main task here is to show that the company is not slowing down, but, on the contrary, is gaining momentum, confirming this with specific results.

Much more often, the company organizes various press tours. In the Razmax Group of Companies, they perform primarily an anti-crisis function, when media representatives are taken to a certain construction site in order to demonstrate with their own eyes the real state of affairs at it: to show comprehensive documentation, to give journalists the opportunity to talk with invited experts.

Mindful of the mistakes of the past, Razmax Group of Companies does not limit itself to active work exclusively with representatives of the external public and pays serious attention to interaction with its employees. Especially for this, PR-managers develop a corporate publication “Everything with a Bang” every two months, from the covers of which company managers talk about the results achieved over the month, highlight the most hardworking colleagues from among the working staff, joke, share culinary recipes, etc.

Work on the magazine is structured as follows. Over the course of one and a half months, materials are collected, which include news from the site, the most successful publications from various media, some part, as a rule, an interview with management on the stated topic of the issue, is written specifically for the new issue. Then PR managers arrange materials at their own discretion, thus forming a preliminary model of the publication.

After this, the magazine is sent to the agency for revision so that it can correct the layout and print the issue. Before putting the magazine into print, the agency sends a trial issue to the advertising and PR department and, after the final adjustments are made to the structure, it prints it.

A characteristic feature of the corporate publication of the Razmax Group of Companies is that it is not exclusively a conductor of the ideas and points of view of the company’s top management. A significant place in it is given to the role of an ordinary employee. There is a whole section in the magazine for this - “employee of the month”. Thus, a proven employee has the opportunity to become “famous” by sharing his expert opinion on an issue related to his direct responsibilities.

Twice a month, training seminars are held for company employees to explain to the “ordinary employee” the importance of adhering to the corporate philosophy, concepts of brand, image, etc. are discussed. so that everyone can express their “personal opinion” on the topic of discussion non-stop.

At least once every few months, PR-managers of the Razmax Group of Companies conduct on-site trainings to maintain the “corporate spirit”, promoting team cohesion. The leadership of the Civil Code must also take part in them. "Sweep". Similar events are held:

1) in the form of an exciting game 2) in the form of a sports competition.

The accumulated experience allows us to assert that on-site trainings have an extremely positive effect on the “internal corporate spirit” of the team. Ordinary employees have an extraordinary opportunity to communicate with each other in an “informal setting” and discuss accumulated issues with their superiors, which, ultimately, significantly reduces the possibility of misunderstandings among employees who have different hierarchical statuses in the company.

The figure of a brand manager for a company is very young. At Razmax Group of Companies, the responsibilities of the employee involved in brand capitalization essentially come down to working with souvenirs. The fact is that over time, its variety in the company grew to such a size that management decided to hire a separate employee whose responsibilities would include:

1) improving the design of existing souvenir products;

2) development of new types of souvenir products;

3) interaction with agencies regarding ordering “souvenirs”;

It should be noted that the addition of a brand manager to the department's staff was caused, for the most part, by the need to delegate authority to new employees so that the director of public relations and advertising would have more time to deal with strategic planning issues. In connection with the company's development of a new business direction - art - there was a real need for a professional photographer in Razmakh.

His main responsibilities in the department include creating and maintaining a database of photographs of the Razmax Group of Companies and other projects of the company;

The described structure shows certain specifics of the functioning of the advertising and public relations department in the Razmax Group of Companies. Having two PR-managers, at the same time he does not have a single specialist who is entirely responsible for advertising, and the responsibilities of a marketer are transferred to employees of other departments. There is also no separate position of press secretary, whose responsibilities are distributed among several employees.

The range of responsibilities of a photographer and brand manager is not fully defined. The appearance of these employees indicates that the excessive concentration of responsibilities within one employee is being replaced by its complete decentralization. The development of this trend may ultimately lead to unreasonable overstaffing and disruption of coordination within the department.

The current situation is largely due to the lack of documents regulating the responsibilities of each employee. In the near future, it is necessary to develop a job description for each employee, the subsequent analysis of which will make it possible to understand: which current employees is the department interested in? Involving what specialists can strengthen its work? And finally, who should you give up?

Number of vacancies in Moscow for the specialty of director of public relations for 2 months

The expanded geography of viewing offers in all regions includes more than 1,126 vacancies for “public relations director”!. Even if you agree to less than 35,000 rubles, you have to fight for the job of public relations director in Moscow. But you can do it! You can find another name for this specialization - director of public relations. As a rule, the salary of employees for vacancies is 35,000 rubles. One of the most popular specializations is the vacancy of director of public relations. The current number of vacancies for director of public relations in the region is 0. At the same time, the minimum wage for the specified specialization per month is 35,000 rubles. The search engine query for this vacancy is in 0th place in relation to the overall rating of all specialties. Alternative specializations in this job category include:. This vacancy is also popular in such cities of the region as:

Median salary for PR director in Moscow for 2 months

Chastsy
Shikhovo
Uspenskoe
Sharapovo
Khlyupino

Median salary for the vacancy “Public Relations Director” in other cities

There are many different popular forms of employment: “Full-time”, “full-time”, “full-time”. Other popular specializations in the Moscow region:

“Sales consultant at Euroset cellular communication salon (m. Borisovo)”;
“Sales consultant at the Euroset cellular communication salon (Borovitskaya metro station)”;
“Sales consultant at the Euroset cellular communication salon (metro Botanical Garden).”

Business conservatism in the field of forms of employment remains committed to the Full-time form, and the number of such vacancies in Moscow is about 11. The longest list of vacancies is offered by the following companies:

"Restaurant House of A.K. Dellos";
"Moscow School of Management SKOLKOVO";
"Fourmi Formidable";

The average income level of representatives of the specialty is 36,900. The maximum salary is 40,000 rubles. The total number of these vacancies reaches 8 positions. “Director of Public Relations” is a sought-after specialist for whom there is a demand in the Moscow region. The Moscow region is the leader in offerings in this specialization. List of available vacancies: Moscow. Search for Public Relations Director vacancies in the category. The median salary per month for the specified specializations is equal to 35,000 rubles. Moscow is a large region, there are 361 vacancies, while in all regions of the country there are only 1126. The Moscow region presents many vacant positions for the position of director of public relations. The high demand for this specialty is evidenced by the large number of requests on the site per month - 0.