The essence of the work and professional duties of a PR manager. Where can you get a job as a PR manager?

What does the profession of PR-manager imply? This is a public relations manager, in other words, an intermediary between the company and its target audience (potential customers and employees). The main duties of a PR manager include informing the public about the company's activities, distributing publications and reviews about it, posting news, etc. The PR manager has a great responsibility for the image and reputation of the company or brand. The functions of the PR manager also include representing the company and speaking on its behalf at various events.

Places of work

It can be said that every large company, press service and independent PR agency needs the services of a public relations specialist. The knowledge and skills of a PR manager are also in demand in politics, show business, the Internet and media projects.

History of the profession

The concept of Public Relations and the profession of a PR manager appeared in the United States at the beginning of the 20th century, when a public relations department appeared at Harvard University, and the US Democratic Party used the services of a publicity adviser. In the period from the 30s to the 60s of the twentieth century, the positions of a PR manager appear in many companies, and Public Relations is already considered as an independent direction of management.

Responsibilities of a PR manager

IN official duties PR manager includes:

• development and implementation of the company's PR strategy;
• promotion of the company's brand in the market;
• formation of a PR activity plan;
• work with social media (SMM);
• writing and posting articles, press releases, news, interviews and official announcements in the media and on the company's website;
• development and ordering of advertising and information materials, printing and souvenirs;
• monitoring of the competitive environment;
• organization of events, specialized seminars, conferences, etc.;
• analysis and evaluation of the effectiveness of PR campaigns.

Requirements for a PR manager

Among the requirements put forward for public relations specialists are:

• higher education in specialties related to marketing, journalism, philology and public relations;
• experience in PR, marketing or IT technologies;
• oratory skills;
• PC skills (MS Office, graphic editor and other programs)
• copywriting skills;
• Correct oral and written language.

Quite often, employers require applicants to know in English.

PR manager resume sample

How to become a PR manager

To become a manager in the field of PR, you need to get a higher education, including training in the basics of Public Relations - many universities provide such an opportunity. Applicants with basic journalistic and economic education can also become specialists in public relations.

PR manager salary

The salary of a PR manager varies from 20 to 70 thousand rubles and depends on the type of employment, the schedule of the specialist and the amount of duties performed. The average salary of a PR manager is 40 thousand rubles. The region in which he works also affects the level of income of a PR specialist.

PR manager or PR manager(from English public relations - public relations) is a specialist responsible for creating and maintaining a favorable image of a company or a particular trademark owned by this company. The profession is suitable for those who are interested in psychology, Russian language and literature and social studies (see the choice of profession for interest in school subjects).

Responsibilities of a PR manager

The so-called “PR manager” is responsible for interactions with external environment, he evaluates, analyzes and predicts the factors that affect the image of the company and its development. In this he differs from the advertising manager, who only promotes a separate service or goods.

A PR manager ensures mutual understanding and cooperation between the organization and clients, journalists, authorities at all levels, and the public. This complex process includes several important responsibilities: 1) preparation of press releases about the firm and their distribution to the media; 2) responses to media inquiries about the company's activities; 3) organization of press conferences for interviews with the company's management; 4) interaction with power structures and local population; 5) interaction with financial circles (for example, with investors). Separately, it is worth highlighting the organization and conduct of various PR campaigns.

Place of work

Every major firm has at least a PR manager position. In large banks, corporations, companies, PR managers work in special departments or public relations departments.

There are also special PR-agencies that have a wide range of customers - from trading companies to famous artists. There are two groups of specialists working here. The first group includes copywriters (creators) who figure out how to hold one or more events. The second group consists of technologists. The latter put the developed concepts into practice, that is, they directly hold presentations, press conferences, exhibitions, etc.

PR managers also work in politics. With their assistance, politicians win (or do not win) the trust of citizens.

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The only one in Russia course for PR-specialists based on the professional standard. The course was prepared by the Russian Association for Public Relations (RASO) - the oldest and largest association of PR specialists in Russia, which has existed since 1991. At the end of the course, students receive a certificate of completion of the course "PR-manager" on the basis of professional standard public relations specialist

Requirements for a PR manager

• knowledge of the basics and principles of PR-management and advertising;
• be able to understand the basics of marketing, management, economics;
• ability to work with business correspondence;
• ability to draw up PR strategies and knowledge of the principles of PR campaigns;
• media planning skills;
• ability to write articles, reviews, press releases, promotional materials;
• experience in organizing exhibitions, various specialized seminars, press conferences;
• possession of modern software e.g. MS Office; ability to use the Internet and graphic programs;
• Knowledge of English at a fluent or conversational level is desirable.

Personal qualities

• sociability, activity, ability to work;
• knowledge of the rules of etiquette, the ability to find mutual language and ways to properly communicate with media representatives;
• a presentable external is required, since the PR manager is the official representative of the organization;
• the ability to approach business creatively and find a way out of a rapidly changing situation;
• stress resistance;
• the ability to clearly express your thoughts.

Pros of the profession

• demanded and fashionable profession;
• high wage;
• the opportunity to communicate with the media and journalists.

Cons of the profession

• great competition in the labor market.

Place of work and career growth

Novice PR managers (students or already graduates of specialized faculties) will need to know the basics of PR management, a desire to work and good communication skills. Wages at first will be low. As a place of work, a young specialist can choose PR- and advertising agencies, publishing houses, media companies, public relations departments in various companies or departments related to advertising.

next career stage young specialist will begin after approximately two years of work in the chosen field. The requirements for such employees are already higher, for example, the ability to write articles, press releases, compiling advertising and information materials, knowledge of the principles of planning PR strategies. Usually at this stage, the specialist already has experience in participating and organizing various exhibitions, seminars or press conferences. The salary of a PR manager at this stage may already be one and a half times more.

A higher salary for a PR manager appears after about three years of work in the field of PR management. Such an employee already has his own experience, a database of contacts with media workers has been formed, and he has experience in developing PR strategies.

However, if a PR person can become a so-called “star” in their field, they will compete for their work, and the fees will be correspondingly very high.

In most cases, girls become PR managers, men in this area are no more than 30%. The age category of specialists does not exceed 30 years (about 75%).

For a PR manager, the most obvious example of his professional success is his portfolio (information on completed projects). PR activities are quite easily verifiable and tangible. Employers, using special mechanisms, can evaluate the past work of a PR specialist: whether he brought a new brand to the market, whether he was able to increase its recognition and increase sales, and also change the opinion of direct consumers about a product or service.

The Village continues to find out how much people of different professions earn and what they spend money on. In the new issue - PR-manager. The demand for PR-specialists in Moscow remains consistently high from year to year. According to experts, beginning public relations specialists earn about 40,000 rubles, but there are many vacancies on the market with a salary of 150,000 rubles and more. The PR manager of the capital agency told The Village about her work experience, her income and expenses.

Profession

PR manager

Salary

100 000 rubles

spending

25 000 rubles

15 000 rubles

trips

10 000 rubles

buying clothes

10 000 rubles

cosmetics and appearance

10 000 rubles

communal payments

10 000 rubles

education

5 000 rubles

entertainment

5 000 rubles

transport

10 000 rubles

accumulation

How to become a PR manager

I received a liberal arts education at a good Moscow university at the Faculty of Sociology with a specialization in PR. I don’t know how it is now, but at that time - in the early 2000s - the specialization of “Public Relations” was of an extremely inviting nature: it was important to lure applicants, and nobody cared about what to teach. There weren't even any teachers. And in general, there were very few subjects in the specialty throughout the entire training.

In my third year, I wanted to transfer to another university for the same specialty, but after talking with students and graduates, I changed my mind. Everywhere there was the same situation: the lack of good teachers in public relations. However, I can’t say that it had a strong impact on me as a specialist. The university teaches to think. Moreover, PR is a very applied profession. Theory often doesn't matter at all. But I am glad that my education was precisely humanitarian and sociological. It helps a lot in the profession. Almost all the PR people I know have graduated from either the Faculty of Social Sciences or the Faculty of Journalism. Although I know PR people with engineering education.

All sorts of internships, mostly in agencies, I started doing from the third year. She worked for free, and, as a rule, monitored the media, made reports. This is the most routine activity in our profession, but it is the base. After graduation, she immediately went to work in her specialty. I was lucky, I guessed right with my choice of profession: I have a specialized education, I have been working in this area all the time, I love it and I want to work only in it. I know cases when people left after five or seven years in PR: some went into marketing (which is the most logical thing), and some went completely into the wild, up to interior design.

The first job was on the client side, it was a large digital agency, where I was engaged in internal PR. Then I left for a PR agency, where I work to this day. Generally speaking, such a long term of work in the agency is a rare case. As a rule, agencies that provide PR services are considered as a start, they gain experience in them, and then leave for companies (there you can find a place in the public relations department, which itself deals with PR, and orders it from agencies). And there, and there - it's not easy. There is a lot of responsibility in corporations, but you yourself manage the budget and generally decide what to do with the brand and the project. In the agency, you are just a performer: the task went down, you adapted it and implemented it.

At the interview, it is important to show that you know the journalists working in your industry well. Good writing skills are important business correspondence. The PR specialist must be prompt and very polite. Must clearly express their thoughts. Interviews often give you the task of writing a press release. This is how correct thinking is checked, and the ability to quickly navigate any topic and issue a text "from a specialist" without being one. When hiring, companies are often asked to allocate an annual budget in order to evaluate the vision and understanding of processes.

In my opinion, finding a job in PR is not very difficult. In agencies there is a turnover - assistants and ordinary managers are always needed. As for the tasty vacancies on the client side, it is more difficult here: if the brand and the company are good, then people sit in such a warm place for years.

Features of work

Creativity - important quality. The market is so abundant that three to five events are held in the industry every month, and each time you need to offer something new, something to surprise journalists. I'm not talking about the press kits that beauty PR people send out to journalists. Here, the more creative, the cooler! Flowers, fruits and macaroons (and even if all this is together) will not surprise anyone for a long time.

A bad PR manager is a lazy, socially phobic introvert. And such come into the profession, but do not last long. You always need to be prepared for the fact that the host of the event got into a traffic jam and you will perform his duties on this unforgettable evening, looking into these hundred pairs of eyes.

PR is all about communication, personal connections, punctuality, composure, multitasking and wild performance. In addition to “blah blah” with journalists, there is a lot of routine in the form of monitoring, reporting, writing texts. I think this phrase should be heard, albeit for the hundred and first time: a good PR person is not at all the character who hangs out every day after work at events, comes to work by 12 o’clock, endlessly sits on social networks and chats on the phone. Yes, the work is interesting, yes, there are events once or twice a month, and yes, you need to go to parties in order to communicate. But this is 20% of the total tasks of a PR specialist.

Since I work in the beauty industry, 30% of my working time is spent communicating with a client by mail, 40% - processing requests from journalists, communicating with them, 10% - monitoring and knocking out reports (so that everything does not pile up at the end of the month), 10% - talking on the phone, 10% - inventing some informational occasions to increase the number of publications.

IN in social networks I sit steadily in the morning, afternoon and evening. And not because I want to know what my friend Lena is doing, but because I watch what other PR people, agencies, brands, bloggers are doing, that is, I monitor the market.

The team in agencies and PR departments of companies is mostly female. There are also young people, but this is a rare case. Hours of work are, of course, irregular. I arrive at 10-11 am. I leave when all operational tasks are completed - at 19 o'clock, but usually later. At home, too, sometimes I work: answering urgent letters at any time is a credo a good specialist. Work takes up most of life. When a project is super interesting, I don't even think about it, I just live it. When the project is so-so, the day drags on slowly, but I'm still interested.

In agencies, as a rule, there is such a structure: a director or an ideological inspirer who organized all this and brought clients, a PR director, managers for projects or a brand. Large agencies have separate event specialists and designers. There are also outsourced contractors: photographers, promo staff, production.

The PR campaign is organized as follows: first, we participate in a tender, offering several options for activities within the PR campaign. If everything goes well and we win the tender, the client comes back to us with the selected activities and asks to fit them into the approved budget, which is usually lower than originally declared. Here you need to do the impossible without losing quality. Next, we calculate everything in detail and approve the estimate. Long and nerve-wracking. The project begins to burn, but the agency cannot start work without an agreed estimate. With grief in half, everything is approved and brought to a compromise. In an unrealistically short time, the agency implements the project.

Of course, there were cases in my practice when everything was done in advance, but it was very rare. The deadline “should have been done yesterday” is the reality of any PR agency. If the client is stable and the agency has been working with him for a long time, then we make a straw for ourselves and launch some activities at our own expense. Nevertheless, it happened that we paid for something, and the client canceled the project at the last moment. This is bad for both parties, but honest and big companies, of course, pay for everything. Smaller and mostly Russian can throw. It happened. Therefore, there are many risks, but we adapt to the client. Nothing else in this business.

We work with large customers, although there are also very small ones. If we talk about the former, then the amount for a press event starts from 2 million rubles. This includes everything: venue rental, catering, decoration, all kinds of entertainment at the event, design, production, printing house, agency remuneration. But this is the minimum budget for a small event. As for the distribution of press kits to journalists in order to introduce the new product, then the estimate starts from 100 thousand rubles and can end at half a million.

We rarely resort to “ordering” (paid publications in the media) - only in extreme cases, when it is important to maintain the level and simply not fall into the mud in front of the client. Journalists are unpredictable. Even if the brand wants to do something good, sincere and even social, they still see the corporation behind it. Rarely do these two cherished factors coincide: “your informational occasion in the form of a project, event, novelty” and “the desire of a journalist to write about it.” This is where the line between good and bad PR is drawn. A good one will push through anything, and squeeze out the maximum. Bad - no. Another thing, of course, is when this maximum in the client's vision is at the minimum level. Here you can only shrug and drink something soothing. The client always wants much more than he can actually get. This is a matter of expectations and reality, as well as KPIs set at the beginning of the whole movement. In general, we don't pay for publications, we don't pay journalists, we don't even pay bloggers. In extreme cases, this happens, but the client knows about it. As a rule, we agree on this on the shore.

The most pleasant thing in my work is the opportunity to come up with some kind of project or event, then implement it and see the result. The goal is immediately obvious - it is clear why you leave work at 10 pm. Of course, the results are different, but even to negative points in our field it is worth treating philosophically and considering it as an experience. It's nice when people appreciate what you do. But it happens that your personal achievements or the achievements of your team are appropriated by the client or his brand manager. As the years go by, you become more comfortable with it.

There is also a routine, but I would not say that this is the worst side of the profession. Without routine and organization of simple processes, there is no result. By the way, PR specialists are often confused with event managers. So they say: “Well, you organize events there, right?” This is just part of the iceberg. For event workers, almost everything ends after the event - you just need to do the dismantling and pay off all the contractors. For PR people, after the event, everything is just beginning. This is where a lot of people break down. When you live in constant tension for several weeks or months before some kind of event, often immediately after its completion you want to at least take a day off. But it was not there! The most interesting part begins - post-release distribution and knocking out of publications. This is another week of tension and nerves.

If we talk about difficult cases, then I remember one event with the importation of stars. Moreover, there was no confirmation of the arrival of these stars until the last moment, and it was necessary to promote. We didn't even have an agreed-upon release, we couldn't officially leak unconfirmed information from a major famous company. So we just started a rumor. They called reporters and said that the event would take place and most likely the stars would come. PR was crazy. Everyone wrote and waited. This is not entirely good in terms of the purity of the profession, but there was nothing to do. It's good that everyone came and everything worked out. KPI exceeded. It also often rains during outdoor activities. This is the karma of PR people. Then we run to meet our favorite journalists to the subway with umbrellas.

Salary

I receive 100 thousand rubles after taxes. According to the market, this is a fairly high salary, especially in an agency, but I don’t have an assistant, I do everything myself. Colleagues from the agency, who are directly involved in events and production, help on major projects. Of course, there are higher salaries, but in general this is a good level.

The spread of amounts is large. According to my feelings, I can say that a novice specialist receives about 30 thousand rubles, an ordinary PR manager - 50 thousand, and an experienced specialist - about 80 thousand. It seems to me that PR people with a salary of 200 thousand rubles work for Gazprom or similar organizations.

spending

The money is mainly spent on food (going to restaurants, lunch, buying groceries at home). It costs about 25 thousand rubles. The second big item is clothes, cosmetics, as well as trips to beauty salons. I spend about 10 thousand on clothes, about the same amount on cosmetics and personal care.

Also, part of the budget - about 10 thousand rubles - is spent on education: learning the language and different trainings. I had a loan for a car, but not so long ago I paid it off and I don’t plan to take it again. Before meeting my husband, I rented an apartment in Moscow, which was a large part of the expenses. Now these are only utility bills - about 10 thousand rubles. I spend a little on transport (about 5 thousand), since I work close to home.

We travel and relax on New Year's and May holidays, spend long weekends in Europe and usually leave in the summer. PR people are very attached to projects: taking a vacation in October, when everyone has a bunch of events, is unrealistic and even indecent. May cards, by the way, are also often issued for workers. Travel directions - Europe, Asia, America. Of course, we also love fashion trends like Georgia. If you break down the cost of travel for a year, it will come out to about 15 thousand rubles a month.

Free time in Moscow is spent playing sports, walking in parks, visiting museums and exhibitions, theaters, and concerts. There are a lot of events in our city, the main thing is to find time for all this. But the profession obliges to be in the subject, so all fashionable activities are a must see. It is difficult for a PR specialist to deny himself active leisure. You go somewhere to see what competitors are doing, somewhere just for inspiration. It takes another 5 thousand rubles.

10 thousand rubles is my emergency reserve. I'm saving this money for something big. For what, I don't know yet. But if you urgently need some amount of money, then I have a little. Although, as a rule, this amount is spent on New Year's holidays or on doctors, since there is no VMI in my agency.

I think if you set a goal to save up for something, you can refuse to buy fashion clothes, an infinite amount of cosmetics and some cultural leisure, but then again, for a PR person, this is all part of life. At least in my field, you need to keep the brand: look good, be at the center of cultural life, set trends.

Today for effective work It is not enough for a PR manager to have personal charm and mastery of widely known methods. A competent PR specialist is not only a creator, but also a manager, problem solver business: obtaining additional profit, gaining leadership, exerting influence. This is a profession that requires a broad outlook and analytical thinking. The material of the book is based on the author's many years of experience in the field of Russian PR practice. Proven in work, effective methods of preparing texts for the media, developing attractive headlines, sending out press releases, organizing press events, creating news in their absence, maintaining information on the website and corporate blog, and many others are proposed. The book "Practical PR" focuses on the application of managerial skills in PR: approving key messages, implementing communication policies, drawing up and approving plans and budgets, working with contractors, evaluating performance, interacting with colleagues and management, etc.

Andrey Mamontov
Practical PR. How to Become a Good PR Manager Version 3.0

What practitioners say about the book

A good book, easy to read and enjoyable to read. It is immediately clear that a practitioner wrote, and not a theoretician who knows firsthand about working in the field of PR. This is a huge plus. There are, in my opinion, several absolutely correctly placed accents in the book, which readers should pay attention to. Firstly, the idea that PR is not limited to work with the media and, moreover, the number of publications. A real PR man - and this is another important emphasis - is a manager, not a press release writer. The main thing is not to forget! Our work is full of routine, and how harmonious the balance of routine and creativity will be depends largely on us. Absolutely agree with the author: there is no limit to perfection- both in the work of public relations itself, and in the process of building relationships with management to increase the role of PR in the life of the company and cultivate respect for our profession, understanding its importance and benefits.

Lada Shcherbakova, PR director of the company IBS

No no and one more time no! Absolutely disagree with the author! This book is not just for PR beginners! I believe that it is the heads of companies and top managers who directly supervise the work of PR departments that will benefit the most from "Practical PR". At least the chapter "Rake ..." must be given against signature for review by all top managers, including general directors, before taking office. There are areas in which almost everyone considers himself an expert. Every second woman considers herself a goddess in the kitchen, every second man also highly appreciates his ability to "communicate" with the car. Unfortunately, everyone understands PR. "What's special about him?" And there are many, many more features than company executives think. I hope this book will help them change their minds.

Valeria Lomonosov, press secretary of JSC "The Seventh Continent"

P.S. I sincerely sympathize with cooks and car mechanics for whom such an instruction book has not yet been written.

"Practical PR" turned out to be useful for me because while reading a book, a lot of ideas appear in my head that have gone through a kind of "pre-sale preparation", that is, a priori ready for practical implementation. The book gives impetus to action, and for me it is one of the most important criteria professional suitability its content. And finally, it's always a pleasure to read the pros: concisely, accurately and "on the bull's-eye".

Olga Vertieva,

PR-manager of LLC "Holding company "Notis"

The author addresses the book "Practical PR" to those who are just starting to master the profession of PR. And I, in turn, recommend it to the heads of departments and divisions, one way or another in contact with the activities of the PR department, heads of large companies And small firms where both the head and the secretary can engage in PR.

I read the book with great pleasure, literally in one breath and found a lot of interesting ideas which I plan to implement in the near future. Although I am not and do not plan to be a PR manager, I think the book will become one of my desktop books for a long time, and then it will be "inherited" in the corporate library.

Elena Stepantsova, development director of KA "Personal-Master", CEO LLC "Staff Audit"

To be honest, I don't like reading PR books. Andrey Mamontov's books are one of the few exceptions, and I always take them in my hands with pleasure. A new book"Practical PR" - not only vividly, "colloquially" written, but also contains step by step instructions work of a PR manager.

In my opinion, "Practical PR" should be issued along with a diploma to every public relations specialist who has graduated from a university. With this truthful book in hand, feel free to go to work: everything you need to know is in these pages.

Svetlana Vronskaya, director of corporate communications company "Reksoft"

I absolutely sincerely believe that the book in the literal sense of the word "gold". I'll try to explain why. Firstly, the book systematizes knowledge, puts it on the shelves in the correct sequence. Secondly, the book focuses on those very 20% of efforts, on which 80% of the result depends. Thirdly, the book is written "in dialogue mode", it is simply comfortable and cozy to read. And finally, there is no BRADISH in it! I read quite a lot, and unlike most books that are positioned as practical, Mamontov's work is really sensible. I believe that "Practical PR" must be in the professional library.

Antonina Borisova, public relations director of an information and consulting company INFOLine

Good Toolkit for an induction that might be titled "Now for the fight." This book can be useful not only for a novice PR manager, but also for an experienced specialist, as it perfectly structures the activities of a PR manager, regardless of the size of the enterprise.

Elena Gorbadey,

It is obvious that the book is not intended for the "shot" sparrows, who have become adept at corporate wars. But I will recommend to students, as well as beginners, to swim in the ocean of PR on their own.

Good guide, very comprehensive. The details of the chapter "Callwriting Lessons for PR Practitioners" are good. It was informative to read the section "Side by Side with Colleagues", especially the chapter "News Conveyor". With particular predilection I read the section "Management". I am glad that they began to write about this, and not just pay attention to relationships with audiences and the media. I am grateful to the author, because I consider it archival! In my opinion, the story about the position of a PR manager in an organization is curious. Everyone read carefully! Why? I hope you understand after reading.

Ilya Beilin,

teacher at the Institute of Management, Marketing and Finance (Voronezh)

From the author

Working in a PR agency, I often faced the need to train young or inexperienced employees. Each young specialist is individual, and the problems of his adaptation in the profession are also individual. Perhaps these problems are not only the result of training deficiencies. However, I have noticed that there are a number of professional tasks that raise similar questions for most PR managers.

I, like every employer, dreamed of better, more advanced personnel, so that employees would be as autonomous as possible in solving the tasks assigned to them. Any leader has the right to such a dream!

In the process of mentoring young professionals, they involuntarily had to systematize their work experience and give it out in the form of ready-to-use recipes and solutions. Thus, a knowledge base was formed that employees could study on their own.

When learning during the workflow, the lack of time was critical, which, in turn, led to extremely specific formulations with a minimum component of theoretical reasoning. This is how this book was born, which is completely based on practice.

Andrey Mamontov

Practical PR. How to Become a Good PR Manager Version 3.0

What practitioners say about the book

A good book, easy to read and enjoyable to read. It is immediately clear that a practitioner wrote, and not a theoretician who knows firsthand about working in the field of PR. This is a huge plus. There are, in my opinion, several absolutely correctly placed accents in the book, which readers should pay attention to. Firstly, the idea that PR is not limited to work with the media and, moreover, the number of publications. A real PR man - and this is another important emphasis - is a manager, not a press release writer. The main thing is not to forget! Our work is full of routine, and how harmonious the balance of routine and creativity will be depends largely on us. Absolutely agree with the author: there is no limit to perfection- both in the work of public relations itself, and in the process of building relationships with management to increase the role of PR in the life of the company and cultivate respect for our profession, understanding its importance and benefits.

Lada Shcherbakova, PR director of the company IBS

No no and one more time no! Absolutely disagree with the author! This book is not just for PR beginners! I believe that it is the heads of companies and top managers who directly supervise the work of PR departments that will benefit the most from Practical PR. At a minimum, the chapter "Rake ..." must be given against signature for review by all top managers, including general directors, before taking office. There are areas in which almost everyone considers himself an expert. Every second woman considers herself a goddess in the kitchen, every second man also appreciates his ability to "communicate" with the car. Unfortunately, everyone understands PR. "What's special about him?" And there are many, many more features than company executives think. I hope this book will help them change their minds.

Valeria Lomonosov, press secretary of JSC "The Seventh Continent"

P.S. I sincerely sympathize with cooks and car mechanics for whom such an instruction book has not yet been written.

“Practical PR” turned out to be useful for me because while reading a book, a lot of ideas appear in my head that have gone through a kind of “pre-sale preparation”, that is, a priori ready for practical implementation. The book gives impetus to action, and for me this is one of the most important criteria for the professional suitability of its content. And finally, it is always a pleasure to read the pros: concisely, accurately and “on the bull's-eye”.

Olga Vertieva,

PR-manager of Notis Holding Company LLC

The author addresses the book "Practical PR" to those who are just starting to master the profession of PR. And I, in turn, recommend it to the heads of departments and divisions, one way or another in contact with the activities of the PR department, the heads of large companies and small firms, where both the head and the secretary can do PR.

I read the book with great pleasure, literally in one breath and found a lot of interesting ideas that I plan to implement in the near future. Although I am not and do not plan to be a PR manager, I think the book will become one of my desktop books for a long time, and then it will be “inherited” in the corporate library.

Elena Stepantsova, Development Director of CA "Personal-Master", General Director of LLC "Staff Audit"

To be honest, I don't like reading PR books. Andrey Mamontov's books are one of the few exceptions, and I always take them in my hands with pleasure. The new book "Practical PR" is not only vividly, "colloquially" written, but also contains step-by-step instructions for the work of a PR manager.

In my opinion, "Practical PR" should be issued along with a diploma to every public relations specialist who has graduated from a university. With this truthful book in hand, feel free to go to work: everything you need to know is in these pages.

Svetlana Vronskaya, director of corporate communications at Reksoft

I absolutely sincerely believe that the book is in the literal sense of the word "golden". I'll try to explain why. Firstly, the book systematizes knowledge, puts it on the shelves in the correct sequence. Secondly, the book focuses on those very 20% of efforts, on which 80% of the result depends. Thirdly, the book is written "in dialogue mode", it is simply comfortable and cozy to read. And finally, there is no BRADISH in it! I read quite a lot, and unlike most books that are positioned as practical, Mamontov's work is really sensible. I believe that "Practical PR" must be in the professional library.

Antonina Borisova, public relations director of an information and consulting company INFOLine

A good induction guide that could be titled "Now to the fight." This book can be useful not only for a novice PR manager, but also for an experienced specialist, as it perfectly structures the activities of a PR manager, regardless of the size of the enterprise.

Elena Gorbadey,

Obviously, the book is not intended for "shot" sparrows, who have become adept at corporate wars. But I will recommend to students, as well as beginners, to swim in the ocean of PR on their own.

Good guide, very comprehensive. The details of the chapter "Callwriting Lessons for PR Practitioners" are good. It was informative to read the section "Side by side with colleagues", especially the chapter "News pipeline". I read the section "Management" with particular passion. I am glad that they began to write about this, and not just pay attention to relationships with audiences and the media. I am grateful to the author, because I consider it archival! In my opinion, the story about the position of a PR manager in an organization is curious. Everyone read carefully! Why? I hope you understand after reading.

Ilya Beilin,

teacher at the Institute of Management, Marketing and Finance (Voronezh)

Working in a PR agency, I often faced the need to train young or inexperienced employees. Each young specialist is individual, and the problems of his adaptation in the profession are also individual. Perhaps these problems are not only the result of training deficiencies. However, I have noticed that there are a number of professional tasks that raise similar questions for most PR managers.

I, like every employer, dreamed of better, more advanced personnel, so that employees would be as autonomous as possible in solving the tasks assigned to them. Any leader has the right to such a dream!