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Digital PR Manager: Job Description & Salaries

February 27, 2024

Digital PR Manager: Job Description & Salaries

February 27, 2024

A Digital PR Manager plays a pivotal role in shaping an organisation's online presence and reputation. With the advent of the digital age, public relations has transcended traditional media, giving rise to the demand for experts who can navigate the digital landscape effectively. These professionals are responsible for planning and executing strategies that enhance an organisation's image, engage the audience, and manage digital content across various channels.

They harness the power of the internet to tell compelling stories, manage brand communication, and cultivate relationships with online communities, influencers, and the media. A Digital PR Manager's toolkit is not limited to press releases and media relations; it also includes SEO knowledge, content creation, social media savvy, and data analytics to assess the impact of their campaigns.

In executing these responsibilities, Digital PR Managers contribute significantly to an organisation's broader marketing goals by increasing visibility, boosting brand loyalty, and contributing to online growth. Their expertise in creating materials that project a positive public image is vital for businesses looking to thrive in the competitive digital marketplace.

Role of a Digital PR Manager

The Digital PR Manager orchestrates the online reputation and visibility of a brand, ensuring that digital communications strategies align with overall business goals.


  • PR Campaigns and Strategies: They craft and execute innovative digital PR campaigns that resonate with target audiences and align with the brand's voice and mission.
  • Media Relations: They foster relationships with online media outlets, bloggers, and influencers, securing media coverage that boosts brand image.
  • Content Creation: Produce engaging content that communicates the brand's messages effectively and tailor this content for various digital platforms.
  • Social Media Management: They utilise social media platforms to enhance their online footprint, engage with customers, and manage the brand's public persona.
  • Analytics: Employing analytics tools to measure the success of PR efforts and adjust strategies accordingly.
  • SEO: Integrating SEO best practices into content to improve online visibility and search engine rankings.
  • Project Management: Digital PR managers oversee projects from conception to completion, ensuring timelines and objectives are met.
  • Press Releases and Editing: Crafting and distributing press releases as well as overseeing the editing process to maintain quality and consistency.

Skills and Experience Required

  • Marketing and PR Experience: A depth of experience in marketing and PR, often underpinned by a related bachelor's degree.
  • Strong Communication: Excellent written and verbal communication skills are essential.
  • SEO Knowledge: A solid understanding of SEO principles to drive online presence.
  • Analytical Skills: The ability to interpret digital data to inform strategy.
  • Digital Proficiency: Adeptness with digital technologies, platforms, and content management systems.
  • Project Management: Proven project management abilities, including multitasking and meeting deadlines.

Impact on Brand Awareness and Online Presence

  • Brand Awareness: Digital PR Managers are fundamental in enhancing brand awareness in the digital space.
  • Online Presence: They improve a brand's visibility and presence across digital channels by utilizing robust online strategies, SEO, and consistent, quality content.
  • Visibility and Engagement: By engaging audiences and elevating the brand story, they increase visibility and cultivate a loyal customer base.

Digital PR Strategies

The digital landscape necessitates that a Digital PR Manager deploys innovative strategies to boost online presence and engage with a wider audience effectively. This involves enhancing their brand's visibility through link building, leveraging influencer partnerships, and optimising content for search engines.

Link Building

Link building is crucial for increasing website traffic and improving a brand's search engine ranking. Digital PR Managers often utilise SEO tools like Ahrefs to identify opportunities for high-quality backlinks. The focus is on creating value-driven relationships with bloggers and online publishers, which fosters trust and positions the brand favourably in its industry.

Influencer Marketing

Influencer marketing involves partnering with influencers who resonate with the brand's target audience. The aim is to engage in authentic blogger engagement to generate buzz and to extend the brand's reach. It's a strategic move where influencer endorsements amplify a campaign's message, translating to better audience response and credibility for digital PR initiatives.

Content Marketing and SEO

Content marketing intertwined with SEO creates a backdrop for compelling storytelling that also drives search engine visibility. Content should be optimised not just for search engines, but for readers, encouraging them to share and engage. Utilising tools like Google Analytics allows Digital PR Managers to track performance and refine strategies for maximum impact. Effective content marketing elevates a brand above its competitors by providing valuable information and insights, boosting its SEO and online reputation.

Collaboration and Networking

Collaboration and networking are essential elements of a Digital PR Manager's role, involving the strategic engagement with media, nurturing of relationships with influencers, and active participation in industry events to boost media coverage and craft engaging content.

Engaging with Media

A Digital PR Manager must efficiently manage media relations by crafting press releases that capture attention and encourage media coverage. Digital media platforms are often utilised to distribute these releases, reaching a broad and targeted audience. The following strategies are key:


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  • Media Outreach: Methodically curate a list of media contacts and personalise communication to increase the likelihood of press coverage.
  • Press Material: Develop compelling press releases with relevant, attention-grabbing headlines.

Building Relationships with Influencers

Influencers are pivotal in amplifying a brand's message through engaging content. A Digital PR Manager should:

  • Identify Relevant Influencers: Match influencers with the brand ethos and audience.
  • Select influencers who not only have large followings but also high engagement rates and audience trust.

Participation in Industry Events

Industry events offer valuable opportunities for networking and keeping abreast of the latest trends in public relations. Key actions include:

  • Event Selection: Choose events that are in alignment with the brand's goals and values.
  • Create a schedule that prioritizes opportunities for meaningful engagement with peers and thought leaders.

By fostering these collaborative networks, Digital PR Managers can enhance their brand's reputation and reach within the digital space.

Digital PR and Corporate Communication

Digital PR and corporate communication strategies are integral in managing a company's reputation and fostering relationships with stakeholders. They encompass a broad range of activities that are vital for both internal and external communications.

Internal Communications and Employee Engagement

Effective internal communications within an organisation enable transparency and ensure that all team members are aligned with the company's goals. Employee engagement is driven by clear, consistent messaging from senior management that recognises achievements and conveys the company's strategic direction. Tools such as internal newsletters, intranets, and employee feedback platforms are used to enhance the connection between employees and the higher echelons of management.

  • Internal Newsletters: Regular updates about company activities and successes.
  • Employee Feedback Platforms: Tools for team members to provide insights and suggestions.

External Communications and Customer Service

When it comes to external messaging, digital PR managers focus on maintaining a positive online presence and managing public relations. They are responsible for crafting press releases, managing social media accounts, and responding to media inquiries. Simultaneously, customer service is an outward-facing element of corporate communication, where interaction with customers is handled with professionalism and brand consistency.

  • Social Media Management: Regular updates and engagement across various platforms.
  • Media Inquiries: Point of contact for journalists and media professionals.

By balancing the internal need for a motivated and informed workforce with the requirement for a strong customer-facing image, Digital PR and Corporate Communication professionals contribute significantly to an organisation's success.

Career and Growth Opportunities

In the dynamic field of digital marketing, a career as a Digital PR Manager presents a wealth of opportunities for growth and advancement. By harnessing digital channels and leveraging insightful strategies, they can climb the career ladder to senior positions.

Path to Senior Manager

A Digital PR Manager may progress to the role of Senior Manager by demonstrating an ability to deliver successful campaigns across various digital platforms. Over time, as they gain more experience, their proficiency in managing complex projects and leading teams becomes invaluable. To achieve growth in their career, an individual needs to show not just technical skill but also strategic thinking and the ability to drive brand awareness effectively.

  • Typical Progression:
    • Junior Digital PR Executive
    • Digital PR Executive
    • Senior Digital PR Executive
    • Digital PR Manager
    • Senior Digital PR Manager
    • Head of Digital PR / Communications Director

Continued Learning and Development

The landscape of digital public relations is ever-evolving, making continued learning and development crucial for a Digital PR Manager. They need to stay abreast of the latest trends in digital media and consumer behaviour. Courses and certifications in digital marketing, analytics, SEO, and content marketing can bolster one’s skill set and open doors to higher positions.

  • Key Development Areas:
    • SEO & Analytics: Understanding metrics and data to refine PR strategies.
    • Content Marketing: Crafting engaging content tailored to digital mediums.
    • Crisis Management: Navigating brand challenges with poise and strategy.
    • Leadership Skills: Guiding and inspiring PR teams to excel in their objectives.

Benefits and Compensation

In this section, the compensation package for a Digital PR Manager, including salary expectations and additional benefits such as company pension plans, is outlined.

Salary Expectations

A Digital PR Manager in the United Kingdom can expect a competitive salary that aligns with their experience and the specific demands of their employer. As of 2023, the national average salary for a Digital PR Manager is £41,738. However, salaries can range from around £34,000 at the lower end to above £50,000 for more senior positions, indicating that experience and proven success in the field can lead to higher compensation.

Experience Level
Average Salary Range (per annum)
£34,000 - £42,000
£42,000 - £50,000
Above £50,000

The role typically requires a full-time schedule, with salary packages often reflecting the level of expertise and responsibility carried by the individual in the digital marketing landscape.

Additional Benefits

In addition to a base salary, Digital PR Managers can receive a comprehensive benefits package. A company pension scheme is a common advantage, with employers frequently contributing to long-term savings for retirement. Other benefits can vary but may include:

  • Health insurance
  • Performance bonuses
  • Generous holiday allowances
  • Flexible working hours to accommodate a well-balanced schedule

The overall benefit package contributes significantly to job satisfaction and is a key aspect when a Digital PR Manager considers their employment options. Benefits are integral to the total compensation and profoundly influence an individual's decision to join or stay with a company.

The Hiring Process

When recruiting for a Digital PR Manager, the hiring process often begins with clearly defining the necessary qualifications. It's imperative to understand what skills and experience candidates should embody. Employers focus on practical insights gained through hands-on experience in the marketing field.

Required Qualifications

  • Education: A bachelor's degree in communications, marketing, or a related field.
  • Experience: A solid track record of managing digital PR campaigns with measurable success.
  • Skills:
    • Strategic planning in digital marketing initiatives
    • Proficient use of analytics tools such as Google Analytics
    • Competency in email marketing platforms like MailChimp

Application and Interview Tips

  1. Application Deadline: Adhere to the specified application deadline; late submissions typically reflect poorly on a candidate's time management skills.
  2. Insight and Experience:
    • Detail specific instances where previous PR campaigns led to substantial brand growth.
    • Showcase your ability to navigate the digital landscape and the outcomes of your strategies.
  3. Interview Preparation:
    • Research the hiring company's digital presence and come prepared with constructive critiques and innovative ideas.
    • Emphasise experience with both traditional marketing principles and the latest digital trends.

Staying Current in the Digital PR Field

In the dynamic realm of Digital PR, professionals must ensure they remain conversant with the latest strategies and trends. For those working in B2C markets, this acumen is paramount, as consumer behaviours and technologies evolve rapidly. A Digital PR Manager's role is multifaceted, involving Search Engine Optimisation (SEO) to enhance online visibility and social media to engage with customers.

To stay ahead, one should:

  • Regularly update skills in SEO, as algorithm changes can significantly impact online presence.
  • Track social media trends and platform updates to deploy optimal engagement techniques.
  • Attend seminars and webinars by leaders in public relations to garner fresh insights.
Key Activity
Attend industry events
Gain knowledge of evolving digital PR strategies
Monitor SEO updates
Adjust websites and content for better rankings
Engage on social media
Cultivate relationships and manage brand reputation

It's crucial for Digital PR Managers to facilitate a continuous learning environment within their teams, ensuring that knowledge of public relations practices is current and applicable. By subscribing to industry blogs, maintaining a robust professional network, and leveraging analytical tools, they can distill valuable insights into practical digital PR strategies.

Adopting a proactive approach to learning and development enables Digital PR professionals to deliver compelling campaigns that resonate with the intended audience and align with company goals.

Frequently Asked Questions

The following sections answer commonly asked questions about becoming and working as a Digital PR Manager, detailing the necessary steps, skills, and typical career progression associated with the role.

How do I become a Digital PR Manager?

To become a Digital PR Manager, one often needs a blend of formal education and practical experience. Relevant degrees include marketing, communications, or public relations. Gaining professional certifications can also demonstrate expertise and commitment to the field.

What are the core responsibilities of a Digital PR Manager?

A Digital PR Manager is responsible for developing and executing digital PR strategies to enhance a company's reputation and visibility online. This includes managing content creation, social media presence, and improving search engine rankings through effective link-building campaigns as outlined in a Digital PR guide.

What skills are essential for success in Digital PR management?

Essential skills for a Digital PR Manager include strong communication, strategic planning, a good understanding of digital media, the ability to manage online crises, and proficiency in SEO and analytics tools. Creativity and networking are also pivotal for success in this role.

What is the typical career path for a Digital PR professional?

A typical career path for a Digital PR professional may start with entry-level positions such as Digital PR Assistant or Content Creator, progressing to roles like Digital PR Specialist or Coordinator, and eventually leading to a manager or senior leadership positions.

How does the role of a Digital PR Specialist differ from a PR Manager?

A Digital PR Specialist focuses on tactical aspects of the digital PR campaigns such as content creation, media outreach, and influencer engagement, while a PR Manager oversees these strategies, sets goals, and leads the public relations efforts on a broader scale.

What is the average salary range for a Digital PR Manager?

The average salary for a Digital PR Manager can vary widely depending on experience, location, and the size of the employing organization. Research suggests that salaries for this role can range from the mid to upper tier of marketing and PR salaries.

Mark McShane
Mark McShane is the founder of Cupid PR as well as owning multiple affilliate and serviced based websites. He has over 10 years experience in SEO and link building. He is published in some of the worlds most renowned media publications.

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