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The PR manager is responsible for building public relationships with the media at all levels. Different and creative ideas must be thought up to engage the media so to ensure a high level of coverage at the lowest cost to the organisation.
The manager must be a driving force in developing PR strategies to ensure the charity has a huge level of publicity. This is crucial, not only in establishing the organisation, but also continuing to raise sufficient donations and funding. PR managers will ensure that the charity only gets good publicity, and can work around solving problems of negative publicity if necessary.
The required media coverage will also ensure that the work of the charity is advertised. It is essential that the public be aware of what the charity does, where the work is being completed and who they are trying to help.
PR managers may be in charge of other PR staff and account executives, so may encourage the team to come up with a strategy together.