Marketing and communications

How to become a public relations manager

Official title: Public relations manager

Also called: External relations manager, Public affairs manager, Communications manager, External communications manager, Chief communications adviser, Community relations manager

Public relations managers plan and coordinate activities that create or maintain the public image and awareness of an organisation or client. They may manage staff.

Main tasks

Manage press releases
Fit communication plans with company purpose
Build and develop public image
Communicate across digital and print media
Help with company relationships and build trust
Provide trusted advice about public relations
Do research to support communication plans
Follow ethical rules to represent an organisation

How to become one

You need experience to become a public relations manager and a qualification may be useful. You usually need NCEA Level 3 to do the study or training for this job. Required: experience in similar work. Other requirements: a relevant tertiary qualification in sales and marketing, communication and media or similar area.

See the full Tahatū profile

Ways in

University: Business & Commerce degrees, Offered by 6 universities in New Zealand
University: Communications & Media degrees, Offered by 4 universities in New Zealand

Pay · Past change · AI and this job

Most common pay: $82,000 to $150,000 a year (median $114,000), a TEC estimate before tax.
Lower: $61,000 a year · Upper: $192,000 a year
TEC's pay figures are estimates only. TEC says they must not be used to set pay, in pay negotiations or in visa applications.
Change in the number of people doing this job between the 2018 and 2023 Censuses: Strong increase (TEC). This is past change, not a forecast.
People employed in the group Advertising, Public Relations and Sales Managers: 39,447 at the 2018 Census and 42,105 at the 2023 Census (+6.7%). Past change, not a forecast.
Generative AI can do relatively little of this work, by the ILO's global estimate.

Who does this work

About 4,200 people did this job at the 2023 Census (TEC).
In the group Advertising, Public Relations and Sales Managers, 46% of workers are female (sex at birth, 2023 Census).
Where people in the group Advertising, Public Relations and Sales Managers work (2023 Census): Auckland 49.1%, Canterbury 12.2%, and Wellington 10.7%.

Questions people ask

How do I become a public relations manager?

How much does a public relations manager earn in New Zealand?

The Tertiary Education Commission estimates median pay at $114,000 a year, before tax. Most common pay is $82,000 to $150,000 a year.

Has the number of people working as a public relations manager grown in New Zealand?

It has grown strongly: TEC records a strong increase in the number of people doing this job between the 2018 and 2023 Censuses. This is past change, not a forecast.

Will AI change the work of a public relations manager?

Generative AI can do relatively little of this work, by the ILO's global estimate.

Sources

Tertiary Education Commission (Tahatu Career Navigator): Tahatu career ideas: descriptions, tasks, pay estimates, people employed, employment change 2018 to 2023, entry requirements, registration, interest scores (Site scrape 2026-10 (816 career ideas, sitemap lastmod 2026-10-01)), CC BY 4.0, retrieved 4 October 2026
Stats NZ (via Figure.NZ): Census totals by topic for individuals 2013, 2018, 2023 (CEN23_TBT_004): employed by occupation, ANZSCO V1.3, summed to unit group (2023 Census (CEN23_TBT_004)), CC BY 4.0 (Stats NZ), CC BY 3.0 NZ (Figure.NZ), retrieved 4 October 2026
Stats NZ (via Figure.NZ): Census 2023: employed by regional council, occupation (ANZSCO V1.3 unit group) and sex at birth (2023 Census), CC BY 4.0 (Stats NZ), CC BY 3.0 NZ (Figure.NZ), retrieved 4 October 2026
International Labour Organization, Generative AI and Jobs: A Refined Global Index of Occupational Exposure (ILO Working Paper 140, Gmyrek et al.) (ILO Working Paper 140, May 2025, Annex Table A1), CC BY 4.0, retrieved 4 October 2026

This content is sourced from the Tertiary Education Commission through the Tahatū Career Navigator website (www.tahatu.govt.nz) and used under the CC BY 4.0 licence. All or some of the information has been modified by Peernovo. TEC has not approved, endorsed or tested these modifications. TEC will not be held accountable for any errors within this content.

Qualification information from NZQA, used under CC BY 3.0 NZ.

This work is based on/includes Stats NZ's data which are licensed by Stats NZ for reuse under the Creative Commons Attribution 4.0 International licence. Census data via Figure.NZ.

Includes information from O*NET OnLine by the U.S. Department of Labor, Employment and Training Administration (USDOL/ETA), used under the CC BY 4.0 license. O*NET is a trademark of USDOL/ETA. USDOL/ETA has not approved, endorsed, or tested these modifications.

Sources: Tertiary Education Commission, Tahatū Career Navigator (career ideas, pay estimates, entry requirements and study options, CC BY 4.0, modified by Peernovo); Stats NZ, 2023 Census (via Figure.NZ) and the National Occupation List (CC BY 4.0); NZQA qualification information (CC BY 3.0 NZ); O*NET interest scores (CC BY 4.0); ILO global generative AI exposure index (CC BY 4.0). Links between career ideas and ANZSCO groups, degree fields and broad job groups are Peernovo's.

These results are not official statistics. They have been created for research purposes from the Integrated Data Infrastructure (IDI), which is carefully managed by Stats NZ.

Graduate outcomes: these results are not official statistics. They have been created for research purposes from the Integrated Data Infrastructure (IDI), which is carefully managed by Stats NZ.

Updated 4 October 2026