Image of a PR Manager

The study focuses on the three main types of the image of PR manager - self-image, perceived image and professional image. Its purpose is to identify all the image attributes needed for a position of PR manager. In the theoretical part, image is defined as the combination of both external and internal reflections of an individual, object or company creating values and awareness. The research part is the application of theoretical principles in the practical operations of three PR managers from the insurance sector and four PR managers from the bank sector. Research is in the form of an 8-question structured interview and qualitative response analyses. The result of the issue is an empirical assessment of the gathered information, studied literature and research. In self-image description the managers describe themselves as creative, systematic, reliable, extrovert, social with excellent communication skills. The perceived image of PR managers requires responsibility, friendliness, helpfulness, politeness and empathy. The professional image of PR managers requires a professional dress code, responsibility, creativity, excellent communication skills, openness to new ideas and experiences. Primary analytical and organizational attributes are considered as an advantage in the profession of PR manager as well.