Torchora
Back to Home

Key Responsibilities and Required Skills for a Public Relations Analyst

💰 $65,000 - $95,000

Public RelationsCommunicationsMarketingData AnalysisMedia Analytics

🎯 Role Definition

The Public Relations (PR) Analyst serves as the analytical backbone of our Communications department. You will be responsible for monitoring, analyzing, and reporting on media coverage and brand conversations across all channels. Your primary objective is to transform raw data into strategic insights, enabling us to understand our public perception, measure campaign effectiveness, and make informed decisions. This role is crucial for proving the value of our PR efforts and proactively managing our brand's reputation in a complex media landscape.

📈 Career Progression

Typical Career Path

Entry Point From:

  • Public Relations Coordinator
  • Communications Assistant
  • Junior Market Research Analyst

Advancement To:

  • Senior Public Relations Analyst
  • Communications Manager
  • PR Strategist

Lateral Moves:

  • Content Strategist
  • Market Research Analyst
  • Digital Marketing Specialist

Core Responsibilities

Primary Functions

  • Continuously monitor and analyze media coverage across print, broadcast, online, and social media platforms to track brand presence, message resonance, and sentiment.
  • Develop, generate, and distribute comprehensive daily, weekly, and quarterly media analysis reports for executive leadership and key internal stakeholders.
  • Utilize industry-standard PR analytics and media monitoring tools (e.g., Cision, Meltwater, Brandwatch) to track key performance indicators (KPIs) such as share of voice, media value equivalency, and sentiment scoring.
  • Translate complex datasets into actionable insights and compelling narratives that inform future PR strategy, campaign optimization, and crisis communication planning.
  • Conduct in-depth competitive intelligence analysis to benchmark our media performance against key competitors and identify emerging trends or threats.
  • Perform rigorous sentiment analysis of media coverage and social media conversations to gauge public perception and provide early warnings of potential reputational issues.
  • Create visually engaging data presentations and dashboards to effectively communicate complex analytical findings to non-technical audiences.
  • Track the direct impact of earned media placements and PR campaigns on business objectives, such as website traffic, user engagement, and lead generation, using tools like Google Analytics.
  • Identify and interpret data-driven insights to support the creation of compelling press releases, media pitches, and executive talking points.
  • Design and manage a systematic framework for measuring the return on investment (ROI) of all public relations activities and campaigns.
  • Provide robust analytical support during crisis situations, tracking the evolution of the issue and measuring the effectiveness of the company's response strategy.
  • Evaluate the reach and impact of owned, earned, and paid media initiatives, providing a holistic view of our communications ecosystem.
  • Manage and maintain media monitoring platforms and reporting templates, ensuring the accuracy, consistency, and integrity of all collected data.
  • Analyze long-term media trends and historical data to provide strategic recommendations for proactive communication opportunities and long-range planning.
  • Research and identify key media outlets, journalists, and industry influencers who align with our brand narrative and strategic goals.

Secondary Functions

  • Support the broader communications team with ad-hoc data requests and exploratory analysis to answer specific business questions.
  • Collaborate closely with marketing, social media, and internal communications teams to ensure data and insights are shared to foster an integrated brand strategy.
  • Contribute to the ongoing development and refinement of the organization's communications measurement framework, goals, and KPIs.
  • Assist in training team members and junior staff on the use of analytics tools and the principles of data-driven communication.
  • Maintain and update the central database of media contacts, coverage archives, and historical performance data for organizational reference.
  • Monitor industry best practices and emerging technologies in PR analytics and measurement to keep our team's capabilities at the forefront.

Required Skills & Competencies

Hard Skills (Technical)

  • Media Monitoring Software: Proficiency with tools such as Cision, Meltwater, Muck Rack, or Brandwatch.
  • Data Analysis & Visualization: Strong ability to analyze quantitative and qualitative data and present findings using Excel, Tableau, Power BI, or Google Data Studio.
  • Reporting: Expertise in creating clear, concise, and insightful reports for various audiences, including C-suite executives.
  • Web Analytics: Familiarity with Google Analytics or similar platforms to track referral traffic and campaign impact.
  • Social Media Analytics: Experience with native analytics tools (LinkedIn, Twitter/X, Instagram) and third-party social listening platforms.
  • Boolean Search Logic: Advanced skills in crafting complex search queries for accurate media monitoring.
  • Survey Tools: Experience with platforms like SurveyMonkey or Qualtrics for perception studies is a plus.

Soft Skills

  • Analytical & Critical Thinking: An innate ability to see beyond the numbers to identify the "so what" and provide strategic recommendations.
  • Storytelling with Data: The skill to weave data and analysis into a compelling narrative that is easily understood and inspires action.
  • Exceptional Attention to Detail: A commitment to accuracy and precision in data collection, analysis, and reporting.
  • Strong Written & Verbal Communication: Ability to articulate complex findings clearly and concisely to diverse audiences.
  • Problem-Solving: Proactive in identifying challenges and resourceful in finding effective solutions.
  • Collaboration & Teamwork: A proven ability to work effectively within a team and across different departments.

Education & Experience

Educational Background

Minimum Education:

  • Bachelor's Degree.

Preferred Education:

  • Master's Degree in a related field.

Relevant Fields of Study:

  • Public Relations
  • Communications
  • Journalism
  • Marketing
  • Data Science / Analytics
  • Business Administration

Experience Requirements

Typical Experience Range: 2-5 years of experience in a public relations, corporate communications, or data analysis role.

Preferred: Direct experience in a media analytics function within a PR agency or a corporate communications department, with a strong portfolio of data-driven reports and strategic recommendations.

Explore More Careers