The public relations manager at a shopping center or mall is responsible for developing and implementing all mall public relations and marketing campaigns. The individual works with the mall advertising department and the advertising directors of the various shops to promote the mall and its image, campaigns, and events.
The public relations manager is responsible for taking care of the day-to-day public relations functions at the mall. These include writing press releases and weekly or monthly calendars about mall events and special promotions and making sure that they are sent or delivered to the media. The individual may be responsible for developing a media mailing list or updating an old list. Depending on the situation, the individual may do the typing, word processing, and addressing of envelopes or may have an assistant handle the task. The individual also prepares feature stories and special-interest articles for the news and other available media. The public relations manager must be able to write clearly and concisely in a factual manner. He or she should have the ability to come up with unique “hooks” or angles that make the story or release interesting.
The individual may be responsible for producing internal or external communications, booklets, pamphlets, posters, and newsletters. He or she may do the actual writing and layout or may work with graphic artists, copywriters, and printers in getting projects completed.
The PR manager may be required to take photographs of special events that occur in the mall or may be responsible for hiring professional photographers. After an event has taken place the individual is usually responsible for sending out captioned photos to the press. The public relations manager must always try to get as much positive publicity and exposure as possible. The public relations manager also tries to take care of any problems that may develop with mall customers or shop owners or managers. He or she might make calls to people who have had problems or write letters to stabilize problems and situations.
The public relations manager handles contact with the media to let them know about special events that should be covered. The individual is expected to answer calls that the media makes to the mall seeking information. The P.R. manager must be comfortable speaking on radio and television and to reporters. Often, he or she is asked to be the spokesperson for the mall. The individual must maintain a good business relationship with all media to help ensure that press releases get placed in papers and special events are covered by newspeople. The Mall Public Relations Manager is responsible for developing, planning, and implementing unique special events and promotions that help draw people into the mall. These might include contests, weddings in the mall, taste tests, petting zoos, craft shows, antique shows, and old car shows.
If one of the stores is having a special event, the mall P.R. manager helps promote it. For example, if a store is having a huge birthday celebration, the individual may write press releases, call the media to cover the event, and develop other promotions to coincide with the birthday celebration. The mall PR manager is responsible for creating goodwill between the shopping center and the local community. He or she may invite local or civic groups such as the 4-H, Red Cross, American Heart Association, Girl Scouts, or Boy Scouts into the mall to demonstrate activities, pass out literature, or raise money. These groups may hold bake sales or other events to help achieve their goals. In some shopping centers the mall PR manager may be responsible for attracting bus tours, shopping tours, or other group events. He or she may be required to design and develop promotional material for the mall, escort tours, or pass out giveaways with the mall logo.
The Mall Public Relations Manager usually works normal business hours. When a special promotion or event is planned, the individual may have to stay overtime to plan and implement the activity. He or she may have to work at night as well as on weekends. The mall PR manager may be responsible to the marketing director, if there is one, the mall management, or the owners, depending on the specific structure of the shopping center.
Salaries vary greatly for this position depending on the size, location, and prestige of the mall and the experience and responsibilities of the individual public relations manager. Those just entering the job market with little or no experience, or working in a small mall, may earn $24,000 or more annually. Individuals with more experience, working in larger, more prestigious malls, can earn up to $65,000 or more. Most malls and shopping centers also provide liberal fringe benefit packages. As an added bonus, mall employees often receive discounts on purchases made in the shopping center.
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