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Public Relations Jobs in Rochester, NY (NOW HIRING)

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Public Relations information

See Rochester, NY salary details

$34.1K

$82.5K

$132.3K

How much do public relations jobs pay per year?

As of Sep 7, 2026, the average yearly pay for public relations in Rochester, NY is $82,548.00, according to ZipRecruiter salary data. Most workers in this role earn between $64,200.00 and $96,200.00 per year, depending on experience, location, and employer.

What is public relations?

Public relations (PR) is the practice of managing and shaping the public image and reputation of an individual, company, or organization. PR professionals use various communication strategies to build positive relationships with the media, customers, employees, and the general public. Their work often involves writing press releases, organizing events, handling crisis communications, and monitoring public opinion. The goal of public relations is to generate positive publicity and maintain a favorable public perception.

What is public relations?

Public relations, as the name implies, is anything having to do with a company’s or individual’s public facing image or brand. PR can relate to publicity in writing, print, social media, or other platforms. In today’s world, information moves very quickly, so most larger companies have a PR person or department to handle day to day branding and messaging, as well as special events and crisis response.

What are the key skills and qualifications needed to thrive as a public relations professional, and why are they important?

To thrive as a Public Relations professional, you need strong written and verbal communication skills, media relations expertise, and typically a degree in communications, PR, or a related field. Familiarity with media monitoring tools, press release distribution platforms, and social media management systems is usually expected. Creativity, adaptability, and relationship-building are standout soft skills in this role. These competencies are crucial for crafting effective messages, managing brand reputation, and fostering positive stakeholder engagement.

What are some common challenges faced by public relations professionals, and how can they be managed effectively?

Public Relations professionals often encounter challenges such as managing crisis communications, balancing multiple client or stakeholder expectations, and staying ahead of rapidly evolving media landscapes. To manage these effectively, strong organizational skills, adaptability, and clear communication are essential. Building solid relationships with media contacts and proactively developing crisis response plans can help PR professionals navigate high-pressure situations and maintain a positive public image for their organization or clients.

What is the difference between Public Relations vs Marketing Coordinator?

AspectPublic RelationsMarketing Coordinator
Primary FocusManaging company reputation and media relationsPromoting products/services and sales campaigns
Required SkillsMedia communication, writing, crisis managementAdvertising, market research, campaign planning
Work EnvironmentMedia outlets, PR agencies, corporate communicationsMarketing departments, advertising agencies
Common CertificationsPRSA, APR certificationDigital marketing certifications, Google Analytics

Public Relations and Marketing Coordinators often collaborate but focus on different goals. PR emphasizes reputation management and media relations, while Marketing Coordinators concentrate on promoting products and driving sales. Both roles require strong communication skills and may share some certifications, but their daily tasks and objectives differ significantly.

Do public relations people get paid well?

Public relations professionals' salaries vary based on experience, location, and industry, but generally, they earn a median annual wage that is competitive with other communication roles. Entry-level positions tend to pay less, while experienced PR specialists or managers can earn higher salaries, especially with strong media relations and strategic skills.

What does a job in public relations do?

A public relations professional manages an organization’s image and communication with the public, media, and stakeholders. They create press releases, handle media inquiries, develop communication strategies, and often use tools like media monitoring and social media platforms to promote positive public perception.
More about Public Relations jobs

What are the most commonly searched types of Public Relations jobs in Rochester, NY?

The most popular types of Public Relations jobs in Rochester, NY are:

What are popular job titles related to Public Relations jobs in Rochester, NY?

For Public Relations jobs in Rochester, NY, the most frequently searched job titles are:

What job categories do people searching Public Relations jobs in Rochester, NY look for?

The top searched job categories for Public Relations jobs in Rochester, NY are:

What cities near Rochester, NY are hiring for Public Relations jobs?

Cities near Rochester, NY with the most Public Relations job openings:

Public Relations jobs near you
Infographic showing various Public Relations job openings in Rochester, NY as of August 2026, with employment types broken down into 1% As Needed, 84% Full Time, 12% Part Time, 1% Temporary, and 2% Contract. Highlights an 92% Physical, 3% Hybrid, and 5% Remote job distribution, with an average salary of $82,548 per year, or $39.7 per hour.

Director, Communications and Public Relations

Rochester Regional Health

Rochester, NY • On-site

Full-time

Posted 6 days ago

Rochester Regional Health rating

7.3

Company rating: 7.3 out of 10

Based on 221 frontline employees who took The Breakroom Quiz

305th of 898 rated healthcare providers

Job description

Director, Communications and Public Relations
Rochester, NY
SUMMARY
Reporting to the SVP & Chief Communications Officer, the Director, of Communications and Public Relations, sets objectives for and oversees all corporate communications, media relations, issues management, brand journalism, social media channels, and marketing initiatives, for aligned business areas. The Director oversees the development and execution of comprehensive external-internal strategies to support wide-ranging business priorities established for aligned Rochester Regional Health markets, institutes, and executive leadership. This position leads a team of public relations professionals and marketing associates. This role will ensure integrated, multi-channel support of corporate initiatives, and design robust content strategy to build brand awareness among multiple key audiences in support of organizational goals, as well as anticipates plans for, and leads complex issues and crisis communications, advising key stakeholders on effective reputation management. The Director serves as a trusted communications counsel to senior leaders and teams to establish and oversee thought leadership strategy, manages measurement and analytics programs to connect public relations activities to bottom-line results, and builds partnerships with business units, such as external affairs, to identify risks and opportunities to improve brand positioning. At Rochester Regional Health, we value diversity and inclusion. By engaging the strengths and talents of each team member, we ensure a strong organization capable of providing remarkable healthcare to our patients, families, and, communities. Therefore, we invite applicants from all group dynamics to apply to our exciting career opportunities.
RESPONSIBILITIES
  • Drives and oversees communication efforts to internal and external audiences and the media for aligned business areas.
  • Produces high-quality content that engages team members and customers and enhances brand recognition.
  • Develops and manages internal and external communication strategies, ensuring the appropriate resources, channels and tactics are in place to successfully implement communication plans.
  • Creates informative content to promote our brand, healthcare services, and programs. This includes developing content for print, video, and audio mediums, as well as media relations kits and press releases.
  • Ensures that strategic messages, as well as important news and information, reach internal, external, and media outlets.
  • Manages media relations and public relations, working closely with department leadership and executive leadership to develop an overarching message platform, and creating campaign/initiative-specific messaging.
  • Directs content development initiatives for internal (such as staff, physicians, Board members, volunteers, etc.) and external audiences (community at large, foundation donors, media outlets).
  • Supervises internal team members and guides external agencies to ensure that work is completed in a timely, cost-effective, and efficient manner for our audiences.
  • Makes team engagement a priority.
  • Establishes and oversees budgets to deliver quality public relations results in support of Rochester Regional Health and aligned area strategic imperatives.
  • Works with senior leadership, markets, institutes, as well as other departments with external- facing communications needs to produce an annual comprehensive public relations and social media plans.
  • Serves as a media spokesperson when appropriate for business area topics and issues and coordinates this responsibility with the system's senior and executive leadership.
  • Establishes processes and tools for evaluation of public relations, media relations, and social media communications efforts - including content strategy and execution.
  • Analyzes and communicates results of programs to the executive leadership of markets, and institutes.
  • Supervises the communications and public relations crisis communications plans.
  • Plans for and oversees the development of aligned business area collateral including the annual report.
  • Provides senior leaders with media training and consultation.
  • Serves as the primary leader of crisis and issues communications plans in response to business disruptions. Identifies challenges and emerging issues faced within aligned business areas and proactively plans for external communications response.
  • Oversees business area marketing, area events, and sponsorships.

REQUIRED QUALIFICATIONS
  • Master's degree in business, communications, marketing, or a related field or 7 years of experience in communications, journalism, and/or public relations required.

PREFERRED QUALIFICATIONS
  • Excellent verbal and written communication skills.
  • Strong project management, interpersonal, organizational, and presentation skills.
  • Strong proficiency with computer applications.
  • Must be able to multitask and work well under pressure.
  • Strong supervisory experience.
  • Public relations experience.
  • Ability to use Microsoft PowerPoint.
  • Ability to use Microsoft Excel.
  • Knowledge of marketing disciplines and practices.
  • Advanced analytical skills, including proficiency with large data sets.
  • Budget management experience.
  • Excellent presentation, verbal and written communication skills.

EDUCATION:
LICENSES / CERTIFICATIONS:
PHYSICAL REQUIREMENTS:
For disease specific care programs refer to the program specific requirements of the department for further specifications on experience and educational expectations, including continuing education requirements.
Any physical requirements reported by a prospective employee and/or employee's physician or delegate will be considered for accommodations.
PAY RANGE:
$110,000.00 - $145,000.00
CITY:
Rochester
POSTAL CODE:
14617
The listed base pay range is a good faith representation of current potential base pay for a successful full time applicant. It may be modified in the future and eligible for additional pay components. Pay is determined by factors including experience, relevant qualifications, specialty, internal equity, location, and contracts.
Rochester Regional Health is an Equal Opportunity Employer. All qualified applicants will receive consideration for employment without regard to race, color, creed, religion, sex (including pregnancy, childbirth, and related medical conditions), sexual orientation, gender identity or expression, national origin, age, disability, predisposing genetic characteristics, marital or familial status, military or veteran status, citizenship or immigration status, or any other characteristic protected by federal, state, or local law.

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