Business Development Manager to Public Relations Manager
Step-by-step guide to changing career from Business Development Manager to Public Relations Manager — transferable skills, skill gaps, salary comparison, timeline, and practical advice for the UK market.
Can you go from Business Development Manager to Public Relations Manager?
Moving from Business Development Manager to Public Relations Manager is a realistic career change that many professionals make successfully. You'd be crossing from sales & business development into marketing & communications, which means adapting to a different sector culture, vocabulary, and set of priorities. That said, the skills you've built as a Business Development Manager translate more directly than you might expect.
The core of this transition rests on 3 skills that directly transfer — including strategic thinking, relationship building, communication. Your experience with strategic thinking as a Business Development Manager gives you a genuine head start over candidates entering Public Relations Manager roles from scratch. The gaps that do exist are fillable within 6-12 months, and most can be addressed through self-directed learning, short courses, or early-career projects in the new role.
This guide covers exactly what transfers, the specific gaps you'll need to close (Writing, Crisis management, Media knowledge among them), the realistic salary impact, and a step-by-step plan for making the move from Business Development Manager to Public Relations Manager in the UK market.
Why Business Development Managers make this change
Business Development Managers frequently reach a ceiling — whether that's salary, progression, variety, or day-to-day satisfaction — that makes them look seriously at what else their skills could unlock. Public Relations Manager work — which typically involves draft and distribute press releases on product launches, awards, or company announcements — offers a meaningfully different daily rhythm that appeals to Business Development Managers looking for a new set of challenges that stretch different muscles. The transition isn't usually driven by a single factor — it's a combination of wanting more from your career and recognising that your Business Development Manager skills open doors you hadn't previously considered.
Practically, Business Development Managers are drawn to Public Relations Manager because the day-to-day work is meaningfully different while still drawing on strengths they've already developed. The mid-career earning potential for Public Relations Managers (£40,000–£58,000) compared to Business Development Manager rates (£55,000–£80,000) is part of the equation — though salary shouldn't be the only reason to make a change. The strongest candidates are those genuinely interested in working with Writing and Relationship building and building expertise in marketing & communications.
How realistic is this career change?
This transition is realistic but requires deliberate effort. You won't walk into a Public Relations Manager role on the strength of your Business Development Manager experience alone — there are specific skills and knowledge areas you'll need to build. That said, the 3 skills that transfer directly give you a solid foundation. Expect the full transition to take 6-12 months, with the first few months focused on upskilling and the latter part on landing and settling into the new role.
The biggest risk isn't ability — it's patience. Career changers who treat this as a six-month sprint often get discouraged. Those who commit to a structured plan and accept that the first role might not be their dream position tend to succeed.
Skills that transfer directly
Strategic thinking
As a Business Development Manager
As a Business Development Manager, you use Strategic thinking regularly as part of your core responsibilities
As a Public Relations Manager
Public Relations Managers rely on Strategic thinking as a fundamental part of the role — your existing proficiency transfers directly
Relationship building
As a Business Development Manager
As a Business Development Manager, you use Relationship building regularly as part of your core responsibilities
As a Public Relations Manager
Public Relations Managers rely on Relationship building as a fundamental part of the role — your existing proficiency transfers directly
Communication
As a Business Development Manager
As a Business Development Manager, you use Communication regularly as part of your core responsibilities
As a Public Relations Manager
Public Relations Managers rely on Communication as a fundamental part of the role — your existing proficiency transfers directly
Stakeholder management
As a Business Development Manager
Business Development Managers regularly manage expectations, negotiate priorities, and communicate across teams — this transfers directly
As a Public Relations Manager
Public Relations Manager roles require the same ability to influence without authority, align different perspectives, and keep projects moving
Problem-solving under pressure
As a Business Development Manager
Your Business Development Manager experience has taught you to diagnose issues quickly and find workable solutions with incomplete information
As a Public Relations Manager
Public Relations Managers face similar time-pressured decision-making, and your calm, structured approach will stand out
Project coordination
As a Business Development Manager
Whether formally or informally, Business Development Managers manage timelines, dependencies, and deliverables — that's project management in practice
As a Public Relations Manager
Most Public Relations Manager roles involve coordinating work across multiple stakeholders, so your organisational skills transfer well
Skills you'll need to build
Writing
Public Relations Managers need Writing for core aspects of the role. This isn't something you can bluff in interviews — you'll need demonstrable competence, even at a foundational level.
Crisis management
Public Relations Managers need Crisis management for core aspects of the role. This isn't something you can bluff in interviews — you'll need demonstrable competence, even at a foundational level.
Media knowledge
Public Relations Managers need Media knowledge for core aspects of the role. This isn't something you can bluff in interviews — you'll need demonstrable competence, even at a foundational level.
Stakeholder management
Public Relations Managers need Stakeholder management for core aspects of the role. This isn't something you can bluff in interviews — you'll need demonstrable competence, even at a foundational level.
Adaptability
Public Relations Managers need Adaptability for core aspects of the role. This isn't something you can bluff in interviews — you'll need demonstrable competence, even at a foundational level.
Salary comparison
Business Development Manager
Public Relations Manager
When transitioning from a mid-career Business Development Manager position (£55,000–£80,000) to an entry-level Public Relations Manager role (£26,000–£35,000), expect a short-term pay adjustment. This is normal for career changes — you're trading seniority in one field for growth potential in another. The gap is typically most noticeable in the first 12-18 months.
The long-term picture is more encouraging. Experienced Public Relations Managers earn £65,000–£95,000+, and career changers who commit to the new path typically reach mid-career rates (£40,000–£58,000) within 2-4 years. Your Business Development Manager background can actually accelerate this — employers value the broader perspective and professional maturity that career changers bring.
Day-to-day comparison
Your current day as a Business Development Manager
As a Business Development Manager, your typical day involves research and identify target accounts for partnership or acquisition using linkedin, crunchbase, and industry databases, and conduct discovery calls with prospective partners or acquisition targets to understand business model, growth plans, and efficiencies. The rhythm is shaped by sales & business development priorities — stakeholder needs, operational targets, and collaborative projects.
Your future day as a Public Relations Manager
As a Public Relations Manager, the day looks different: draft and distribute press releases on product launches, awards, or company announcements, and brief senior leadership on media enquiries and reputational risks. The emphasis shifts to driving outcomes, managing stakeholders, and delivering against targets.
How to frame your background in interviews
The interview is where career changers either win or lose. You'll face two recurring questions: "Why are you leaving Business Development Manager?" and "Why Public Relations Manager?". Frame your answer around what you're moving toward, not what you're escaping. "I discovered that the aspects of my Business Development Manager work I enjoy most — Writing, Relationship building, Strategic thinking — are exactly what Public Relations Managers do full-time" is stronger than "I was bored" or "I wanted better pay". Public Relations Manager interviewers specifically look for strategic thinking and business acumen and relationship building and influence, so build your narrative around demonstrating these.
Prepare 4-5 examples from your Business Development Manager career that directly demonstrate Public Relations Manager competencies. Your shared experience with strategic thinking and relationship building gives you concrete examples — use them. The best career-changer examples show transferable impact: "In my Business Development Manager role, I [did something] which resulted in [measurable outcome] — and this is directly comparable to how Public Relations Managers approach [similar challenge]." Don't apologise for your background or oversell it. Be matter-of-fact about what you bring and honest about what you're still building.
Frequently asked questions
Can I realistically move from Business Development Manager to Public Relations Manager?
Yes — this is a moderate transition that is achievable with focused preparation. The key is identifying which of your Business Development Manager skills transfer directly and addressing the specific gaps. Expect the transition to take 6-12 months from starting preparation to landing a role.
Will I need to take a pay cut to change from Business Development Manager to Public Relations Manager?
In most cases, yes — at least initially. You're entering a new field where your seniority doesn't directly transfer, so your starting salary will likely be below what you currently earn as a Business Development Manager. However, career changers typically reach market rate within 2-4 years, and many find the long-term earning trajectory in Public Relations Manager roles (reaching £65,000–£95,000+ at senior level) compensates for the short-term dip.
What qualifications do I need to become a Public Relations Manager?
Formal qualifications aren't always essential for Public Relations Manager roles, especially for career changers who can demonstrate relevant skills through other means. The most effective approach is targeted upskilling: identify the 2-3 most critical gaps from job descriptions and address those first. Practical evidence (projects, portfolios, voluntary work) often carries more weight than certificates alone.
How do I explain my career change in interviews?
Frame it as a deliberate, positive move — not an escape. "I discovered that the parts of my Business Development Manager work I'm best at and most energised by are exactly what Public Relations Managers do full-time" is a strong opening. Back this up with 3-4 specific examples showing how your Business Development Manager achievements demonstrate Public Relations Manager competencies. Be direct about your motivations and honest about what you're still learning.
Should I retrain full-time or transition while working as a Business Development Manager?
For most people, transitioning while employed is more sustainable — it maintains your income, avoids a CV gap, and lets you build skills gradually. Evening courses, weekend projects, and online learning can all be done alongside your current role. If you can, negotiate reduced hours or a four-day week in your Business Development Manager role to create dedicated transition time.
How long does it take to go from Business Development Manager to Public Relations Manager?
The typical timeline is 6-12 months from starting active preparation to landing a Public Relations Manager role. This includes skills development, CV repositioning, networking, and the application process. Some people move faster (especially for straightforward transitions), while others — particularly those requiring formal qualifications — may take longer. Don't optimise for speed; optimise for landing the right role.
What are the biggest challenges when moving from Business Development Manager to Public Relations Manager?
The main challenges are bridging specific technical skill gaps, managing a potential short-term salary dip, and building credibility in a new field where you don't yet have a track record. The career changers who struggle most are those who underestimate the preparation needed or try to skip the skill-building phase. Those who succeed treat it as a structured project with clear milestones.
Are there companies that specifically hire Business Development Managers for Public Relations Manager roles?
Some employers actively value career changers for Public Relations Manager positions — particularly those who appreciate the diverse perspective and professional maturity that Business Development Managers bring. Look for companies that mention "diverse backgrounds welcome" or "career changers encouraged" in their job descriptions. Smaller and mid-sized organisations tend to be more open to non-traditional candidates than large corporates with rigid requirements. Recruitment agencies specialising in marketing & communications can also help identify employers who are open to career changers.
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