firstly his salary.i think that a PR manager with a salary of about 15k+ would not do much good to your team cuz the extra money which he would generate would be used in his salary.
secondly if you have an important game coming and you want as much edge as you can.if its an important home game then buy a PR manager with crowd involvement specialty and if he game is on the road then go for the one with national appeal speciality.
What level of manager should you be looking for?
at your level it should be competent or advanced.though competent would be a better option(i use a competent PR manager in div I) cuz he is cheaper to buy and moreover his salary is less.you can get a competent PR manager with 8-9k salry for 1-2k.