Summary Report for:
11-2031.00 - Public Relations and Fundraising Managers
Plan, direct, or coordinate activities designed to create or maintain a favorable public image or raise issue awareness for their organization or client; or if engaged in fundraising, plan, direct, or coordinate activities to solicit and maintain funds for special projects or nonprofit organizations.
Sample of reported job titles: Account Executive, Account Manager, Account Supervisor, Business Development Director, Communications Director, Community Relations Director, Director of Public Relations, Public Affairs Director, Public Relations Director, Public Relations Manager (PR Manager)
Tasks | Tools & Technology | Knowledge | Skills | Abilities | Work Activities | Detailed Work Activities | Work Context | Job Zone | Education | Credentials | Interests | Work Styles | Work Values | Related Occupations | Wages & Employment | Job Openings | Additional Information
- Establish and maintain effective working relationships with clients, government officials, and media representatives and use these relationships to develop new business opportunities.
- Write interesting and effective press releases, prepare information for media kits, and develop and maintain company internet or intranet web pages.
- Identify main client groups and audiences, determine the best way to communicate publicity information to them, and develop and implement a communication plan.
- Assign, supervise, and review the activities of public relations staff.
- Develop and maintain the company's corporate image and identity, which includes the use of logos and signage.
- Respond to requests for information about employers' activities or status.
- Manage communications budgets.
- Direct activities of external agencies, establishments, and departments that develop and implement communication strategies and information programs.
- Draft speeches for company executives and arrange interviews and other forms of contact for them.
- Evaluate advertising and promotion programs for compatibility with public relations efforts.
- Manage special events, such as sponsorship of races, parties introducing new products, or other activities the firm supports, to gain public attention through the media without advertising directly.
- Facilitate consumer relations or the relationship between parts of the company, such as the managers and employees, or different branch offices.
- Formulate policies and procedures related to public information programs, working with public relations executives.
- Establish goals for soliciting funds, develop policies for collection and safeguarding of contributions, and coordinate disbursement of funds.
- Confer with labor relations managers to develop internal communications that keep employees informed of company activities.
- Produce films and other video products, regulate their distribution, and operate film library.
- Observe and report on social, economic, and political trends that might affect employers.
- Maintain company archives.
Tools & Technology
Tools used in this occupation:
- Desktop computers
- Notebook computers — Laptop computers
- Personal computers
- Photocopiers — Photocopying equipment
- Scanners — Computer scanners
- Special purpose telephones — Multi-line telephone systems
Technology used in this occupation:
- Customer relationship management CRM software — Blackbaud eTapestry; Blackbaud The Raiser's Edge; Oracle Siebel Server Sync
- Data base user interface and query software — FileMaker Pro software; Microsoft Access
- Data mining software — Google Analytics
- Desktop publishing software — Adobe Systems Adobe Distiller; Adobe Systems Adobe InDesign; Microsoft Publisher; QuarkXPress (see all 5 examples)
- Document management software — Adobe Systems Adobe Acrobat software
- Electronic mail software — Google Gmail; IBM Lotus Notes; Novell GroupWise
- Graphics or photo imaging software — Adobe Systems Adobe Fireworks; Adobe Systems Adobe Illustrator; Adobe Systems Adobe Photoshop software
- Internet browser software — Web browser software
- Office suite software — Microsoft Office software
- Presentation software — Microsoft PowerPoint
- Project management software — Microsoft Project
- Sales and marketing software — Google AdWords
- Spreadsheet software — Microsoft Excel
- Video creation and editing software — Apple Final Cut Pro; Apple iDVD; Apple iMovie
- Web page creation and editing software — Adobe Systems Adobe Dreamweaver; Adobe Systems Adobe Flash Player
- Web platform development software — Drupal; Hypertext markup language HTML
- Word processing software — Corel WordPerfect software; Microsoft Word
- English Language — Knowledge of the structure and content of the English language including the meaning and spelling of words, rules of composition, and grammar.
- Customer and Personal Service — Knowledge of principles and processes for providing customer and personal services. This includes customer needs assessment, meeting quality standards for services, and evaluation of customer satisfaction.
- Communications and Media — Knowledge of media production, communication, and dissemination techniques and methods. This includes alternative ways to inform and entertain via written, oral, and visual media.
- Sales and Marketing — Knowledge of principles and methods for showing, promoting, and selling products or services. This includes marketing strategy and tactics, product demonstration, sales techniques, and sales control systems.
- Administration and Management — Knowledge of business and management principles involved in strategic planning, resource allocation, human resources modeling, leadership technique, production methods, and coordination of people and resources.
- Personnel and Human Resources — Knowledge of principles and procedures for personnel recruitment, selection, training, compensation and benefits, labor relations and negotiation, and personnel information systems.
- Clerical — Knowledge of administrative and clerical procedures and systems such as word processing, managing files and records, stenography and transcription, designing forms, and other office procedures and terminology.
- Computers and Electronics — Knowledge of circuit boards, processors, chips, electronic equipment, and computer hardware and software, including applications and programming.
- Speaking — Talking to others to convey information effectively.
- Active Listening — Giving full attention to what other people are saying, taking time to understand the points being made, asking questions as appropriate, and not interrupting at inappropriate times.
- Reading Comprehension — Understanding written sentences and paragraphs in work related documents.
- Social Perceptiveness — Being aware of others' reactions and understanding why they react as they do.
- Writing — Communicating effectively in writing as appropriate for the needs of the audience.
- Coordination — Adjusting actions in relation to others' actions.
- Critical Thinking — Using logic and reasoning to identify the strengths and weaknesses of alternative solutions, conclusions or approaches to problems.
- Persuasion — Persuading others to change their minds or behavior.
- Complex Problem Solving — Identifying complex problems and reviewing related information to develop and evaluate options and implement solutions.
- Judgment and Decision Making — Considering the relative costs and benefits of potential actions to choose the most appropriate one.
- Time Management — Managing one's own time and the time of others.
- Monitoring — Monitoring/Assessing performance of yourself, other individuals, or organizations to make improvements or take corrective action.
- Systems Analysis — Determining how a system should work and how changes in conditions, operations, and the environment will affect outcomes.
- Systems Evaluation — Identifying measures or indicators of system performance and the actions needed to improve or correct performance, relative to the goals of the system.
- Management of Personnel Resources — Motivating, developing, and directing people as they work, identifying the best people for the job.
- Negotiation — Bringing others together and trying to reconcile differences.
- Service Orientation — Actively looking for ways to help people.
- Active Learning — Understanding the implications of new information for both current and future problem-solving and decision-making.
- Management of Financial Resources — Determining how money will be spent to get the work done, and accounting for these expenditures.
- Instructing — Teaching others how to do something.
- Oral Expression — The ability to communicate information and ideas in speaking so others will understand.
- Speech Clarity — The ability to speak clearly so others can understand you.
- Written Expression — The ability to communicate information and ideas in writing so others will understand.
- Oral Comprehension — The ability to listen to and understand information and ideas presented through spoken words and sentences.
- Written Comprehension — The ability to read and understand information and ideas presented in writing.
- Problem Sensitivity — The ability to tell when something is wrong or is likely to go wrong. It does not involve solving the problem, only recognizing there is a problem.
- Speech Recognition — The ability to identify and understand the speech of another person.
- Deductive Reasoning — The ability to apply general rules to specific problems to produce answers that make sense.
- Fluency of Ideas — The ability to come up with a number of ideas about a topic (the number of ideas is important, not their quality, correctness, or creativity).
- Inductive Reasoning — The ability to combine pieces of information to form general rules or conclusions (includes finding a relationship among seemingly unrelated events).
- Information Ordering — The ability to arrange things or actions in a certain order or pattern according to a specific rule or set of rules (e.g., patterns of numbers, letters, words, pictures, mathematical operations).
- Originality — The ability to come up with unusual or clever ideas about a given topic or situation, or to develop creative ways to solve a problem.
- Category Flexibility — The ability to generate or use different sets of rules for combining or grouping things in different ways.
- Selective Attention — The ability to concentrate on a task over a period of time without being distracted.
- Near Vision — The ability to see details at close range (within a few feet of the observer).
- Communicating with Persons Outside Organization — Communicating with people outside the organization, representing the organization to customers, the public, government, and other external sources. This information can be exchanged in person, in writing, or by telephone or e-mail.
- Establishing and Maintaining Interpersonal Relationships — Developing constructive and cooperative working relationships with others, and maintaining them over time.
- Communicating with Supervisors, Peers, or Subordinates — Providing information to supervisors, co-workers, and subordinates by telephone, in written form, e-mail, or in person.
- Thinking Creatively — Developing, designing, or creating new applications, ideas, relationships, systems, or products, including artistic contributions.
- Getting Information — Observing, receiving, and otherwise obtaining information from all relevant sources.
- Organizing, Planning, and Prioritizing Work — Developing specific goals and plans to prioritize, organize, and accomplish your work.
- Identifying Objects, Actions, and Events — Identifying information by categorizing, estimating, recognizing differences or similarities, and detecting changes in circumstances or events.
- Making Decisions and Solving Problems — Analyzing information and evaluating results to choose the best solution and solve problems.
- Interacting With Computers — Using computers and computer systems (including hardware and software) to program, write software, set up functions, enter data, or process information.
- Performing for or Working Directly with the Public — Performing for people or dealing directly with the public. This includes serving customers in restaurants and stores, and receiving clients or guests.
- Interpreting the Meaning of Information for Others — Translating or explaining what information means and how it can be used.
- Provide Consultation and Advice to Others — Providing guidance and expert advice to management or other groups on technical, systems-, or process-related topics.
- Developing Objectives and Strategies — Establishing long-range objectives and specifying the strategies and actions to achieve them.
- Selling or Influencing Others — Convincing others to buy merchandise/goods or to otherwise change their minds or actions.
- Coordinating the Work and Activities of Others — Getting members of a group to work together to accomplish tasks.
- Monitor Processes, Materials, or Surroundings — Monitoring and reviewing information from materials, events, or the environment, to detect or assess problems.
- Scheduling Work and Activities — Scheduling events, programs, and activities, as well as the work of others.
- Updating and Using Relevant Knowledge — Keeping up-to-date technically and applying new knowledge to your job.
- Analyzing Data or Information — Identifying the underlying principles, reasons, or facts of information by breaking down information or data into separate parts.
- Judging the Qualities of Things, Services, or People — Assessing the value, importance, or quality of things or people.
- Developing and Building Teams — Encouraging and building mutual trust, respect, and cooperation among team members.
- Processing Information — Compiling, coding, categorizing, calculating, tabulating, auditing, or verifying information or data.
- Resolving Conflicts and Negotiating with Others — Handling complaints, settling disputes, and resolving grievances and conflicts, or otherwise negotiating with others.
- Coaching and Developing Others — Identifying the developmental needs of others and coaching, mentoring, or otherwise helping others to improve their knowledge or skills.
- Documenting/Recording Information — Entering, transcribing, recording, storing, or maintaining information in written or electronic/magnetic form.
- Guiding, Directing, and Motivating Subordinates — Providing guidance and direction to subordinates, including setting performance standards and monitoring performance.
- Estimating the Quantifiable Characteristics of Products, Events, or Information — Estimating sizes, distances, and quantities; or determining time, costs, resources, or materials needed to perform a work activity.
- Performing Administrative Activities — Performing day-to-day administrative tasks such as maintaining information files and processing paperwork.
- Assisting and Caring for Others — Providing personal assistance, medical attention, emotional support, or other personal care to others such as coworkers, customers, or patients.
- Training and Teaching Others — Identifying the educational needs of others, developing formal educational or training programs or classes, and teaching or instructing others.
Detailed Work Activities
- Supervise employees.
- Direct financial operations.
- Develop operating strategies, plans, or procedures.
- Confer with organizational members to accomplish work activities.
- Evaluate program effectiveness.
- Maintain operational records.
- Develop organizational goals or objectives.
- Monitor external affairs or events affecting business operations.
- Coordinate special events or programs.
- Develop organizational policies or programs.
- Establish interpersonal business relationships to facilitate work activities.
- Evaluate employee performance.
- Liaise between departments or other groups to improve function or communication.
- Present information to the public.
- Develop promotional materials.
- Manage organizational or project budgets.
- Coordinate with external parties to exchange information.
- Develop marketing plans or strategies.
- Direct sales, marketing, or customer service activities.
- Electronic Mail — 100% responded “Every day.”
- Face-to-Face Discussions — 100% responded “Every day.”
- Telephone — 90% responded “Every day.”
- Contact With Others — 80% responded “Constant contact with others.”
- Deal With External Customers — 83% responded “Extremely important.”
- Impact of Decisions on Co-workers or Company Results — 71% responded “Very important results.”
- Importance of Being Exact or Accurate — 75% responded “Extremely important.”
- Work With Work Group or Team — 68% responded “Extremely important.”
- Duration of Typical Work Week — 82% responded “More than 40 hours.”
- Frequency of Decision Making — 75% responded “Every day.”
- Structured versus Unstructured Work — 58% responded “A lot of freedom.”
- Freedom to Make Decisions — 51% responded “Some freedom.”
- Spend Time Sitting — 56% responded “Continually or almost continually.”
- Coordinate or Lead Others — 56% responded “Extremely important.”
- Indoors, Environmentally Controlled — 79% responded “Every day.”
- Letters and Memos — 61% responded “Once a week or more but not every day.”
- Time Pressure — 50% responded “Once a week or more but not every day.”
- Responsibility for Outcomes and Results — 50% responded “Very high responsibility.”
- Level of Competition — 42% responded “Highly competitive.”
- Frequency of Conflict Situations — 54% responded “Once a week or more but not every day.”
- Importance of Repeating Same Tasks — 35% responded “Extremely important.”
- Public Speaking — 43% responded “Once a month or more but not every week.”
- Deal With Unpleasant or Angry People — 53% responded “Once a month or more but not every week.”
|Title||Job Zone Four: Considerable Preparation Needed|
|Education||Most of these occupations require a four-year bachelor's degree, but some do not.|
|Related Experience||A considerable amount of work-related skill, knowledge, or experience is needed for these occupations. For example, an accountant must complete four years of college and work for several years in accounting to be considered qualified.|
|Job Training||Employees in these occupations usually need several years of work-related experience, on-the-job training, and/or vocational training.|
|Job Zone Examples||Many of these occupations involve coordinating, supervising, managing, or training others. Examples include accountants, sales managers, database administrators, teachers, chemists, art directors, and cost estimators.|
|SVP Range||(7.0 to < 8.0)|
Percentage of Respondents
|Education Level Required|
Interest code: EA
- Enterprising — Enterprising occupations frequently involve starting up and carrying out projects. These occupations can involve leading people and making many decisions. Sometimes they require risk taking and often deal with business.
- Artistic — Artistic occupations frequently involve working with forms, designs and patterns. They often require self-expression and the work can be done without following a clear set of rules.
- Attention to Detail — Job requires being careful about detail and thorough in completing work tasks.
- Dependability — Job requires being reliable, responsible, and dependable, and fulfilling obligations.
- Integrity — Job requires being honest and ethical.
- Stress Tolerance — Job requires accepting criticism and dealing calmly and effectively with high stress situations.
- Cooperation — Job requires being pleasant with others on the job and displaying a good-natured, cooperative attitude.
- Initiative — Job requires a willingness to take on responsibilities and challenges.
- Achievement/Effort — Job requires establishing and maintaining personally challenging achievement goals and exerting effort toward mastering tasks.
- Adaptability/Flexibility — Job requires being open to change (positive or negative) and to considerable variety in the workplace.
- Concern for Others — Job requires being sensitive to others' needs and feelings and being understanding and helpful on the job.
- Independence — Job requires developing one's own ways of doing things, guiding oneself with little or no supervision, and depending on oneself to get things done.
- Leadership — Job requires a willingness to lead, take charge, and offer opinions and direction.
- Persistence — Job requires persistence in the face of obstacles.
- Self Control — Job requires maintaining composure, keeping emotions in check, controlling anger, and avoiding aggressive behavior, even in very difficult situations.
- Social Orientation — Job requires preferring to work with others rather than alone, and being personally connected with others on the job.
- Innovation — Job requires creativity and alternative thinking to develop new ideas for and answers to work-related problems.
- Analytical Thinking — Job requires analyzing information and using logic to address work-related issues and problems.
- Working Conditions — Occupations that satisfy this work value offer job security and good working conditions. Corresponding needs are Activity, Compensation, Independence, Security, Variety and Working Conditions.
- Independence — Occupations that satisfy this work value allow employees to work on their own and make decisions. Corresponding needs are Creativity, Responsibility and Autonomy.
- Relationships — Occupations that satisfy this work value allow employees to provide service to others and work with co-workers in a friendly non-competitive environment. Corresponding needs are Co-workers, Moral Values and Social Service.
Wages & Employment Trends
|Median wages (2014)||$48.80 hourly, $101,510 annual|
|Employment (2014)||66,000 employees|
|Projected growth (2014-2024)||Average (5% to 8%)|
|Projected job openings (2014-2024)||27,100|
|Top industries (2014)|
Source: Bureau of Labor Statistics 2014 wage data and 2014-2024 employment projections . "Projected growth" represents the estimated change in total employment over the projections period (2014-2024). "Projected job openings" represent openings due to growth and replacement.
Job Openings on the Web
Sources of Additional Information
Disclaimer: Sources are listed to provide additional information on related jobs, specialties, and/or industries. Links to non-DOL Internet sites are provided for your convenience and do not constitute an endorsement.
- Public relations and fundraising managers . Bureau of Labor Statistics, U.S. Department of Labor. Occupational Outlook Handbook, 2016-17 Edition.