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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: Public Relations Director, Account Supervisor, Account Executive, Public Relations Manager (PR Manager), Communications Director, Community Relations Director, Director of Public Relations, Public Affairs Director, Account Manager, Business Development Director

View report: Summary  Details  Custom

Tasks  |  Tools & Technology  |  Knowledge  |  Skills  |  Abilities  |  Work Activities  |  Work Context  |  Job Zone  |  Education  |  Interests  |  Work Styles  |  Work Values  |  Related Occupations  |  Wages & Employment  |  Job Openings  |  Additional Information

Tasks

  • 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.

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Tools & Technology

Tools used in this occupation:

Desktop computers
Notebook computers — Laptop computers
Photocopiers — Photocopying equipment
Scanners — Computer scanners
Special purpose telephones — Multi-line telephone systems

Technology used in this occupation:

Desktop publishing software — Adobe Systems Adobe Distiller; Adobe Systems Adobe PageMaker; Microsoft Publisher; QuarkXPress
Electronic mail software — Email 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
Video creation and editing software — Apple Final Cut Pro; Apple iDVD; Apple iMovie
Word processing software — Corel WordPerfect software; Microsoft Word

* Software developed by a government agency and/or distributed as freeware or shareware.

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Knowledge

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.

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Skills

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.

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Abilities

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).

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Work Activities

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.

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Work Context

Electronic Mail — How often do you use electronic mail in this job?
Face-to-Face Discussions — How often do you have to have face-to-face discussions with individuals or teams in this job?
Telephone — How often do you have telephone conversations in this job?
Contact With Others — How much does this job require the worker to be in contact with others (face-to-face, by telephone, or otherwise) in order to perform it?
Deal With External Customers — How important is it to work with external customers or the public in this job?
Impact of Decisions on Co-workers or Company Results — How do the decisions an employee makes impact the results of co-workers, clients or the company?
Importance of Being Exact or Accurate — How important is being very exact or highly accurate in performing this job?
Work With Work Group or Team — How important is it to work with others in a group or team in this job?
Duration of Typical Work Week — Number of hours typically worked in one week.
Frequency of Decision Making — How frequently is the worker required to make decisions that affect other people, the financial resources, and/or the image and reputation of the organization?

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Job Zone

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, environmental engineers, criminal investigators, and special agents.
SVP Range (7.0 to < 8.0)

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Education


Percentage of Respondents
Education Level Required
78   Bachelor's degree
  Master's degree
  Associate's degree

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Interests

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.

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Work Styles

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.

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Work Values

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.

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Related Occupations

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11-2021.00 Marketing Managers   Green Occupation Green
11-2022.00 Sales Managers Bright Outlook
11-3031.02 Financial Managers, Branch or Department   Bright Outlook Bright Outlook  
11-3121.00 Human Resources Managers
13-1011.00 Agents and Business Managers of Artists, Performers, and Athletes
13-1071.00 Human Resources Specialists Bright Outlook
13-1121.00 Meeting, Convention, and Event Planners Bright Outlook
27-3031.00 Public Relations Specialists Green Occupation
27-3043.04 Copy Writers

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Wages & Employment Trends

National

Median wages (2012) $45.89 hourly, $95,450 annual
Employment (2012) 62,000 employees
Projected growth (2012-2022) Average (8% to 14%) Average (8% to 14%)
Projected job openings (2012-2022) 21,300
Top industries (2012)

State & National

          CareerOneStop

Source: Bureau of Labor Statistics 2012 wage data external site and 2012-2022 employment projections external site. "Projected growth" represents the estimated change in total employment over the projections period (2012-2022). "Projected job openings" represent openings due to growth and replacement.

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Job Openings on the Web

Find Jobs
for Public Relations and Fundraising Managers

          mySkills myFuture

State & National Job Banks

          CareerOneStop

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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.

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