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 Supervisor, Annual Giving Director, Communications Director, Communications Manager, Community Relations Director, Development Director, Public Affairs Director, Public Relations Director, Public Relations Manager (PR Manager)
Tasks | Technology Skills | Tools Used | 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
- Identify main client groups and audiences, determine the best way to communicate publicity information to them, and develop and implement a communication plan.
- Develop and maintain the company's corporate image and identity, which includes the use of logos and signage.
- 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.
- Write interesting and effective press releases, prepare information for media kits, and develop and maintain company internet or intranet web pages.
- Design and edit promotional publications, such as brochures.
- Establish and maintain effective working relationships with clients, government officials, and media representatives and use these relationships to develop new business opportunities.
- Evaluate advertising and promotion programs for compatibility with public relations efforts.
- Facilitate consumer relations or the relationship between parts of the company, such as the managers and employees, or different branch offices.
- Establish goals for soliciting funds, develop policies for collection and safeguarding of contributions, and coordinate disbursement of funds.
- Assign, supervise, and review the activities of public relations staff.
- Manage communications budgets.
- Draft speeches for company executives and arrange interviews and other forms of contact for them.
- Respond to requests for information about employers' activities or status.
- Direct activities of external agencies, establishments, and departments that develop and implement communication strategies and information programs.
- Develop, implement, and maintain crisis communication plans.
- Formulate policies and procedures related to public information programs, working with public relations executives.
- Produce films and other video products, regulate their distribution, and operate film library.
- Accounting software — Fund accounting software
- Business intelligence and data analysis software — MicroStrategy
- Customer relationship management CRM software — Blackbaud The Raiser's Edge ; Oracle Eloqua; Oracle Siebel Server Sync; Salesforce software (see all 5 examples)
- Data base user interface and query software — Data entry software ; FileMaker Pro; Microsoft Access ; Yardi
- 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
- Electronic mail software — Google Gmail; IBM Notes ; Novell GroupWise
- Enterprise resource planning ERP software — Microsoft Dynamics ; Oracle PeopleSoft Financials
- Graphics or photo imaging software — Adobe Systems Adobe Creative Cloud ; Adobe Systems Adobe Illustrator ; Adobe Systems Adobe Photoshop ; SmugMug Flickr (see all 6 examples)
- Human resources software — Human resource management software HRMS
- Internet browser software — Web browser software
- Office suite software — Corel WordPerfect Office Suite; Google Drive ; Microsoft Office
- Presentation software — Microsoft PowerPoint
- Project management software — Microsoft Project ; Microsoft SharePoint ; Slack; zkipster
- Sales and marketing software — Google AdWords ; Instagram PeopleMap; Marketo Marketing Automation
- Spreadsheet software — Microsoft Excel
- Video creation and editing software — Adobe Systems Adobe AfterEffects ; Apple Final Cut Pro; Apple iMovie; YouTube (see all 5 examples)
- Web page creation and editing software — Adobe Systems Adobe Dreamweaver ; Adobe Systems Adobe Flash Player; Facebook ; LinkedIn
- Web platform development software — Drupal ; Hypertext markup language HTML
- Word processing software — Google Docs ; Microsoft Word
Hot Technology — a technology requirement frequently included in employer job postings.
- 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.
- 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.
- English Language — Knowledge of the structure and content of the English language including the meaning and spelling of words, rules of composition, and grammar.
- 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.
- 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.
- 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.
- Psychology — Knowledge of human behavior and performance; individual differences in ability, personality, and interests; learning and motivation; psychological research methods; and the assessment and treatment of behavioral and affective disorders.
- Social Perceptiveness — Being aware of others' reactions and understanding why they react as they do.
- 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.
- Speaking — Talking to others to convey information effectively.
- Writing — Communicating effectively in writing as appropriate for the needs of the audience.
- Complex Problem Solving — Identifying complex problems and reviewing related information to develop and evaluate options and implement solutions.
- Persuasion — Persuading others to change their minds or behavior.
- Judgment and Decision Making — Considering the relative costs and benefits of potential actions to choose the most appropriate one.
- 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.
- 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.
- Time Management — Managing one's own time and the time of others.
- 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.
- Monitoring — Monitoring/Assessing performance of yourself, other individuals, or organizations to make improvements or take corrective action.
- Instructing — Teaching others how to do something.
- Learning Strategies — Selecting and using training/instructional methods and procedures appropriate for the situation when learning or teaching new things.
- Management of Financial Resources — Determining how money will be spent to get the work done, and accounting for these expenditures.
- Management of Personnel Resources — Motivating, developing, and directing people as they work, identifying the best people for the job.
- Oral Expression — The ability to communicate information and ideas in speaking so others will understand.
- Written Expression — The ability to communicate information and ideas in writing so others will understand.
- 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).
- 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.
- Deductive Reasoning — The ability to apply general rules to specific problems to produce answers that make sense.
- Inductive Reasoning — The ability to combine pieces of information to form general rules or conclusions (includes finding a relationship among seemingly unrelated events).
- 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 Clarity — The ability to speak clearly so others can understand you.
- Speech Recognition — The ability to identify and understand the speech of another person.
- 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.
- Near Vision — The ability to see details at close range (within a few feet of the observer).
- Category Flexibility — The ability to generate or use different sets of rules for combining or grouping things in different ways.
- Establishing and Maintaining Interpersonal Relationships — Developing constructive and cooperative working relationships with others, and maintaining them over time.
- 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.
- Communicating with Supervisors, Peers, or Subordinates — Providing information to supervisors, co-workers, and subordinates by telephone, in written form, e-mail, or in person.
- Getting Information — Observing, receiving, and otherwise obtaining information from all relevant sources.
- Interacting With Computers — Using computers and computer systems (including hardware and software) to program, write software, set up functions, enter data, or process information.
- Organizing, Planning, and Prioritizing Work — Developing specific goals and plans to prioritize, organize, and accomplish your work.
- Selling or Influencing Others — Convincing others to buy merchandise/goods or to otherwise change their minds or actions.
- Thinking Creatively — Developing, designing, or creating new applications, ideas, relationships, systems, or products, including artistic contributions.
- Developing Objectives and Strategies — Establishing long-range objectives and specifying the strategies and actions to achieve them.
- Analyzing Data or Information — Identifying the underlying principles, reasons, or facts of information by breaking down information or data into separate parts.
- Making Decisions and Solving Problems — Analyzing information and evaluating results to choose the best solution and solve 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.
- Identifying Objects, Actions, and Events — Identifying information by categorizing, estimating, recognizing differences or similarities, and detecting changes in circumstances or events.
- Processing Information — Compiling, coding, categorizing, calculating, tabulating, auditing, or verifying information or data.
- Coordinating the Work and Activities of Others — Getting members of a group to work together to accomplish tasks.
- Judging the Qualities of Things, Services, or People — Assessing the value, importance, or quality of things or people.
- Documenting/Recording Information — Entering, transcribing, recording, storing, or maintaining information in written or electronic/magnetic form.
- 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.
- Resolving Conflicts and Negotiating with Others — Handling complaints, settling disputes, and resolving grievances and conflicts, or otherwise negotiating with others.
- 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.
- Developing and Building Teams — Encouraging and building mutual trust, respect, and cooperation among team members.
- Evaluating Information to Determine Compliance with Standards — Using relevant information and individual judgment to determine whether events or processes comply with laws, regulations, or standards.
- Performing Administrative Activities — Performing day-to-day administrative tasks such as maintaining information files and processing paperwork.
- Coaching and Developing Others — Identifying the developmental needs of others and coaching, mentoring, or otherwise helping others to improve their knowledge or skills.
- Monitor Processes, Materials, or Surroundings — Monitoring and reviewing information from materials, events, or the environment, to detect or assess problems.
Detailed Work Activities
- Develop organizational policies or programs.
- Develop organizational goals or objectives.
- Direct financial operations.
- Present information to the public.
- Develop marketing plans or strategies.
- Develop promotional materials.
- Coordinate special events or programs.
- Edit documents.
- Establish interpersonal business relationships to facilitate work activities.
- Evaluate employee performance.
- Supervise employees.
- Evaluate program effectiveness.
- Manage organizational or project budgets.
- Liaise between departments or other groups to improve function or communication.
- Coordinate with external parties to exchange information.
- Direct sales, marketing, or customer service activities.
- Develop contingency plans to deal with organizational emergencies.
- Develop operating strategies, plans, or procedures.
- Confer with organizational members to accomplish work activities.
- Monitor external affairs or events affecting business operations.
- Maintain operational records.
- Electronic Mail — 100% responded “Every day.”
- Face-to-Face Discussions — 98% responded “Every day.”
- Indoors, Environmentally Controlled — 98% responded “Every day.”
- Telephone — 90% responded “Every day.”
- Contact With Others — 87% responded “Constant contact with others.”
- Work With Work Group or Team — 76% responded “Extremely important.”
- Deal With External Customers — 62% responded “Extremely important.”
- Structured versus Unstructured Work — 61% responded “A lot of freedom.”
- Frequency of Decision Making — 66% responded “Every day.”
- Importance of Being Exact or Accurate — 64% responded “Extremely important.”
- Time Pressure — 52% responded “Every day.”
- Duration of Typical Work Week — 69% responded “More than 40 hours.”
- Freedom to Make Decisions — 50% responded “A lot of freedom.”
- Impact of Decisions on Co-workers or Company Results — 59% responded “Very important results.”
- Coordinate or Lead Others — 59% responded “Extremely important.”
- Letters and Memos — 47% responded “Every day.”
- Spend Time Sitting — 46% responded “Continually or almost continually.”
- Responsibility for Outcomes and Results — 53% responded “Very high responsibility.”
- Level of Competition — 47% responded “Highly competitive.”
- Frequency of Conflict Situations — 38% responded “Once a week or more but not every day.”
- Deal With Unpleasant or Angry People — 38% responded “Once a week or more but not every day.”
- Consequence of Error — 35% responded “Fairly serious.”
- Public Speaking — 40% responded “Once a week or more but not every day.”
|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 real estate brokers, sales managers, database administrators, graphic designers, chemists, art directors, and cost estimators.|
|SVP Range||(7.0 to < 8.0)|
Percentage of Respondents
|Education Level Required|
|11||Some college, no degree|
Interest code: EA Want to discover your interests? Take the O*NET Interest Profiler at My Next Move.
- 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.
- Integrity — Job requires being honest and ethical.
- Initiative — Job requires a willingness to take on responsibilities and challenges.
- Dependability — Job requires being reliable, responsible, and dependable, and fulfilling obligations.
- Attention to Detail — Job requires being careful about detail and thorough in completing work tasks.
- Adaptability/Flexibility — Job requires being open to change (positive or negative) and to considerable variety in the workplace.
- Persistence — Job requires persistence in the face of obstacles.
- Cooperation — Job requires being pleasant with others on the job and displaying a good-natured, cooperative attitude.
- Achievement/Effort — Job requires establishing and maintaining personally challenging achievement goals and exerting effort toward mastering tasks.
- Leadership — Job requires a willingness to lead, take charge, and offer opinions and direction.
- 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.
- Social Orientation — Job requires preferring to work with others rather than alone, and being personally connected with others on the job.
- Stress Tolerance — Job requires accepting criticism and dealing calmly and effectively with high stress situations.
- Self Control — Job requires maintaining composure, keeping emotions in check, controlling anger, and avoiding aggressive behavior, even in very difficult situations.
- Analytical Thinking — Job requires analyzing information and using logic to address work-related issues and problems.
- Innovation — Job requires creativity and alternative thinking to develop new ideas for and answers to work-related 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 (2018)||$55.19 hourly, $114,800 annual|
|Employment (2018)||81,000 employees|
|Projected growth (2018-2028)||Faster than average (7% to 10%)|
|Projected job openings (2018-2028)||7,800|
|Top industries (2018)|
Source: Bureau of Labor Statistics 2018 wage data and 2018-2028 employment projections . "Projected growth" represents the estimated change in total employment over the projections period (2018-2028). "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.
- American Alliance of Museums
- American Marketing Association
- Association of Fundraising Professionals
- Council for Advancement and Support of Education
- International Association of Business Communicators
- National Council for Marketing and Public Relations
- National Investor Relations Institute
- Occupational Outlook Handbook: Public relations and fundraising managers
- Public Relations Society of America
- Society for Healthcare Strategy and Market Development of the American Hospital Association