Public Relations Managers
11-2032.00
Plan, direct, or coordinate activities designed to create or maintain a favorable public image or raise issue awareness for their organization or client.
Sample of reported job titles: Communications Director, Communications Manager, Community Relations Director, Development Director, Public Affairs Director, Public Relations Director (PR Director), Public Relations Manager (PR Manager)
Occupation-Specific Information
Tasks
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Assign, supervise, and review the activities of public relations staff.
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Confer with labor relations managers to develop internal communications that keep employees informed of company activities.
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Design and edit promotional publications, such as brochures.
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Develop and maintain the company's corporate image and identity, which includes the use of logos and signage.
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Develop, implement, or maintain crisis communication plans.
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Direct activities of external agencies, establishments, or departments that develop and implement communication strategies and information programs.
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Draft speeches for company executives and arrange interviews and other forms of contact for them.
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Establish and maintain effective working relationships with clients, government officials, and media representatives and use these relationships to develop new business opportunities.
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Evaluate advertising and promotion programs for compatibility with public relations efforts.
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Facilitate consumer relations or the relationship between parts of the company, such as the managers and employees, or different branch offices.
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Formulate policies and procedures related to public information programs, working with public relations executives.
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Identify main client groups and audiences, determine the best way to communicate publicity information to them, and develop and implement a communication plan.
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Maintain company archives.
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Manage communications budgets.
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Manage in-house communication courses.
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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.
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Observe and report on social, economic, and political trends that might affect employers.
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Produce films and other video products, regulate their distribution, and operate film library.
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Respond to requests for information about employers' activities or status.
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Write interesting and effective press releases, prepare information for media kits, and develop and maintain company internet or intranet web pages.
Technology Skills
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Accounting software — Fund accounting software
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Business intelligence and data analysis software — MicroStrategy
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Customer relationship management CRM software — Blackbaud eTapestry; Blackbaud The Raiser's Edge; Oracle Eloqua; Salesforce software ; 1 more
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Desktop publishing software — Adobe Distiller; Adobe InDesign ; Microsoft Publisher; QuarkXPress; 1 more
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Graphics or photo imaging software — Adobe Creative Cloud software ; Adobe Illustrator ; Adobe Photoshop ; Canva ; 1 more
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Human resources software — Human resource management software HRMS
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Internet browser software — Web browser software
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Web page creation and editing software — Adobe Dreamweaver; Facebook ; Social media sites; WordPress ; 1 more
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Occupational Requirements
Detailed Work Activities
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Develop promotional materials.
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Establish interpersonal business relationships to facilitate work activities.
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Liaise between departments or other groups to improve function or communication.
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Present information to the public.
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Confer with organizational members to accomplish work activities.
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Coordinate special events or programs.
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Coordinate with external parties to exchange information.
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Develop contingency plans to deal with organizational emergencies.
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Develop library or archival databases.
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Develop marketing plans or strategies.
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Develop operating strategies, plans, or procedures.
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Develop organizational policies or programs.
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Direct employee training programs.
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Direct sales, marketing, or customer service activities.
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Distribute instructional or library materials.
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Edit documents.
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Evaluate employee performance.
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Evaluate program effectiveness.
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Maintain operational records.
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Manage organizational or project budgets.
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Monitor external affairs or events affecting business operations.
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Operate still or video cameras or related equipment.
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Supervise employees.
Experience Requirements
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 real estate brokers, sales managers, database administrators, graphic designers, conservation scientists, art directors, and cost estimators.
- SVP Range
- (7.0 to < 8.0)
Training & Credentials
- State training
- Local training
- Certifications
Apprenticeship Opportunities
Worker Characteristics
Interests
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Enterprising — Work involves managing, negotiating, marketing, or selling, typically in a business setting, or leading or advising people in political and legal situations. Enterprising occupations are often associated with business initiatives, sales, marketing/advertising, finance, management/administration, professional advising, public speaking, politics, or law.
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Conventional — Work involves following procedures and regulations to organize information or data, typically in a business setting. Conventional occupations are often associated with office work, accounting, mathematics/statistics, information technology, finance, or human resources.
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Social — Work involves helping, teaching, advising, assisting, or providing service to others. Social occupations are often associated with social, health care, personal service, teaching/education, or religious activities.
Workforce Characteristics
Wages & Employment Trends
- Median wages (2023)
- $64.79 hourly, $134,760 annual
- State wages
- Local wages
- Employment (2023)
- 78,400 employees
- Projected growth (2023-2033)
- Faster than average (6% to 8%)
- Projected job openings (2023-2033)
- 6,000
- State trends
- Top industries (2023)
Source: Bureau of Labor Statistics 2023 wage data external site and 2023-2033 employment projections external site. “Projected growth” represents the estimated change in total employment over the projections period (2023-2033). “Projected job openings” represent openings due to growth and replacement.
Job Openings on the Web
- State job openings
- Local job openings
More Information
Related Occupations
Professional Associations
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.
- Alliance for Women in Media external site
- American Advertising Federation external site
- American Association of Political Consultants external site
- American Marketing Association external site
- American Society of Association Executives external site
- Association for Business Communication external site
- Association for Education in Journalism and Mass Communication external site
- Association for Women in Communications external site
- Association of National Advertisers external site
- Council for Advancement and Support of Education external site
- Eastern Communication Association external site
- Hospitality Sales and Marketing Association International external site
- Institute for Public Relations external site
- International Association of Business Communicators external site
- National Communication Association external site
- National Council for Marketing and Public Relations external site
- National Investor Relations Institute external site
- National School Public Relations Association external site
- Public Relations Society of America external site
- Public Relations Student Society of America external site
- Society for Healthcare Strategy and Market Development of the American Hospital Association external site
- Society for Marketing Professional Services external site
- Society of Professional Journalists external site
Regional Associations
- Central States Communication Association external site
- Public Relations Society of America, Northeast District external site
- Southern States Communication Association external site
- Western States Communication Association external site