Public Relations Managers

Plan, direct, or coordinate activities designed to create or maintain a favorable public image or raise issue awareness for their organization or client.

Bright Outlook

Interest Profile (RIASEC)

Common Job Titles

Key Tasks

Assign, supervise, and review the activities of public relations staff.

Confer with labor relations managers to develop internal communications that keep employees informed of company activities.

Design and edit promotional publications, such as brochures.

Develop and maintain the company's corporate image and identity, which includes the use of logos and signage.

Develop, implement, or maintain crisis communication plans.

Direct activities of external agencies, establishments, or 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.

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.

Formulate policies and procedures related to public information programs, working with public relations executives.

Identify main client groups and audiences, determine the best way to communicate publicity information to them, and develop and implement a communication plan.

Maintain company archives.

Manage communications budgets.

Manage in-house communication courses.

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.

Observe and report on social, economic, and political trends that might affect employers.

Produce films and other video products, regulate their distribution, and operate film library.

Respond to requests for information about employers' activities or status.

Write interesting and effective press releases, prepare information for media kits, and develop and maintain company internet or intranet web pages.

Technology Skills

Video creation and editing software

Adobe After Effects
Flipgrid
TikTok
YouTube

Graphics or photo imaging software

Adobe Creative Cloud software
Adobe Illustrator
Adobe Photoshop
Canva

Desktop publishing software

Adobe Distiller
Adobe InDesign
Microsoft Publisher
QuarkXPress

Customer relationship management CRM software

Blackbaud eTapestry
Blackbaud The Raiser's Edge
Oracle Eloqua
Salesforce software

Web page creation and editing software

Adobe Dreamweaver
Facebook
Social media sites
WordPress

Electronic mail software

Google Gmail
IBM Notes
MicroFocus GroupWise
Microsoft Outlook

Sales and marketing software

Google Ads
HubSpot software
Marketo Marketing Automation
MightyScout

Data base user interface and query software

Airtable
FileMaker Pro
Microsoft Access
Yardi software

Office suite software

Corel WordPerfect Office Suite
Google Workspace software
Microsoft Office software

Cloud-based data access and sharing software

Google Drive
Microsoft SharePoint
Slack

Enterprise resource planning ERP software

Microsoft Dynamics
Oracle PeopleSoft Financials

Word processing software

Google Docs
Microsoft Word

Presentation software

Mentimeter
Microsoft PowerPoint

Project management software

Microsoft Project
zkipster

Web platform development software

Drupal
Hypertext markup language HTML

Spreadsheet software

Microsoft Excel

Accounting software

Fund accounting software

Document management software

Adobe Acrobat

Video conferencing software

Zoom

Data base management system software

Teradata Database

Business intelligence and data analysis software

MicroStrategy

Human resources software

Human resource management software HRMS

Internet browser software

Web browser software

Data mining software

Google Analytics

Tools and Equipment

Photocopiers

Photocopying equipment

Scanners

Computer scanners

Notebook computers

Laptop computers

Special purpose telephones

Multi-line telephone systems

Desktop computers

Personal computers

Detailed Work Activities

Develop promotional materials.

Establish interpersonal business relationships to facilitate work activities.

Liaise between departments or other groups to improve function or communication.

Present information to the public.

Confer with organizational members to accomplish work activities.

Coordinate special events or programs.

Coordinate with external parties to exchange information.

Develop contingency plans to deal with organizational emergencies.

Develop library or archival databases.

Develop marketing plans or strategies.

Develop operating strategies, plans, or procedures.

Develop organizational policies or programs.

Direct employee training programs.

Direct sales, marketing, or customer service activities.

Distribute instructional or library materials.

Edit documents.

Evaluate employee performance.

Evaluate program effectiveness.

Maintain operational records.

Manage organizational or project budgets.

Monitor external affairs or events affecting business operations.

Operate still or video cameras or related equipment.

Supervise employees.

Job Zone

Job Zone Four: Considerable Preparation Needed

Most of these occupations require a four-year bachelor's degree, but some do not.

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.

Employees in these occupations usually need several years of work-related experience, on-the-job training, and/or vocational training.

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)