Summary Report for:
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)
- 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.
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:
- Customer relationship management CRM software — Blackbaud eTapestry; Blackbaud The Raiser's Edge; Oracle Siebel Server Sync
- Desktop publishing software — Adobe Systems Adobe Distiller; Adobe Systems Adobe InDesign; Microsoft Publisher; QuarkXPress
- 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
- Video creation and editing software — Apple Final Cut Pro; Apple iDVD; Apple iMovie
- 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.
- 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.
- 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.
- 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.
- etting Information — Observing, receiving, and otherwise obtaining information from all relevant sources.
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.
- 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.”
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.
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.
(7.0 to < 8.0)
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.
- 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.