Public Relations and Fundraising Managers Go Back to List 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.

Tasks
	Write interesting and effective press releases, prepare information for media kits, and develop and maintain company internet or intranet web pages.
	Develop and maintain the company's corporate image and identity, which includes the use of logos and signage.
	Manage communications budgets.
	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.
	Draft speeches for company executives and arrange interviews and other forms of contact for them.
	Assign, supervise, and review the activities of public relations staff.
	Evaluate advertising and promotion programs for compatibility with public relations efforts.
	Confer with labor relations managers to develop internal communications that keep employees informed of company activities.
	Direct activities of external agencies, establishments, and departments that develop and implement communication strategies and information programs.
	Formulate policies and procedures related to public information programs, working with public relations executives.

Skills
	Social Perceptiveness - Being aware of others' reactions and understanding why they react as they do.
	Reading Comprehension - Understanding written sentences and paragraphs in work related documents.
	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.
	Writing - Communicating effectively in writing as appropriate for the needs of the audience.
	Speaking - Talking to others to convey information effectively.
	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.
	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.

Knowledge
	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.
	Economics and Accounting - Knowledge of economic and accounting principles and practices, the financial markets, banking and the analysis and reporting of financial data.
	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.
	Education and Training - Knowledge of principles and methods for curriculum and training design, teaching and instruction for individuals and groups, and the measurement of training effects.

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Education & Training   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.

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