Occupation AtlasPublic Relations Managers
O*NET · 11-2032.00
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.
Also called BD Director · BD Director (Business Development Director) · Campaign Manager · Communications Director · Communications Manager · Community Engagement Specialist · Community Manager · Community Outreach Coordinator
14 more
Community Relations Director · Outreach Coordinator · PR Director · PR Director (Public Relations Director) · PR Supervisor · PR Supervisor (Public Relations Supervisor) · Public Affairs Director · Public Information Director · Public Information Relations Manager · Publicity Director · Publicity Manager · Relationship Manager · Social Media Manager · University Relations Director
Compare with another occupationCompare with Fundraising Managers
Job Zone
- 1
- 2
- 3
- 4
- 5
Zone 4: Considerable Preparation Needed
Considerable preparation. Usually a bachelor's degree plus several years of work-related experience, knowledge, or training.
Job Zone is O*NET's rating of how much education, experience and training an occupation typically needs — a property of the work, not of anyone doing it.
Occupational interest profile
ECSEnterprising · Conventional · Social — the three strongest interests, in order
- E Enterprising7.00
- C Conventional4.39
- S Social4.18
- A Artistic3.67
- I Investigative2.34
- R Realistic1.00
RIASEC (Holland) interests on O*NET's 0–7 scale: what the work draws on, not what any individual prefers. Hover a row for what each dimension means.
Education and experience
The education level respondents say the job requires, and the most common answer for experience and training.
- Related work experience
- Over 4 years, up to and including 6 years (44%)
- On-site or in-plant training
- None (31%)
- On-the-job training
- Anything beyond short demonstration, up to and including 1 month (22%)
Typically associated skills
All 35 O*NET skills, most important first. Importance (1–5) says how much a skill matters here; level (0–7) says how much of it the work calls for, with O*NET's example of a nearby level. Neither is a proficiency rating of a person.
- SpeakingbasicImportance 4.3Level 4.0Level 4 looks like: Interview applicants to obtain personal and work history
- Active ListeningbasicImportance 4.1Level 4.1Level 4 looks like: Answer inquiries regarding credit references
- Reading ComprehensionbasicImportance 4.1Level 4.1Level 4 looks like: Understand an email from management describing new personnel policies
- Social PerceptivenessImportance 4.0Level 3.9Level 4 looks like: Be aware of how a coworker's promotion will affect a work group
- WritingbasicImportance 4.0Level 3.9Level 4 looks like: Write an email to staff outlining new directives
- PersuasionImportance 3.9Level 4.0Level 4 looks like: Convince a supervisor to purchase new office equipment
- Complex Problem SolvingImportance 3.9Level 3.9Level 4 looks like: Redesign a floor layout to take advantage of new manufacturing techniques
- Critical ThinkingbasicImportance 3.9Level 3.9Level 4 looks like: Evaluate customer complaints and determine appropriate responses
- CoordinationImportance 3.8Level 3.8Level 4 looks like: Work with others to put a new roof on a house
- Judgment and Decision MakingImportance 3.6Level 3.9Level 4 looks like: Evaluate a loan application for degree of risk
- Time ManagementImportance 3.6Level 3.6Level 4 looks like: Allocate the time of subordinates to projects for the coming week
- Active LearningbasicImportance 3.6Level 3.5Level 4 looks like: Determine the impact of new menu changes on a restaurant's purchasing requirements
Show the other 23
- Service OrientationImportance 3.6Level 3.5Level 4 looks like: Make flight reservations for customers using an online booking site
- MonitoringbasicImportance 3.5Level 3.6Level 4 looks like: Monitor a meeting and revise the agenda to ensure important topics are discussed
- NegotiationImportance 3.5Level 3.3Level 4 looks like: Contract with a wholesaler to sell items at a given cost
- Systems EvaluationImportance 3.3Level 3.6Level 4 looks like: Identify the reasons why a client might be unhappy with a product
- Systems AnalysisImportance 3.1Level 3.4Level 4 looks like: Determine how a new piece of equipment will affect production rates
- InstructingImportance 3.1Level 3.1Level 4 looks like: Instruct a coworker in how to operate a software program
- Learning StrategiesbasicImportance 3.0Level 3.3Level 4 looks like: Identify an alternative approach to help trainees who are having difficulties
- Management of Personnel ResourcesImportance 3.0Level 3.1Level 4 looks like: Direct the activities of a road repair crew with minimal disruption of traffic flow
- Management of Financial ResourcesImportance 2.8Level 2.9Level 2 looks like: Use available funds to buy office supplies and record the amount of the purchase
- Management of Material ResourcesImportance 2.5Level 2.6Level 2 looks like: Reserve a room for a management meeting
- MathematicsbasicImportance 2.4Level 2.3Level 2 looks like: Count the amount of change to be given to a customer
- Operations AnalysisImportance 2.0Level 1.6Level 2 looks like: Select a printer for an office
- Operations MonitoringImportance 1.8Level 1.3Level 2 looks like: Monitor completion times while running a computer program
- Technology DesignImportance 1.8Level 1.3Level 2 looks like: Adjust exercise equipment for use by a customer
- Operation and ControlImportance 1.8Level 1.1Level 2 looks like: Navigate the settings on an office printer to print on both sides of the paper
- ProgrammingImportance 1.8Level 1.0Level 2 looks like: Write a program to sort objects in a database
- Quality Control AnalysisImportance 1.4Level —
- SciencebasicImportance 1.1Level —
- Equipment MaintenanceImportance 1.0Level —
- Equipment SelectionImportance 1.0Level —
- InstallationImportance 1.0Level —
- RepairingImportance 1.0Level —
- TroubleshootingImportance 1.0Level —
Tasks
19 core · 1 supplementalWhat people in this occupation do, as O*NET records it, core tasks first by importance (1–5).
- Establish and maintain effective working relationships with clients, government officials, and media representatives and use these relationships to develop new business opportunities.Importance 4.8
- Assign, supervise, and review the activities of public relations staff.Importance 4.6
- Identify main client groups and audiences, determine the best way to communicate publicity information to them, and develop and implement a communication plan.Importance 4.6
- Develop, implement, or maintain crisis communication plans.Importance 4.4
- Manage communications budgets.Importance 4.4
- Write interesting and effective press releases, prepare information for media kits, and develop and maintain company internet or intranet web pages.Importance 4.4
- Develop and maintain the company's corporate image and identity, which includes the use of logos and signage.Importance 4.2
- Facilitate consumer relations or the relationship between parts of the company, such as the managers and employees, or different branch offices.Importance 4.1
- Draft speeches for company executives and arrange interviews and other forms of contact for them.Importance 3.9
- Observe and report on social, economic, and political trends that might affect employers.Importance 3.9
- Direct activities of external agencies, establishments, or departments that develop and implement communication strategies and information programs.Importance 3.8
- Formulate policies and procedures related to public information programs, working with public relations executives.Importance 3.8
Show the other 8
- Confer with labor relations managers to develop internal communications that keep employees informed of company activities.Importance 3.7
- Evaluate advertising and promotion programs for compatibility with public relations efforts.Importance 3.7
- Produce films and other video products, regulate their distribution, and operate film library.Importance 3.7
- Respond to requests for information about employers' activities or status.Importance 3.7
- 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.Importance 3.4
- Design and edit promotional publications, such as brochures.Importance 3.3
- Manage in-house communication courses.Importance 3.3
- Maintain company archives.Importance 2.7
Knowledge
Bodies of knowledge the work draws on.
- Communications and MediaImportance 4.9Level 6.3Level 7 looks like: Write a novel
- English LanguageImportance 4.7Level 5.9
- Administration and ManagementImportance 4.0Level 4.6Level 4 looks like: Monitor progress of a project to ensure timely completion
- Customer and Personal ServiceImportance 3.8Level 5.3Level 4 looks like: Be responsible for 10 children at daycare
- Sales and MarketingImportance 3.8Level 5.6
- AdministrativeImportance 3.2Level 4.6Level 4 looks like: Type 30 words per minute
- Law and GovernmentImportance 3.1Level 3.4Level 4 looks like: Prepare documents and title papers for the purchase of a new house
- PsychologyImportance 3.0Level 3.4Level 4 looks like: Understand the impact of alcohol on human responses
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- Sociology and AnthropologyImportance 3.0Level 3.9Level 4 looks like: Write an article about cultural differences
- Personnel and Human ResourcesImportance 2.9Level 3.9Level 4 looks like: Interview applicants for an administrative position
- Economics and AccountingImportance 2.8Level 3.4Level 4 looks like: Develop financial investment programs for individual clients
- Computers and ElectronicsImportance 2.5Level 3.1Level 4 looks like: Use a computer to format a document
- Education and TrainingImportance 2.5Level 3.5Level 4 looks like: Lead a quality improvement seminar
- MathematicsImportance 2.5Level 3.7Level 4 looks like: Analyze data to determine areas with the highest sales
- Public Safety and SecurityImportance 2.3Level 2.5Level 1 looks like: Use a seatbelt
- TelecommunicationsImportance 2.3Level 2.0Level 1 looks like: Send an email
- History and ArcheologyImportance 2.2Level 2.5Level 1 looks like: Take a class in US history
- DesignImportance 2.1Level 1.8Level 1 looks like: Draw a straight line 4 3/16 inches long
- Foreign LanguageImportance 1.9Level 2.3Level 1 looks like: Say "please" and "thank you" in a foreign language
- GeographyImportance 1.9Level 2.3Level 1 looks like: Know the capital of the United States
- Fine ArtsImportance 1.8Level 1.7Level 1 looks like: Attend a popular music concert
- Philosophy and TheologyImportance 1.8Level 2.0Level 1 looks like: Watch a TV show on family values
- Production and ProcessingImportance 1.7Level 1.4Level 1 looks like: Put a computer back into its packing materials
- Therapy and CounselingImportance 1.5Level 1.0Level 1 looks like: Put ice on a sprained ankle
- Engineering and TechnologyImportance 1.4Level 0.9Level 1 looks like: Install a door lock
- TransportationImportance 1.4Level 0.8Level 1 looks like: Ride a train to work
- Medicine and DentistryImportance 1.3Level —
- BiologyImportance 1.2Level —
- Building and ConstructionImportance 1.2Level —
- ChemistryImportance 1.2Level —
- PhysicsImportance 1.2Level —
- Food ProductionImportance 1.1Level —
- MechanicalImportance 1.1Level —
Abilities
Enduring capacities the work calls for.
- Oral ExpressionImportance 4.4Level 4.5Level 4 looks like: Give instructions to a lost motorist
- Oral ComprehensionImportance 4.3Level 4.3Level 4 looks like: Understand a coach's oral instructions for a sport
- Written ComprehensionImportance 4.3Level 4.0Level 4 looks like: Understand an apartment lease
- Written ExpressionImportance 4.3Level 3.9Level 4 looks like: Write a job recommendation for a subordinate
- Fluency of IdeasImportance 4.0Level 4.1Level 4 looks like: Think of as many ideas as possible for the name of a new company
- Problem SensitivityImportance 4.0Level 3.8Level 4 looks like: Notice from a subtle difference in a client's mood that something is bothering them
- Speech ClarityImportance 4.0Level 3.8Level 4 looks like: Make stadium-wide announcements during a sporting event
- Speech RecognitionImportance 4.0Level 3.9Level 4 looks like: Identify a former customer's voice over the phone
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- OriginalityImportance 3.9Level 3.8Level 4 looks like: Redesign job tasks to be interesting for employees
- Deductive ReasoningImportance 3.8Level 4.0Level 5 looks like: Decide what factors to consider in selecting stocks
- Inductive ReasoningImportance 3.5Level 3.8Level 4 looks like: Determine the prime suspect based on crime scene evidence
- Near VisionImportance 3.4Level 3.5Level 2 looks like: Read indicators on the dashboard of a car
- Category FlexibilityImportance 3.3Level 3.4Level 3 looks like: Classify flowers according to size, color, and smell
- Information OrderingImportance 3.3Level 3.3Level 2 looks like: Follow the correct steps to make change
- Selective AttentionImportance 3.0Level 2.6Level 2 looks like: Answer a business call with coworkers talking nearby
- Far VisionImportance 2.9Level 3.1Level 4 looks like: Read the slides on a presentation from across a room
- Flexibility of ClosureImportance 2.9Level 2.8Level 2 looks like: Detect that your phone is ringing while at a concert
- Speed of ClosureImportance 2.9Level 3.0Level 3 looks like: Recognize a song after hearing only the first few notes
- Perceptual SpeedImportance 2.8Level 2.5Level 2 looks like: Sort mail according to ZIP codes with no time pressure
- Mathematical ReasoningImportance 2.5Level 2.3Level 1 looks like: Determine how much 20 oranges will cost when they are priced at 5 for 4 dollars
- MemorizationImportance 2.5Level 2.6
- Number FacilityImportance 2.5Level 2.6Level 3 looks like: Calculate a discounted price
- Time SharingImportance 2.5Level 2.5Level 2 looks like: Listen to music while entering numbers into a spreadsheet
- VisualizationImportance 2.5Level 2.5Level 2 looks like: Imagine how to place paper in a printer so that the letterhead comes out on top
- Visual Color DiscriminationImportance 2.3Level 2.4Level 1 looks like: Separate laundry into colors and whites
- Auditory AttentionImportance 2.0Level 1.8Level 2 looks like: Listen to a lecture while people nearby are talking
- Hearing SensitivityImportance 1.9Level 1.6Level 2 looks like: Notice a doorbell ringing
- Trunk StrengthImportance 1.9Level 1.5Level 2 looks like: Sit up in an office chair
- Wrist-Finger SpeedImportance 1.8Level 0.9
- Depth PerceptionImportance 1.6Level 0.8
- Finger DexterityImportance 1.3Level —
- Arm-Hand SteadinessImportance 1.1Level —
- Control PrecisionImportance 1.1Level —
- Dynamic StrengthImportance 1.1Level —
- Manual DexterityImportance 1.1Level —
- Multilimb CoordinationImportance 1.1Level —
- Rate ControlImportance 1.1Level —
- Reaction TimeImportance 1.1Level —
- Response OrientationImportance 1.1Level —
- Sound LocalizationImportance 1.1Level —
- Speed of Limb MovementImportance 1.1Level —
- Dynamic FlexibilityImportance 1.0Level —
- Explosive StrengthImportance 1.0Level —
- Extent FlexibilityImportance 1.0Level —
- Glare SensitivityImportance 1.0Level —
- Gross Body CoordinationImportance 1.0Level —
- Gross Body EquilibriumImportance 1.0Level —
- Night VisionImportance 1.0Level —
- Peripheral VisionImportance 1.0Level —
- Spatial OrientationImportance 1.0Level —
- StaminaImportance 1.0Level —
- Static StrengthImportance 1.0Level —
Work activities
Kinds of activity the work is made of.
- Communicating with People Outside the OrganizationImportance 4.8Level 6.8Level 7 looks like: Prepare or deliver press releases
- Communicating with Supervisors, Peers, or SubordinatesImportance 4.8Level 6.4Level 7 looks like: Create and deliver a presentation on a company's internal policies
- Establishing and Maintaining Interpersonal RelationshipsImportance 4.8Level 6.7Level 7 looks like: Gain cooperation from a diverse group of executives with competing interests
- Getting InformationImportance 4.7Level 5.4Level 4 looks like: Review a budget
- Thinking CreativelyImportance 4.6Level 5.5Level 4 looks like: Adapt popular music for a high school marching band
- Making Decisions and Solving ProblemsImportance 4.5Level 5.8
- Organizing, Planning, and Prioritizing WorkImportance 4.5Level 6.4Level 7 looks like: Prioritize and plan multiple tasks several months ahead
- Developing Objectives and StrategiesImportance 4.3Level 5.6
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- Developing and Building TeamsImportance 4.2Level 4.8Level 4 looks like: Lead an assembly team in an automobile plant
- Interpreting the Meaning of Information for OthersImportance 4.2Level 5.2Level 4 looks like: Interpret how foreign tax laws apply to U.S. exports
- Coordinating the Work and Activities of OthersImportance 4.0Level 5.2Level 4 looks like: Organize the cleanup crew after a major sporting event
- Identifying Objects, Actions, and EventsImportance 4.0Level 5.0Level 4 looks like: Judge the suitability of food products for an event
- Updating and Using Relevant KnowledgeImportance 4.0Level 5.2Level 4 looks like: Keep current on changes in maintenance procedures for repairing sports cars
- Analyzing Data or InformationImportance 3.9Level 5.0Level 4 looks like: Determine the interest cost to finance a new building
- Coaching and Developing OthersImportance 3.9Level 5.1Level 4 looks like: Provide on-the-job training for administrative workers
- Guiding, Directing, and Motivating SubordinatesImportance 3.9Level 5.6
- Scheduling Work and ActivitiesImportance 3.9Level 5.4Level 4 looks like: Prepare the work schedule for salesclerks in a large retail store
- Working with ComputersImportance 3.9Level 3.7Level 4 looks like: Write software for keeping track of parts in inventory
- Performing for or Working Directly with the PublicImportance 3.8Level 4.9Level 4 looks like: Sell shoes in a crowded shoe store
- Processing InformationImportance 3.8Level 4.7Level 4 looks like: Calculate the adjustments for insurance claims
- Providing Consultation and Advice to OthersImportance 3.8Level 5.4Level 4 looks like: Recommend a new software package to increase operational efficiency
- Selling or Influencing OthersImportance 3.8Level 5.4Level 4 looks like: Make a sales pitch to convince others to buy a product
- Monitoring Processes, Materials, or SurroundingsImportance 3.6Level 4.4Level 4 looks like: Test electrical circuits
- Monitoring and Controlling ResourcesImportance 3.6Level 4.8Level 4 looks like: Work as a chef responsible for ordering food for the menu
- Resolving Conflicts and Negotiating with OthersImportance 3.6Level 5.0Level 4 looks like: Get two subordinates to agree about vacation schedules
- Evaluating Information to Determine Compliance with StandardsImportance 3.5Level 4.3Level 4 looks like: Evaluate a complicated insurance claim for compliance with policy terms
- Judging the Qualities of Objects, Services, or PeopleImportance 3.5Level 4.1Level 4 looks like: Determine the value of property lost in a fire
- Documenting/Recording InformationImportance 3.2Level 3.4Level 4 looks like: Document the results of a crime scene investigation
- Staffing Organizational UnitsImportance 3.1Level 4.2Level 4 looks like: Interview candidates for a sales position and make hiring recommendations
- Training and Teaching OthersImportance 3.1Level 3.9Level 4 looks like: Teach a social sciences course to high school students
- Estimating the Quantifiable Characteristics of Products, Events, or InformationImportance 3.0Level 3.6Level 4 looks like: Estimate the time required to evacuate a city in the event of a major disaster
- Performing Administrative ActivitiesImportance 3.0Level 3.8Level 4 looks like: Complete tax forms for a small business
- Assisting and Caring for OthersImportance 2.5Level 2.6
- Performing General Physical ActivitiesImportance 1.8Level 1.7Level 1 looks like: Walk between workstations in a small office
- Inspecting Equipment, Structures, or MaterialsImportance 1.7Level 1.4Level 1 looks like: Check that doors to building are locked
- Handling and Moving ObjectsImportance 1.5Level 1.3Level 1 looks like: Change settings on copy machines
- Controlling Machines and ProcessesImportance 1.3Level —
- Operating Vehicles, Mechanized Devices, or EquipmentImportance 1.3Level —
- Repairing and Maintaining Electronic EquipmentImportance 1.2Level —
- Drafting, Laying Out, and Specifying Technical Devices, Parts, and EquipmentImportance 1.1Level —
- Repairing and Maintaining Mechanical EquipmentImportance 1.1Level —
Work context
The conditions most characteristic of the work, on O*NET's 1–5 context scale.
Technology
65 toolsSoftware used in this work. In demand: among the tools job postings for this occupation name most. Hot: often named in job postings across the economy.
In demand (4)
- Microsoft Excelhot
- Microsoft Office softwarehot
- Microsoft PowerPointhot
- Salesforce softwarehot
Hot (25; 4 more marked hot above)
- Adobe Acrobat
- Adobe After Effects
- Adobe Creative Cloud software
- Adobe Illustrator
- Adobe InDesign
- Adobe Photoshop
- Canva
- Google Analytics
- Google Docs
- Google Workspace software
- HubSpot software
- Hypertext markup language HTML
- Marketo Marketing Automation
- Microsoft Access
- Microsoft Outlook
- Microsoft Project
- Microsoft SharePoint
- Microsoft Word
- Slack
- Teradata Database
- TikTok
- WordPress
- Yardi software
Show the other 1
- Zoom
Other tools (36)
- Adobe Distiller
- Adobe Dreamweaver
- Adobe PageMaker
- Airtable
- Apple Final Cut Pro
- Apple iDVD
- Apple iMovie
- Blackbaud eTapestry
- Blackbaud The Raiser's Edge
- Corel WordPerfect Office Suite
- Drupal
- FileMaker Pro
- Flipgrid
- Fund accounting software
- Google Ads
- Google Drive
- Google Gmail
- Human resource management software HRMS
- IBM Notes
- Mentimeter
- MicroFocus GroupWise
- Microsoft Dynamics
- Microsoft Publisher
- MicroStrategy
- MightyScout
- Oracle Eloqua
- Oracle PeopleSoft Financials
- Oracle Siebel Server Sync
- QuarkXPress
- SmugMug Flickr
- Social media sites
- Web browser software
- WeVideo
- YouTube
- zkipster
Related occupations
O*NET's own list of the occupations most related to this one, closest first.
ESCO equivalents
From the official ESCO–O*NET crosswalk, strongest match first. A broader occupation takes in this one; a narrower one is a part of it.
Closest occupations
Compare any occupation →Other O*NET occupations whose importance ratings on the 35 skills both rate are nearest to this one's, with the biggest differences named. A plain rule, not a hidden score.
Fundraising Managers
Average difference 0.2 points · Operation and Control −0.7, Mathematics +0.6
O*NET · Zone 4 · Compare
Fundraisers
Average difference 0.2 points · Complex Problem Solving −0.6, Mathematics +0.6
O*NET · Zone 4 · Compare
Labor Relations Specialists
Average difference 0.2 points · Management of Financial Resources −0.8, Management of Material Resources −0.7
O*NET · Zone 4 · Compare
Advertising and Promotions Managers
Average difference 0.2 points · Operations Analysis +0.9, Operation and Control −0.8
O*NET · Zone 4 · Compare
Clergy
Average difference 0.2 points · Instructing +0.9, Learning Strategies +0.6
O*NET · Zone 5 · Compare
Public Relations Specialists
Average difference 0.2 points · Management of Financial Resources −0.9, Operation and Control −0.8
O*NET · Zone 4 · Compare
Financial Managers
Average difference 0.2 points · Mathematics +1.1, Operation and Control −0.7
O*NET · Zone 4 · Compare
Sales Managers
Average difference 0.2 points · Management of Personnel Resources +0.9, Instructing +0.7
O*NET · Zone 4 · Compare
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This page includes information from the O*NET 31.0 Database by the U.S. Department of Labor, Employment and Training Administration (USDOL/ETA), used under the CC BY 4.0 license; O*NET® is a trademark of USDOL/ETA. ESCO occupations and skills are from the European Commission's ESCO classification, and the occupation crosswalk is the official ESCO–O*NET mapping by the ESCO Secretariat with USDOL/ETA. This service uses the ESCO classification of the European Commission. BlissPoint Analytics has modified all or some of this information: skill, task and descriptor ratings are rounded to one decimal, and ESCO occupations show Job Zone and interests copied from a crosswalked O*NET occupation. USDOL/ETA has not approved, endorsed, or tested these modifications.