Summary Report

Updated 2004

Summary Report for:
11-2031.00 - Public Relations Managers

Plan and direct public relations programs designed to create and maintain a favorable public image for employer or client; or if engaged in fundraising, plan and direct activities to solicit and maintain funds for special projects and nonprofit organizations.

This newly defined occupation contains data obtained through the O*NET data collection program and has not yet been rated for Interests and Work Values.

Sample of reported job titles: Account Supervisor, Account Executive, Director of Public Relations, Public Relations Manager (PR Manager), Account Manager, Director of Public Affairs, Communication Manager, Development Officer, Director of Communications, Director of Marketing and Public Relations

View report: Summary Details Custom

Tasks

Identify main client groups and audiences and determine the best way to communicate publicity information to them.
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.
Establish and maintain effective working relationships with local and municipal government officials and media representatives.
Confer with labor relations managers to develop internal communications that keep employees informed of company activities.

Knowledge

English Language — Knowledge of the structure and content of the English language including the meaning and spelling of words, rules of composition, and grammar.

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.

Law and Government — Knowledge of laws, legal codes, court procedures, precedents, government regulations, executive orders, agency rules, and the democratic political process.

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.

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.

Foreign Language — Knowledge of the structure and content of a foreign (non-English) language including the meaning and spelling of words, rules of composition and grammar, and pronunciation.

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.

Mathematics — Knowledge of arithmetic, algebra, geometry, calculus, statistics, and their applications.

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.

Economics and Accounting — Knowledge of economic and accounting principles and practices, the financial markets, banking and the analysis and reporting of financial data.

Skills

Speaking — Talking to others to convey information effectively.

Time Management — Managing one's own time and the time of others.

Writing — Communicating effectively in writing as appropriate for the needs of the audience.

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.

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.

Persuasion — Persuading others to change their minds or behavior.

Service Orientation — Actively looking for ways to help people.

Social Perceptiveness — Being aware of others' reactions and understanding why they react as they do.

Abilities

Oral Comprehension — The ability to listen to and understand information and ideas presented through spoken words and sentences.

Oral Expression — The ability to communicate information and ideas in speaking so others will understand.

Problem Sensitivity — The ability to tell when something is wrong or is likely to go wrong. It does not involve solving the problem, only recognizing there is a problem.

Speech Clarity — The ability to speak clearly so others can understand you.

Speech Recognition — The ability to identify and understand the speech of another person.

Deductive Reasoning — The ability to apply general rules to specific problems to produce answers that make sense.

Written Comprehension — The ability to read and understand information and ideas presented in writing.

Written Expression — The ability to communicate information and ideas in writing so others will understand.

Inductive Reasoning — The ability to combine pieces of information to form general rules or conclusions (includes finding a relationship among seemingly unrelated events).

Originality — The ability to come up with unusual or clever ideas about a given topic or situation, or to develop creative ways to solve a problem.

Work Activities

Establishing and Maintaining Interpersonal Relationships — Developing constructive and cooperative working relationships with others, and maintaining them over time.

Getting Information — Observing, receiving, and otherwise obtaining information from all relevant sources.

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.

Making Decisions and Solving Problems — Analyzing information and evaluating results to choose the best solution and solve problems.

Thinking Creatively — Developing, designing, or creating new applications, ideas, relationships, systems, or products, including artistic contributions.

Interacting With Computers — Using computers and computer systems (including hardware and software) to program, write software, set up functions, enter data, or process information.

Identifying Objects, Actions, and Events — Identifying information by categorizing, estimating, recognizing differences or similarities, and detecting changes in circumstances or events.

Performing for or Working Directly with the Public — Performing for people or dealing directly with the public. This includes serving customers in restaurants and stores, and receiving clients or guests.

Judging the Qualities of Things, Services, or People — Assessing the value, importance, or quality of things or people.

Communicating with Supervisors, Peers, or Subordinates — Providing information to supervisors, co-workers, and subordinates by telephone, in written form, e-mail, or in person.

Work Context

Telephone — How often do you have telephone conversations in this job?

Structured versus Unstructured Work — To what extent is this job structured for the worker, rather than allowing the worker to determine tasks, priorities, and goals?

Face-to-Face Discussions — How often do you have to have face-to-face discussions with individuals or teams in this job?

Indoors, Environmentally Controlled — How often does this job require working indoors in environmentally controlled conditions?

Electronic Mail — How often do you use electronic mail in this job?

Freedom to Make Decisions — How much decision making freedom, without supervision, does the job offer?

Contact With Others — How much does this job require the worker to be in contact with others (face-to-face, by telephone, or otherwise) in order to perform it?

Letters and Memos — How often does the job require written letters and memos?

Deal With External Customers — How important is it to work with external customers or the public in this job?

Coordinate or Lead Others — How important is it to coordinate or lead others in accomplishing work activities in this job?

Job Zone

Title	Job Zone Four: Considerable Preparation Needed
Overall Experience	A minimum of two to four years 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 accountants, human resource managers, computer programmers, teachers, chemists, and police detectives.
SVP Range	(7.0 to < 8.0)
Education	Most of these occupations require a four - year bachelor's degree, but some do not.

Work Styles

Dependability — Job requires being reliable, responsible, and dependable, and fulfilling obligations.

Attention to Detail — Job requires being careful about detail and thorough in completing work tasks.

Leadership — Job requires a willingness to lead, take charge, and offer opinions and direction.

Concern for Others — Job requires being sensitive to others' needs and feelings and being understanding and helpful on the job.

Cooperation — Job requires being pleasant with others on the job and displaying a good-natured, cooperative attitude.

Analytical Thinking — Job requires analyzing information and using logic to address work-related issues and problems.

Initiative — Job requires a willingness to take on responsibilities and challenges.

Integrity — Job requires being honest and ethical.

Independence — Job requires developing one's own ways of doing things, guiding oneself with little or no supervision, and depending on oneself to get things done.

Innovation — Job requires creativity and alternative thinking to develop new ideas for and answers to work-related problems.

Wages & Employment Trends

National

Median wages (2006)	$39.51 hourly, $82,180 annual
Employment (2006)	50,000 employees
Projected growth (2006-2016)	Faster than average (14% to 20%)
Projected need (2006-2016)	20,000 additional employees

State & National

Source: Bureau of Labor Statistics 2006 wage data and 2006-2016 employment projections . "Projected growth" represents the estimated change in total employment over the projections period (2006-2016). "Projected need" represents job openings due to growth and net replacement.

Summary Report for: 11-2031.00 - Public Relations Managers