___________________________________________ Enterprising Occupations: Public Relations ManagersGOE—Interest Area/Cluster: 14. Retail and
Wholesale Sales and Service. Work Group: 14.01.
Managerial Work in Retail/Wholesale Sales and Ser-
vice. Other Jobs in " is Work Group: Advertising
and Promotions Managers; First-Line Supervisors/
Managers of Non-Retail Sales Workers; First-Line
Supervisors/Managers of Retail Sales Workers;
Funeral Directors; Marketing Managers; Purchasing
Managers; Sales Managers.
Skills: Management of Financial Resources; Man-
agement of Personnel Resources; Management of
Material Resources; Time Management; Repair-
ing; Judgment and Decision Making; Installation;
Coordination.
Education and Training Program: Real Estate.
Related Knowledge/Courses: Sales and Market-
ing; Clerical Practices; Economics and Accounting;
Administration and Management; Customer and
Personal Service; Building and Construction.
Work Env ironment : More often indoors than out-
doors; sitting.Public Relations Managers
! Personality Code: EA! Education/Training Required: Work
experience plus degree
! Annual Earnings: $86,470
! Beginning Wage: $44,870
! Earnings Growth Potential: High
! Growth: 16.9%
! Annual Job Openings: 5,781
! Self-Employed: 1.7%
! Part-Time: 5.4%
Plan and direct public relations programs
designed to create and maintain a favorable pub-
lic image for employer or client or, if engaged in
fundraising, plan and direct activities to solicit
and maintain funds for special projects and non-
profi t organizations. Identify main client groups
and audiences and determine the best way tocommunicate publicity information to them. Write
interesting and eff ective press releases, prepare infor-
mation 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 introduc-
ing new products, or other activities the fi rm 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 advertis-
ing and promotion programs for compatibility with
public relations eff orts. Establish and maintain eff ec-
tive working relationships with local and municipal
government offi cials and media representatives. Con-
fer with labor relations managers to develop internal
communications that keep employees informed of
company activities. Direct activities of external agen-
cies, establishments, and departments that develop
and implement communication strategies and infor-
mation programs. Formulate policies and procedures
related to public information programs, working
with public relations executives. Respond to requests
for information about employers’ activities or status.
Establish goals for soliciting funds, develop policies
for collection and safeguarding of contributions, and
coordinate disbursement of funds. Facilitate con-
sumer relations or the relationship between parts of
the company such as the managers and employees or
diff erent branch offi ces. Maintain company archives.
Manage in-house communication courses. Produce
fi l m s a n d o t h e r v i d e o p r o d u c t s , r e g u l a t e t h e i r d i s t r i -
bution, and operate fi lm library. Observe and report
on social, economic, and political trends that might
aff ect employers.
GOE—Interest Area/Cluster: 03. Arts and Com-
munication. Work Group: 03.01. Managerial Work
in Arts and Communication. Other Jobs in " is
Work Group: Agents and Business Managers of Art-
ists, Performers, and Athletes; Art Directors; Pro-
ducers; Producers and Directors; Program Directors;
Technical Directors/Managers.Enterprising–
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