While a talent for public speaking and strong problem solving skills are critical for public relations and fundraising managers, excellent writing skills are also essential… to precisely define a client’s goals, engage an audience, and sway them in the intended direction. Public relations—or PR—managers direct the creation of material aimed at enhancing the public image of their client. They review press releases, sponsor corporate events, and monitor trends that might affect their client’s organization. They also oversee company publications, draft speeches, and handle other contact with the public to help the organization’s top executives. Fundraising managers bring in the donations necessary to keep their organization running. They contact past donors and reach out to new donors, raise funds for new buildings, and solicit wealthy donors for major gifts. Public relations and fundraising managers work for PR firms, civic and non-profit organizations, school districts, and other organizations. Generally they work in offices during regular business hours, but may need to travel to events and attend evening meetings. They sometimes work longer hours to meet project and event deadlines, and may manage multiple events at the same time. Public relations and fundraising managers generally need a bachelor’s degree in public relations, communications, English, fundraising, or journalism, and many years of related experience. Some positions also require a master’s degree.
What they do:
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.
On the job, you would:
Identify main client groups and audiences, determine the best way to communicate publicity information to them, and develop and implement a communication plan.
Develop and maintain the company's corporate image and identity, which includes the use of logos and signage.
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.
sales and marketing
Arts and Humanities
Math and Science
listening to others, not interrupting, and asking good questions
reading work related information
noticing a problem and figuring out the best way to solve it
People and Technology Systems
thinking about the pros and cons of different options and picking the best one
figuring out how a system should work and how changes in the future will affect it
communicate by speaking
communicate by writing
Ideas and Logic
come up with lots of ideas
make general rules or come up with answers from lots of detailed information
People interested in this work like activities that include leading, making decisions, and business.
They do well at jobs that need:
Attention to Detail
You might use software like this on the job:
Graphics or photo imaging software
Adobe Systems Adobe Illustrator
Adobe Systems Adobe Photoshop
Desktop publishing software
Adobe Systems Adobe Distiller
Adobe Systems Adobe InDesign
Video creation and editing software
Adobe Systems Adobe AfterEffects
bachelor's degree or some college usually needed
New job opportunities are very likely in the future.