# 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.
- **Entity Type:** role
- **Schema Version:** role.v1
- **Soc Code:** 11-2032.00
- **Summary:** Plan, direct, or coordinate activities designed to create or maintain a favorable public image or raise issue awareness for their organization or client.

## Aliases

- Communications Director
- Community Relations Director
- Public Affairs Director
- Public Relations Director (PR Director)
- Communications Manager
- Development Director
- Public Relations Manager (PR Manager)
- Business Development Director
- Campaign Manager
- Community Director
- Community Engagement Manager
- Community Manager

## Tasks

| Text | Type | Iwa |
| --- | --- | --- |
| Assign, supervise, and review the activities of public relations staff. | n/a | 4.A.2.a.1.d |
| Confer with labor relations managers to develop internal communications that keep employees informed of company activities. | n/a | 4.A.4.a.2.c |
| Design and edit promotional publications, such as brochures. | n/a | 4.A.2.b.1.g |
| Develop and maintain the company's corporate image and identity, which includes the use of logos and signage. | n/a | 4.A.2.b.2.j |
| Develop, implement, or maintain crisis communication plans. | n/a | 4.A.2.b.2.p |
| Direct activities of external agencies, establishments, or departments that develop and implement communication strategies and information programs. | n/a | 4.A.4.b.4.j |
| Draft speeches for company executives and arrange interviews and other forms of contact for them. | n/a | 4.A.4.a.2.c |
| Establish and maintain effective working relationships with clients, government officials, and media representatives and use these relationships to develop new business opportunities. | n/a | 4.A.4.a.4.a |
| Evaluate advertising and promotion programs for compatibility with public relations efforts. | n/a | 4.A.2.a.1.b |
| Facilitate consumer relations or the relationship between parts of the company, such as the managers and employees, or different branch offices. | n/a | 4.A.4.a.2.c |
| Formulate policies and procedures related to public information programs, working with public relations executives. | n/a | 4.A.2.b.4.a |
| Identify main client groups and audiences, determine the best way to communicate publicity information to them, and develop and implement a communication plan. | n/a | 4.A.2.b.2.c |

## Emerging Tasks


## Activities

| Name | Iwa |
| --- | --- |
| Evaluate employee performance. | 4.A.2.a.1.d |
| Supervise employees. | 4.A.4.b.4.a |
| Confer with organizational members to accomplish work activities. | 4.A.4.a.2.c |
| Edit documents. | 4.A.2.b.1.g |
| Develop promotional materials. | 4.A.2.b.2.j |
| Develop contingency plans to deal with organizational emergencies. | 4.A.2.b.2.p |
| Direct sales, marketing, or customer service activities. | 4.A.4.b.4.j |
| Liaise between departments or other groups to improve function or communication. | 4.A.4.a.2.c |
| Establish interpersonal business relationships to facilitate work activities. | 4.A.4.a.4.a |
| Evaluate program effectiveness. | 4.A.2.a.1.b |
| Develop organizational policies or programs. | 4.A.2.b.4.a |
| Develop operating strategies, plans, or procedures. | 4.A.2.b.4.a |
| Develop marketing plans or strategies. | 4.A.2.b.2.c |
| Present information to the public. | 4.A.4.a.3.b |
| Maintain operational records. | 4.A.3.b.6.h |
| Manage organizational or project budgets. | 4.A.4.b.4.h |
| Direct employee training programs. | 4.A.4.b.4.f |
| Coordinate special events or programs. | 4.A.4.b.1.e |
| Monitor external affairs or events affecting business operations. | 4.A.1.a.2.h |
| Develop library or archival databases. | 4.A.2.b.2.f |
| Operate still or video cameras or related equipment. | 4.A.3.a.3.e |
| Distribute instructional or library materials. | 4.A.4.c.3.c |
| Coordinate with external parties to exchange information. | 4.A.4.b.1.c |

## Capabilities


## Skills

| Name | Type |
| --- | --- |
| Microsoft PowerPoint | Common Skill |
| Microsoft Excel | Common Skill |
| WordPress | Specialized Skill |
| TikTok | Specialized Skill |
| Microsoft Word | Common Skill |
| Microsoft SharePoint | Specialized Skill |
| Microsoft Project | Specialized Skill |
| Microsoft Outlook | Common Skill |
| Microsoft Access | Specialized Skill |
| Google Docs | Specialized Skill |
| Google Analytics | Specialized Skill |
| Facebook | Specialized Skill |
| Adobe Photoshop | Specialized Skill |
| Adobe InDesign | Specialized Skill |
| Adobe Illustrator | Specialized Skill |
| Adobe After Effects | Specialized Skill |
| Adobe Acrobat | Specialized Skill |
| Microsoft Publisher | Specialized Skill |
| Microsoft Dynamics | Specialized Skill |
| MicroStrategy | Specialized Skill |
| LinkedIn | Specialized Skill |
| IBM Notes | Specialized Skill |
| Google Drive | Specialized Skill |
| Google Ads | Specialized Skill |
| Drupal | Specialized Skill |
| Airtable | Specialized Skill |
| Adobe PageMaker | Specialized Skill |
| Adobe Dreamweaver | Specialized Skill |
| Project Management Software | Specialized Skill |
| Presentation Software | Specialized Skill |
| Accounting Software | Specialized Skill |

## Tools

| Example | Category | Hot | In Demand |
| --- | --- | --- | --- |
| Microsoft Excel | Spreadsheet software | yes | yes |
| Microsoft Office software | Office suite software | yes | yes |
| Microsoft PowerPoint | Presentation software | yes | yes |
| Salesforce software | Customer relationship management CRM software | yes | yes |
| Adobe Acrobat | Document management software | yes | no |
| Adobe After Effects | Video creation and editing software | yes | no |
| Adobe Creative Cloud software | Graphics or photo imaging software | yes | no |
| Adobe Illustrator | Graphics or photo imaging software | yes | no |
| Adobe InDesign | Desktop publishing software | yes | no |
| Adobe Photoshop | Graphics or photo imaging software | yes | no |
| Canva | Graphics or photo imaging software | yes | no |
| Facebook | Web page creation and editing software | yes | no |
| Google Analytics | Data mining software | yes | no |
| Google Docs | Word processing software | yes | no |
| Google Workspace software | Office suite software | yes | no |
| HubSpot software | Sales and marketing software | yes | no |
| Hypertext markup language HTML | Web platform development software | yes | no |
| Marketo Marketing Automation | Sales and marketing software | yes | no |
| Microsoft Access | Data base user interface and query software | yes | no |
| Microsoft Outlook | Electronic mail software | yes | no |
| Microsoft Project | Project management software | yes | no |
| Microsoft SharePoint | Document management software | yes | no |
| Microsoft Word | Word processing software | yes | no |
| Slack | Cloud-based data access and sharing software | yes | no |
| Teradata Database | Data base management system software | yes | no |
| TikTok | Video creation and editing software | yes | no |
| WordPress | Web page creation and editing software | yes | no |
| Yardi software | Data base user interface and query software | yes | no |
| Zoom | Video conferencing software | yes | no |
| Adobe Distiller | Desktop publishing software | no | no |
| Adobe Dreamweaver | Web page creation and editing software | no | no |
| Adobe PageMaker | Desktop publishing software | no | no |
| Airtable | Data base user interface and query software | no | no |
| Apple Final Cut Pro | Video creation and editing software | no | no |
| Apple iDVD | Video creation and editing software | no | no |
| Apple iMovie | Video creation and editing software | no | no |
| Blackbaud eTapestry | Customer relationship management CRM software | no | no |
| Blackbaud The Raiser's Edge | Customer relationship management CRM software | no | no |
| Corel WordPerfect Office Suite | Office suite software | no | no |
| Drupal | Web platform development software | no | no |

## Work Context


## Preparation

- **Job Zone:** 4
- **Job Zone Name:** Job Zone Four: Considerable Preparation Needed
- **Education:** Most of these occupations require a four-year bachelor's degree, but some do not.
- **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.
- **Svp Range:** (7.0 to < 8.0)

### Education Distribution


## Person Fit

| Name | Family | Value |
| --- | --- | --- |
| Achievement Orientation | work_style | 10 |
| Social Orientation | work_style | 9 |
| Self-Control | work_style | 8 |
| Enterprising | career_interest_type | 7 |
| Stress Tolerance | work_style | 7 |
| Marketing/Advertising | specific_interest_area | 6.24 |
| Management/Administration | specific_interest_area | 6.1 |
| Public Speaking | specific_interest_area | 6 |
| Politics | specific_interest_area | 6 |
| Innovation | work_style | 6 |
| Business Initiatives | specific_interest_area | 5.16 |
| Media | specific_interest_area | 5 |
| Adaptability | work_style | 5 |
| Conventional | career_interest_type | 4.39 |
| Social | career_interest_type | 4.18 |
| Leadership Orientation | work_style | 4 |

## Related Roles

| Soc Code | Slug | Title | Tier |
| --- | --- | --- | --- |
| 27-3031.00 | role-27-3031-00 | Public Relations Specialists | Primary-Short |
| 11-2011.00 | role-11-2011-00 | Advertising and Promotions Managers | Primary-Short |
| 13-1161.00 | role-13-1161-00 | Market Research Analysts and Marketing Specialists | Primary-Short |
| 13-1111.00 | role-13-1111-00 | Management Analysts | Primary-Short |
| 11-2021.00 | role-11-2021-00 | Marketing Managers | Primary-Short |
| 11-2033.00 | role-11-2033-00 | Fundraising Managers | Primary-Long |
| 11-9151.00 | role-11-9151-00 | Social and Community Service Managers | Primary-Long |
| 11-3121.00 | role-11-3121-00 | Human Resources Managers | Primary-Long |
| 13-1161.01 | role-13-1161-01 | Search Marketing Strategists | Primary-Long |
| 11-1021.00 | role-11-1021-00 | General and Operations Managers | Primary-Long |
| 11-1011.00 | role-11-1011-00 | Chief Executives | Supplemental |
| 25-1122.00 | role-25-1122-00 | Communications Teachers, Postsecondary | Supplemental |

## Career Clusters

| Cluster | Slug |
| --- | --- |
| Management & Entrepreneurship | management-entrepreneurship |

## Education Level

- **Category:** Bachelor's degree

## Study Programs

| Title | Slug |
| --- | --- |
| Business, Management, Marketing, and Related Support Services | business-management-marketing-and-related-support-services |
| Communication, Journalism, and Related Programs | communication-journalism-and-related-programs |

## Market

- **Median Wage:** 138520
- **Mean Wage:** 163520
- **Pct10Wage:** 78880
- **Pct25Wage:** 102300
- **Pct75Wage:** 198000
- **Employment:** 76060
- **Area Title:** U.S.

## Industries


### Top

| Naics | Slug | Title | Level | Employment | Median Wage | Lq |
| --- | --- | --- | --- | --- | --- | --- |
| 54 | 54 | Professional, Scientific, and Technical Services | Sector | 17700 | 168400 | 3.33 |
| 81 | 81 | Other Services (except Public Administration) | Sector | 11900 | 130800 | 5.45 |
| 61 | 61 | Educational Services | Sector | 9230 | 108920 | 1.37 |
| 55 | 55 | Management of Companies and Enterprises | Sector | 7060 | 172810 | 5.09 |
| 52 | 52 | Finance and Insurance | Sector | 4610 | 163840 | 1.5 |
| 51 | 51 | Information | Sector | 4050 | 171350 | 2.82 |
| 62 | 62 | Health Care and Social Assistance | Sector | 3990 | 105770 | 0.35 |
| 42 | 42 | Wholesale Trade | Sector | 2170 | 171100 | 0.73 |
| 56 | 56 | Administrative and Support and Waste Management and Remediation Services | Sector | 2110 | 123790 | 0.47 |
| 71 | 71 | Arts, Entertainment, and Recreation | Sector | 2100 | 102500 | 1.61 |
| 31-33 | 31-33 | Manufacturing | Sector | 1750 | 171150 | 0.28 |
| 524114 | 524114 | Direct Health and Medical Insurance Carriers | National industry | 870 | 155350 | 3.93 |

### Concentrated

| Naics | Slug | Title | Level | Employment | Lq |
| --- | --- | --- | --- | --- | --- |
| 541720 | 541720 | Research and Development in the Social Sciences and Humanities | National industry | 300 | 10 |
| 813930 | 813930 | Labor Unions and Similar Labor Organizations | National industry | 290 | 5.55 |
| 81 | 81 | Other Services (except Public Administration) | Sector | 11900 | 5.45 |
| 55 | 55 | Management of Companies and Enterprises | Sector | 7060 | 5.09 |
| 524114 | 524114 | Direct Health and Medical Insurance Carriers | National industry | 870 | 3.93 |
| 54 | 54 | Professional, Scientific, and Technical Services | Sector | 17700 | 3.33 |
| 51 | 51 | Information | Sector | 4050 | 2.82 |
| 22 | 22 | Utilities | Sector | 690 | 2.41 |
- **Count:** 35

## Ai Signals


## Ai Outlook


### Index

- **Value:** 80
- **Percentile:** 83
- **Band:** High
- **Version:** ai-exposure-index-v1

#### Components

| Percentile | Source |
| --- | --- |
| 86 | openai_gpts_are_gpts |
| 74 | microsoft_working_with_ai |
- **Component Count:** 2

### Exposure

| Source | Label | Value | Percentile | Band | Note |
| --- | --- | --- | --- | --- | --- |
| eloundou_gamma | LLM task exposure, γ (OpenAI / Eloundou) | 0.9500000000000001 | 86 | High | Share of this job's tasks where a large language model plus simple tools could cut the time to do them by at least half. γ is capped at 1.0 and many jobs reach that ceiling, so treat a top score as 'in the top group', not a precise rank. |
| microsoft_applicability | AI assistant applicability (Microsoft) | 0.22206799650077003 | 74 | High | How applicable today's AI assistants are to this job's activities, measured from real Microsoft Copilot conversations. Applicability is not the same as replacement. |

### Eloundou

- **Alpha:** 0.15000000000000002
- **Beta:** 0.55
- **Gamma:** 0.9500000000000001

### Usage Tasks

| Task | Usage Percent |
| --- | --- |
| Develop and maintain the company's corporate image and identity, which includes the use of logos and signage. | 0.06717089343450736 |
| Write interesting and effective press releases, prepare information for media kits, and develop and maintain company internet or intranet web pages. | 0.05813260807940544 |
| Draft speeches for company executives and arrange interviews and other forms of contact for them. | 0.00729225295695722 |
| Evaluate advertising and promotion programs for compatibility with public relations efforts. | 0.004416434889424795 |
| Respond to requests for information about employers' activities or status. | 0.002773110279406267 |
| Establish and maintain effective working relationships with clients, government officials, and media representatives and use these relationships to develop new business opportunities. | 0.0026704024912801087 |
- **Usage Release:** 2026-01-15-v4-plus-2025-03-27-v2

### Bls

- **Growth Percent:** 5
- **Growth Percentile:** 74
- **Direction:** About average
- **Annual Openings Thousands:** 6.6
- **Annual Openings Percentile:** 54
- **Employment2024Thousands:** 83.2
- **Employment2034Thousands:** 87.3

### Sources

| Source | Version |
| --- | --- |
| bls_employment_projections | 2024-2034 |
| microsoft_working_with_ai | working-with-ai |
| openai_gpts_are_gpts | gpts-are-gpts |

## Counts

- **Tasks:** 20
- **Skills:** 31
- **Capabilities:** 0
- **Tools:** 65
- **Related Roles:** 20

## Source

- **Dataset:** gold.onet_role_starter_surface
- **Version:** 30.3
- **Generated At:** 2026-06-02T21:00:32.945303+00:00
- **Content Hash:** abd4953816006fec