Public Relations Managers

Description:

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.

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.
Law and Government: Knowledge of laws, legal codes, court procedures, precedents, government regulations, executive orders, agency rules, and the democratic political process.
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.
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.
Reading Comprehension: Understanding written sentences and paragraphs in work related documents.
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.
Coordination: Adjusting actions in relation to others' actions.
Service Orientation: Actively looking for ways to help people.
Social Perceptiveness: Being aware of others' reactions and understanding why they react as they do.
Persuasion: Persuading others to change their minds or behavior.
Critical Thinking: Using logic and reasoning to identify the strengths and weaknesses of alternative solutions, conclusions or approaches to problems.

Abilities

Oral Comprehension: The ability to listen to and understand information and ideas presented through spoken words and sentences.
Speech Recognition: The ability to identify and understand the speech of another person.
Speech Clarity: The ability to speak clearly so others can understand you.
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.
Oral Expression: The ability to communicate information and ideas in speaking so others will understand.
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.
Deductive Reasoning: The ability to apply general rules to specific problems to produce answers that make sense.
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

Getting Information: Observing, receiving, and otherwise obtaining information from all relevant sources.
Establishing and Maintaining Interpersonal Relationships: Developing constructive and cooperative working relationships with others, and maintaining them over time.
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.
Thinking Creatively: Developing, designing, or creating new applications, ideas, relationships, systems, or products, including artistic contributions.
Making Decisions and Solving Problems: Analyzing information and evaluating results to choose the best solution and solve problems.
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?

Interests

Enterprising: Enterprising occupations frequently involve starting up and carrying out projects. These occupations can involve leading people and making many decisions. Sometimes they require risk taking and often deal with business.
Artistic: Artistic occupations frequently involve working with forms, designs and patterns. They often require self-expression and the work can be done without following a clear set of rules.
Social: Social occupations frequently involve working with, communicating with, and teaching people. These occupations often involve helping or providing service to others.
Conventional: Conventional occupations frequently involve following set procedures and routines. These occupations can include working with data and details more than with ideas. Usually there is a clear line of authority to follow.
Realistic: Realistic occupations frequently involve work activities that include practical, hands-on problems and solutions. They often deal with plants, animals, and real-world materials like wood, tools, and machinery. Many of the occupations require working outside, and do not involve a lot of paperwork or working closely with others.
Investigative: Investigative occupations frequently involve working with ideas, and require an extensive amount of thinking. These occupations can involve searching for facts and figuring out problems mentally.

Work Style

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.
Cooperation: Job requires being pleasant with others on the job and displaying a good-natured, cooperative attitude.
Concern for Others: Job requires being sensitive to others' needs and feelings and being understanding and helpful on the job.
Initiative: Job requires a willingness to take on responsibilities and challenges.
Integrity: Job requires being honest and ethical.
Analytical Thinking: Job requires analyzing information and using logic to address work-related issues and problems.
Innovation: Job requires creativity and alternative thinking to develop new ideas for and answers to work-related problems.
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.

Work Value

Working Conditions: Occupations that satisfy this work value offer job security and good working conditions. Corresponding needs are Activity, Compensation, Independence, Security, Variety and Working Conditions.
Relationships: Occupations that satisfy this work value allow employees to provide service to others and work with co-workers in a friendly non-competitive environment. Corresponding needs are Co-workers, Moral Values and Social Service.
Independence: Occupations that satisfy this work value allow employs to work on their own and make decisions. Corresponding needs are Creativity, Responsibility and Autonomy.
Achievement: Occupations that satisfy this work value are results oriented and allow employees to use their strongest abilities, giving them a feeling of accomplishment. Corresponding needs are Ability Utilization and Achievement.
Recognition: Occupations that satisfy this work value offer advancement, potential for leadership, and are often considered prestigious. Corresponding needs are Advancement, Authority, Recognition and Social Status.
Support: Occupations that satisfy this work value offer supportive management that stands behind employees. Corresponding needs are Company Policies, Supervision: Human Relations and Supervision: Technical.

Description:

Tasks

Knowledge

Skills

Abilities

Work Activities

Work Context

Interests

Work Style

Work Value

Common Lay Titles

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