Public Relations and Fundraising Managers

Career summary

Public relations (PR) and fundraising managers help organizations build and maintain a strong reputation and raise funds. They may work directly for a company, or work for a public relations firm. They plan and direct a variety of events to publicize an organization or raise money.

Public relations and fundraising managers work with executives to determine the goals for the company's image or fundraising campaign. They focus on designing ways to educate the public about a client's products, accomplishments, or goals. They may try to increase the visibility of the company in the community.

When planning a fundraiser, they make sure to set a goal for the amount of money to raise. They also develop policies about how to collect contributions, keep them safe, and give them away to the designated cause.

PR and fundraising managers ask questions about the company's products and how they compare with the competition. They often research a particular industry. PR and fundraising managers also learn who the customers are, and what image they have of the company and its products.

PR and fundraising managers usually work with a team of PR staff to put together a plan for the best way to promote their client or company. They may work with an advertising firm to arrange a promotional campaign through the use of:

• Radio ads and appearances
• Public service announcements
• Television ads and appearances
• Press kits

PR and fundraising managers make sure that all publicity efforts, including ads and promotions, match the company's goals and desired image. They work with support staff to produce the materials. They maintain good relationships with local officials and the media.

PR and fundraising managers also plan:

• Parties
• Special races

PR and fundraising managers coordinate speaking engagements or trade shows. If a company executive must give a speech, managers usually draft the speech and give advice on how to deliver it. They attend the events to make sure everything goes as planned.

PR and fundraising managers may counsel staff about how to answer the public's questions about sensitive issues. They oversee a company's use of its logo. They also manage the content of a company's website.

Related careers

This career is part of the Marketing cluster of careers.

Related careers include:

• Advertising Managers
• Agents and Business Managers
• Fundraisers
• General and Operations Managers
• Human Resources Managers
• Market Research Analysts
• Marketing Managers
• Public Relations Specialists
• Sales Managers
• Sales Representatives

Military careers

• Public Information Officers

Job duties

Task list

The following list of tasks is specific to public relations and fundraising managers.

• Study groups and audiences to determine the best way to communicate with them.
• Work with company executives to create public relations policies and goals.
• Prepare and distribute press kits to the media. May include press releases, photographs, or tape recordings.
• Set goals and policies for fundraising events and campaigns.
• Develop and oversee the company's image and logo. Oversee the content of the company's website.
• Manage budgets related to communications.
• Establish and maintain relationships with the public or between different branches of the company.
• Plan special events, such as product release parties, races, and other events that publicize the company.
• Draft speeches for company executives. Arrange interviews.
• Supervise public relations staff.
• Work with advertising staff or agencies to make sure all marketing and promotion works well with PR efforts.
• Maintain good relationships with local government and the media.
• Work with company managers to develop good communications with company staff and employees.
• Respond to requests for information.

Common work activities

Public relations and fundraising managers perform the following tasks. These tasks are common to many careers.

• Establish and maintain relationships
• Communicate with people outside the organization
• Get information needed to do the job
• Communicate with supervisors, peers, or subordinates
• Organize, plan, and prioritize work
• Use computers
• Think creatively
• Convince others to buy goods or change their minds or actions
• Develop goals and strategies
• Analyze data or information
• Make decisions and solve problems
• Update and use job-related knowledge
• Schedule work and activities
• Identify objects, actions, and events
• Process information
• Judge the value of objects, services, or people
• Coordinate the work and activities of others
• Explain the meaning of information to others
• Document and record information
• Provide advice and consultation to others
• Resolve conflicts and negotiate with others
• Perform for or work with the public
• Develop and build teams
• Evaluate information against standards
• Perform administrative tasks
• Coach others
• Monitor events, materials, and surroundings

Work requirements

Working conditions

In a typical work setting, public relations and fundraising managers:

Interpersonal relationships

• Have a high level of social interaction.
• Communicate by telephone, e-mail, letters, memos, and in person on a daily basis. They may also do some public speaking about once a month.
• Are placed in conflict situations where people might become rude or angry on a weekly basis. For example, there may be a controversial issue that must be handled in the press.
• Are responsible for the health and safety of others, such as public events.
• Regularly work as part of a team.

Physical work conditions

• Nearly always work indoors. They may occasionally work outdoors at an event.
• May share the same office space with other public relations staff.

Work performance

• Must be exact in their work. Errors could cause clients to stop using their services.
• Make decisions that greatly impact their company, clients, and other employees on a daily basis. They rarely consult a supervisor before deciding a course of action.
• Set nearly all their daily tasks and goals without talking to a superior first.
• Work in a moderately competitive atmosphere. They must meet strict weekly deadlines.
• Repeat the same mental and physical tasks.

Hours/travel

• Generally work a set schedule, usually standard business hours.
• Most work at least 40 hours per week. Overtime is very common.

Physical demands

Public relations and fundraising managers frequently:

• Sit for long periods of time.

It is important for public relations and fundraising managers to be able to:

• Speak clearly so listeners can understand.
• Understand the speech of another person.
• See details of objects that are less than a few feet away.

It is not as important, but still necessary, for public relations and fundraising managers to be able to:

• See details of objects that are more than a few feet away.
• See differences between colors, shades, and brightness.

Skills and abilities

Public relations and fundraising managers need to:

Communicate

• Speak clearly so listeners can understand.
• Write clearly so other people can understand.
• Listen to others and ask questions.
• Read and understand work-related materials.
• Understand spoken information.
• Understand written information.

Reason and problem solve

• Think of new ideas about a topic.
• Notice when something is wrong or is likely to go wrong.
• Use reasoning to discover answers to problems.
• Combine several pieces of information and draw conclusions.
• Recognize the nature of a problem.
• Judge the costs and benefits of a possible action.
• Analyze ideas and use logic to determine their strengths and weaknesses.
• Think of original, unusual, or creative ways to solve problems.
• Follow guidelines to arrange objects or actions in a certain order.
• Identify what must be changed to reach goals.
• Recognize when important changes happen or are likely to happen in a system.
• Develop rules that group items in various ways.
• Understand new information or materials by studying and working with them.

Manage oneself, people, time, and things

• Manage the time of self and others.
• Check how well one is learning or doing something.
• Motivate, develop, and direct people as they work.
• Decide how to spend money to get the work done and keep track of how the money was used.

Work with people

• Be aware of others' reactions and understand the possible causes.
• Persuade others to approach things differently.
• Change behavior in relation to others' actions.
• Solve problems by bringing others together to discuss differences.
• Look for ways to help people.
• Use several methods to learn or teach new things.
• Teach others how to do something.

Education and training

Educational programs

The programs of study listed below will help you prepare for the occupation or career cluster you are exploring.

Programs of study directly related to this occupation

• Public Relations

Other programs of study to consider

• Communication and Speech Studies
• Family and Consumer Sciences, General
• Journalism
• Marketing
• Mass Communication Studies

Training

To work as a public relations and fundraising manager, you typically need to:

• have a high school diploma or equivalent;
• have a bachelor's degree; and
• have five years or more of related work experience.

Education after high school

Most public relations and fundraising managers have a bachelor's degree or higher. Many colleges and universities offer programs in public relations, fundraising, journalism, or communications. No matter what your major is, you should take courses in advertising, business administration, public speaking, technical and creative writing, and political science.

An advanced degree is necessary in some jobs. Many public relations and fundraising manager jobs require a master's degree or higher in journalism or public affairs.

Work experience

You must prove yourself as a public relations specialist before you can enter this occupation. Most public relations and fundraising managers work for several years as PR specialists before becoming managers.

On-the-job training

You should consider participating in an internship while in college. An internship is usually part of a four-year degree program. It offers you a chance to apply what you have learned in the classroom to a work situation. It also allows you to build skills and make contacts with people in the field.

Many large firms provide training to new employees so they can learn that particular company's PR needs. You may spend time studying a particular industry or issue. Training may last up to six months.

Military training

Some branches of the military train people to be public information officers. You need a bachelor's degree to enter this military occupation. Training lasts eight weeks. Additional training occurs on the job.

Helpful high school courses

In high school, take classes that prepare you for college. A college preparatory curriculum may be different from your state's graduation requirements.

You should also consider taking some advanced courses in high school. This includes Advanced Placement (AP) and International Baccalaureate (IB) courses if they are available in your school. If you do well in these courses, you may receive college credit for them. Advanced courses can also strengthen your college application.

Helpful electives to take in high school that prepare you for this career include:

• Communications
• Computer Applications
• Creative Writing
• Journalism
• Principles of Advertising
• Public Speaking
• Technical Writing

The courses listed above are meant to help you create your high school plan. If you have not already done so, talk to a school counselor or parent about the courses you are considering taking.

You should also check with a teacher or counselor to see if work-based learning opportunities are available in your school and community. These might include field trips, job shadowing, internships, and actual work experience. The goal of these activities is to help you connect your school experiences with real-life work.

Join some groups, try some hobbies, or volunteer with an organization that interests you. By participating in activities you can have fun, make new friends, and learn about yourself. Maybe one of them will help direct you to a future career. Here are examples of activities and groups that may be available in your high school or community.

Things to know

Employers usually seek college graduates to fill entry-level jobs in public relations. Many employers prefer applicants who have majored in communications, marketing, or journalism. Others look for graduates with a business background, especially within a particular industry. Many employers prefer graduates who have work experience from internships.

Employers especially seek public relations and fundraising managers who can speak and write effectively. Employers look for a combination of experience, education, and management skills. They seek managers who can cope well with pressure or conflict. They also look for managers who are honest, fair, and get along well with others.

Most employers require managers to have several years of direct, related work experience in public relations. In many cases, companies hire their own employees who have worked first as public relations specialists.

Costs to workers

Some workers join professional associations, which may have annual dues.

Job listings

Listed below are links to job categories from the National Labor Exchange that relate to this career. Once you get a list of jobs, you can view information about individual jobs and find out how to apply. If your job search finds too many openings, or if you wish to search for jobs outside of Washington, you will need to refine your search.

• Public Relations and Fundraising Managers 

To get a listing of current jobs from the WorkSource system, go to the WorkSource website .

Wages

Pay varies with the worker's education, job duties, and the industry of the employer.

Most employers provide full-time public relations and fundraising managers with benefits. Benefits may include health insurance, paid vacation, sick leave, and a retirement plan. Employers may also provide stock options and pay for continuing education. Managers who work for for-profit companies may receive bonuses for their own or the company's success.

Employment and outlook

Washington outlook

The table below provides information about the number of workers in this career in various regions. It also provides information about the expected growth rate and future job openings.

National employment

Major employers:

• Non-profit organizations
• Business and professional associations
• Colleges and universities

National outlook

Demand for this occupation will grow steadily. Online media requires quick response from public relations and fundraising managers. More companies will be involved in community outreach in order to enhance their reputation. As online fundraising opportunities increase there will be growing demand for this occupation. 

Competition for jobs will be very strong. Job prospects are best for those with a degree in fundraising.

Other resources

American Journalism Review 

Hospitality Sales and Marketing Association International 
7918 Jones Branch Drive, Suite 300
McLean, VA 22102
703.506.3280

International Association of Business Communicators 
649 Mission Street
Fifth Floor
San Francisco, CA 94105
800.776.4222
415.544.4700

Public Relations Society of America 
120 Wall Street, 21st Fl.
New York, NY 10005-4024
212.460.1400

Public Relations Student Society of America 
120 Wall Street, 21st Fl.
New York, NY 10005-4024
212.460.1474

References

Career cluster

• Marketing

Career path

• Enterprising (Business Communications)

O*Net  occupation

• Public Relations and Fundraising Managers (11-2031.00) 

O*Net job zone 

• Job Zone 4 - Considerable preparation needed. A minimum of two to four years of work-related skill, knowledge, or experience is needed for these occupations.

DOT occupations

• Director, Fundraising (165.117-010) 
• Director, Funds Development (165.117-014) 
• Director, Underwriter Solicitation (163.117-026) 
• Public-relations Representative (165.167-014) 

Strong Interest Inventory

• Public Relations Director

Holland occupational clusters

• Enterprising/Artistic/Conventional
• Enterprising/Artistic/Social

COPSystem

• Business Professional