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.
- Account Executive
- Account Manager
- Account Supervisor
- Alumni Relations Coordinator
- Business Development Director
- Communication Manager
- Communications Coordinator
- Communications Director
- Communications Manager
- Community Relations Director
- Establish and maintain effective working relationships with clients, government officials, and media representatives and use these relationships to develop new business opportunities.
- Write interesting and effective press releases, prepare information for media kits and develop and maintain company internet or intranet web pages.
- Identify main client groups and audiences, determine the best way to communicate publicity information to them, and develop and implement a communication plan.
- Assign, supervise and review the activities of public relations staff.
- Develop and maintain the company's corporate image and identity, which includes the use of logos and signage.
- Respond to requests for information about employers' activities or status.
- Manage communications budgets.
- Direct activities of external agencies, establishments and departments that develop and implement communication strategies and information programs.
- Draft speeches for company executives, and arrange interviews and other forms of contact for them.
- Evaluate advertising and promotion programs for compatibility with public relations efforts.
People who work in this occupation generally have the interest code: EA.
This means people who work in this occupation generally have Enterprising interests, but also prefer Artistic environments.
People who work in this occupation generally prize Working Conditions, but also value Relationships and Independence in their jobs.
- English Language - Knowledge of the structure and content of the English language including the meaning and spelling of words, rules of composition, and grammar.
- 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.
- Communications and Media - Knowledge of media production, communication, and dissemination techniques and methods. This includes alternative ways to inform and entertain via written, oral, and visual media.
- 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.
- 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.
- Speaking - Talking to others to convey information effectively.
- 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.
- Writing - Communicating effectively in writing as appropriate for the needs of the audience.
- Social Perceptiveness - Being aware of others' reactions and understanding why they react as they do.
- Reading Comprehension - Understanding written sentences and paragraphs in work related documents.
- Critical Thinking - Using logic and reasoning to identify the strengths and weaknesses of alternative solutions, conclusions or approaches to problems.
- Coordination - Adjusting actions in relation to others' actions.
Most of these occupations require a four-year bachelor's degree, but some do not.
In 2012, the average annual wage in California was $118,840.00 with most people making between $60,180.00 and n/a
During 2010, this occupation employed approximately 6,700 people in California. It is projected that there will be 7,800 employed in 2020.
This occupation will have about 110 openings due to growth and about 190 replacement openings for approximately 300 total annual openings.
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majorBusiness Administration and Management, General
onetPublic Relations Specialists
collegeUniversity of California-Los Angeles
majorMarketing/Marketing Management, General
majorPublic Relations/Image Management
collegeSan Jose State University
majorPublic Relations, Advertising, and Applied Communication
onetRadio and Television Announcers
collegeUniversity of Southern California