Public relations managers plan and direct the creation of material that will enhance the public image of their employer or client. Fundraising managers coordinate campaigns that bring in donations for their organization.
Public relations managers typically do the following:
Fundraising managers typically do the following:
Public relations managers review press releases and sponsor corporate events to help maintain and improve the image of their organization or client.
Public relations managers help clarify their organization’s point of view to its main audience through media releases and interviews. They monitor social, economic, and political trends that might affect their organization, and they recommend ways to enhance the firm’s image on the basis of those trends. For example, in response to concern about damage to the environment, the public relations manager for an oil company may create a campaign to publicize its efforts to develop cleaner fuels.
In large organizations, public relations managers often supervise a staff of public relations specialists. They also work with advertising, promotions, and marketing managers to ensure that advertising campaigns are compatible with the image the company or client is trying to portray. For example, if a firm decides to emphasize its appeal to a certain group, such as young people, the public relations manager needs to make sure that current advertisements are well received by that group.
In addition, public relations managers may handle internal communications, such as company newsletters, and may help financial managers produce an organization’s reports. They may also draft speeches, arrange interviews, and maintain other forms of public contact to help the organization’s top executives.
Public relations managers must be able to work well with many types of specialists. In some cases, the information they write has legal consequences. As a result, they must work with the company’s or client's lawyers to be sure that the information they release is both legally accurate and clear to the public.
Fundraising managers oversee campaigns and events intended to bring in donations for their organization. Many organizations that hire fundraising workers rely heavily on the donations they gather in order to run their operations.
Fundraising managers usually decide which fundraising techniques are necessary in a certain situation. Common techniques include annual campaigns, capital campaigns, planned giving, and soliciting for major gifts. Social media has created another avenue for fundraising managers to connect with potential donors and to spread their organization’s message.
Those who work on annual campaigns focus heavily on contacting donors who have given in the past to request that they give again. Finding new contacts for future donations is also part of a successful annual campaign.
In contrast, fundraising managers who work on capital campaigns generally focus on raising money over a short time period for a specific project, such as the construction of a new building at a university.
Fundraising managers who spend most of their time on planned giving must have specialized training in taxes related to gifts of stocks, bonds, charitable annuities, and real estate bequests in a will. Major gifts are a feature of many fundraising efforts, and fundraising managers generally request these gifts in person, given the large value of the potential donation.
Fundraising managers held about 31,400 jobs in 2021. The largest employers of fundraising managers were as follows:
| Religious, grantmaking, civic, professional, and similar organizations | 40% |
| Educational services; state, local, and private | 28 |
| Social assistance | 6 |
| Hospitals; state, local, and private | 5 |
| Arts, entertainment, and recreation | 5 |
Public relations managers held about 66,700 jobs in 2021. The largest employers of public relations managers were as follows:
| Professional, scientific, and technical services | 22% |
| Religious, grantmaking, civic, professional, and similar organizations | 18 |
| Educational services; state, local, and private | 14 |
| Management of companies and enterprises | 9 |
| Government | 7 |
Public relations and fundraising managers usually work in offices during regular business hours. However, many must travel to deliver speeches and attend meetings and community activities.
They work in high-stress environments, often managing and organizing several events at the same time.
Most public relations and fundraising managers work full time, which often includes long workdays. Some managers work more than 40 hours per week.
Public relations and fundraising managers typically need at least a bachelor’s degree, and some positions may require a master’s degree. Many years of related work experience are also necessary.
For public relations and fundraising management positions, a bachelor’s degree in a field such as public relations, communications, or business typically is required. However, some employers prefer to hire candidates who have a master’s degree, particularly in public relations, journalism, fundraising, or nonprofit management.
Courses in advertising, business administration, public affairs, public speaking, and creative and technical writing can be helpful.
Although not mandatory, public relations managers can become certified through the Public Relations Society of America. Candidates qualify based on a combination of experience and education and must pass an exam to become certified.
The Certified Fund Raising Executive program, offered by CFRE International, is also voluntary, but fundraisers who are awarded certification demonstrate a level of professional competency to prospective employers. To become certified, candidates must meet certain education, professional practice, and professional performance requirements, as well as pass an exam. Fundraisers must apply for renewal every 3 years to keep their certification valid.
The International Association of Business Communicators offers two credentials that allow communications specialists to demonstrate higher levels of knowledge and expertise. Public relations and fundraising managers may apply to take the certification exams when they have 6 to 8 years of experience in the communications field.
Public relations and fundraising managers must have several years of experience in a related occupation, such as public relations specialist or fundraiser.
Interpersonal skills. Public relations and fundraising managers deal with the public regularly; therefore, they must be friendly enough to build a rapport with, and receive support from, their media contacts and donors.
Leadership skills. Managers often lead large teams of specialists or fundraisers and must be able to guide their activities.
Organizational skills. Public relations and fundraising managers are often in charge of running several events at the same time, requiring superior organizational skills.
Problem-solving skills. Managers sometimes must explain how the company or client is handling sensitive issues. They must use good judgment in what they report and how they report it.
Speaking skills. Public relations and fundraising managers regularly speak for their organization. When doing so, they must be able to explain the organization’s position clearly.
Writing skills. Managers must be able to write well-organized and clear press releases and speeches. They must be able to succinctly present the key messages they want to get across in order to keep the attention of busy readers or listeners.
Median annual wages, May 2021
The median annual wage for fundraising managers was $100,810 in May 2021. The median wage is the wage at which half the workers in an occupation earned more than that amount and half earned less. The lowest 10 percent earned less than $60,400, and the highest 10 percent earned more than $204,430.
The median annual wage for public relations managers was $125,780 in May 2021. The lowest 10 percent earned less than $66,000, and the highest 10 percent earned more than $208,000.
In May 2021, the median annual wages for fundraising managers in the top industries in which they worked were as follows:
| Hospitals; state, local, and private | $126,780 |
| Educational services; state, local, and private | 102,720 |
| Religious, grantmaking, civic, professional, and similar organizations | 99,970 |
| Arts, entertainment, and recreation | 99,040 |
| Social assistance | 77,780 |
In May 2021, the median annual wages for public relations managers in the top industries in which they worked were as follows:
| Management of companies and enterprises | $160,920 |
| Professional, scientific, and technical services | 128,110 |
| Religious, grantmaking, civic, professional, and similar organizations | 117,780 |
| Government | 102,520 |
| Educational services; state, local, and private | 99,330 |
Most public relations and fundraising managers work full time, which often includes long workdays. Some managers work more than 40 hours per week.
Percent change in employment, projected 2021-31
Overall employment of public relations and fundraising managers is projected to grow 8 percent from 2021 to 2031, faster than the average for all occupations.
About 9,100 openings for public relations and fundraising managers are projected each year, on average, over the decade. Many of those openings are expected to result from the need to replace workers who transfer to different occupations or exit the labor force, such as to retire.
Organizations continue to emphasize community outreach and customer relations as a way to enhance their reputation and visibility. Public opinion can change quickly, particularly as social media increases the speed at which news travels. Consequently, public relations managers will be needed to coordinate and help respond to news developments to maintain their organization’s reputation.
Fundraising managers are expected to become increasingly important for organizations, such as colleges and universities, that depend heavily on donations. More nonprofit organizations are focusing on cultivating an online presence and are increasingly using social media for fundraising activities.
| Occupational Title | SOC Code | Employment, 2021 | Projected Employment, 2031 | Change, 2021-31 | Employment by Industry | ||
|---|---|---|---|---|---|---|---|
| Percent | Numeric | ||||||
SOURCE: U.S. Bureau of Labor Statistics, Employment Projections program |
|||||||
Public relations and fundraising managers |
11-2030 | 98,100 | 106,200 | 8 | 8,100 | Get data | |
Fundraising managers |
11-2033 | 31,400 | 34,500 | 10 | 3,000 | Get data | |
Public relations managers |
11-2032 | 66,700 | 71,700 | 8 | 5,000 | Get data | |
For more information about public relations and fundraising managers, including professional certification, visit
International Association of Business Communicators
Public Relations Society of America