Public relations managers plan and direct the creation of material that will maintain or 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:
- Write press releases and prepare information for the media
- Identify main client groups and audiences and determine the best way to reach them
- Designate an appropriate spokesperson or information source for media inquiries
- Help clients communicate effectively with the public
- Develop their organization's or client’s corporate image and identity
- Assist and inform an organization’s executives and spokespeople
- Devise advertising and promotion programs
- Assign, supervise, and review the activities of staff
Fundraising managers typically do the following:
- Manage progress towards achieving an organization’s fundraising goals
- Develop and carry out fundraising strategies
- Identify and contact potential donors
- Create and plan different events that can generate donations
- Meet face-to-face with highly important donors
- Apply for grants
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 to clarify their organization’s point of view to its main audience through media releases and interviews. They observe social, economic, and political trends that might ultimately affect their organization, and they recommend ways to enhance the firm's image based on those trends. For example, in response to a growing concern about 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 help the organization’s top executives by drafting speeches, arranging interviews, and maintaining other forms of public contact.
Public relations managers must be able to work well with many types of specialists to report the facts accurately. 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 employ fundraisers 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 may include annual campaigns, capital campaigns, planned giving, or major gifts.
Those who work on annual campaigns focus heavily on contacting donors who have given in the past, and request that they give again. Finding new contacts for future donations is also a component of a successful annual campaign.
Capital campaigns are different; they are generally used to raise money over a shorter time period and for a specific project, such as the construction of a new building at a university.
Fundraisers who spend most of their time on planned giving must have specialized training in taxes regarding gifts of stocks, bonds, charitable annuities, and real estate bequests in a will.