NSXNational Skills ExchangeSign in
Back to Framework

Public Relations Managers

SOC 11-2032.00Job Zone 4 · Considerable Preparationv.26.05

Context coveredThis framework covers public relations management practice across corporate, nonprofit, and institutional settings, from entry-level communications support through executive-level strategy and organizational leadership.

Sources:O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.SkillsCrosswalkSkillsCrosswalk — O*NET enrichment + adjacency index. Opens in new tab.
Emerging
Entry / Apprentice
  1. Press releases and basic communications materials — draft and format under direct supervision using desktop publishing software in a corporate PR department.
  2. Brand messaging guidelines — review and apply when preparing entry-level content for internal and external audiences in an organizational communications setting.
  3. Active listening skills — demonstrate during stakeholder briefings and team meetings to accurately capture directives from senior PR managers.
  4. Budget documentation — assist in compiling line-item data and supporting materials for departmental budget submissions under managerial guidance.
  5. CRM software and office suite tools — navigate and enter contact records, media lists, and correspondence logs under structured onboarding protocols.
  6. Organizational policies and communication objectives — read, comprehend, and summarize for reference in day-to-day PR support tasks.
  7. Graphics and photo imaging software — apply basic functions to prepare visual assets for press kits under the direction of a senior communications specialist.
  8. Media inquiries and routine correspondence — respond to using approved templates and escalation procedures in a supervised PR office environment.
  9. Coordination tasks — support by scheduling meetings between staff members and organization officials as directed by PR leadership.
  10. Web page content updates — execute using web page creation and editing software following established editorial guidelines and supervisor approval.
Developing
Mid-level / Established
  1. Public relations campaigns — plan and execute end-to-end under moderate oversight, adapting messaging to audience segments in a mid-sized organization.
  2. Departmental budget proposals — prepare for managerial review, including cost estimates for program implementation and media activities in a corporate communications context.
  3. Media relations — manage routine press inquiries and cultivate journalist contacts independently, applying active listening and oral expression skills across multiple platforms.
  4. Video and multimedia content — produce and edit using video creation and editing software to support communications initiatives with reduced supervisory involvement.
  5. Staff coordination — organize cross-functional communications activities by conferring with department heads and project teams to align objectives and timelines.
  6. Database and CRM systems — query and maintain stakeholder records, track campaign metrics, and generate routine reports to inform PR strategy adjustments.
  7. Written communications — compose speeches, talking points, and organizational announcements applying strong writing and reading comprehension skills in professional organizational settings.
  8. Reputational risk scenarios — identify emerging issues and apply deductive reasoning to recommend initial response strategies to senior management.
  9. Social and digital media channels — monitor audience sentiment and platform performance, adjusting content strategy based on data-driven observations.
  10. Organizational policies — interpret and communicate updates to staff and external partners, ensuring consistent application across PR activities in a regulated industry environment.
Proficient
Senior / Expert IC
  1. PR strategy and policy implementation — direct autonomously across the full communications scope, ensuring organizational objectives are met in complex multi-stakeholder environments.
  2. Annual and program-specific budgets — develop, defend, and oversee approval processes including funding allocation for long-term communications initiatives at organizational leadership levels.
  3. Board members and senior officials — confer with regularly to coordinate messaging, resolve sensitive communications issues, and align PR activities with organizational mission.
  4. Non-routine reputational crises — lead organizational response by applying advanced judgment and decision-making skills across media, legal, and executive stakeholder contexts.
  5. Full media ecosystem — manage relationships with broadcast, print, and digital outlets independently, negotiating coverage opportunities and mitigating negative press in competitive sectors.
  6. Cross-functional teams — coordinate between HR, legal, finance, and operations to ensure communications strategies reflect accurate and compliant organizational positions.
  7. Data analytics and CRM platforms — leverage to evaluate campaign ROI, refine audience targeting, and present findings to senior leadership with actionable recommendations.
  8. Web platform development and content infrastructure — oversee to ensure organizational digital presence reflects brand standards and supports integrated PR objectives.
  9. Talent and performance standards — set for PR staff by designing workflows, establishing quality benchmarks, and providing substantive editorial and strategic feedback.
  10. Financial and investment communications — direct the preparation and delivery of materials for funding announcements, maximizing stakeholder confidence and media reach.
Advanced
Lead / Principal / Executive
  1. Enterprise-wide communications strategy — set vision and long-term direction for all PR functions, aligning organizational reputation objectives with executive leadership and board priorities.
  2. Organizational financial activities — direct budget oversight and resource allocation across the PR division to maximize investment in high-impact communications initiatives at scale.
  3. Executive leadership and board members — advise on sensitive communications issues, coordinate crisis response posture, and shape organizational narrative at the highest institutional levels.
  4. PR policies and governance frameworks — develop and institutionalize enterprise standards that guide communications conduct, ethical practice, and regulatory compliance across all divisions.
  5. Senior communications professionals — mentor, develop, and lead by cultivating judgment, critical thinking, and leadership capacity within the next generation of PR talent.
  6. Cross-industry stakeholder ecosystems — engage at principal level with government, media, community, and investor audiences to advance organizational influence and reputational standing.
  7. Integrated technology infrastructure — champion adoption of advanced CRM, analytics, and digital publishing platforms to transform PR operations and competitive positioning organization-wide.
  8. Organizational culture of integrity and accountability — model and reinforce through consistent leadership behaviors, public-facing conduct, and internal communications that reflect institutional values.
  9. Multi-year budget and funding strategy — oversee development and board-level approval, ensuring PR investments are justified through measurable outcomes and aligned with business continuity goals.
  10. Industry thought leadership — represent the organization externally through keynotes, publications, and professional associations, establishing authority and expanding strategic influence across the sector.

AI-at-Work Competency Framework

Sources:Anthropic Economic IndexAnthropic Economic Index — release_2026_03_24. Opens in new tab.Jadhav & Danve, 2026Skill Automation Feasibility Index — Jadhav & Danve, 2026 (arXiv:2604.06906). Opens in new tab.WEF Skills TaxonomyWEF Skills Taxonomy 2021 — Building a Common Language for Skills at Work. Opens in new tab.

A 4-level framework describing how a worker at each mastery level uses, directs, and evaluates AI tools in this occupation. Each statement cites its evidence inline. Subscribe for $19.99/mo to read the full framework — or sign in if you have a subscription.

  1. Emerging
  2. Developing
  3. Proficient
  4. Advanced
Monthly subscription · Stripe-hosted · unlocks AI-at-Work and Pathsmith™ Durable Skills across the full library

Pathsmith™ Durable Skills Framework

Sources:Pathsmith™ Durable SkillsPathsmith™ Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab.O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.
Subscriber feature

Ten durable-skill domains mapped to four proficiency levels for this occupation. Subscribe to unlock the full Pathsmith™ Durable Skills Framework across all 1,016 occupations.

Monthly subscription · Stripe-hosted · unlocks AI-at-Work and Pathsmith™ Durable Skills across the full library
Show O*NET source anchors42 anchors · skillscrosswalk.com

O*NET enrichment · skillscrosswalk.com

Suggest an O*NET correction

Source anchors that ground each statement

Related titles
Business Development Director · Campaign Manager · Communications Director · Communications Manager · Community Director · Community Engagement Manager · Community Manager · Community Relations Director · Customer Service Manager · Development Director · Information Director · Marketing and Communications Manager
RAPIDS apprenticeships
—
O*NET skills
SpeakingActive ListeningReading ComprehensionCritical ThinkingJudgment and Decision MakingMonitoringCoordinationWriting
Knowledge domains
Administration and ManagementEnglish LanguageCustomer and Personal ServicePersonnel and Human ResourcesMathematicsEducation and TrainingComputers and ElectronicsAdministrative
Abilities
Oral ExpressionOral ComprehensionWritten ComprehensionDeductive ReasoningProblem SensitivityWritten Expression
Work styles
DependabilityLeadership OrientationIntegrityAttention to DetailAchievement OrientationPerseverance
Technology
Document management softwareVideo creation and editing softwareGraphics or photo imaging softwareDesktop publishing softwareWeb page creation and editing softwareData base user interface and query softwareCustomer relationship management CRM softwareOffice suite softwareWeb platform development softwareAccounting software
Tasks · seed anchors for statements
  1. Direct or coordinate an organization's financial or budget activities to fund operations, maximize investments
  2. Confer with board members, organization officials, or staff members to discuss issues, coordinate activities,
  3. Prepare budgets for approval, including those for funding or implementation of programs.
  4. Direct, plan, or implement policies, objectives, or activities of organizations or businesses to ensure contin
CIP education codes
09.010009.010109.010209.090009.090209.090409.090709.090952.050152.0599

Sources: O*NET v30.2 (CC BY 4.0), SkillsCrosswalk.com, LER.me®, Anthropic Economic Index, SAFI (Jadhav & Danve, 2026), WEF Skills Taxonomy 2021, Pathsmith™ Durable Skills Framework. © 2026 EBSCOed.