Public Relations Managers
Overview
Snapshot
Summary
Public Relations Managers manage the public relations activities within organisations.
Also known as: Communications, Corporate Affairs, Corporate Relations, PR, or Public Affairs Manager.
Specialisations: Community Relations Manager, External Relations Manager, Media Relations Manager.
A bachelor degree in public relations is usually needed to work as a Public Relations Manager.
Tasks
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Establishes nature of publicity required and ascertains the style of presentation.
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Allots assignments and appraises submitted work for publication.
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Examines all available resources and selects, assembles and prepares publicity material.
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Determines media to be used, and revises and arranges material for presentation or publication.
Characteristics
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University
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Creative
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Enterprising
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Sedentary
Outlook
JSA produces employment projections to show where likely future job opportunities may be. Employment projections data are only produced for occupations at the broad four digit Australian and New Zealand Standard Classification of Occupations (ANZSCO) level. While data are not available for this occupation, projections data are available for the parent occupation, Advertising, Public Relations and Sales Manager, under the outlook section.
Earnings and hours
Working arrangements
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Around 83% of people employed as Public Relations Managers work full-time hours, in all their jobs combined. This is 17 percentage points above the all jobs average (66%).
Full-time workers work an average of 45 hours per week in their main job. This is similar to the all jobs average (44 hours per week).
Sources:Full-time share and full-time hours: ABS, 2016 Census, customised report. Compared to the all jobs average.
Industries
Main industries
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Public Relations Managers work in industries like:
- Public administration and safety
- Professional, scientific and technical services
- Financial and insurance services
- Education and training.
Source: Based on ABS Census 2016, Customised Report.
Regions
Employment across Australia
NSW
VIC
QLD
SA
WA
TAS
NT
ACT
Employment by State and Territory (% Share)
State | Public Relations Managers | All Jobs Average |
---|---|---|
NSW | 39.5 | 31.6 |
VIC | 27.0 | 25.6 |
QLD | 11.8 | 20.0 |
SA | 3.9 | 7.0 |
WA | 7.5 | 10.8 |
TAS | 1.3 | 2.0 |
NT | 0.6 | 1.0 |
ACT | 8.4 | 1.9 |
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Around 86% of Public Relations Managers live in capital cities, compared with the all jobs average of 62%.
New South Wales and the Australian Capital Territory have a large share of employment relative to their population size.
The regions with the largest share of workers are:
- Melbourne - Inner
- Australian Capital Territory
- Sydney - City and Inner South
- Sydney - North Sydney and Hornsby
- Sydney - Eastern Suburbs.
Source: Based on ABS Census 2016, Customised Report. Share of workers across Australian states, territories and regions, in this job compared to the all jobs average.
Worker profile
Age and gender
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The median age of Public Relations Managers is 40 years. This is the same as the all jobs average.
A large share of workers are aged 35 to 44 years.
Females make up 69% of the workforce. This is 21 percentage points above the all jobs average of 48%.
Source: Based on ABS Census 2016, Customised Report. Age profile and gender share compared to the all jobs average.
Age Profile (% Share)
Age Bracket | Public Relations Managers | All Jobs Average |
---|---|---|
15-19 | 0.1 | 5.0 |
20-24 | 2.4 | 9.3 |
25-34 | 28.0 | 22.9 |
35-44 | 35.6 | 22.0 |
45-54 | 23.5 | 21.6 |
55-59 | 5.9 | 9.0 |
60-64 | 2.8 | 6.0 |
65 and Over | 1.7 | 4.2 |
Median Age | 40 | 40 |
Source: Based on ABS Census 2016, Customised Report. Age profile of workers in this job compared to the all jobs average.
Employment Pathways
Education, training and experience
A bachelor degree in public relations is usually needed to work as a Public Relations Manager.
Visit
- Course Seeker to search and compare higher education courses.
- ComparED to compare undergraduate and postgraduate student experiences and outcomes.
- My Skills to compare Vocational Education and Training (VET) courses, providers and student outcomes.
- AAPathways website to explore Retail Services VET training pathways.
Highest Level of Education (% Share)
Type of Qualification | Public Relations Managers | All Jobs Average |
---|---|---|
Post Graduate/Graduate Diploma or Graduate Certificate | 27.2 | 10.1 |
Bachelor degree | 51.9 | 21.8 |
Advanced Diploma/Diploma | 8.3 | 11.6 |
Certificate III/IV | 2.9 | 21.1 |
Year 12 | 7.4 | 18.1 |
Year 11 | 0.9 | 4.8 |
Year 10 and below | 1.3 | 12.5 |
Source: ABS Census 2016, Customised Report. Highest qualification completed by workers in this job (in any field of study). Qualifications needed by new workers might be different from the qualifications of workers already in the job.
Skills and Knowledge
Employers look for Advertising, Public Relations and Sales Managers who have strong people skills, who can communicate clearly and are reliable.
Skills
Skills can be improved through training or experience.
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64%
SpeakingTalking to others.
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63%
Coordination with othersBeing adaptable and coordinating work with other people.
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63%
PersuasionTalking people into changing their minds or their behaviour.
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63%
WritingWriting things for co-workers or customers.
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63%
MonitoringKeeping track of how well work is progressing so you can make changes or improvements.
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61%
Active listeningListening to others, not interrupting, and asking good questions.
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61%
Reading comprehensionReading work related information.
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59%
Critical thinkingThinking about the pros and cons of different ways to solve a problem.
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59%
Social perceptivenessUnderstanding why people react the way they do.
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59%
Judgment and decision makingFiguring out the pros and cons of different options and choosing the best one.
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57%
Complex problem solvingNoticing a problem and figuring out the best way to solve it.
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57%
Management of personnel resourcesMotivating, developing, and directing people as they work, and choosing the best people for the job.
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57%
NegotiationBringing people together and trying to sort out their differences.
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55%
Active learningBeing able to use what you have learnt to solve problems now and again in the future.
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54%
Systems analysisFiguring out how a system should work and how changes in conditions, operations, and the environment will affect it.
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54%
Systems evaluationMeasuring how well a system is working and how to improve it.
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54%
Time managementManaging your own and other peoples' time to get work done.
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54%
Management of financial resourcesFiguring out how money is needed to do something, and keeping track of the money that's being spent.
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52%
Serving othersLooking for ways to help people.
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52%
InstructingTeaching people how to do something.
Knowledge
These are important topics, subjects or knowledge areas.
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86%
Customer and personal serviceUnderstanding customer needs, providing good quality service, and measuring customer satisfaction.
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81%
Sales and marketingShowing, promoting, and selling including marketing strategy, product demonstration, sales techniques, and sales control systems.
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80%
English languageEnglish language including the meaning and spelling of words, rules of composition, and grammar.
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76%
Communications and mediaMedia production, communication, and dissemination. Includes written, spoken, and visual media.
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64%
Administration and managementBusiness principles involved in strategic planning, leadership, and coordinating people and resources.
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61%
Personnel and human resourcesRecruiting and training people, managing pay and other entitlements (like sick leave), and negotiating pay and conditions.
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60%
ClericalWord processing, managing files and records, stenography and transcription, designing forms, and other office work.
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56%
Computers and electronicsCircuit boards, processors, chips, electronic equipment, and computer hardware and software, including applications and programming.
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52%
Education and trainingCurriculum and training design, teaching and instruction for individuals and groups, and the measurement of training effects.
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42%
Economics and accountingEconomics and accounting, the financial markets, banking and checking and reporting of financial data.
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37%
MathematicsArithmetic, algebra, geometry, calculus, or statistics.
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36%
Sociology and anthropologyGroup behaviour and dynamics, societal trends and influences, human migrations, ethnicity, cultures and their history and origins.
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35%
PsychologyHuman behaviour; differences in ability, personality, and interests; learning and motivation; research methods; assessing and treating disorders.
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34%
Law and governmentHow our laws and courts work. Government rules and regulations, and the political system.
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30%
Production and processingRaw materials, production processes, quality control, costs, and ways of making and distributing goods.
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27%
TelecommunicationsTransmission, broadcasting, switching, control, and operation of telecommunications systems.
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27%
Public safety and securityUse of equipment, rules and ideas to protect people, data, property, and institutions.
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18%
Technical designDesign techniques, tools, and principles used to make detailed technical plans, blueprints, drawings, and models.
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16%
Foreign languageForeign (non-English) language including the meaning and spelling of words, rules of composition and grammar, and pronunciation.
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14%
Medicine and dentistryDiagnose and treat human injuries, diseases, and deformities, including preventive health-care measures.
Abilities
Workers use these physical and mental abilities..
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68%
Oral expressionCommunicate by speaking.
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66%
Oral comprehensionListen to and understand what people say.
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66%
Speech claritySpeak clearly so others can understand you.
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66%
Written expressionWrite in a way that people can understand.
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61%
Deductive reasoningUse general rules to find answers or solve problems logically.
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61%
Speech recognitionIdentify and understand the speech of another person.
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59%
Written comprehensionRead and understand written information.
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59%
Near visionSee details that are up-close (within a few feet).
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57%
Problem spottingNotice when something is wrong or is likely to go wrong, even if you can't solve the problem.
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55%
BrainstormingCome up with a number of ideas about a topic, even if the ideas aren't very good.
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54%
OriginalityCome up with unusual or clever ideas, or creative ways to solve a problem.
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52%
Sorting or orderingOrder or arrange things in a pattern or sequence (e.g., numbers, letters, words, pictures, mathematical operations).
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50%
Inductive reasoningUse lots of detailed information to come up with answers or make general rules.
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48%
CategorisingCome up with different ways of grouping things.
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48%
MathematicsChoose the right maths method or formula to solve a problem.
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45%
Selective attentionPay attention to something without being distracted.
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43%
MemorizationRemember things like words, numbers, pictures, and procedures.
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39%
Far visionSee details that are far away.
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39%
MultitaskingDo two or more things at the same time.
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37%
Flexibility of closureSee a pattern (a figure, object, word, or sound) hidden in other distracting material.
Activities
These are kinds of activities workers regularly do in this job.
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97%
Communicating with the publicGiving information to the public, business or government by telephone, in writing, or in person.
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88%
Building good relationshipsBuilding good working relationships and keeping them over time.
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82%
Planning and prioritising workDeciding on goals and putting together a detailed plan to get the work done.
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82%
Communicating within a teamGiving information to co-workers by telephone, in writing, or in person.
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78%
Giving expert adviceProviding guidance and expert advice to management or other groups.
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77%
Thinking creativelyUsing your own ideas for developing, designing, or creating something new.
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76%
Working with the publicGreeting or serving customers, clients or guests, and public speaking or performing.
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75%
Making decisions and solving problemsUsing information to work out the best solution and solve problems.
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72%
Keeping your knowledge up-to-dateKeeping up-to-date with technology and new ideas.
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72%
Researching and investigatingLooking for, getting and understanding different kinds of information.
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71%
Influencing peopleConvincing people to buy something or to change their minds or actions.
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69%
Looking for changes over timeComparing objects, actions, or events. Looking for differences between them or changes over time.
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69%
Scheduling work and activitiesWorking out the timing of events, programs, and activities, as well as the work of others.
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68%
Coordinating the work of a teamGetting members of a group to work together to finish a task.
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64%
Making sense of information and ideasLooking at, working with, and understanding data or information.
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60%
Coming up with systems and processesDeciding on goals and figuring out what you need to do to achieve them.
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59%
Monitoring people, processes and thingsChecking objects, actions, or events, and keeping an eye out for problems.
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58%
Assessing and evaluating thingsWorking out the value, importance, or quality of things, services or people.
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56%
Explaining things to peopleHelping people to understand and use information.
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49%
Working with computersUsing computers to program, write software, set up functions, enter data, or process information.
Interests and demands
Learn about the daily activities, and physical and social demands faced by workers. Explore the values and work styles that workers rate as most important.
Interests
Interests are the style or type of work we prefer to do. All interest areas are shown below.
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100%
EnterprisingStarting up and carrying out projects. Leading people and making many decisions. Sometimes require risk taking and often deal with business.
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71%
CreativeWorking with forms, designs and patterns. Often need self-expression and can be done without following rules.
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52%
AdministrativeFollowing set procedures and routines. Working with numbers and details more than with ideas, usually following rules.
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52%
HelpingWorking with people. Helping or providing service to others.
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19%
AnalyticalIdeas and thinking. Searching for facts and figuring out problems in your head.
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19%
PracticalPractical, hands-on work. Often with plants and animals, or materials like wood, tools, and machinery.
Values
-
88%
Working conditionsJob security and good working conditions. There is usually a steady flow of interesting work, and the pay and conditions are generally good.
-
86%
IndependenceWork alone and make decisions. Workers are able to try out their own ideas, make decisions on their own, and work with little or no supervision.
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86%
RelationshipsServe and work with others. Workers usually get along well with each other, do things to help other people, and are rarely pressured to do things that go against their sense of right and wrong.
-
76%
AchievementResults oriented. Workers are able to use their strongest abilities, giving them a feeling of accomplishment.
-
71%
RecognitionAdvancement and the potential to lead. Workers are recognised for the work that they do, they may give directions and instructions to others, and they are looked up to in their company and their community.
-
67%
SupportSupportive management that stands behind employees. Workers are treated fairly by their company, they are supported by management, and have supervisors who train them well.
Demands
-
100%
Electronic mailUse electronic mail.
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100%
Face-to-face discussionsTalk with people face-to-face.
-
98%
TelephoneTalk on the telephone.
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96%
Contact with peopleHave contact with people by telephone, face-to-face, or any other way.
-
95%
Contact with the publicWork with customers or the public.
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94%
Being exact or accurateBe very exact or highly accurate.
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93%
TeamworkWork with people in a group or team.
-
93%
Impact of decisionsMake decisions that have a large impact on other people.
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92%
Frequent decision makingFrequently make decisions that impact other people.
-
92%
Unstructured workHave freedom to decide on tasks, priorities, and goals.
-
90%
Freedom to make decisionsHave freedom to make decision on your own.
-
89%
Spend time sittingSpend time sitting at work.
-
88%
Lead or coordinate a teamLead others to do work activities.
-
87%
Indoors, heat controlledWork indoors with access to heating or cooling.
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87%
Letters and memosWrite letters and memos.
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84%
Time pressureWork to strict deadlines.
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83%
Responsible for outcomesTake responsibility for the results of other people's work.
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74%
CompetitionCompete with others, or be aware of competitive pressures.
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72%
Conflict situationsDeal with conflict or disagreements.
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69%
Repeating same tasksRepeat the same tasks or activities (e.g., key entry) over and over, without stopping.
O*NET is a trademark of the U.S. Department of Labor, Employment and Training Administration.
The skills and importance ratings on this page are derived from the US Department of Labor O*NET Database Version 21.2, 11-2031.00 - Public Relations and Fundraising Managers.
Links and downloads
Research and reports
The Skills Priority List provides a current labour market rating and a future demand rating for nearly 800 occupations nationally. Current labour market ratings are available for occupations at a state and territory level.
Downloads
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Occupation profiles data are available for download.
The Employment Projections are available for download.