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Become A Director Of Marketing And Public Relations

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Working As A Director Of Marketing And Public Relations

  • Communicating with Persons Outside Organization
  • Establishing and Maintaining Interpersonal Relationships
  • Communicating with Supervisors, Peers, or Subordinates
  • Thinking Creatively
  • Getting Information
  • Deal with People

  • Mostly Sitting

  • Make Decisions

  • Stressful

  • $83,748

    Average Salary

What Does A Director Of Marketing And Public Relations Do

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.

Duties

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
  • Assign, supervise, and review the activities of staff

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 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 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. In addition, social media has created a new avenue for fundraising managers to connect with more 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, 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. Major gifts are a feature of many different campaigns and are generally requested in person given the large value of the potential donation.

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How To Become A Director Of Marketing And Public Relations

Public relations and fundraising managers 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.

Education

For public relations and fundraising management positions, a bachelor's degree in public relations, communications, English, fundraising, or journalism is generally required. However, some employers prefer 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.

Licenses, Certifications, and Registrations

Although not mandatory, public relations managers can get certified through the Public Relations Society of America. Candidates qualify based on years of experience and must pass an exam to become certified.

The International Association of Business Communicators offers a credential to demonstrate a level of knowledge and expertise.

The Certified Fund Raising Executive program, offered by CFRE International, is voluntary, but fundraisers who pursue certification demonstrate a level of professional competency to prospective employers. Candidates are required to have 5 years of work experience in fundraising and have 80 hours of continuing education through conference attendance and classroom instruction to qualify. Fundraisers must apply for renewal every 3 years to keep their certification valid.

Work Experience in a Related Occupation

Public relations and fundraising managers must have several years of experience in a related or entry-level position, such as a public relations specialist or fundraiser.

Lower level management positions may require only a few years of experience, whereas directors are more likely to need 5 to 10 years of related work experience.

Important Qualities

Communication skills. Managers deal with the public regularly; therefore, they must be friendly enough to build rapport and receive cooperation from their media contacts and donors.

Leadership skills. Public relations and fundraising 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 on behalf of 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 grasp the key messages they want to get across and write them succinctly in order to keep the attention of busy readers or listeners.

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Director Of Marketing And Public Relations Jobs

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Average Length of Employment
Marketing Director 3.0 years
Marketing Manager 2.9 years
Public Relations 2.4 years
Top Employers Before
Internship 5.0%
Manager 3.7%
Director 3.0%
Top Employers After
Owner 6.5%
Consultant 4.9%
Director 3.8%
President 3.3%
Principal 3.3%

Do you work as a Director Of Marketing And Public Relations?

Director Of Marketing And Public Relations Demographics

Gender

Female

65.4%

Male

32.8%

Unknown

1.8%
Ethnicity

White

63.0%

Hispanic or Latino

14.6%

Black or African American

12.0%

Asian

6.5%

Unknown

3.9%
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Foreign Languages Spoken

Spanish

50.3%

French

18.7%

Italian

5.8%

German

4.5%

Portuguese

3.9%

Arabic

3.2%

Mandarin

1.9%

Chinese

1.9%

Danish

1.3%

Russian

1.3%

Polish

1.3%

Swedish

0.6%

Vietnamese

0.6%

Dutch

0.6%

Norwegian

0.6%

Thai

0.6%

Cebuano

0.6%

Greek

0.6%

Carrier

0.6%

Tagalog

0.6%
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Director Of Marketing And Public Relations Education

Schools

University of Phoenix

13.2%

Syracuse University

7.8%

New York University

5.9%

Webster University

5.9%

University of Utah

5.9%

University of Southern California

5.4%

Michigan State University

4.9%

University of Maryland - College Park

4.9%

University of Alabama

3.9%

Appalachian State University

3.9%

University of Washington

3.9%

Northwestern University

3.9%

Temple University

3.9%

West Virginia University

3.9%

University of Iowa

3.9%

University of Texas at Austin

3.9%

University of Georgia

3.9%

University of Houston

3.9%

Florida State University

3.9%

Ithaca College

3.4%
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Majors

Business

21.6%

Marketing

16.9%

Communication

16.2%

Journalism

7.9%

Public Relations

7.2%

Management

5.2%

English

4.0%

Political Science

3.3%

Graphic Design

2.4%

Psychology

2.2%

Kinesiology

1.5%

Fine Arts

1.5%

Education

1.5%

Writing

1.4%

Agricultural Public Services

1.2%

Liberal Arts

1.2%

Sociology

1.2%

Finance

1.1%

Law

1.1%

Business Communications

1.1%
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Degrees

Bachelors

50.8%

Masters

28.5%

Other

13.5%

Certificate

3.8%

Associate

1.8%

Doctorate

1.3%

License

0.2%

Diploma

0.1%
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Job type you want
Full Time
Part Time
Internship
Temporary

Real Director Of Marketing And Public Relations Salaries

Job Title Company Location Start Date Salary
Director of Marketing and PR Big Yard Music Group Ltd. Valley Stream, NY Jun 12, 2008 $145,881
Director of Marketing and Public Relations Arts Des Provinces de France Secaucus, NJ Dec 15, 2009 $117,000
Marketing & PR Director Gaucho, LLC New York, NY Oct 01, 2013 $110,000
Director, Marketing & PR Esretail Co New York, NY May 01, 2013 $100,000
Marketing/Pr Director 28 St. Hospitality Inc. Orangeburg, NY Sep 12, 2012 $91,828
Director of Media, Marketing and Public Relations Ontic Golf Group LLC Grand Haven, MI Apr 01, 2014 $85,000 -
$105,000
Director of Marketing and Public Relations Destination Miami Beach Management LLC Miami Beach, FL Aug 26, 2013 $85,000
Director of Marketing and Public Relations Twin Minds, Inc. Miami, FL Sep 30, 2009 $65,678
Director of Marketing and PR Woolly Mammoth Theatre Company Washington, DC Oct 31, 2011 $65,000
Marketing Director and Public Relations Representa Venice Quarters, Inc. Oakland Park, FL Nov 29, 2011 $64,799
Director, Marketing and Public Relations Seal Capital, Inc. Los Angeles, CA Sep 21, 2009 $64,467
Director, Marketing and Public Relations The National Society of Collegiate Scholars Washington, DC May 19, 2011 $58,000 -
$62,000
Director of Marketing and Public Relations Lionhead Inn, Inc. Vail, CO Oct 01, 2009 $55,000
Director of Marketing and Public Relations Us2U, Inc. Miami Beach, FL Oct 01, 2009 $45,500
Marketing/Pr Director The Daily Gobble Inc. New York, NY Oct 01, 2011 $43,000

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Top Skills for A Director Of Marketing And Public Relations

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  1. Company Website
  2. Press Releases
  3. Communication Strategies
You can check out examples of real life uses of top skills on resumes here:
  • Served as newsletter editor to write and edit copy, design layout, and oversee company website updates.
  • Executed various public relations tactics including press releases, media alerts and crisis communication.
  • Direct activities of external agencies, establishments and departments that develop and implement communication strategies and information programs.
  • Planned special events, monitored patient/family evaluations, and developed ideas for service delivery that were consumer focused.
  • Launched and maintained social networking sites on Twitter and Facebook to improve communication between institution and engage student population and supporters

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Top 10 Best States for Directors Of Marketing And Public Relations

  1. District of Columbia
  2. New York
  3. Rhode Island
  4. Virginia
  5. New Jersey
  6. Colorado
  7. California
  8. Washington
  9. Massachusetts
  10. Delaware
  • (195 jobs)
  • (891 jobs)
  • (38 jobs)
  • (325 jobs)
  • (307 jobs)
  • (237 jobs)
  • (1,751 jobs)
  • (281 jobs)
  • (447 jobs)
  • (25 jobs)

Top Director Of Marketing And Public Relations Employers

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