Table 1Transition record

communication managertopublic relations manager

A communication manager already meets 60% of what the public relations manager role asks for. The move turns on 2 required skills not yet in the profile.

From communication manager

60%

Overlap1

To public relations manager

51 Skills carried over

2 Required, not held

54.5 Difficulty2

Career overlap Partial match

60%

Learning distance Real move, short list to learn

54.5/ 100

Easy adjacentmoderatesubstantialcareer change Hard

1 Share of the public relations manager role’s weighted skill requirement already met by the communication manager profile. Required skills count in full, supplementary skills at 0.35. Directional: the figure for the reverse move differs. 2 Combines what is missing with how specialised it is, so a gap of general skills scores easier than the same number of narrow ones.

Why

Why this move works

A public relations manager role treats 25 of its required skills as things a communication manager already does. These are the ones it depends on most.

advise on public image
advise on public relations
analyse external factors of companies
build community relations
communication principles
conduct public presentations

What stands in the way is 2 required skills the profile does not yet cover. Table 3 groups them; Table 4 says which to take first.

Table 2

Table 2 · What you already bring

Of the 51 skills that carry over, these are the ones fewest other occupations ask for. A public relations manager role needs them, and most people applying for one will not have them already. This is the part of a communication manager background worth leading with.

Skill the target role also needs Area

already held manage visual communications communication, collaboration and creativity
already held writing style guides arts and humanities
already held manage online communications management skills
already held carry out forum moderation communication, collaboration and creativity
already held forming of public opinion business, administration and law
already held give interviews to media communication, collaboration and creativity

All 51 carried skills, including the 25 the public relations manager role treats as required.

Table 3

Table 3 · What you would need to learn

The 62 missing skills fall into 8 areas of the ESCO skill hierarchy, numbered below in the order worth working in: the areas carrying the most required skills come first, and inside each one the required skills sit above the supplementary ones.

Skill to acquire Tier

01 communication, collaboration and creativity 1 required, 16 supplementary

required, not held liaise with local authorities required

optional, not held advocate a cause optional
optional, not held identify customer's needs optional
optional, not held work closely with news teams optional
optional, not held apply social media marketing optional
optional, not held approve advertising campaign optional
optional, not held collaborate in the development of marketing strategies optional
optional, not held create solutions to problems optional
optional, not held develop creative ideas optional
optional, not held develop promotional tools optional
optional, not held ensure cross-department cooperation optional
optional, not held give live presentation optional
optional, not held liaise with politicians optional
optional, not held manage contracts optional
optional, not held manage development of promotional material optional
optional, not held perform fundraising activities optional
optional, not held represent the organisation optional

02 management skills 1 required, 12 supplementary

required, not held develop media strategy required

optional, not held apply strategic thinking optional
optional, not held coordinate advertising campaigns optional
optional, not held coordinate marketing plan actions optional
optional, not held evaluate employees optional
optional, not held manage account department optional
optional, not held manage budgets optional
optional, not held manage creative department optional
optional, not held manage media services department optional
optional, not held manage staff optional
optional, not held manage the handling of promotional materials optional
optional, not held perform project management optional
optional, not held recruit employees optional

03 information skills 14 supplementary

optional, not held archive documentation related to work optional
optional, not held make price recommendations optional
optional, not held monitor political campaigns optional
optional, not held document project progress optional
optional, not held draw conclusions from market research results optional
optional, not held ensure information transparency optional
optional, not held evaluate advertising campaign optional
optional, not held examine advertisement layout optional
optional, not held forecast organisational risks optional
optional, not held manage project metrics optional
optional, not held monitor political conflicts optional
optional, not held perform business analysis optional
optional, not held provide cost benefit analysis reports optional
optional, not held use analytics for commercial purposes optional

04 business, administration and law 9 supplementary

optional, not held European Structural and Investment Funds regulations optional
optional, not held marketing department processes optional
optional, not held search engine optimisation optional
optional, not held advertising techniques optional
optional, not held business strategy concepts optional
optional, not held content marketing strategy optional
optional, not held copyright legislation optional
optional, not held marketing principles optional
optional, not held pricing strategies optional

05 social sciences, journalism and information 5 supplementary

optional, not held government policy implementation optional
optional, not held humanitarian aid actors optional
optional, not held political campaigning optional
optional, not held political parties optional
optional, not held political science optional

06 arts and humanities 2 supplementary

optional, not held graphic design optional
optional, not held types of media optional

2 further areas in the appendix

Table 4

Table 4 · Where to start

The 2 entries a public relations manager role is least likely to hire without. The ordering is computed from the skill data, not from what pays.

Each entry opens a course search for that skill. Career Overlap earns nothing from these links.

Appendix

Appendix · The rest of the record

All 51 skills that carry over

Skill Type

already held advise on public image skill
already held advise on public relations skill
already held analyse external factors of companies skill
already held build community relations skill
already held communication principles knowledge
already held conduct public presentations skill
already held corporate social responsibility knowledge
already held develop communications strategies skill
already held develop public relations strategies skill
already held diplomatic principles knowledge
already held draft press releases skill
already held establish relationship with the media skill
already held forming of public opinion knowledge
already held give interviews to media skill
already held integrate strategic foundation in daily performance skill
already held market research knowledge
already held organise press conferences skill
already held perform public relations skill
already held prepare presentation material skill
already held protect client interests skill
already held public relations knowledge
already held reputation management knowledge
already held rhetoric knowledge
already held strategic planning knowledge
already held use different communication channels skill
already held advise on communication strategies skill
already held analyse internal factors of companies skill
already held apply diplomatic principles skill
already held apply grammar and spelling rules skill
already held build business relationships skill
already held build international relations skill
already held business communication knowledge
already held carry out forum moderation skill
already held company policies knowledge
already held compile content skill
already held develop professional network skill
already held disseminate internal communications skill
already held establish communication with foreign cultures skill
already held ethics of sharing work through social media knowledge
already held government representation knowledge
already held grammar knowledge
already held identify clients' needs skill
already held implement marketing strategies skill
already held manage online communications skill
already held manage visual communications skill
already held office software knowledge
already held proofread text skill
already held psychological concepts knowledge
already held social media management knowledge
already held speak different languages skill
already held writing style guides knowledge

The 2 learning areas not shown above

Skill to acquire Tier

07 information and communication technologies (icts) 1 supplementary

optional, not held desktop publishing optional

08 natural sciences, mathematics and statistics 1 supplementary

optional, not held survey techniques optional

60 supplementary skills, helpful but not required

Skill to acquire Tier

optional, not held European Structural and Investment Funds regulations optional
optional, not held advocate a cause optional
optional, not held archive documentation related to work optional
optional, not held identify customer's needs optional
optional, not held make price recommendations optional
optional, not held marketing department processes optional
optional, not held monitor political campaigns optional
optional, not held search engine optimisation optional
optional, not held work closely with news teams optional
optional, not held advertising techniques optional
optional, not held apply social media marketing optional
optional, not held apply strategic thinking optional
optional, not held approve advertising campaign optional
optional, not held business strategy concepts optional
optional, not held collaborate in the development of marketing strategies optional
optional, not held content marketing strategy optional
optional, not held coordinate advertising campaigns optional
optional, not held coordinate marketing plan actions optional
optional, not held copyright legislation optional
optional, not held create solutions to problems optional
optional, not held desktop publishing optional
optional, not held develop creative ideas optional
optional, not held develop promotional tools optional
optional, not held document project progress optional
optional, not held draw conclusions from market research results optional
optional, not held ensure cross-department cooperation optional
optional, not held ensure information transparency optional
optional, not held evaluate advertising campaign optional
optional, not held evaluate employees optional
optional, not held examine advertisement layout optional
optional, not held forecast organisational risks optional
optional, not held give live presentation optional
optional, not held government policy implementation optional
optional, not held graphic design optional
optional, not held humanitarian aid actors optional
optional, not held liaise with politicians optional
optional, not held manage account department optional
optional, not held manage budgets optional
optional, not held manage contracts optional
optional, not held manage creative department optional

20 further entries not listed here

10 held skills the public relations manager role does not ask for

Skill Type

not needed by the target role build trust skill
not needed by the target role corporate sustainability knowledge
not needed by the target role digital communication and collaboration skill
not needed by the target role follow the news skill
not needed by the target role media and information literacy knowledge
not needed by the target role organise participation in local or international events skill
not needed by the target role share through digital technologies skill
not needed by the target role study communications channels for different employers/contractors skill
not needed by the target role use intranet skill
not needed by the target role use online tools to collaborate skill

18 gaps that are knowledge rather than practice

Knowledge gaps usually close through study. Practical skill gaps usually need something you can point at.

Skill to acquire Tier

optional, not held European Structural and Investment Funds regulations optional
optional, not held marketing department processes optional
optional, not held search engine optimisation optional
optional, not held advertising techniques optional
optional, not held business strategy concepts optional
optional, not held content marketing strategy optional
optional, not held copyright legislation optional
optional, not held desktop publishing optional
optional, not held government policy implementation optional
optional, not held graphic design optional
optional, not held humanitarian aid actors optional
optional, not held marketing principles optional
optional, not held political campaigning optional
optional, not held political parties optional
optional, not held political science optional
optional, not held pricing strategies optional
optional, not held survey techniques optional
optional, not held types of media optional

Index

Other moves recorded from communication manager

Full index of moves from communication manager

Note

How this record was compiled

Both occupations are taken from ESCO, which lists the skills and knowledge each occupation is expected to have and marks every one required or optional. Nothing here is a prediction about hiring, and nothing here knows that a particular employer wants a particular certificate. Treat Table 3 as a starting point for your own research rather than a syllabus. The full method states what these figures can and cannot tell you.