Relationship management is generally divided into two fields: customer relationship management (CRM) and business relationship management (BRM). Both fields share the common goal of facilitating good relationships such that the business maximizes the value of its relationships and maintains a good reputation overall.

Relationship managers are part of a movement that seeks to use a scientific approach to gain greater control over business relationships. Relationship managers seek to define, quantify and analyze relationships so that they are not left up to chance.

Public relations managers plan and direct the creation of material that will maintain or enhance the public image of their employer or client

Duties

Public relations managers typically do the following:

1. Write press releases and prepare information for the media

2. Identify main client groups and audiences and determine the best way to reach them

3. Designate an appropriate spokesperson or information source for media inquiries

4. Help clients communicate effectively with the public

5. Develop their organization's or client’s corporate image and identity

6. Assist and inform an organization’s executives and spokespeople

7. Devise advertising and promotion programs

8. Assign, supervise, and review the activities of staff

Education

A bachelor's degree in public relations, communications, or journalism is generally required. However, some employers prefer a master’s degree, particularly in public relations, journalism or nonprofit management.

Important Qualities

1. 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.

2. Leadership skills. Public relations and fundraising managers often lead large teams of specialists or fundraisers and must be able to guide their activities.

3. Organizational skills. Public relations and fundraising managers are often in charge of running several events at the same time, requiring superior organizational skills.

4. 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.

5. 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.

6. 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.