Public relations managers direct publicity programs to an audience upon which their organization’s success depends, such as consumers, stockholders or the general public. They often specialize in a specific area, like crisis management, or a specific industry, such as healthcare. They use all available communication media in their efforts to maintain their target group's support. SKILLS Public relations managers have to be excellent oral and written communicators; they also must be able to connect with a wide variety of audiences. They must have the ability to develop and maintain strong working relationships, not only with their clients, but with media representatives as well. They should have experience managing a team and possess skills that will enable people to achieve performance goals. EDUCATION Some employers prefer a bachelor's or master's degree in public relations or journalism. Typical curriculum should include courses in advertising, business administration, public affairs, political