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Public Relations Professionals plan, develop, implement and evaluate information and communication strategies that create an understanding and a favourable view of organisations, their goods and services, and their role in the community.
Specialisations: Media Liaison Officer, Press Officer, Promotions Officer, Public Affairs Officer, Public Relations Consultant, Public Relations Officer
Earnings are for full-time workers before tax, excluding superannuation. Earnings are a guide only and can vary greatly.
Likely change in the number of jobs over the next 5 years, based on the Department of Jobs and Small Business projections.
Skill Level is the education or training usually needed to do well in this job. Relevant experience is sometimes viewed just as highly.
Employment Size is the number of people who work in this job in Australia.
An above average unemployment rate shows people who do this job are more likely to be out of work than people who do other jobs.
Full-time workers usually work 35 hours or more a week (in all their jobs combined).
This is a large occupation employing 25,700 workers. The number of workers has grown very strongly over the past 5 years. Over the next 5 years (to May 2022) the number of workers is expected to grow strongly to 28,200. Around 17,000 job openings are likely over this time from workers leaving and new jobs being created.
A Bachelor Degree or higher, or at least 5 years of experience, is usually needed to work in this job. Three in five workers have a university degree.
If you are interested in this style of work, there are a wide range of training options available that could lead to this or a similar job. The pathway that is right for you will depend on your skills and interests.
It is a good idea to speak to industry bodies, employers, and workers to learn more about the skills and qualifications you will need.
Employers look for Public Relations Professionals who have strong communication skills and are organised.
The topics, subjects, or knowledge areas workers rate as most important are shown below.
English language including the meaning and spelling of words, rules of composition, and grammar.
Customer and personal services. This includes understanding customer needs, providing good quality service, and measuring customer satisfaction.
Media production, communication, and dissemination. Includes written, spoken, and visual media.
Showing, promoting, and selling products or services. This includes marketing strategy and tactics, product demonstration, sales techniques, and sales control systems.
Planning and coordination of people and resources.
Skills can be improved through training or experience. The skills workers rate as most important are shown below.
Talking to others.
Listening to others, not interrupting, and asking good questions.
Reading work related information.
Understanding why people react the way they do.
Writing things for co-workers or customers.
The physical and social abilities workers rate as the most important are shown below.
Communicate by speaking.
Speak clearly so others can understand you.
Write in a way that people can understand.
Listen to and understand what people say.
Read and understand written information.
O*NET is a trademark of the U.S. Department of Labor, Employment and Training Administration.The 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.
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.
The work activities workers rate as most important are shown below.
Communicating with customers, the public, government, and others in person, in writing, or by telephone or e-mail.
Building and keeping constructive and cooperative working relationships with others.
Giving information to supervisors, co-workers, and staff by telephone, in written form, e-mail, or in person.
Using your own ideas to developing, designing, or creating something new.
Looking for, getting and understanding different kinds of information.
The physical and social demands workers face most often are shown below.
How often do you use electronic mail?
How often do you talk with people face-to-face?
How often do you talk on the telephone?
How much do you have contact with people (face-to-face, by telephone, or any other way)?
How important is it to work with customers or the public?
Work values are important to a person’s feeling of satisfaction. All six values are shown below.
Job security and good working conditions. There is usually a steady flow of interesting work, and the pay and conditions are generally good.
Work 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.
Serve 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.
Results oriented. Workers are able to use their strongest abilities, giving them a feeling of accomplishment.
Advancement 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.
Supportive management that stands behind employees. Workers are treated fairly by their company, they are supported by management, and have supervisors who train them well.
Interests are the style or type of work we prefer to do. All interest areas are shown below.
Starting up and carrying out projects. Leading people and making many decisions. Sometimes require risk taking and often deal with business.
Working with forms, designs and patterns. Often need self-expression and can be done without following rules.
Following set procedures and routines. Working with numbers and details more than with ideas, usually following rules.
Working with people. Helping or providing service to others.
Ideas and thinking. Searching for facts and figuring out problems in your head.
Practical, hands-on work. Often with plants, animals, and materials like wood, tools, and machinery.