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.

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.

Tasks

  • planning and organising publicity campaigns and communication strategies
  • advising executives on the public relations implications of their policies, programs and practices
  • preparing and controlling the issue of news and press releases
  • undertaking and commissioning public opinion research, analysing the findings and planning public relations and promotional campaigns
  • organising special events, seminars, entertainment, competitions and social functions to promote goodwill and favourable publicity
  • representing organisations and arranging executive interviews with publicity media
  • attending business, social and other functions to promote the organisation
  • commissioning and obtaining photographs and other illustrative material
  • selecting, appraising and revising material submitted by publicity writers, Photographers, Illustrators and others to create favourable publicity

Job Titles

  • Public Relations Professional
  • Public Relations Professional

    Specialisations: Media Liaison Officer, Press Officer, Promotions Officer, Public Affairs Officer, Public Relations Consultant, Public Relations Officer

Fast Facts

  • Avg. Weekly Pay

    $1,282 Before Tax
  • Future Growth

    strong
  • Skill Level

    Bachelor Degree or higher
  • Employment Size

    22,000
  • Unemployment

    below average
  • Male Share

    27.2%
  • Female Share

    72.8%
  • Full-Time Share

    72.0%

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This is a medium sized occupation employing 22,000 workers. Over the past 5 years the number of jobs has grown strongly.
Strong growth is expected in the future. New jobs and turnover from workers leaving may create between 10,001 and 25,000 job openings over the 5 years to 2020.

  • Public Relations Professionals work in most parts of Australia.
  • They mainly work in: Professional, Scientific and Technical Services; Public Administration and Safety; and Other Services.
  • Full-time work is common. Full-time workers, on average, work 37.4 hours per week (compared to the all jobs average of 40 hours).
  • Average earnings for full-time workers are around $1,282 per week (similar to the all jobs average of $1,230). Earnings tend to be lower when starting out and higher as experience grows.
  • The average age is 36 years (compared to the all jobs average of 40 years).
  • Around 7 in 10 workers are female.
  • In 2016, the unemployment rate was below average.

Employment Outlook

Number of Workers

Source: ABS Labour Force Survey, Department of Employment trend data to November 2015 and Department of Employment projections to 2020.
YearNumber of Workers
200518700
200618000
200715400
200815200
200917000
201017400
201122000
201218900
201320300
201419500
201522000
202025400

Weekly Earnings

Full-time Earnings

All Jobs Average

Weekly Earnings (before tax)

Source: Based on ABS Characteristics of Employment survey, August 2015, Cat. No. 6333.0, Customised Report. Median earnings are before tax and do not include superannuation. Earnings can vary greatly depending on the skills and experience of the worker and the demands of the role. These figures should be used as a guide only, not to determine a wage rate.
EarningsPublic Relations ProfessionalsAll Jobs Average
Full-Time Earnings12821230

Hours

Weekly Hours Worked

Source: Based on ABS Labour Force Survey, annual average 2016, Cat. No. 6291.0.55.003: Customised Report. Hours actually worked by people who usually work full-time, and share of employment by full-time and part-time status, for this job compared to the all jobs average.
CategoryPublic Relations ProfessionalsAll Jobs Average
Full-time72.068.4
Part-time28.031.6
Average Weekly Hours (full-time)37.440.0

Main Industries

Top Industries

Main Employing Industries (% share)

Source: Based on ABS Labour Force Survey, annual average 2016, Cat. No. 6291.0.55.003: Customised Report. Industries are based on the Australian and New Zealand Standard Industrial Classification (ANZSIC 06).
Main Employing IndustriesIndustry (% share)
Professional, Scientific and Technical Services31.0
Public Administration and Safety15.5
Other Services9.3
Arts and Recreation Services9.1
Other Industries35.1

States and Territories

  • NSW

  • VIC

  • QLD

  • SA

  • TAS

  • NT

  • ACT

Employment by State and Territory (% share)

Source: Based on ABS Labour Force Survey, annual average 2016, Cat. No. 6291.0.55.003: Customised Report. Share of workers across Australian States and Territories, in this job compared to the all jobs average.
StatePublic Relations ProfessionalsAll Jobs Average
NSW31.531.8
VIC28.025.5
QLD12.419.8
SA5.86.8
WA13.811.2
TAS1.22.0
NT0.21.1
ACT7.11.8

Age Profile

Age Profile (% share)

Source: Based on ABS Labour Force Survey, annual average 2016, Cat. No. 6291.0.55.003: Customised Report. Age profile of workers in this job compared to the all jobs average.
Age BracketPublic Relations ProfessionalsAll Jobs AverageAll Jobs Average
15-190.4-5.45.4
20-2410.6-9.99.9
25-3434.5-23.423.4
35-4426.4-21.721.7
45-5417.7-21.121.1
55-594.6-8.78.7
60-644.6-5.95.9
65 and Over1.1-3.83.8

Gender

Male Share

Female Share

Gender (% share)

Source: Based on ABS Labour Force Survey, annual average 2016, Cat. No. 6291.0.55.003: Customised Report. Male and female share of employment in this job compared to the all jobs average.
CategoryPublic Relations ProfessionalsCategoryAll Jobs Average
Males27.2Males53.6
Females72.8Females46.4

Education Level

Top Education Levels

Highest Level of Education (% share)

Source: ABS, Education and Work (2016). Findings based on use of ABS TableBuilder data. Highest qualification completed by workers in this job (in any field of study). Skill level requirements can change over time, the qualifications needed by new workers might be different from the qualifications of workers already in the job.
Type of QualificationPublic Relations ProfessionalsAll Jobs AverageAll Jobs Average
Post Graduate/Graduate Diploma or Graduate Certificate16.8-8.68.6
Bachelor degree51.9-17.917.9
Advanced Diploma/Diploma0.0-10.110.1
Certificate III/IV7.7-18.918.9
Year 1216.8-18.718.7
Years 11 & 106.7-17.717.7
Below Year 100.0-8.18.1

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.

Knowledge

The topics, subjects, or knowledge areas workers rate as most important are shown below.

  1. English Language

    91% Important

    English language including the meaning and spelling of words, rules of composition, and grammar.

  2. Customer and Personal Service

    88% Important

    Customer and personal services. This includes understanding customer needs, providing good quality service, and measuring customer satisfaction.

  3. Communications and Media

    88% Important

    Media production, communication, and dissemination. Includes written, spoken, and visual media.

  4. Sales and Marketing

    86% Important

    Showing, promoting, and selling products or services. This includes marketing strategy and tactics, product demonstration, sales techniques, and sales control systems.

  5. Administration and Management

    84% Important

    Planning and coordination of people and resources.

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O*NET is a trademark of the U.S. Department of Labor, Employment and Training Administration. The information on this site is derived from the US Department of Labor O*NET Database Version 21.2

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.

Activities

The work activities workers rate as most important are shown below.

  1. Communicating with Persons Outside Organization

    95% Important

    Communicating with customers, the public, government, and others in person, in writing, or by telephone or e-mail.

  2. Building Good Relationships

    94% Important

    Building and keeping constructive and cooperative working relationships with others.

  3. Communicating with Supervisors, Peers, or Staff

    91% Important

    Giving information to supervisors, co-workers, and staff by telephone, in written form, e-mail, or in person.

  4. Thinking Creatively

    89% Important

    Using your own ideas to developing, designing, or creating something new.

  5. Getting Information

    88% Important

    Looking for, getting and understanding different kinds of information.

Occupational Information Network Public Relations Specialists Opens in a new window
O*NET is a trademark of the U.S. Department of Labor, Employment and Training Administration. The information on this site is derived from the US Department of Labor O*NET Database Version 21.2

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