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

  • $1,282 Weekly Pay
  • 21,800 workers Employment Size
  • Stable Future Growth
  • Very high skill Skill level rating
  • Average unemployment Unemployment
  • 77.0% Full-Time Full-Time Share
  • 39.4 hours Average full-time
  • 37 years Average age
  • 68.8% female Gender Share

The number of Public Relations Professionals grew strongly over the past 5 years and is expected to stay about the same over the next 5 years:
from 21,800 in 2018 to 22,000 by 2023.
Job openings can come from new jobs being created, but most come from turnover (workers leaving).
There are likely to be around 12,000 job openings over 5 years (that's about 2,400 a year).

  • Size: This is a medium sized occupation.
  • Unemployment: Unemployment was average in 2017.
  • Location: Public Relations Professionals work in most regions of Australia.
  • Industries: Most work in Professional, Scientific and Technical Services; Public Administration and Safety; and Health Care and Social Assistance.
  • Earnings: Full-time workers earn 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.
  • Full-time: Many work full-time (77%, higher than the all jobs average of 68.4%).
  • Hours: Full-time workers spend around 39.4 hours per week at work (compared to the all jobs average of 40.0 hours).
  • Age: The average age is 37 years (compared to the all jobs average of 40 years).
  • Gender: 68.8% of workers are female (compared to the all jobs average of 46.7%).

Employment Outlook

Number of Workers

Source: ABS Labour Force Survey, Department of Jobs and Small Business trend data to May 2018 and Department of Jobs and Small Business projections to 2023.
YearNumber of Workers
200815800
200917300
201018000
201118900
201220000
201319400
201420300
201522100
201623600
201725600
201821800
202322000

Weekly Earnings

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

Main Industries

Main Employing Industries (% Share)

Source: Based on ABS Labour Force Survey, annual average 2017, 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 Services33.8
Public Administration and Safety17.8
Health Care and Social Assistance9.2
Other Services6.9
Other Industries32.3

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 2017, 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
NSW41.531.6
VIC22.826.2
QLD15.219.7
SA4.36.7
WA8.710.8
TAS1.22.0
NT0.71.1
ACT5.61.8

Age Profile

Age Profile (% Share)

Source: Based on ABS Labour Force Survey, annual average 2017, 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
15-191.7-5.25.2
20-2410.0-9.99.9
25-3431.0-23.623.6
35-4422.9-21.721.7
45-5424.1-20.820.8
55-594.3-8.88.8
60-643.9-6.06.0
65 and Over2.1-4.04.0

Education Level

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/Diploma0-10.110.1
Certificate III/IV7.7-18.918.9
Year 1216.8-18.718.7
Years 11 & 106.7-17.717.7
Below Year 100-8.18.1

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.

Before starting a course, check it will provide you with the skills and qualifications you need.

  • Compare undergraduate and postgraduate student experiences and outcomes on the QILT website.
  • Compare Vocational Education and Training (VET) courses, providers and student outcomes on the My Skills website.
  • You might be interested in Tourism, Travel and Hospitality VET training pathways on the AAPathways website.

The course listings on this page are provided by Good Education Group.

Employers look for Public Relations Professionals who have strong communication skills and are organised.

Knowledge

These are important topics, subjects or knowledge areas.

  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.

Occupational Information Network
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.

Activities

These are kinds of activities workers regularly do in this job.

  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
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.

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