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.

You usually need a bachelor degree in public relations, communication, arts, marketing, business, media or a related field to work as a Public Relations Professional. Training is also available through VET (Vocational Education and Training).

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

All Public Relations Professionals

  • $1,865 Weekly Pay
  • Stable Future Growth
  • Lower unemployment Unemployment
  • 21,800 workers Employment Size
  • Very high skill Skill level rating
  • 74% Full-Time Full-Time Share
  • 43 hours Average full-time
  • 34 years Average age
  • 73% female Gender Share

The number of people working as Public Relations Professionals (in their main job) 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 below average in 2018.
  • Location: Public Relations Professionals work in many regions of Australia.
  • Industries: Most work in Public Administration and Safety; Professional, Scientific and Technical Services; and Education and Training.
  • Earnings: Full-time workers on an adult wage earn around $1,865 per week (higher than the average of $1,460). Earnings tend to be lower when starting out and higher as experience grows.
  • Full-time: Many work full-time (74%, higher than the average of 66%).
  • Hours: Full-time workers spend around 43 hours per week at work (compared to the average of 44 hours).
  • Age: The average age is 34 years (compared to the average of 40 years).
  • Gender: 73% of workers are female (compared to the average of 48%).

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 Survey of Employee Earnings and Hours (cat. no. 6306.0), May 2018, Customised Report. Median weekly total cash earnings for full-time non-managerial employees paid at the adult rate. Earnings are before tax and include amounts salary sacrificed. 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 Earnings18651460

Main Industries

Main Employing Industries (% Share)

Source: Based on ABS Census 2016, Customised Report. Industries are based on the Australian and New Zealand Standard Industrial Classification (ANZSIC 06).
Main Employing IndustriesIndustry (% share)
Public Administration and Safety24.4
Professional, Scientific and Technical Services22.2
Education and Training9.3
Health Care and Social Assistance8.0
Other Industries36.1

States and Territories

  • NSW

  • VIC

  • QLD

  • SA

  • TAS

  • NT

  • ACT

Employment by State and Territory (% Share)

Source: Based on Based on ABS Census 2016, Customised Report. Share of workers across Australian States and Territories, in this job compared to the all jobs average.
StatePublic Relations ProfessionalsAll Jobs Average
NSW34.031.6
VIC27.425.6
QLD15.820.0
SA5.37.0
WA8.610.8
TAS1.42.0
NT1.11.0
ACT6.41.9

Age Profile

Age Profile (% Share)

Source: Based on Based on ABS Census 2016, Customised Report. Age profile of workers in this job compared to the all jobs average.
Age BracketPublic Relations ProfessionalsAll Jobs AverageAll Jobs Average
15-190.7-5.05.0
20-2410.7-9.39.3
25-3438.7-22.922.9
35-4426.0-22.022.0
45-5415.2-21.621.6
55-594.3-9.09.0
60-642.5-6.06.0
65 and Over1.9-4.24.2

Education Level

Highest Level of Education (% Share)

Source: ABS, ABS Census 2016, Customised Report. Highest qualification completed by workers in this job (in any field of study). 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 Certificate19.1-10.110.1
Bachelor degree55.0-21.821.8
Advanced Diploma/Diploma7.6-11.611.6
Certificate III/IV4.1-21.121.1
Year 1211.5-18.118.1
Year 111.2-4.84.8
Year 10 and below1.6-12.512.5

You usually need a bachelor degree in public relations, communication, arts, marketing, business, media or a related field to work as a Public Relations Professional. Training is also available through VET (Vocational Education and Training).

Membership with Public Relations Institute of Australia may be useful.

Thinking about study or training?

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

  • Search and compare thousands of higher education courses, and their entry requirements from different institutions across Australia at Course Seeker website.
  • 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.

Or check out related courses on Job Outlook.

Useful links and resources


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.

Filter Skills & Knowledge

Knowledge

These are important topics, subjects or knowledge areas.

  1. Communications and Media

    79% Skill level

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

  2. English Language

    76% Skill level

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

  3. Sales and Marketing

    74% Skill level

    Showing, promoting, and selling including marketing strategy, product demonstration, sales techniques, and sales control systems.

  4. Customer and Personal Service

    70% Skill level

    Understanding customer needs, providing good quality service, and measuring customer satisfaction.

  5. Clerical

    62% Skill level

    Word processing, managing files and records, stenography and transcription, designing forms, and other office work.

Occupational Information Network
O*NET is a trademark of the U.S. Department of Labor, Employment and Training Administration.
The skills and importance ratings on this page are derived from the US Department of Labor O*NET Database Version 21.2, 27-3031.00 - Public Relations Specialists.

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.

Filter Work Environment

Demands

The physical and social demands workers face most often are shown below.

  1. Electronic Mail

    100% Important

    How often do you use electronic mail?

  2. Telephone

    100% Important

    How often do you talk on the telephone?

  3. Face-to-Face Discussions

    95% Important

    How often do you talk with people face-to-face?

  4. Indoors, Heat Controlled

    93% Important

    How often do you work indoors with access to heating or cooling?

  5. Contact With Others

    92% Important

    How much do you have contact with people (face-to-face, by telephone, or any other way)?

Occupational Information Network
O*NET is a trademark of the U.S. Department of Labor, Employment and Training Administration.
The skills and importance ratings on this page are derived from the US Department of Labor O*NET Database Version 21.2, 27-3031.00 - Public Relations Specialists.

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