How to become a Public Relations Officer

Public relations officers plan, develop, put into place and evaluate information and communication strategies that present an organisation to the public, clients and other stakeholders. They also promote good information flow within their organisation.

Personal requirements for a Public Relations Officer

Interested in people
Good analytical skills
Good oral and written communication skills
Able to write concisely
Good organisational skills
Interested in current affairs
Able to work under pressure
Aptitude for working with computers

Education & Training for a Public Relations Officer

To become a public relations officer you usually have to complete a VET qualification. As subjects and prerequisites can vary between institutions, you should contact your chosen institution for further information.Entry to this occupation may be improved if you complete a degree with a major in public relations. To get into these courses you usually need to gain your Senior Secondary Certificate of Education with English. Institutions have different prerequisites and some have flexible entry requirements or offer external study. Contact the institutions you are interested in for more information.

Duties & Tasks of a Public Relations Officer

Public relations officers:

Monitor public opinion regarding an organisation or particular issues
Develop and implement communication strategies for an organisation and advise management on communication issues and strategies
Plan public relations programs, including the preparation of cost budgets
Present arguments on behalf of an organisation to government, other organisations and special interest groups
Respond to enquiries from the public, media and other organisations
Arrange interviews with journalists, prepare and distribute media releases, and liaise with and make statements to the media
Write, edit and arrange production of newsletters, in-house magazines, pamphlets and brochures
Assist with preparing organisational documents such as annual reports, corporate profiles and submissions
Write speeches, prepare visual aids and make public presentations
Oversee production of visual, audio and electronic material, including managing websites
Organise special events such as open days, visits, exhibitions and functions
Conduct internal communication courses, workshops and media training
Develop risk assessments and implement crisis management plans to ensure an organisation's reputation is maintained
Plan, develop and manage brand identity
Organise and manage events, exhibitions, conferences and product launches
Procure sponsorship deals.

Tasks

Commissioning and obtaining photographs and other illustrative material
Advising executives on the public relations implications of their policies, programs and practices
Undertaking and commissioning public opinion research, analysing the findings and planning public relations and promotional campaigns
Representing organisations and arranging executive interviews with publicity media
Preparing and controlling the issue of news and press releases
Selecting, appraising and revising material submitted by publicity writers, Photographers, Illustrators and others to create favourable publicity
Organising special events, seminars, entertainment, competitions and social functions to promote goodwill and favourable publicity
Planning and organising publicity campaigns and communication strategies
Attending business, social and other functions to promote the organisation

Working conditions for a Public Relations Officer

Public relations officers may have to work in the evenings or on weekends, and may be required to travel for business.

Employment Opportunities for a Public Relations Officer

Public relations officers work for a variety of organisations, including large industrial or commercial firms, government organisations, tertiary institutions, industry associations, retailers, financial institutions and not-for-profit organisations. They can also work on a freelance basis or be employed by public relations consultancies that offer a range of public relations services or specialise in particular fields (fashion, for example).

Specializations

Publicity Agent

A publicity agent promotes, represents and finds employment for individuals and groups in occupations such as acting, music and sport.

Public Relations Officer

Average age
36
Future Growth
Positive
Gender Share
73% female
Average full-time
42 hours
Weekly Pay
$1,949
Skill level rating
Very high skill
Unemployment
Lower unemployment
Full-Time Share
81%
Employment Size
30,200
Employment by state
ACT: 6.4%
NSW: 34.0%
NT: 1.1%
QLD: 15.8%
SA: 5.3%
TAS: 1.4%
VIC: 27.4%
WA: 8.6%
Age brackets
15-19: 0.7%
20-24: 10.7%
25-34: 38.7%
35-44: 26%
45-54: 15.2%
55-59: 4.3%
60-64: 2.5%
65 and Over: 1.9%
Education level
Advanced Diploma/Diploma: 7.6%
Bachelor degree: 55%
Below Year 10: 0%
Certificate III/IV: 4.1%
Post Graduate/Graduate Diploma or Graduate Certificate: 19.1%
Year 10 and below: 1.6%
Year 11: 1.2%
Year 12: 11.5%
Years 11 & 10: 6.7%