How to become a Public Relations Officer

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.


  • 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).


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

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.

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