What Does a Public Relations Professional Do?
If you like the idea of connecting with others, and using these skills in a variety of different roles, then a career in public relations may be just what you’re looking for.
What is Public Relations?
Put simply, public relations (PR) is the communication between a company and its audience. In more detailed terms, the Public Relations Institute of Australia describes it as, “the deliberate, planned and sustained effort to establish and maintain mutual understanding between an organisation (or individual) and its (or their) publics. It’s the key to effective communication in all sectors of business, government, academic and not-for-profit.”
To succeed in the public relations field, you need strong communication, strategic planning, and management skills. You also need to be cool under pressure, be able to think on your feet, and a good problem-solver.
What Qualifications do I Need?
You may be wondering how to get into PR. While there is no ‘best way’, the best qualification to lead you into PR jobs, is the Bachelor of Business (Public Relations). This nationally recognised degree offers flexible study options including online, on-campus or blended methods of delivery.
You will learn how to undertake market research, build your brand, implement strategic plans, market via social media, write press releases, the art of public speaking and more. Once you have qualified, you will be equipped in both public relations and business practices, and more than ready to make your mark in the world as a PR professional.
Where Will it Take me?
Skilled public relations professionals are in high demand, with job opportunities expected to grow strongly in the coming years. The average public relations salary in Australia is $1129 per week (before tax).
With government, private industry, not-for-profits, sports institutions and academic institutions all relying on PR to build their brand and business, there is a wide range of jobs available in the sector. Key tasks in the PR field are quite varied. They may include writing a press release, managing social media, organising networking events, meeting with industry contacts, writing blog posts or co-ordinating media coverage.
Typical roles within the PR field include:
- Publicity or Public Affairs Officer
- Communications Officer
- PR Assistant Manager
- Social Media Manager
- Director of Public Affairs
- Content Manager
- Communications Coordinator
- Stakeholder Relationship Manager
- Marketing Manager
- Director of Public Affairs
- Corporate Communications Executive
- PR Consultant.
With a PR qualification under your belt, there are many jobs in public relations on offer. You could find yourself working in a variety of different environments including consultancies, large corporations, boutique firms, or even as a consultant in your own agency. As the art of communication is a universal skill, you can even take these skills and work around the country or even the world. If you’re ready to take the next step towards an exciting and varied career, check out the Bachelor of Business (Public Relations). It may be what you’re looking for.
