Public relations professional

A Public Relations Professional manages an organisations strategy in communicating their role, services, products and effectiveness in a positive way to the public. They should have excellent communication, analytical and strategic abilities.

Duties and tasks

  • Develop and implement communication strategies and publicity activities
  • Inform organisations professionals of how policies, programs and conduct will affect public relations
  • Organise public opinion research initiatives and evaluate results to create public relations strategy for the organisation
  • Plan activities and publications that will enhance public relations including commissioning photographs, illustrations, branding and representing organisation at conferences and social events
  • Plan and organise events, benefits, performances and partnerships to support positive publicity
  • Select and review materials from publicity media, photographers, graphic designers and news agencies to promote advantageous publicity
  • Work with executives to issue news and press releases, organising meetings with publicity media when appropriate

Skills required

  • Analytical
  • Critical Thinking
  • Excellent Communication Skills
  • Problem Solving Abilities
  • Strategising

Working conditions

Public Relations Professionals typically work Mondays to Fridays during regular office hours, however they may be required to work evenings or weekends during high profile times for their employer and to meet deadlines. They typically work in office settings and may speak directly to the press or public on behalf of an organisation.

Professional associations / Industry information

Public Relations Institute of Australia 

Related jobs and job titles

  • Communications Officer
  • Corporate Affairs Officer
  • Media Liaison Representative
  • Media Relations Officer
  • Press Officer
  • Public Affairs Officer
  • Publicity Agent
  • Publicity Officer

Related degrees

Related subjects