Do you want to be a...

Public Relations Officer

Also known as Public Affairs Officer and Corporate Affairs 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.

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

TASKS

Public relations officers may perform the following tasks:

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 programmes, 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

PERSONAL REQUIREMENTS

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

Interest Area

SPECIALISATIONS

Publicity Agent - promotes, represents and finds employment for individuals and groups in occupations such as acting, music and sport.

EDUCATION & TRAINING

To become a public relations officer you usually have to complete a VOC qualification in public relations. As subjects and prerequisites can vary between institutions, you should contact your chosen institution for further information. You may be able to study through distance education.

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 HSC/ACT Year 12 with English. Most institutions in Australia offer relevant degrees. Institutions have different prerequisites and some have flexible entry requirements or offer external study. Contact Open Universities Australia or the institutions you are interested in for more information as requirements may change.

Additional Information

While membership is not required to practise, the Public Relations Institute of Australia (PRIA) offers student and professional membership to those in the public relations or communications fields. See the PRIA website for more information.

EMPLOYMENT OPPORTUNITIES

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).

Public relations officers usually work in cities where media services and other communication facilities are available and where many organisations have their head offices. However, even local councils in regional or remote areas need to communicate with the public and local businesses and may require public relations services.

There is strong competition for positions offered in this field, but people with experience and formal educational qualifications are generally in demand.