Public Relations Professionals plan, develop, implement and evaluate information and communication strategies that create an understanding and a favourable view of an organisation, its goods and services, and its role in the community. They also promote good information flow within the organisation.
Occupation description
Public Relations Professionals plan, develop, implement and evaluate information and communication strategies that create an understanding and a favourable view of an organisation, its goods and services, and its role in the community. They also promote good information flow within the organisation.
Occupations considered suitable under this ANZSCO code:
- Media Liaison Officer
- Press Officer
- Promotions Officer
- Public Affairs Officer
- Public Relations Consultant
- Public Relations Officer
Occupations not considered suitable under this ANZSCO code:
- Advertising Specialist
- Marketing Specialist
- Market Research Analyst
- Copywriter
- Liaison Officer
Public Relations Officer is a VETASSESS Group B occupation
This occupation requires a qualification assessed as comparable to the educational level of an Australian Qualifications Framework (AQF) Bachelor degree or higher degree, in a field highly relevant to the nominated occupation. In addition to this, applicants must have undertaken at least one year of post-qualification employment at an appropriate skill level in the last five years which is highly relevant to the nominated occupation. If employment is not post-qualification, then five additional years of highly relevant employment are required.
If the degree is not in a highly relevant field, three years of employment at an appropriate skill level completed in the last five years in a field which is highly relevant to the nominated occupation is required. This is reduced to two years if there is an additional qualification at least at AQF Diploma level in a highly relevant field. If employment is not post-qualification, then five additional years of relevant employment are required. This is in addition to one year of highly relevant employment within the past five years.
A positive assessment of both qualifications and employment is required for a positive Skills Assessment Outcome.
Qualification & Employment Criteria
AQF Bachelor degree or higher degree*
Highly relevant major fields of study include:
- Public Relations (the study of creating and maintaining an understanding and a favourable view of an organisation and its products, services and role)
- Communication and Media Studies
- Journalism
Other qualifications may be accepted on a case-by-case basis if the subsequent employment is highly relevant, and the program of study contains sufficient units related to Public Relations. For example;
- Communication
- Public Communication
- Public Relations
- Communication Management
- Communication skills for Media
- Publication Formats and Technology
- Marketing
- Advertising
- Multimedia
- Event Management
- Writing and Editing for Business.
*This includes qualifications assessed at AQF Bachelor, Master and Doctoral level.
Employment Criteria
Highly relevant tasks include, but are not limited to:
- planning and organising publicity campaigns and communication strategies
- advising executives on the public relations implications of their policies, programs and practices
- preparing and controlling the issue of news and press releases
- undertaking and commissioning public opinion research, analysing the findings and planning public relations and promotional campaigns
- organising special events, seminars, entertainment, competitions and social functions to promote goodwill and favourable publicity
- representing organisations and arranging executive interview with publicity media
- attending business, social and other functions to promote the organisation
- commissioning and obtaining photographs and other illustrative material
- selecting, appraising and revising material submitted by publicity writers, photographers, illustrators and others to create favourable publicity
Employment Context
Public Relations Professionals may work in the following businesses/organisations:
- Public relations consultancies
- Government organisations
- Tertiary institutions
- Industry associations
- Financial institutions
- Contract freelancers
- NGOs
- Businesses which require an in-house public-relations or media and comms team (eg. large industrial or commercial firms)
Common roles held by Public Relations Professionals (within a PR working context) include:
- Public Relations Officer / Manager / Director
- Account Executive / Supervisor / Manager / Director
- Communications Officer / Manager / Director
- Public Affairs Officer / Manager / Director
- Investor Relations Officer / Manager / Director
Supporting Material for Assessment
Applicants nominating this occupation are advised to provide a copy or link to their media release
Get Support
Help with a Skills Assessment
Skills Assessment Support (SAS) services are for migration agents, legal practitioners and prospective applicants who are yet to submit their Skills Assessment application to VETASSESS.
Help with an urgent application
For general and professional occupations, priority processing can be used to fast-track urgent applications
How to apply
If you're a professional choosing to migrate to Australia, chances are you're likely to be assessed by us. We assess 341 different professional occupations, assessing your skills, experience and qualifications.
Find
Find the VETASSESS occupation that most closely fits your skills and experience.
Match
Match your skills and experience to your chosen occupation.
Prepare
Get ready to apply by preparing all the information and documents you need.
Apply
Apply online when you’re ready. If you’re still unsure, skills assessment support is available when you need it.