Public Relations Managers plan, organise, control, and coordinate the public relations activities within an organisation.

Skill Level

1

Alternative Titles

• Communications Manager
• Corporate Affairs Manager
• Corporate Relations Manager
• PR Manager
• Public Affairs Manager

Specialisations

• Community Relations Manager
• External Relations Manager
• Media Relations Manager

Unless you are exempt in very limited circumstances, you are required to have a positive Skills Assessment to apply for the visas listed above.

Skills Assessment authority for Public Relations Manager is Institute of Managers and Leaders National (IML). To have a positive skills assessment, you must meet the following criteria:

• Applicant holds a relevant Bachelor’s or Master’s degree comparable to an AQF Qualification AND demonstrated employment experience:
  • In a PR-related role for at least three years; AND
  • In the role of PR Manager for at least two of the above three years
• Applicant does not hold a relevant Bachelor’s or Master’s degree comparable to an AQF Qualification HOWEVER possesses demonstrated employment experience:
  • In a PR-related role for at least five years; AND
  • In the role as PR Manager for at least two out of the above five years
• The employment requirement requiring experience in a role as PR Manager must meet the following requirements:
  • At the strategic level
  • Concern decision-making authority in PR related matters
  • Responsibility including directing employee activity and monitoring performance and development
• The applicant must demonstrate three core competencies in a 300-word statement across the three IML Management Competency Framework areas:
  • Manage self
  • Manage and lead others
  • Manage and lead the business
• The following is required of the applicant in their role as the PR Manager in relation to their position and reporting lines:
  • The PR Manager position must be the most senior functional position
  • This position must have reported to either a Senior Leadership Team member or the Head of Department
  • This position must have included the supervision of employees

Important

According to IML, the size and complexity of the organisation at which the applicant’s employment experience was gained will influence the skills assessment.

Plan, organise, direct, control and coordinate advertising, public relations, sales and marketing activities within organisations.

Tasks

• Directing the development and implementation of sales strategies and setting sales targets in order to maximise an organisation’s sales and customer loyalty
• Directing the development and implementation of strategies to promote an organisation’s goods and services to as many people as possible
• Directing the development and implementation of strategies to generate increased consumption of an organisation’s goods and services through the creation and reinforcement of ‘brand image’ or ‘brand loyalty’
• Directing the development and implementation of strategies to build and maintain an organisation’s image and reputation with its customers, investors and the wider public

Skill Level

Most occupations in this unit group have a level of skill commensurate with a bachelor degree or higher qualification. At least five years of relevant experience may substitute for the formal qualification. In some instances relevant experience and/or on-the-job training may be required in addition to the formal qualification (ANZSCO Skill Level 1).

Occupations in this Group

• 131112 Sales and Marketing Manager
• 131113 Advertising Manager
• 131114 Public Relations Manager