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.

Skill Level

1

Specialisations

• Media Liaison Officer
• Press Officer
• Promotions Officer
• Public Affairs Officer
• Public Relations Consultant
• Public Relations Officer

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 Professional is Vocational & Education Training Assessment (VETASSESS). To have a positive skills assessment, you must meet the following criteria:

• Qualification assessed at AQF Bachelor degree or higher in a highly relevant field of study AND at least one year of post-qualification highly relevant employment at an appropriate skill level in the last five years

OR

• Qualification assessed at AQF Bachelor degree or higher WITH an additional qualification at AQF Diploma level in a highly relevant field of study AND at least two years of post-qualification highly relevant employment at an appropriate skill level in the last five years

OR

• Qualification assessed at AQF Bachelor degree or higher WITHOUT a highly relevant field of study AND at least three years of post-qualification highly relevant employment at an appropriate skill level in the last five years
• Applicants must meet both the qualification and employment requirements to obtain a positive skills assessment
• Highly relevant fields of study include:
  • Public Relations
  • Communication and Media Studies
  • Journalism
• Applicants are advised by VETASSESS to provide a copy or link to their media releases if they are nominating this occupation

Did you know?

According to VETASSESS, your pre-qualification experience may be considered in the skills assessment if it meets the following requirements:

• 5 years of relevant pre-qualification employment; and
• 1 year of highly relevant employment within the past five years

Plan, develop, implement and evaluate information and communication strategies that create an understanding and a favourable view of organisations, their goods and services, and their role in the community.

Tasks

• 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 interviews 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

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

• 225311 Public Relations Professional