PUBLIC RELATIONS PROFESSIONALS 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.

Indicative Skill Level:
In Australia:

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).
Tasks Include:

    • 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


225311 Public Relations Professional


Plans, develops, implements and evaluates 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


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