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How to Become A Public Relations Manager

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What is a Public Relations Manager

A Public Relations Manager is the storyteller and image guardian for an organisation. They plan and run PR campaigns that shape how businesses, nonprofits, and agencies are seen by the public.

This role covers a lot of ground. PR Managers write press releases, pitch stories to journalists, run media events, and manage social posts. They also handle crises when things go wrong, helping organisations respond fast and clearly.

No two days are the same. A PR Manager might prep an exec for a TV interview in the morning. They could run a launch event that same afternoon. PR Managers must think fast, tell good stories, and build strong media ties.

It is a great career for people who love comms and want to make a real impact. The PR industry in Australia is growing, with roles across media, government, health, sport, and finance.

Career Outlook for Public Relations Manager

The outlook for Public Relations Managers in Australia is strong. Around 32,300 PR Professionals work across Australia (Jobs and Skills Australia, 2025). About 1,300 new roles are added each year. The Australian Government’s YourCareer service rates future demand as strong (2025). Growth in digital media and brand image work is driving that demand.

The median weekly earnings for PR Professionals are $2,046 before tax (Jobs and Skills Australia, 2025). At manager level, salaries range from around $80,000 to $145,000 based on experience, industry, and location. The median age in the field is 39. Around 70% of practitioners are women. Most roles are full-time, with 74% of the workforce in full-time jobs.

PR Managers are in demand across many fields, from media and sport to health, government, and finance. The rise of social media and 24-hour news has made brand image a top priority for companies. That means more roles for skilled PR professionals who can build trust and handle complex media situations.

On this Article

Introduction

Average Salaries

Resources

How to become a Public Relations Manager in Australia

Step 1: Complete a bachelor’s degree in communications or public relations

Enrol in a Bachelor of Communication (Public Relations) or Bachelor of Journalism at an Australian university. A Bachelor of Business with a major in Marketing and Communications is also a common path. These degrees take three years full-time and cover media writing, PR strategy, media relations, and stakeholder comms. A related degree with a public relations major also meets the entry standard for most graduate roles.

Step 2: Gain experience through internships and entry-level roles

Apply for internships or entry-level roles at PR agencies, in-house comms teams, government, or not-for-profits. Roles to look for include PR Coordinator, Comms Officer, or Media Advisor. Plan to spend three to five years in junior roles before stepping into management. Each campaign, client pitch, or media win adds to your portfolio and network.

Step 3: Join Communication and Public Relations Australia (CPRA)

Become a member of CPRA, Australia’s peak body for PR and comms professionals. Membership gives you access to training, events, and a national network of practitioners. Working towards the Accreditation in Public Relations (APR) designation through CPRA is well regarded by employers. It signals a clear commitment to ethical practice and high standards.

Step 4: Build your leadership and management experience

Step into senior roles such as Senior Comms Advisor, Account Director at an agency, or Head of Media Relations. Take on budget and team duties, and build your skills in crisis comms and senior stakeholder work. Most PR Manager roles expect at least five years of experience and a strong track record of running major campaigns.

Step 5: Consider a higher degree for senior management

Consider a Master of Communication or Master of Public Relations at an Australian university. This path suits those aiming for senior or executive roles. A Graduate Certificate in Strategic Communication is a shorter option for those already at a senior level. These programs take one to two years full-time and build skills in strategy, leadership, and research. They are especially valued in government, large companies, and specialist firms.

What does a Public Relations Manager do?

A Public Relations Manager juggles many tasks each day. They write press releases, brief journalists, and manage social media messaging to keep the organisation in the public eye. They also run events, prepare executives for media interviews, and track what the media is saying about the organisation. When an issue or crisis hits, the PR Manager leads the response, working fast to protect the organisation’s reputation. It is a varied, high-energy role that sits at the centre of the action.

Tasks

A Public Relations Manager runs the communications operation for an organisation. From writing press releases to handling media crises, no two days are the same. Here is what the job looks like day to day.

  • Developing PR strategies: creating and rolling out communication plans to build and protect the organisation’s brand.
  • Media relations: building relationships with journalists and outlets to secure positive news coverage.
  • Writing press releases: crafting clear, newsworthy releases to get the organisation’s stories into the media.
  • Managing events: planning and running press conferences, launches, and community outreach programs.
  • Monitoring media coverage: tracking news and social media to see how the organisation is being talked about.
  • Handling crisis communications: developing fast, clear responses when negative stories or issues arise.
  • Collaborating with stakeholders: working with internal teams and external partners to keep messaging consistent.
  • Conducting market research: gathering public perception data to sharpen PR strategies.
  • Training spokespersons: helping executives and staff prepare for media interviews and public appearances.
  • Budget management: planning and tracking the PR budget to get the best return from every campaign.

Skills for Success

A career in PR needs a mix of creative and strategic skills. Strong comms skills are a must, both in writing and in person. PR Managers write press releases, social posts, and speeches, and pitch ideas to journalists and executives every day.

Analytical thinking matters just as much. PR Managers track media and public views to see what is landing. They use that data to refine campaigns and prove the value of their work.

Staying calm under pressure is also key. Crisis comms is part of the job, and the ability to act fast and clearly is a must. Digital skills, project skills, and team leadership round out the toolkit of a top PR Manager.

Skills & Attributes

  • Strong written and verbal communication
  • Media relations and journalism liaison
  • Strategic campaign planning
  • Crisis communication and reputation management
  • Social media and digital communications
  • Project management and deadline focus
  • Data analysis and media monitoring
  • Stakeholder and relationship management
  • Copywriting and content creation
  • Event coordination and promotion
  • Team leadership and mentoring
  • Budget planning and management
  • Attention to detail
  • Creative problem-solving
  • Understanding of media law and ethics

Average Salaries

Public Relations Managers in Australia earn an average of around $100,000 a year (source: SEEK, 2026). Pay ranges from about $80,000 for those new to management up to $145,000 for senior roles (source: Ampersand Salary Guide, 2025).

min $80 K

max $145 K

av $100 K

About the author

Laura Atkinson - Course Finder Groups
Laura Atkinson

Laura Atkinson is an Account Management and SEM specialist at Course Finder Group with six years' experience in the Australian education sector. She works day to day with universities, TAFEs and independent training providers, which gives her a close view of how courses map to real career outcomes. She writes practical guidance on career pathways, choosing the right qualification and what to expect when moving into a new field.