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How to Become A Public Relations Officer

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What is a Public Relations Officer

A Public Relations Officer is the voice behind a company’s public image. They craft the messages that reach the media, the public, and key groups. It’s a job for creative thinkers who enjoy fast-moving work.

Every day looks different. One day you pitch a story to a journalist. The next, you run a press event or handle a public issue. Writing is a big part of the job. You’ll write press releases, media kits, social posts, and reports.

PR Officers work in agencies, government, at companies, and as freelancers. The skills you build are in demand across every sector. You’ll grow your writing, thinking, and people skills from day one. Digital tools and social media are now core to the role.

Around 32,300 people work in this field in Australia (Jobs and Skills Australia, 2025). The sector adds about 1,300 new roles each year. If you love good stories and work well under pressure, PR could be a great fit.

Career Outlook for Public Relations Officer

Public Relations is a growing field in Australia. Around 32,300 people work in PR, with about 1,300 new roles added each year (Jobs and Skills Australia, 2025). The median age in this field is 39. Most PR Officers work full-time at about 42 hours per week.

Future demand is rated Strong by yourcareer.gov.au. Employers in government, business, and the non-profit sector all need skilled PR people. As firms manage more complex ties with media and key groups, demand for PR skills keeps growing.

Pay is strong. Median full-time pay is about $106,000 per year (ABS, May 2025). Entry-level roles start at around $65,000. Senior PR Officers with niche skills can earn $155,000 or more.

On this Article

Introduction

Average Salaries

Resources

Steps to Become a Public Relations Officer

Step 1: Complete a Bachelor of Communication (Public Relations)

Enrol in a Bachelor of Communication (Public Relations) or a Bachelor of Arts (Communications) at an Australian university. This is an AQF Level 7 degree taking 3 years full-time. It covers media relations, comms strategy, writing, and digital media. Look for programs recognised by Communication and Public Relations Australia (CPRA).

Step 2: Gain Real Experience Through Internships

Apply for a PR internship or work placement while you study or soon after you finish. Most placements run 2 to 3 months and give you real writing and media experience. PR agencies and in-house comms teams often take student interns. This hands-on work makes a real difference when you go for your first job.

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

Sign up as a student or graduate member with CPRA at cpra.org.au. CPRA is Australia’s peak body for PR and comms workers. Membership gives you access to events, training, and industry news. Most employers see CPRA membership as a sign of real commitment to the field.

Step 4: Apply for Entry-Level PR Roles

Apply for junior roles such as PR assistant, comms coordinator, or media officer. These roles exist in PR agencies, government teams, corporate affairs, and charities. A strong writing portfolio and some intern work will back your application. Try to gain experience across a few sectors to open more doors.

Step 5: Pursue CPRA Accreditation or Advanced Study

After 3 to 5 years of work, consider earning CPRA accreditation (CPRA Accredited Practitioner). This shows a high standard of PR practice. You can also complete a Graduate Diploma or Master of Communication at an Australian university. These paths lead to senior roles such as PR Manager or Director of Communications.

What does a Public Relations Officer do?

A Public Relations Officer manages how a company talks to the world. On a typical day, this means writing press releases, fielding media calls, and drafting social posts. They track the news across many channels too. PR Officers work closely with the leadership team to keep all messages on-brand. When something goes wrong, they step in to handle the response. This role calls for fast thinking, clear writing, and calm under pressure.

Tasks

A Public Relations Officer speaks for an organisation and manages its public image. They keep relationships strong with the media, the public, and key stakeholders. Their work ensures the organisation’s message stays clear, consistent, and positive.

  • Media Relations: building and maintaining relationships with journalists and editors to secure news coverage.
  • Press Releases: writing and sending announcements about events, campaigns, and organisational news.
  • Social Media Management: running the organisation’s social channels and creating engaging content.
  • Event Planning: organising press conferences, media briefings, and community events.
  • Crisis Management: responding quickly and professionally when a public issue or controversy arises.
  • Content Creation: writing newsletters, blog posts, media kits, and executive speeches.
  • Research and Analysis: monitoring media coverage, tracking public opinion, and reporting on PR results.
  • Stakeholder Engagement: coordinating with internal teams and external partners to keep messaging consistent.
  • Brand Management: maintaining the organisation’s brand identity and voice across all communications.
  • Media Monitoring: tracking what’s being said about the organisation in the news and online.

Skills for Success

Getting into PR means building skills that will serve your whole career. Writing is the biggest one. You’ll need to write clearly and quickly. You’ll also need to speak with confidence to journalists, clients, and leaders.

A good eye for a story is a real asset. You need to stay on top of tasks when things get busy. You also need sharp attention to detail. One wrong fact in a press release can cause real problems.

Digital skills matter too. News tracking tools, content systems, and social media are part of the daily work. Good PR people research fast and share what they find in a clear, simple way.

Skills & Attributes

  • Written and verbal communication
  • Media relations and press release writing
  • Research and media monitoring
  • Digital and social media literacy
  • Crisis and issues management
  • Event planning and coordination
  • Stakeholder engagement
  • Strategic thinking and planning
  • Project and time management
  • Public speaking and presentation
  • Attention to detail and accuracy
  • Adaptability under pressure
  • Collaboration and teamwork
  • Brand and reputation management
  • Data analysis and campaign measurement

Average Salaries

The median full-time salary for PR workers in Australia is about $106,000 per year (source: ABS Survey of Employee Earnings and Hours, May 2025). Entry-level roles start at around $65,000. Senior PR Officers can earn $155,000 or more.

min $65 K

max $155 K

av $106 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.