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How to Become A Pr Consultant

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What is a PR Consultant

A PR Consultant helps brands, organisations, and individuals tell their story to the world. They craft strong messages, build media ties, and make sure clients are seen in the best light.

Each day looks different in PR. You might write a press release in the morning. At lunch, you could pitch a story to a journalist. In the afternoon, you help a client prepare for a media interview. It is fast-paced, creative, and no two days are the same.

PR Consultants work across every industry, from tech and health to sport and government. They manage media coverage, run events, and guide clients through issues like bad publicity or a brand crisis. Strong communication and quick thinking are key.

If you enjoy writing, strategy, and working with people, PR could be a great fit. It is a field where your ideas can make a real impact. The skills you build are valued across the whole communications industry.

Career Outlook for PR Consultant

A career as a PR Consultant comes with strong job prospects across Australia. About 32,300 people work in public relations, and the field has been growing by around 1,300 jobs per year (Jobs and Skills Australia, 2025). Most PR professionals work full-time at about 42 hours per week.

The typical PR professional is around 39 years old. About 70% of the workforce is female, making it one of the more gender-diverse fields in the professional sector (Jobs and Skills Australia, 2025). Work spans public administration, corporate affairs, health, and the not-for-profit sector.

Median full-time weekly pay is $2,046 ($106,000 per year) (Jobs and Skills Australia, 2025). Entry-level roles start around $65,000. Experienced PR Consultants can earn $120,000 or more. Growing demand for digital PR and reputation management continues to create new roles in the field.

On this Article

Introduction

Average Salaries

Resources

Steps to Become a PR Consultant

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

Enrol in a Bachelor of Communication (Public Relations) or a Bachelor of Arts (Communications) at a university. This degree takes 3 years full-time and covers media writing, PR strategy, and campaign planning. Most Australian universities offer it on campus or online. Some employers also accept a Bachelor of Business (Marketing) combined with strong PR experience.

Step 2: Gain hands-on experience through an internship

Apply for an internship at a PR agency, a corporate communications team, or a government department. Many degree programs include a work placement as part of the course. Internships give you real writing tasks, client contact, and media pitching practice. Aim to finish at least one full placement before graduating.

Step 3: Start your career in an entry-level PR role

Apply for roles such as PR Coordinator or Communications Assistant after graduating. These roles typically pay between $55,000 and $70,000. You will write media releases, support client work, and learn how agencies and in-house teams operate. Most practitioners spend 2 to 3 years in junior roles before moving up.

Step 4: Join Communication and Public Relations Australia (CPRA)

Become a member of CPRA at cpra.org.au, Australia’s peak body for PR and communications professionals. Membership gives you access to training, industry events, and a list of accredited consultancies. CPRA accreditation is a mark of professional skill valued by employers and clients.

Step 5: Build a specialist portfolio

Collect examples of campaigns you have run, press releases you have written, and media coverage you have secured. A strong portfolio is key when applying for senior roles or setting up your own consultancy. Build skills in a focus area such as crisis communication, digital PR, or government relations. CPRA short courses and programs can help you grow these capabilities.

Step 6: Progress to PR Consultant or Senior Consultant

Apply for PR Consultant or Account Manager roles after 4 to 6 years of experience. Work at an agency or set up as an independent practitioner. Consultant roles involve managing client accounts, leading campaigns, and advising on strategy. Some consultants go on to lead their own agencies or move into senior in-house roles.

What does a PR Consultant do?

A PR Consultant’s day is packed with variety. They check media coverage in the morning and brief clients on key messages. They write press releases, pitch story ideas to journalists, and manage social media content. They also run events, handle media queries, and prepare clients for interviews. When a crisis hits, they step in fast with a clear response plan. It is a role that needs strong writing, fast thinking, and a real love of communication.

Tasks

A PR Consultant helps clients build a strong public image. They manage media relationships, run campaigns, and guide organisations through the challenges of public life. Their work spans writing, strategy, and real-time communication across a wide range of industries.

  • Write and issue press releases — crafting clear, engaging messages for media outlets.
  • Build media relationships — developing connections with journalists to secure positive coverage.
  • Create PR strategies — designing plans that meet the client’s communication goals.
  • Track media coverage — measuring how campaigns perform and spotting key trends.
  • Organise events — managing press conferences, launches, and promotional functions.
  • Handle crisis communication — advising clients on how to respond to public challenges.
  • Conduct research — gathering insights on public perception to guide strategy.
  • Run social media campaigns — building online presence and engaging digital audiences.
  • Write speeches and talking points — helping clients communicate in public settings.
  • Assess campaign results — reviewing outcomes and improving future work.

Skills for Success

To do well as a PR Consultant, you need sharp writing and speaking skills. You will write press releases, pitch ideas to journalists, and speak with clients each day. Being able to connect with all kinds of people is a big part of the job.

You also need to think on your feet. PR moves fast, and you may need to handle a crisis with little notice. Good organisation and digital media skills are key. So is the ability to juggle multiple projects at once.

Skills & Attributes

  • Strong written and verbal communication
  • Media relations and press release writing
  • Strategic thinking and campaign planning
  • Crisis communication and management
  • Social media and digital media literacy
  • Networking and relationship building
  • Research and audience analysis
  • Project and time management
  • Creativity in campaign development
  • Ability to work under pressure
  • Attention to detail
  • Adaptability in a fast-changing field

Average Salaries

PR Consultants in Australia typically earn between $65,000 and $120,000 per year. The average salary is around $85,000 (SEEK, June 2026). The median full-time weekly pay for public relations professionals is $2,046, or about $106,000 per year (Jobs and Skills Australia, 2025). Entry-level roles start around $65,000. Senior consultants can earn $120,000 or more.

min $65 K

max $120 K

av $85 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.