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How to Become A Public Relations Consultant

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What is a Public Relations Consultant

A Public Relations Consultant is the person who tells an organisation’s story to the world. They craft messages, build media relationships, and run campaigns that shape public opinion.

No two days are the same. In the morning you might write a press release. By lunch, you could be handling a media crisis. PR consultants work across many industries, from tech startups to government agencies, which keeps the role exciting and varied.

Most roles are based in PR agencies or within large organisations. You get to work with a mix of clients and industries, which keeps things fresh. Strong writing, quick thinking, and a natural way with people are the core skills you need.

The field is growing fast. There are around 32,300 PR professionals working in Australia right now (Jobs and Skills Australia, 2025). The field adds about 1,300 new roles each year. If you love communication and want a career that is never boring, PR could be for you.

Career Outlook for Public Relations Consultant

Public Relations Consultants are in high demand right now. Jobs and Skills Australia (2025) shows 32,300 PR professionals working in Australia, with 1,300 new roles added each year. The government has rated future demand as Strong, so job prospects are good.

Most PR consultants are under 40. Around 70% of PR professionals are women, and the median age is 39 (Jobs and Skills Australia, 2025). Most work full-time, but freelance and contract roles are also common.

Salaries start at around $65,000 for entry-level roles (SEEK, 2026). Senior consultants can earn $120,000 or more. Pay grows with experience, the field you focus on, and the size of your clients. Build your portfolio early and this career can pay off well.

On this Article

Introduction

Average Salaries

Resources

Public Relations Consultant

A Public Relations Consultant builds and protects how an organisation is seen in public. They manage media, write content, and advise clients on how to communicate well. Salaries range from $65,000 to over $120,000 (SEEK, 2026).

Steps to become a Public Relations Consultant

Step 1: Complete a Bachelor Degree in Communication or Public Relations

Enrol in a Bachelor of Communication (Public Relations) or a Bachelor of Arts in Communication at an Australian university. This degree takes three years full-time and covers writing, media work, strategy, and campaign skills. Some universities also offer a Bachelor of Business with a public relations or marketing major. You can compare approved programs on the TEQSA register at teqsa.gov.au.

Step 2: Complete an Industry Internship

Find an internship at a PR agency or in a company communications team while you study. Most PR degrees include work placement programs built in. Placements usually run for eight to twelve weeks and give you real PR experience. They are also one of the best ways to start building your career network.

Step 3: Build Your Professional Portfolio

After you graduate, collect writing samples, PR briefs, and media results. A strong portfolio shows employers what you can do. Include press releases, media pitches, social media content, and campaign reports. Many consultants keep a digital portfolio on a personal website for easy sharing.

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

Apply for membership with Communication and Public Relations Australia (CPRA) at cpra.org.au. CPRA is the national body for PR and communications in Australia. Members get access to training, events, and a strong professional network. You can join as an Associate member with less than five years of experience in the field.

Step 5: Consider Specialisation or Postgraduate Study

After a few years, look at specialising in crisis PR, government affairs, or digital PR. A Graduate Certificate or Master of Communication can open doors to senior and director-level roles. These programs are offered part-time at most Australian universities, so you can study while you work.

What does a Public Relations Consultant do?

A Public Relations Consultant works fast and thinks on their feet. Each day brings a mix of writing, planning, and talking to people. They write press releases and media statements, manage social media, and pitch stories to journalists. They also plan events, handle client briefs, and respond quickly when a crisis hits. Tracking media coverage and reporting results keeps the role grounded in real data.

Tasks

A Public Relations Consultant shapes how organisations look to the outside world. They work with clients and teams to craft messages, run campaigns, and keep reputations strong. If you are sharp with words and love working with people, this role is one to watch.

  • Write press releases, media statements, and public messages for clients.
  • Build and maintain relationships with journalists and media contacts.
  • Plan and manage events such as product launches, press conferences, and community programs.
  • Advise clients on communication strategy and how to handle sensitive issues.
  • Manage social media content and monitor online conversations about the client.
  • Monitor media coverage and write reports on campaign performance.
  • Handle media enquiries and run interview requests for clients.
  • Work with marketing teams to keep messaging clear and consistent across all channels.

Skills for Success

Great PR consultants are great writers first. They can craft a press release, a social caption, and a media pitch all in the same morning. Writing quickly and clearly is the skill that sets people apart in this field.

Beyond writing, you need to think fast and stay calm when things go wrong. Strong people skills help you build trust with clients and journalists. An eye for detail and a head for strategy round out the full PR toolkit.

Skills & Attributes

  • Strong written and verbal communication skills
  • Ability to develop and run communication strategies
  • Excellent interpersonal skills for building relationships
  • Critical thinking and problem-solving
  • Knowledge of media relations and public affairs
  • Proficiency in social media and digital communication
  • Project management and time management
  • Strong research and analysis skills
  • Creativity in crafting compelling stories
  • Understanding of branding and marketing
  • Adaptability to changing client needs and environments
  • Attention to detail and strong organisation
  • Ability to work well in a team
  • Ethical judgement when handling sensitive information

Average Salaries

Public Relations Consultants earn around $80,000 a year on average (SEEK, 2026). Entry-level roles start at about $65,000. Senior consultants can earn over $120,000. The median weekly earnings across all PR professionals is $2,046, or around $106,000 a year (Jobs and Skills Australia, 2025).

min $65 K

max $120 K

av $80 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.