Public Relations Professionals

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 and New Zealand:

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