Plans, develops, implements and evaluates information and communication strategies that create an understanding and a favourable view of an organisation, its goods and services, and its role in the community.
Skill Level 1
Specialisations which would be considered under this ANZSCO code:
Media Liaison Officer
Public Affairs Officer
Public Relations Consultant
Public Relations Officer
Occupations not considered under this ANZSCO code:
Market Research Analyst
These occupations are classified elsewhere in ANZSCO.
Caveats No caveats
Endorsed Correlations to ASCO Occupations
2221-11 Public Relations Officer
Group: 2253 Public Relations Professionals
Requirements for Skills Assessment
Public Relations Professional is a VETASSESS Group B occupation.
This occupation requires a qualification assessed as comparable to the educational level
of an Australian Qualifications Framework (AQF) Bachelor degree or higher degree, in a
field highly relevant to the nominated occupation. In addition to this, applicants must
have undertaken at least one year of post-qualification employment at an appropriate
skill level in the last five years which is highly relevant to the nominated occupation. If
employment is not post-qualification, then five additional years of highly relevant
employment are required.
If the degree is not in a highly relevant field, three years of employment at an
appropriate skill level completed in the last five years in a field which is highly relevant
to the nominated occupation is required. This is reduced to two years if there is an
additional qualification at least at AQF Diploma level in a highly relevant field.
If employment is not post-qualification, then five additional years of relevant
employment are required. This is in addition to one year of highly relevant employment
within the past five years.
A positive assessment of both qualifications and employment is required for a positive
Skills Assessment Outcome.
AQF Bachelor degree or higher degree*
Highly relevant major fields of study include:
Public Relations (the study of creating and maintaining an understanding and
a favourable view of an organisation and its products, services and role)
Communication and Media Studies
Other qualifications may be accepted on a case-by-case basis if the subsequent
employment is highly relevant, and the program of study contains sufficient units
related to Public Relations. For example:
Communication skills for Media
Publication Formats and Technology
Writing and Editing for Business.
*This includes qualifications assessed at AQF Bachelor, Master and Doctoral level
Highly relevant tasks include, but are not limited to:
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
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
Public Relations Professionals may work in the following businesses/organisations:
Public relations consultancies
Businesses which require an in-house public relations or media and communications
team (e.g. large industrial or commercial firms)
Common roles held by Public Relations Professionals (within a PR working context) include:
Public Relations Officer/Manager/Director
Annual Giving Director
Public Affairs Officer/Manager/Director
Investor Relations Officer/Manager/Director
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).
Supporting material for assessment
Applicants nominating this occupation are advised to provide a copy or link to their media