Australian and New Zealand Standard Classification of Occupations 1.3

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.

Occupation:

225311 Public Relations Professional