WHAT IS A PUBLIC RELATIONS OFFICER?

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What do I need to study to become a Public Relations Officer?

APM College of Business & Communications at Torrens University

Interested in the fast-paced world of business and public relations? This Bachelor of Business (Communication and Public Relations) course from APM College of Business and Communication, will give you the right skills to deliver effective communication strategies and create strong brands.

Bachelor of Business (Communication and Public Relations)

Interested in the fast-paced world of business and public relations? This Bachelor of Business (Communication and Public Relations) course from APM College of Business and Communication, will give you the right skills to deliver effective communication strategies and create strong brands.
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UniSA Online

This 100% online Bachelor of Communication degree prepares students to deliver effective communication strategies across a wide range of traditional and digital media.

Charles Sturt University

Start a creative career and build cutting-edge new skills with this online Bachelor of Communication (Digital Media Production) from Charles Sturt University.

Open Colleges

Studying the Certificate IV in Marketing and Communication (Digital Marketing) (BSB42415) course online will give you the essentials of marketing, with a focus on digital marketing basics such as SEO, UX and data analytics.

BSB42415

Certificate IV in Marketing and Communication (Digital Marketing)

Studying the Certificate IV in Marketing and Communication (Digital Marketing) (BSB42415) course online will give you the essentials of marketing, with a focus on digital marketing basics such as SEO, UX and data analytics.
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Open Colleges

Learn how to manage small business operations and undertake key marketing functions with this Certificate IV in New Small Business and Certificate IV in Marketing and Communication (specialising in digital marketing) course.

BSB42615 & BSB42415

Certificate IV in New Small Business and Certificate IV in Marketing and Communication (specialising in digital marketing)

Learn how to manage small business operations and undertake key marketing functions with this Certificate IV in New Small Business and Certificate IV in Marketing and Communication (specialising in digital marketing) course.
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Upskilled

Study this online Diploma of Marketing and Communication (BSB52415) course to gain a comprehensive grounding in the principles of marketing research, evaluation and management.

BSB52415

Diploma of Marketing and Communication

Study this online Diploma of Marketing and Communication (BSB52415) course to gain a comprehensive grounding in the principles of marketing research, evaluation and management.
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BSB52415

Diploma of Marketing and Communication

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What is a Public Relations Officer?

Public Relations Officers foster and maintain a positive public image for their organisation or client. They manage a company’s communications and interactions with the public, be they consumers, media outlets or investors.
In government, people holding this position are titled Press Secretary and are tasked with informing the public of the opinions, activities and policies of government agencies and officials.

Understanding the concerns, behaviours and priorities of groups that the Public Relations Officer is communicating with is a vital part of the role. This enables them to identify, examine and anticipate social, political or economic trends, and develop strategies to improve the public’s perception of their company based on these trends.

The Public Relations Officer drafts press releases and liaises with broadcasters and media professionals. They also provide sponsorship of people and events in order to enhance the public image, promote the identity and clarify the goals and views of their company or client.

What do Public Relations Officers do?

  • Generating favourable public opinion and goodwill towards a company or organisation.
  • Identifying client groups and audiences.
  • Undertaking public opinion research and evaluating results.
  • Monitoring and anticipating consumer trends and opinions.
  • Drafting and presenting press releases and information to media outlets.
  • Devising and implementing publicity campaigns, sponsorships and promotional events.
  • Communicating with executives and department heads regarding the impact of policies and programs on public image.
  • Commissioning and appraising publicity materials from publicity writers, photographers and other creative producers.
  • Writing statements and speeches and arranging interviews for company executives.

Career snapshot for Public Relations Officer

  • The average age of working Public Relations Officers is 36.
  • 27.20% of Public Relations Officers are male.
  • 72.00% of Public Relations Officers work full-time and on average they work around 37.4 hours per week.
  • With A Bachelor Degree or higher, Public Relations Officers get paid $1,282 per week Before Tax.
  • Unemployment levels are below average.
  • In 2015 records showed 22,000 employed Public Relations Officers.
  • The projected growth of the profession is estimated to be strong with employment numbers around 25,400 by 2020.
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