CourseFinder logo – Australia’s leading course comparison site

How to Become a PR Consultant: Australian Careers in Public Relations

0 Course

On this page

What is a PR Consultant?

What will I do?

What skills do I need?

Resources

What is a PR Consultant?

A PR Consultant shapes how clients look to the public and the media. They plan campaigns, write press releases, and build media ties for businesses and organisations.

Day-to-day, PR Consultants create key messages and pitch stories to journalists. They run media events and track coverage to see how campaigns perform. They also advise clients on how to act when things go wrong.

PR Consultants often handle multiple clients at once. They work closely with marketing teams, executives, and media contacts. Strong writing, quick thinking, and clear speech are all key to the role.

For those who enjoy storytelling and building ties, public relations is a dynamic and rewarding career. The role grows with experience. Skilled consultants can move into senior or specialist roles over time.

Icon

Career snapshots For PR Consultants

Public relations is a growing profession in Australia. Around 32,300 people work in public relations roles nationally (Jobs and Skills Australia, 2025). The field has been growing by about 1,300 jobs per year. The typical PR professional is aged around 39 and works 42 hours per week full-time. Their median weekly earnings are $2,046 (Jobs and Skills Australia, 2025). About 70% of the workforce is female. PR Consultants work across all industries, with the largest employers in public administration, professional services, and health care.

What will I do?

A PR Consultant manages the public image of clients across every sector. They work with businesses, government bodies, and individuals to shape communication plans and build positive media coverage.

  • Write and issue press releases: craft clear messages for media distribution.
  • Manage media relations: build ties with journalists and editors to secure positive coverage.
  • Develop communication strategies: create tailored plans that support the client’s goals.
  • Conduct research: analyse public opinion and media trends to inform campaigns.
  • Organise media events: plan press conferences, launches, and promotional activities.
  • Monitor media coverage: track mentions and assess campaign performance.
  • Advise on crisis communication: guide clients through challenging public situations.
  • Manage social media presence: create content and engage target audiences online.
  • Write speeches and talking points: prepare clients for public appearances and media interviews.
  • Evaluate campaigns: measure results and find areas for improvement.

What skills do I need?

PR Consultants need strong writing and speaking skills. They write clear content for press releases, social media, and client briefs. They also build and keep ties with journalists and media contacts.

Strategic thinking is just as important as creativity. Good PR Consultants read a situation fast and adapt their approach. They stay calm under pressure, especially in a crisis. Digital and social media skills are key in modern PR roles.

Skills/attributes

  • Strong written and verbal communication
  • Media relations and press release writing
  • Strategic thinking and campaign planning
  • Crisis communication and management
  • Social media and digital media literacy
  • Networking and relationship building
  • Research and audience analysis
  • Project and time management
  • Creativity in campaign development
  • Ability to work under pressure
  • Attention to detail
  • Adaptability in a fast-changing field

CourseFinder makes every effort to ensure the information we provide is correct at the time of publication. We welcome your input to help keep our career profiles as accurate and up to date as possible. All queries and feedback will be taken into consideration as we conduct periodic reviews of our content. Add your voice to the conversation!

Related Careers

About the author

Laura Atkinson

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.