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

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What is a Public Relations Consultant?

What will I do?

What skills do I need?

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What is a Public Relations Consultant?

A Public Relations Consultant shapes how an organisation looks to the public. They build PR plans, write media content, and manage ties with journalists, clients, and key contacts.

Consultants plan campaigns, write press releases, and advise clients on PR strategy. They track media coverage and check whether campaigns hit their goals. Some also run social media, plan events, or lead crisis response.

Most PR consultants work in agencies, corporate teams, or as freelancers. The role spans many sectors, from healthcare and government to finance and education. Full-time work is standard, with 74% of PR professionals in full-time roles (Jobs and Skills Australia, 2025).

Demand is strong and growing. There are around 32,300 PR professionals in Australia (Jobs and Skills Australia, 2025). The field adds about 1,300 new jobs each year. It is a great fit for people who enjoy writing, strategy, and working with others.

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Career snapshots For Public Relations Consultants

Public Relations Consultants work in a growing field with many options. Jobs and Skills Australia (2025) shows 32,300 PR professionals at work in Australia. The field adds 1,300 new roles each year, and future demand is rated Strong.

Most PR professionals work full-time, with 74% in full-time roles. Median weekly earnings are $2,046, or around $106,000 a year. The median age is 39, and 70% of the workforce is female (Jobs and Skills Australia, 2025).

PR consultants work across many industries. Key sectors are healthcare, government, education, media, and professional services. Work is mainly office-based, with some travel for events and client meetings.

What will I do?

A Public Relations Consultant helps an organisation look good in public. They build PR plans, manage media ties, and run campaigns across digital and print channels.

  • Build PR plans that promote a positive image for clients and the organisation.
  • Write and send press releases to media outlets and key contacts.
  • Build and manage ties with journalists, editors, and media contacts.
  • Plan and run events such as press launches, conferences, and community programs.
  • Advise clients and senior leaders on PR risk and how to handle a crisis.
  • Track media coverage and check campaign results to guide future plans.
  • Run social media content and track online engagement for clients.
  • Work with marketing and design teams to keep messaging clear across all channels.

What skills do I need?

Strong writing and clear communication are the top skills for a PR consultant. They write for many readers and shift their tone for press releases, social posts, and leader briefs. Clear, direct writing is at the heart of the role.

Smart thinking and research skills help consultants build campaigns that work. They need to grasp what drives public opinion and how to shift it. People skills matter too. The job means dealing with clients, media contacts, and teams every day.

Skills/attributes

  • Strong written and verbal communication skills
  • Ability to develop and run communication strategies
  • Excellent interpersonal skills for building relationships
  • Critical thinking and problem-solving
  • Knowledge of media relations and public affairs
  • Proficiency in social media and digital communication
  • Project management and time management
  • Strong research and analysis skills
  • Creativity in crafting compelling stories
  • Understanding of branding and marketing
  • Adaptability to changing client needs and environments
  • Attention to detail and strong organisation
  • Ability to work well in a team
  • Ethical judgement when handling sensitive information

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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.