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

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What is a Public Relations Manager?

What will I do?

What skills do I need?

Resources

What is a Public Relations Manager?

A Public Relations Manager plans and runs PR strategies for a company. They build and guard the company’s image by shaping how it appears to the media, customers, and the public.

These professionals manage media ties, write press releases, and run public events. They work with other teams to keep the company’s message clear. They also track media and public opinion to see what is working and adjust their approach.

Day-to-day tasks include writing speeches, handling crises, and pitching stories to journalists. PR Managers also plan events and campaigns that build goodwill and raise the brand’s profile.

Public Relations Managers work across many fields in Australia, from health and government to media and finance. As companies focus more on their public image, demand for skilled PR staff keeps growing.

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Career snapshots For Public Relations Managers

Around 32,300 Public Relations Professionals are employed across Australia (Jobs and Skills Australia, 2025). The median age is 39, and 70% of those in the field are women. Most roles are full-time, with 74% of workers in full-time jobs. The median weekly pay is $2,046 before tax.

The field is growing steadily, with around 1,300 new roles added each year (Jobs and Skills Australia, 2025). Future demand is rated as strong by the Australian Government’s YourCareer service (2025). PR Managers are employed across media, government, health, education, finance, and business.

What will I do?

A Public Relations Manager builds and guards the public image of a company. They write PR plans, manage media ties, and deal with issues that could harm the brand. This role needs creative thinking and the ability to work well under pressure.

  • Building PR plans: creating and rolling out plans to lift and protect the company’s public image.
  • Media relations: building ties with journalists and outlets to win good press coverage.
  • Writing press releases: producing clear, short releases to share news and key updates.
  • Tracking public opinion: watching media and public views to check the brand’s image.
  • Running events: setting up press days, community events, and launch activities.
  • Crisis comms: building and running response plans when issues arise.
  • Working with other teams: linking up with sales, marketing, and others to align the message.
  • Doing research: studying trends and audience data to shape PR plans.
  • Training speakers: getting executives and staff ready for media and public events.
  • Reviewing results: checking the impact of PR campaigns and making changes.

What skills do I need?

A Public Relations Manager needs strong written and spoken skills. They craft press releases, pitches, and speeches. They also speak clearly and with confidence with media, clients, and senior staff.

Strategic thinking is just as vital as creativity. PR Managers must plan campaigns that fit the company’s goals, then adapt fast when public opinion shifts. Good project skills help them run several campaigns at once and meet tight deadlines.

Crisis management is another key skill. When an issue hits, a PR Manager must act fast, speak clearly, and lead the response. Digital skills matter more and more too. Social media and online channels are now central to how companies connect with the public.

Skills/attributes

  • Strong written and verbal communication
  • Media relations and journalism liaison
  • Strategic campaign planning
  • Crisis communication and reputation management
  • Social media and digital communications
  • Project management and deadline focus
  • Data analysis and media monitoring
  • Stakeholder and relationship management
  • Copywriting and content creation
  • Event coordination and promotion
  • Team leadership and mentoring
  • Budget planning and management
  • Attention to detail
  • Creative problem-solving
  • Understanding of media law and ethics

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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.