A CHOSEN CAREER IN PUBLIC RELATIONS
CAREERS CENTRE
CURTIN CAREERS CENTRE
A CHOSEN CAREER PUBLIC RELATIONS
A CHOSEN CAREER IN
PUBLIC RELATIONS
Job Outlook, an Australian government
initiative notes that the Public Relations
profession ‘may include associated
occupations with varying tasks’ (Job
Outlook, n.d.). They list some of the dayto-day activities of a Public Relations
professional to include:
According to James (2006, 2) ‘PR work
centres on managing communication and
public perception about organisations,
people, products or specific issues.’ With
communications technology constantly
updating; moving from traditional
communication channels to internet
communications, targeted audiences
becoming more complex, organisations
becoming more accountable and socially
responsible, PR professionals roles are also
adapting. Employment opportunities are
merging even further into marketing and
advertising. The Public Relations Institute of
Australia (PRIA), the national industry body
for PR and communications professionals
states that:
“A genuine public relations practitioner
• 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
is usually tertiary qualified in public relations
or a related field, highly skilled and versatile,
with a good knowledge of fields like professional
writing and editing, strategic planning, and
creative thinking processes on a career path
increasingly respected for its contribution to
other aspects of business, government and organisational development”
• Organising special events, seminars,
entertainment, competitions and social
functions to promote goodwill and
favourable publicity
They go on to state that current definitions
of public relations have three key words in
common: communication, relationships
and reputation (Public Relations Institute of
Australia, n.d.).
• Representing organisations and arranging
executive interviews with publicity media
PR students and graduates; aside from
demonstrating excellent communications
skills (oral, written and interpersonal), will
also demonstrate initiative, be organised,
diplomatic and possess strong listening and
problem solving skills. An interest in current
affairs would be a given. PR is also a field
that can demand commitment outside of
the normal working hours, hard work and
tenacity.
• Commissioning and obtaining
photographs and other illustrative material
• Attending business, social and other
functions to promote the organisation
• Selecting, appraising and revising
material submitted by publicity writers,
photographers, illustrators and others to
create favourable publicity
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CURTIN CAREERS CENTRE
A CHOSEN CAREER PUBLIC RELATIONS
A CHOSEN CAREER IN
PUBLIC RELATIONS (continued)
and concepts needed to practise public
relations successfully in today’s global
business environment and putting theory
into practice with the opportunity to
undertake a professional placement with
industry. Commerce students can combine
a Public Relations major with Advertising,
Journalism, Management, Marketing or
Tourism and Event Management. Mass
Communications students can combine
a Public Relations major with Film and
Television (Corporate Production), Internet
Policy and Culture or Journalism (Curtin
University, 2010).
Recent Graduates may start their job
seeking for positions as Public Relations
Assistants, Media Assistants, Marketing
Assistants, Communications Officers,
Fundraising Assistants/Coordinators,
Events Management Assistants/
Coordinators or Copywriters. They may
also seek out advertised positions for
Communications or Marketing Graduates
either as a singular position or as part of
a Graduate Program. Those organisations
advertising for Marketing Graduates often
include Public Relations and Advertising
or Communications Graduates. Public
Relations positions can also sit under a
Marketing and Advertising professions
classification.
WHO IS EMPLOYING IN MY FIELD?
Graduate Careers Australia publish
excellent career education resources and
their publication on Careers for Marketing
Graduates (2011, 15) includes information
on careers in Public Relations. They state
that:
My Future (My Future, n.d.), an Australian
government initiative and an interactive
web site providing career information and
exploration is a good starting point for
additional information about the specialities
within Public Relations and further
information regarding the day-to-day
responsibilities of a Public Relations Officer.
Visit their website and search for Public
Relations under the ‘Occupations’ tab.
“People in PR work in consulting
firms, corporations, associations,
government departments and for
politicians, social agencies, public interest
groups, cultural and other organisations, or
they may be self-employed. PR has recently
become more important in ‘causes’, such
as the environment, poverty, anti-bullying
and other campaigns. PR specialists in
these areas often work for NGOs. (Non
Government Organisations)”
WHAT DOES MY DEGREE QUALIFY ME
FOR?
Key areas that you will address throughout
your studies include: the principles
and practices of Public Relations, the
development of media relations techniques,
law (Public Relations) including defamation,
media and advertising regulation,
censorship and copyright. Corporate public
relations in the strategic management of
organisations, strategic communications
from a consultancy perspective, an
introduction to the skills
According to James (2006, 20) the main
employers are:
•
•
•
•
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PR Agencies and Firms
Corporations and Companies
Not-for-profit
Government (Federal, State and Local)
CURTIN CAREERS CENTRE
A CHOSEN CAREER PUBLIC RELATIONS
PR Consultancy work could involve working
with a number of clients from different
industries whereas in an ‘In House’ role work
would be undertaken for the employing
organisation concentrating on promotion of
the organisation, events or products.
For a more detailed list of ‘job titles
gathered from PRIA members in 2010’ see
The Public Relations Institute of Australia
(n.d.).
LABOUR MARKET INFORMATION
Aquent Orange conducts a ‘comprehensive
salary survey and industry monitor for the
marketing, communications and creative
industries’ (Aquent Orange, n.d.) which
includes Australian states and Asian Pacific
countries. According to this survey in Perth
currently a Press Officer /Media Officer
median salary is listed as earning $46,320.
SALARY INFORMATION
For relevant and up-to-date labour market
information refer to www.joboutlook.gov.au
Undertake a search on Advertising and
Marketing Professionals for regularly
updated labour market information.
Another source for graduate labour market
information is Graduate Careers Australia
including the Grad Jobs and Dollars
section of their website. (Graduate Careers
Australia, n.d.)
Michael Page has also implemented a salary
centre giving current information on specific
roles across all industries. Whilst PR is not
solely listed, a search under the Marketing
sector in both Professional Services
and Media and Entertainment provides
information relating to PR roles. They state,
as of October 2010, (Michael Page, n.d.)
that Events Managers in Perth will attract a
minimum salary of $53,000 per annum in a
small to medium company and Copywriters
can attract a minimum salary of $58,000 in
a small to medium company with a Public/
Corporate Affairs Manager earning $63,
00 - $84,000 dependant on the size of the
company.
COMMON ROLES
Common examples of job titles for Public
Relations students and graduates (as
taken from positions vacant and employer
profiles) include but are not limited to:
•
Public Relations Assistant/Officer
•
Communications Officer
•
Press Officer
•
Promotions Officer
•
Fund Raising Officer
•
Media or Media Development Officer
•
Media and Public Affairs Assistant
•
Copywriter
•
Media Planner/Media Analyst
•
Account Executive
•
Account Manager
•
Corporate Communications
Assistant/Manager
•
Marketing Communications Manager
•
PR Consultant
•
Media Liaison Coordinator
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CURTIN CAREERS CENTRE
A CHOSEN CAREER PUBLIC RELATIONS
PROFESSIONAL ASSOCIATIONS
at Curtin University. ‘Oyster aims to enrich
students’ academic life through real-life,
hands on practice in the industry.’ (Curtin
University, n.d.)
It is important that students are aware
of their professional associations and
affiliations. There are often student
membership options providing valuable
industry specific information and
professional development opportunities.
Student membership can provide access
to a vast network of professionals in your
chosen field. The following associations are
relevant to public relations students and
professionals:
GRADUATE PROGRAMS & VACATION
WORK
Graduate programs are available to final
year students and recent graduates.
Applications can open as early as
February/March of each year. Programs
range from one year to three years in
duration, depending on the discipline.
Graduate programs generally offer training
and development, job rotation through
various departments of the organisation,
challenging roles, mentoring, and social and
networking opportunities.
Australian Public Relations Institute
www.pria.org.au
Australian Interactive Media Industry
Association
www.aimia.com.au
Marketing Association of Australia and New
Zealand
www.marketing.org.au
Australasian Sponsorship Marketing
Association
www.asma.com
Australasian Promotion Marketing
Association
www.apma.com
Festivals and Events Association
www.fea.org.au
Vacation programs are available to
penultimate and final year students and
can be offered in either winter or summer.
Winter programs are generally four weeks
in duration and summer programs can be
up to twelve weeks. Vacation programs offer
paid positions and training pertinent to your
discipline and may also lead to selection
for a Graduate Program. Applications are
generally open in Semester I for Winter
Vacation Programs and this can tie in with
the advertising of the Graduate Programs.
Summer programs are often advertised midyear, June to August.
Other opportunities for membership include:
The Public Relations Student Chapter, an
academic club dedicated to PR students:
‘The PRSC is only $5 to join for Guild
members, and is the most worthwhile
decision for any public relations student.
Keep an eye on the PRSC notice board
on level 2 in building 402 for up-to-date
information on up-coming events and
opportunities. ‘ (Curtin University, 2011)
Please note these dates are just a guide.
Please refer to company websites and
job search engines for accurate up-todate information regarding recruitment
deadlines.
Oyster, a work experience program for
marketing, PR and advertising students and
implemented by The School of Marketing
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CURTIN CAREERS CENTRE
REFERENCES
Aquent Orange. n.d. The Aquent Orange Book | Asia Pacific Edition 2008–2009.
http://aquent.com.au/aob_australian_prsalaries.html (accessed October 23, 2010)
Australian Public Service Commission. n.d. Cracking the Code: How to apply for jobs in the
Australian Public Service. http://www.apsc.gov.au/publications07/crackingthecode.htm
(accessed September 12, 2010)
Byron Employment.n.d. Recruitment Agencies in Western Australia. http://employment.
byron.com.au/recruiters_western_australia.html (accessed September 12, 2010)
James. M. 2006. Public Relations. Australia: Career FAQs Pty Ltd.
Michael Page. n.d. Salary Centre. http://www.michaelpage.com.au/salary-centre.html
(accessed September, 25, 2010)
Myfuture. n.d. http://www.myfuture.edu.au/The%20Facts/Work%20and%20Employment/
Occupations/Details.aspx?anzsco=225311A
(accessed October 23, 2010)
Public Relations Institute of Australia. n.d. What is Public Relations? http://www.pria.com.
au/jobs/what-is-public-relations
(accessed September 22, 2010)
Public Relations Insitute of Australia. n.d. Job Titles. http://www.pria.com.au/jobs/jobtitles
(accessed Dec 16, 2010)
The West Australian Council of Social Service Inc. n.d. Links. http://www.wacoss.org.au/
index.php?option=displaypage&Itemid=482&op=page
(accessed September 12, 2010)
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Email us at careers@curtin.edu.au
Give us a call on (08) 9266 7802
Or check out our website at www.careers.curtin.edu.au
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