Public Relations Managers
Public Relations Managers manage the public relations activities within organisations.
Also known as: Communications, Corporate Affairs, Corporate Relations, PR, or Public Affairs Manager.
Specialisations: Community Relations Manager, External Relations Manager, Media Relations Manager.
A bachelor degree in public relations is usually needed to work as a Public Relations Manager.
Establishes nature of publicity required and ascertains the style of presentation.
Allots assignments and appraises submitted work for publication.
Examines all available resources and selects, assembles and prepares publicity material.
Determines media to be used, and revises and arranges material for presentation or publication.
The NSC produces employment projections to show where likely future job opportunities may be. Employment projections data are only produced for occupations at the broad four digit Australian and New Zealand Standard Classification of Occupations (ANZSCO) level. While data are not available for this occupation, projections data are available for the parent occupation, Advertising, Public Relations and Sales Manager, under the outlook section.
Earnings and hours
Around 83% of people employed as Public Relations Managers work full-time hours, in all their jobs combined. This is 17 percentage points above the all jobs average (66%).
Full-time workers work an average of 45 hours per week in their main job. This is similar to the all jobs average (44 hours per week).
Sources:Full-time share and full-time hours: ABS, 2016 Census, customised report. Compared to the all jobs average.
Employment across Australia
Employment by State and Territory (% Share)
|State||Public Relations Managers||All Jobs Average|
Around 86% of Public Relations Managers live in capital cities, compared with the all jobs average of 62%.
New South Wales and the Australian Capital Territory have a large share of employment relative to their population size.
The regions with the largest share of workers are:
- Melbourne - Inner
- Australian Capital Territory
- Sydney - City and Inner South
- Sydney - North Sydney and Hornsby
- Sydney - Eastern Suburbs.
Source: Based on ABS Census 2016, Customised Report. Share of workers across Australian states, territories and regions, in this job compared to the all jobs average.
Age and gender
The median age of Public Relations Managers is 40 years. This is the same as the all jobs average.
A large share of workers are aged 35 to 44 years.
Females make up 69% of the workforce. This is 21 percentage points above the all jobs average of 48%.
Source: Based on ABS Census 2016, Customised Report. Age profile and gender share compared to the all jobs average.
Age Profile (% Share)
|Age Bracket||Public Relations Managers||All Jobs Average|
|65 and Over||1.7||4.2|
Source: Based on ABS Census 2016, Customised Report. Age profile of workers in this job compared to the all jobs average.
Education, training and experience
A bachelor degree in public relations is usually needed to work as a Public Relations Manager.
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Highest Level of Education (% Share)
|Type of Qualification||Public Relations Managers||All Jobs Average|
|Post Graduate/Graduate Diploma or Graduate Certificate||27.2||10.1|
|Year 10 and below||1.3||12.5|
Source: ABS Census 2016, Customised Report. Highest qualification completed by workers in this job (in any field of study). Qualifications needed by new workers might be different from the qualifications of workers already in the job.
Skills and Knowledge
Employers look for Advertising, Public Relations and Sales Managers who have strong people skills, who can communicate clearly and are reliable.
Skills can be improved through training or experience.
Talking to others.
63%Coordination with others
Being adaptable and coordinating work with other people.
Talking people into changing their minds or their behaviour.
Writing things for co-workers or customers.
Keeping track of how well work is progressing so you can make changes or improvements.
Listening to others, not interrupting, and asking good questions.
Reading work related information.
Thinking about the pros and cons of different ways to solve a problem.
Understanding why people react the way they do.
59%Judgment and decision making
Figuring out the pros and cons of different options and choosing the best one.
57%Complex problem solving
Noticing a problem and figuring out the best way to solve it.
57%Management of personnel resources
Motivating, developing, and directing people as they work, and choosing the best people for the job.
Bringing people together and trying to sort out their differences.
Being able to use what you have learnt to solve problems now and again in the future.
Figuring out how a system should work and how changes in conditions, operations, and the environment will affect it.
Measuring how well a system is working and how to improve it.
Managing your own and other peoples' time to get work done.
54%Management of financial resources
Figuring out how money is needed to do something, and keeping track of the money that's being spent.
Looking for ways to help people.
Teaching people how to do something.
These are important topics, subjects or knowledge areas.
86%Customer and personal service
Understanding customer needs, providing good quality service, and measuring customer satisfaction.
81%Sales and marketing
Showing, promoting, and selling including marketing strategy, product demonstration, sales techniques, and sales control systems.
English language including the meaning and spelling of words, rules of composition, and grammar.
76%Communications and media
Media production, communication, and dissemination. Includes written, spoken, and visual media.
64%Administration and management
Business principles involved in strategic planning, leadership, and coordinating people and resources.
61%Personnel and human resources
Recruiting and training people, managing pay and other entitlements (like sick leave), and negotiating pay and conditions.
Word processing, managing files and records, stenography and transcription, designing forms, and other office work.
56%Computers and electronics
Circuit boards, processors, chips, electronic equipment, and computer hardware and software, including applications and programming.
52%Education and training
Curriculum and training design, teaching and instruction for individuals and groups, and the measurement of training effects.
42%Economics and accounting
Economics and accounting, the financial markets, banking and checking and reporting of financial data.
Arithmetic, algebra, geometry, calculus, or statistics.
36%Sociology and anthropology
Group behaviour and dynamics, societal trends and influences, human migrations, ethnicity, cultures and their history and origins.
Human behaviour; differences in ability, personality, and interests; learning and motivation; research methods; assessing and treating disorders.
34%Law and government
How our laws and courts work. Government rules and regulations, and the political system.
30%Production and processing
Raw materials, production processes, quality control, costs, and ways of making and distributing goods.
Transmission, broadcasting, switching, control, and operation of telecommunications systems.
27%Public safety and security
Use of equipment, rules and ideas to protect people, data, property, and institutions.
Design techniques, tools, and principles used to make detailed technical plans, blueprints, drawings, and models.
Foreign (non-English) language including the meaning and spelling of words, rules of composition and grammar, and pronunciation.
14%Medicine and dentistry
Diagnose and treat human injuries, diseases, and deformities, including preventive health-care measures.
Workers use these physical and mental abilities..
Communicate by speaking.
Listen to and understand what people say.
Speak clearly so others can understand you.
Write in a way that people can understand.
Use general rules to find answers or solve problems logically.
Identify and understand the speech of another person.
Read and understand written information.
See details that are up-close (within a few feet).
Notice when something is wrong or is likely to go wrong, even if you can't solve the problem.
Come up with a number of ideas about a topic, even if the ideas aren't very good.
Come up with unusual or clever ideas, or creative ways to solve a problem.
52%Sorting or ordering
Order or arrange things in a pattern or sequence (e.g., numbers, letters, words, pictures, mathematical operations).
Use lots of detailed information to come up with answers or make general rules.
Come up with different ways of grouping things.
Choose the right maths method or formula to solve a problem.
Pay attention to something without being distracted.
Remember things like words, numbers, pictures, and procedures.
See details that are far away.
Do two or more things at the same time.
37%Flexibility of closure
See a pattern (a figure, object, word, or sound) hidden in other distracting material.
These are kinds of activities workers regularly do in this job.
97%Communicating with the public
Giving information to the public, business or government by telephone, in writing, or in person.
88%Building good relationships
Building good working relationships and keeping them over time.
82%Planning and prioritising work
Deciding on goals and putting together a detailed plan to get the work done.
82%Communicating within a team
Giving information to co-workers by telephone, in writing, or in person.
78%Giving expert advice
Providing guidance and expert advice to management or other groups.
Using your own ideas for developing, designing, or creating something new.
76%Working with the public
Greeting or serving customers, clients or guests, and public speaking or performing.
75%Making decisions and solving problems
Using information to work out the best solution and solve problems.
72%Keeping your knowledge up-to-date
Keeping up-to-date with technology and new ideas.
72%Researching and investigating
Looking for, getting and understanding different kinds of information.
Convincing people to buy something or to change their minds or actions.
69%Looking for changes over time
Comparing objects, actions, or events. Looking for differences between them or changes over time.
69%Scheduling work and activities
Working out the timing of events, programs, and activities, as well as the work of others.
68%Coordinating the work of a team
Getting members of a group to work together to finish a task.
64%Making sense of information and ideas
Looking at, working with, and understanding data or information.
60%Coming up with systems and processes
Deciding on goals and figuring out what you need to do to achieve them.
59%Monitoring people, processes and things
Checking objects, actions, or events, and keeping an eye out for problems.
58%Assessing and evaluating things
Working out the value, importance, or quality of things, services or people.
56%Explaining things to people
Helping people to understand and use information.
49%Working with computers
Using computers to program, write software, set up functions, enter data, or process information.
Interests and demands
Learn about the daily activities, and physical and social demands faced by workers. Explore the values and work styles that workers rate as most important.
Interests are the style or type of work we prefer to do. All interest areas are shown below.
Starting up and carrying out projects. Leading people and making many decisions. Sometimes require risk taking and often deal with business.
Working with forms, designs and patterns. Often need self-expression and can be done without following rules.
Following set procedures and routines. Working with numbers and details more than with ideas, usually following rules.
Working with people. Helping or providing service to others.
Ideas and thinking. Searching for facts and figuring out problems in your head.
Practical, hands-on work. Often with plants and animals, or materials like wood, tools, and machinery.
Job security and good working conditions. There is usually a steady flow of interesting work, and the pay and conditions are generally good.
Work alone and make decisions. Workers are able to try out their own ideas, make decisions on their own, and work with little or no supervision.
Serve and work with others. Workers usually get along well with each other, do things to help other people, and are rarely pressured to do things that go against their sense of right and wrong.
Results oriented. Workers are able to use their strongest abilities, giving them a feeling of accomplishment.
Advancement and the potential to lead. Workers are recognised for the work that they do, they may give directions and instructions to others, and they are looked up to in their company and their community.
Supportive management that stands behind employees. Workers are treated fairly by their company, they are supported by management, and have supervisors who train them well.
Use electronic mail.
Talk with people face-to-face.
Talk on the telephone.
96%Contact with people
Have contact with people by telephone, face-to-face, or any other way.
95%Contact with the public
Work with customers or the public.
94%Being exact or accurate
Be very exact or highly accurate.
Work with people in a group or team.
93%Impact of decisions
Make decisions that have a large impact on other people.
92%Frequent decision making
Frequently make decisions that impact other people.
Have freedom to decide on tasks, priorities, and goals.
90%Freedom to make decisions
Have freedom to make decision on your own.
89%Spend time sitting
Spend time sitting at work.
88%Lead or coordinate a team
Lead others to do work activities.
87%Indoors, heat controlled
Work indoors with access to heating or cooling.
87%Letters and memos
Write letters and memos.
Work to strict deadlines.
83%Responsible for outcomes
Take responsibility for the results of other people's work.
Compete with others, or be aware of competitive pressures.
Deal with conflict or disagreements.
69%Repeating same tasks
Repeat the same tasks or activities (e.g., key entry) over and over, without stopping.
O*NET is a trademark of the U.S. Department of Labor, Employment and Training Administration.
The skills and importance ratings on this page are derived from the US Department of Labor O*NET Database Version 21.2, 11-2031.00 - Public Relations and Fundraising Managers.