Australian Bureau of Statistics

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UNIT GROUP 2253 PUBLIC RELATIONS PROFESSIONALS

PUBLIC RELATIONS PROFESSIONALS plan, develop, implement and evaluate information and communication strategies that create an understanding and a favourable view of organisations, their goods and services, and their role in the community.

Indicative Skill Level:
In Australia and New Zealand:

Most occupations in this unit group have a level of skill commensurate with a bachelor degree or higher qualification. At least five years of relevant experience may substitute for the formal qualification. In some instances relevant experience and/or on-the-job training may be required in addition to the formal qualification (ANZSCO Skill Level 1).

Tasks Include:
• 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
• organising special events, seminars, entertainment, competitions and social functions to promote goodwill and favourable publicity
• representing organisations and arranging executive interviews with publicity media
• attending business, social and other functions to promote the organisation
• commissioning and obtaining photographs and other illustrative material
• selecting, appraising and revising material submitted by publicity writers, Photographers, Illustrators and others to create favourable publicity

Occupation:
225311 Public Relations Professional

Alternative Title:
Corporate Affairs Officer

Plans, develops, implements and evaluates information and communication strategies that create an understanding and a favourable view of an organisation, its goods and services, and its role in the community.

Skill Level: 1

Specialisations:

Maori Liaison Officer (NZ)
Media Liaison Officer
Press Officer
Promotions Officer
Public Affairs Officer
Public Relations Consultant
Public Relations Officer