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Overview of Public Relations
Public relations professionals manage an organisation's communication flow, stakeholder relationships and reputation through the media, events and advertising.
The public relations industry is fast-paced, demanding and dynamic. To be a public relations practitioner, you have to be aware of the latest marketing trends in your industry and also have knowledge on general affairs, social media platforms and traditional media networks. |
Studying Public Relations
Public relations courses are offered in many higher education or Technical and Further Education (TAFE) institutions as a one or two-year public relations diploma or advanced diploma course, or as a public relations certificate.
Universities offer public relations degrees as a three-year undergraduate programme. If you have a diploma in public relations, most universities will grant you credits or exemptions for certain modules. Postgraduate options, such as a Masters in public relations or Doctorate programmes, are also available on the completion of a public relations bachelor degree.
Many public relations courses include an internship where you will be able to gain practical knowledge of the work involved.
Basic entry requirements to a public relations course would require a Year 11 or 12 qualifications or its equivalent.
Owing to the competitive nature of this course, some institutions set writing tests, case studies problem solving and interviews to select the best performing applicants.
Careers in Public Relations
Also commonly termed as corporate communications, public affairs or investor relations, companies are increasing seeing the value in hiring skilled communicators.
Public relations professionals can be classified as in-house or agency practitioners. In-house professionals work for one organisation, and control the branding and communication flow of their company. Agency practitioners work for different clients in various industries, and are expected to understand their clients' businesses and operating environments.
Skills needed in Public Relations
You must be well-read and well-spoken as a public relations professional, as your role involves interacting with senior management, clients, the public and contractors. Etiquette and networking techniques are also critical skills in this job.
More information
PR, Journalism & Communications
Communications
Journalism
Media