PR Officer | Ponder

Public Relations Officer

What do they do?

PR Officers (aka chief communications officer or corporate communications officer) are responsible for ensuring that communications within an organisation (between management, employees and shareholders), and outside of the organisation (to existing customers, target audience and press) are both positive and effective.

Their job is to make sure that the company’s strategies, goals and achievements are understood by everyone in the organisation and the public. As well as creating a positive public image and reputation.

If you’re a fantastic communicator (verbal, non-verbal, listening and written), with excellent people skills, and an analytical mind, this could be an exciting and challenging career for you to consider.

Public relations specialists make flower arrangements of the facts, placing them so the wilted and less attractive petals are hidden by sturdy blooms.” – Alan Harrington


  • plan, develop and implement public relation strategies and marketing campaigns
  • create effective communication with internal and external key people
  • create opportunities for the company such as closing sponsorships, partnerships, advertising deals and media coverage
  • creating media releases, manage relationships with media, prepare and publish online, social media and printed content
  • write keynote speeches, press releases, and promotional materials
  • write, edit and publish newsletters, in-house magazines, pamphlets and brochures
  • advise and manage communications and organisation image in crisis situations
  • monitor and react to public opinion
  • prepare budgets and budget reports
  • respond to enquiries from the public, media and other organisations
  • prepare reports in accordance with organisational requirements
  • make public presentations
  • organise special events such as conferences, product launches, open days, visits, and exhibitions
  • conduct internal communication courses, workshops and media training
  • plan, develop and manage brand identity

Skills required:

  • all round people person
  • analytical skills
  • excellent oral and written communication skills
  • be able to write concisely and persuasively
  • organised
  • ability work to deadlines and under pressure
  • good technology skills including design programs, social media platforms and a range of other hard and software


Learn the basics of social media and office skills, gain experience and work your way up.

Obtain a VET qualification such as a Diploma in Communications or Media and apply for entry level positions in this industry.

A University degree with a major in public relations, e.g. bachelor of Communication (Public Relations), bachelor of Media and Communication, or similar. A degree could allow you to apply for higher ranking jobs.

Average salary for Public Relations Managers $115,648 per year (Source:

Job growth in this area is strong (source:

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