Important: This page is an independent reference summary. Verify classification decisions against the official ABS source before using them for tax, licensing, immigration or compliance purposes.

Role overview

Public Relations Managers in Australia plan, organise, direct, and coordinate the public relations activities of organisations to maintain and enhance their reputation with stakeholders. They develop communication strategies, manage media relations, and oversee the production of promotional materials. These professionals work across corporate, government, and nonprofit sectors, handling crisis communications, managing brand perception, and building relationships with media outlets. The ANZSCO classification 131114 is primarily used for statistical purposes and migration assessments, representing a legacy system that continues to inform visa eligibility criteria despite not reflecting current industry practices in detail.

Key tasks in practice

While ANZSCO doesn't provide specific task details for this occupation, Public Relations Managers typically perform these core functions:

  • Developing and implementing comprehensive communication strategies to support organisational objectives
  • Managing media relations including responding to inquiries and organising press conferences
  • Overseeing the creation of content for various channels including press releases, social media, and corporate publications
  • Advising senior management on public relations issues and crisis management approaches
  • Coordinating events and campaigns to promote organisational image and key messages
  • Monitoring public opinion and media coverage to assess communication effectiveness

Skill level explanation

As an ANZSCO Skill Level 1 occupation, Public Relations Manager typically requires a bachelor degree or higher qualification. In some instances, at least five years of relevant experience may substitute for the formal qualification. This classification indicates the occupation involves complex analytical and conceptual tasks, requiring sophisticated communication skills and strategic thinking. Skill Level 1 positions generally involve managing other staff and making significant organisational decisions. For migration purposes, this skill level classification affects visa eligibility requirements and points test outcomes.

Industry context

Public Relations Managers work across diverse sectors in the Australian economy. According to ANZSIC cross-references, they're commonly found in advertising services (ANZSIC 6962), management advisory services (ANZSIC 7719), and other business services (ANZSIC 7540, 8219). Employment settings include corporate headquarters, government departments, public relations consultancies, nonprofit organisations, and educational institutions. The role has evolved significantly with digital communication channels, though the ANZSCO classification maintains its original structure for statistical consistency and migration assessment purposes.