What does a public relations advisor do?

A public relations advisor ensures the status of a client’s reputation in the media and the public eye. They must be able to devise communication strategies and campaign tactics to strengthen this public image. Press releases are sent to the media as a controlled announcement of product information and public opinion. Campaigns can involve arranging events, organising functions and public appearances, maintaining a strong presence and rapport with the public. PR also involves a lot of professional networking to establish positive relationships with industry and media contacts.

Tasks:

  • Creating promotional material
  • Organising interviews and announcements with media
  • Orchestrating publicity campaigns and special events
  • Managing public interaction and appearances
  • Mitigating negative press

What skills do I need to be a public relations advisor?

To be a public relations advisor, social charisma is an advantage allowing you to confidently network within your chosen industry and develop relationships with media professionals. Coordinating and attending events, functions and meetings also requires the ability to socialise seamlessly with clients and fellow industry professionals. A public relations advisor role demands a high level of organisation, leadership and initiative.  You’ll need to be able to communicate well, interpret public sentiment and maintain a thorough understanding of the PR and media landscape.

Skills/attributes
  • Superb communication skills
  • Effective time management
  • Highly sociable and friendly
  • Copes well under pressure
  • Highly organised

Specialisations

The position of a public relations advisor gives you access to industry trends in marketing, advertising and sales. These skills are extremely valuable in progressing to roles that demand more responsibility and bigger clients to manage. 

Copywriter

Skills that you developed in conceiving inventive, unique ways to promote a product to the public may help you in developing experience or even a portfolio to become a copywriter. Creating advertising content could be a creative and enjoyable progression from a junior PR role.

Social Media Manager

Experience in PR may help you develop skills in social media marketing. The Internet has become an extremely effective medium for communicating opinions of products, people and companies. Social media facilitates positive reinforcement about a brand through bloggers, networking sites and related internet forums.

Media Liaison Representative

Companies need media liaison representatives to professionally and accurately communicate information with the press through correspondence or press conferences. This requires someone who is well spoken and confident with being the voice of the opinions of a brand, company or person.

Study pathways for public relations advisors

There are ample employment opportunities when entering the public relations industry at a junior level. Completing industry recognised qualifications will help you advance your career in PR.

Getting Started

Take the first step towards an exciting new career in public relations

Skill Building

Advance your understanding of public relations best practice through targeted study

Professional Development

Gain leadership skills and a creative perspective on public relations

Industry Recognition

Becoming a member of a national or regional association of public relations professionals may help you network and improve your employment prospects.

Getting a job after graduation

Put your training to good use and get the best professional head start in your public relations career. Emphasise your personal strengths and achievements in your resume and target your cover letter to the job description listed.

Job Prospects and Salaries

It is predicted that there will be a very strong growth in employment opportunities within the public relations sector in the next five years.