Public relations professional Vetassess Skills Assessment

What is the requirement of a Public relations professional Vetassess Skills Assessment?


What’s the skills assessment – Job description

Public Relations Professionals plan, develop, implement and evaluate 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.

Specialisations which would be considered

under this ANZSCO code:

  • Media Liaison Officer
  • Press Officer
  • Promotions Officer
  • Public Affairs Officer
  • Public Relations Consultant
  • Public Relations Officer

Occupations not considered

under this ANZSCO code:

  • Advertising Specialist
  • Marketing Specialist
  • Market Research Analyst
  • Copywriter
  • Liaison Officer

What’re the Requirements for Skills Assessment

Public Relations Professional is a VETASSESS Group B occupation. This occupation requires:

A qualification assessed as comparable to the educational level of an Australian Qualifications Framework (AQF) Bachelor degree or higher degree, in a field highly relevant to the nominated occupation.

In addition to this, applicants must have undertaken at least one year of post-qualification employment at an appropriate skill level in the last five years which is highly relevant to the nominated occupation.

If employment is not post-qualification, then five additional years of highly relevant
employment are required.

If the degree is not in a highly relevant field, three years of employment at an appropriate skill level completed in the last five years in a field which is highly relevant to the nominated occupation is required.

This is reduced to two years if there is an additional qualification at least at AQF Diploma level in a highly relevant field.

If employment is not post-qualification, then five additional years of relevant employment are required. This is in addition to one year of highly relevant employment within the past five years.

A positive assessment of both qualifications and employment is required for a positive Skills Assessment Outcome.

What’s the requirement for Qualification

AQF Bachelor degree or higher degree
Highly relevant major fields of study include:

  • Public Relations (the study of creating and maintaining an understanding and a favourable view of an organisation and its products, services and role)
  • Communication and Media Studies
  • Journalism

Other qualifications may be accepted on a case-by-case basis if the subsequent employment is highly relevant, and the program of study contains sufficient units related to Public Relations. For example:

  • Communication
  • Public Communication
  • Public Relations
  • Communication Management
  • Communication skills for Media
  • Publication Formats and Technology
  • Marketing
  • Advertising
  • Multimedia
  • Event Management
  • Writing and Editing for Business

Employment Highly relevant tasks include

but are not limited to:

  • 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

Employment context

Public Relations Professionals may work in the following businesses/organisations:

  • Public relations consultancies
  • Government organisations
  • Tertiary institutions
  • Industry associations
  • Financial institutions
  • Contract freelancers
  • NGOs
  • Businesses which require in-house public relations or media and communications team (e.g. large industrial or commercial firms)

Common roles held by Public Relations Professionals (within a PR working context) include:

  • Public Relations Officer/Manager/Director
  • Account Executive/Supervisor/Manager/Director
  • Communications Officer/Manager/Director
  • Annual Giving Director
  • Public Affairs Officer/Manager/Director
  • Investor Relations Officer/Manager/Director

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