Most commonly reported Work Activities

•   Getting Information Observing, receiving, and otherwise obtaining information from all relevant sources.
•   Communicating with Persons Outside Organisation Communicating with people outside the organisation, representing the organisation to customers, the public, government, and other external sources. This information can be exchanged in person, in writing, or by telephone or e-mail.
•   Communicating with Supervisors, Peers, or Subordinates Providing information to supervisors, co-workers, and subordinates by telephone, in written form, e-mail, or in person.
•   Interacting With Computers Using computers and computer systems (including hardware and software) to program, write software, set up functions, enter data, or process information.
•   Thinking Creatively Developing, designing, or creating new applications, ideas, relationships, systems, or products, including artistic contributions.
•   Establishing and Maintaining Interpersonal Relationships Developing constructive and cooperative working relationships with others, and maintaining them over time.
•   Developing Objectives and Strategies Establishing long-range objectives and specifying the strategies and actions to achieve them.
•   Updating and Using Relevant Knowledge Keeping up-to-date technically and applying new knowledge to your job.
•   Organising, Planning, and Prioritising Work Developing specific goals and plans to prioritise, organise, and accomplish your work.
•   Making Decisions and Solving Problems Analysing information and evaluating results to choose the best solution and solve problems.

Working Life

Public Affairs consultants may also called Political lobbyists. They provide advice and professional support towards the initiation of change to law and policy at the various levels of the political world.

People in this role may find work as public affairs consultants on behalf of private companies, charitable organisations or government. They use their knowledge of current affairs to advise their clients on how to promote and protect their interests.

PR consultants also act as intermediaries, assisting clients in advancing their interests with politicians and administration at all levels - local, regional, national and EU level.

In Ireland, lobbyists can be called in to work as ‘public affairs’ specialists with the big PR companies. They may also be full-time employees of larger organisations who specifically target decision-makers in their field of interest. These include private companies, professional groups such as the chambers of commerce and the Law Society, trade unions and NGOs.

Most commonly reported Work Tasks

• Respond to requests for information from the media or designate an appropriate spokesperson or information source.
• Write press releases or other media communications to promote clients.
• Establish or maintain cooperative relationships with representatives of community, consumer, employee, or public interest groups.
• Plan or direct development or communication of programmes to maintain favorable public or stockholder perceptions of an organisation's accomplishments, agenda, or environmental responsibility.
• Study the objectives, promotional policies, or needs of organisations to develop public relations strategies that will influence public opinion or promote ideas, products, or services.
• Coach client representatives in effective communication with the public or with employees.
• Update and maintain content posted on the Web.
• Confer with other managers to identify trends or key group interests or concerns or to provide advice on business decisions.
• Prepare or edit organisational publications, such as employee newsletters or stockholders' reports, for internal or external audiences.
• Coordinate public responses to environmental management incidents or conflicts.

This occupation is typically suited for people with the following Career Interests:

 Enterprising

Enterprising people like situations that involve using resources for personal or corporate economic gain. Such people may have an opportunistic frame of mind, and are drawn to commerce, trade and making deals. Some pursue sales and marketing occupations. Many will eventually end up owning their own business, or in management roles in larger organisations. They tend to be very goal-oriented and work best when focused on a target. Some have an entrepreneurial inclination.

 Linguistic

The Linguistic's interests are usually focused on ideas and information exchange. They tend to like reading a lot, and enjoy discussion about what has been said. Some will want to write about their own ideas and may follow a path towards journalism, story writing or editing. Others will develop skills in other languages, perhaps finding work as a translator or interpreter. Most Linguistic types will enjoy the opportunity to teach or instruct people in a topic they are interested in.

 Social

The Social person's interests focus on interacting with the people in their environment. In all cases, the Social person enjoys the personal contact with other people in preference to the impersonal dealings with things, data and ideas found in other groups.

Many will seek out positions where there is direct contact with the public in some advisory role, whether a receptionist or a counsellor. Social people are motivated by an interest in different types of people and like diversity in their work environments. Many are drawn towards careers in the caring professions and social welfare area, whilst others prefer teaching and other 'informing' roles.

A career in PR and Lobbying is open to graduates of many disciplines. Relevant degree subjects include economics, law, politics, public administration, public relations, communications and journalism.

Postgraduate study is not a requirement but can be advantageous, particularly in areas such as journalism or politics.

Up until 2015, lobbying remained unregulated in Ireland. Government’s Regulation of Lobbyists Act Gov.ie

However, a number of institutions offer diploma/degree and postgraduate courses in public relations.These courses build step by step towards Qualifying you for membership of the Public Relations Inst of Ireland Search PRII.

Sample Education and Training Pathways
A number of courses are available throughout the country that focus on learning and skills that may be useful for this career. The examples and links below may guide you in your research. 

Further Education (FET)
Further Education & Training (FET) Courses are delivered by local ETBs, ranging in duration from several weeks up to 20 months. Courses are designed to meet the labour market needs and often include a large element of work experience.

Example search terms include: broadcasting media, event management, digital media.

Search for FET Courses

PLC Courses (FET)
PLC courses are full-time courses, one or two years duration, with awards at Level 5 and 6 on the NFQ. They are offered nationally in Schools and Colleges of Further Education.

Example search terms include: public relations, politics, community work, journalism, social media.

Search for PLC Courses

Higher Education CAO (Undergraduate) 
Higher Education courses at Levels 6 to 8 on the NFQ, delivered in Universities and Technological Universities & Institutes. Courses run from 2 – 5 years and places are allocated on a points-based system, processed by the Central Application Office.

Example search terms include: economics, law, politics, public administration, public relations, communications, journalism, media, PR.

Search for CAO Courses

Higher Education (Postgraduate)
Postgraduate courses are courses at Levels 9 and 10 on the NFQ and usually last 1 – 2 years full time, or longer if a PhD or part time. Entrants typically require an undergraduate award (Level 8).

Example search terms include: social policy research, politics, journalism, media.

Search for Postgraduate Courses

Salary Range (thousands per year)* €40k - €100k

Salaries vary by employer, location, duties, role, and experience. 

Data Source(s):
Brightwater / CPL / Morgan McKinley/ Sigmar/ Prosperity/ Indeed

Last Updated: July, 2024

Note: The following information relates to occupations that include: Marketing and sales directors; Purchasing managers and directors Advertising; public relations directors.  

This information has been derived from the Solas National Skills Bulletin (2023).

Employment grew strongly for this occupation between 2021 and 2022, resulting in an above average annual growth rate for the five-year period. In the CSO Census data for 2022, marketing and sales directors accounted for 52% of employment in this occupation, purchasing managers/directors for 41%, and advertising and public relations directors for 8%.

The difficult-to-fill mentions in the Recruitment Agency Survey related to procurement managers. Employers (Skills for Growth and Spotlight on Skills) have pointed to difficulties in recruiting marketing managers, with digital marketing (including social media), communication and leadership skills in particular demand, Employment permits were primarily issued for sales/marketing directors in ICT, and procurement and supply chain managers/directors across various sectors. However, the number of advertisements in the OVATE data declined for this occupation between 2021 and 2022. Demand is likely to persist, particularly for those with digital advertising/marketing and sales skills, although the restructuring currently taking place in the broad ICT sector may dampen future growth.

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