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.

The Work

The main Public Relations function is to create and maintain mutual understanding between the organisation and the public it serves. This understanding can be achieved by various activities e.g. Press Liaison, Corporate Brochures, Annual Reports, Sponsorship and Event Management, the writing of press releases and internal newsletters/journals for the staff of the organisation, monitoring of newspapers, producing videos, organising events, etc.  
 
The work involves planning, organising and conducting activities that encourage dialogue about an organisation's reputation, policies, products and services.  
 
The Public Relations function may be carried out either by in-house expertise or through a consultancy.

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 programs 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.

Further Information

• Press and Media Relations / Public Relations Office - from: N.C.S. [UK]
• Press and Media Relations / Public Relations Office - from: GradIreland
• Press and Media Relations / Public Relations Office - from: N.C.S. [UK]
• Press and Media Relations / Public Relations Office - from: GradIreland

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.

Most new entrants are graduates and/or have experience in related fields such as advertising, journalism and marketing. The first-degree subject is less important than having the relevant personal qualities, attitudes and skills. However, a number of institutions offer diploma/degree and postgraduate courses in public relations.These courses build step b ystep towards Qualifying you for membership of the Public Relations Inst of Ireland Search PRII.

Training & Development 

FET Centre Traineeship: Broadcasting Media, Event Management, Digital Media NFQ Level 5 Search FET Courses 

FET Centre PLC Course: Public Relations & Journalism or Social Media NFQ Level 5 Search FET PLC 

Higher Education Entry CAO: Digital Marketing, Event Management, Media & PR NFQ Level 7-8 Search CAO Courses

Professional Development 

Postgraduate Study Options Public Relations with New Media, Journalism & Public Relations, Public Relations & Strategic Commumications, International Relations, International Public Policy & Diplomacy NFQ level 9

Public Relations Inst of Ireland Search PRII

Last Updated: April, 2023

Salary Range (thousands per year)* €55k - €85k

Salaries vary based on employer, location, role, and duties. 

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

Last Updated: July, 2024

* The lower figures typically reflect starting salaries. Higher salaries are awarded to those with greater experience and responsibility. Positions in Dublin sometimes command higher salaries.

View Salary information from Indeed.ie
Note: data not aways available

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

Despite a strong employment growth rate for this occupation, employment levels fell between 2021 and 2022. Employment is spread across a number of roles including marketing associate professionals, buyers & procurement officers, conference/expo managers and estate agents. Employment permits issued in 2022 were primarily for roles in the ICT sector such as digital marketing and accounts managers with language skills required for some.

The Recruitment Agency Survey highlighted issues in sourcing candidates for procurement roles. The number of job adverts for this role grew in 2022, driven by increases for buyers/procurement officers and conference organisers etc. In addition, procurement/tendering documentation skills were not confined to this occupation, but were also in demand outside of sales roles, albeit in small numbers.

Media Profs 

this occupation has seen little change in recent years, with numbers employed in 2022 slightly lower than five years ago, resulting in a negative employment growth rate.

The CSO Census data indicates that increases in employment related to public relations professionals and librarians. CSO Census 2016 2022 Journalists, newspaper and periodical editors 3,604 3,643 Public relations professionals 1,545 2,300 Librarians 1,777 1,966 Advertising accounts managers and creative directors 1,134 1,200

The numbers employed in the individual occupations are too small for any further analysis.

• Public Relations Institute of Ireland

  • 78 Merrion Square, Dublin 2
  • (01) 661 8004
  • [email protected]
  • Click Here

• Irish Academy of Public Relations

  • PO Box 11528, Blackrock, Co. Dublin
  • (01) 517 5313
  • [email protected]
  • Click Here