Public relations is about strategically planning and managing communication activities, building relationships and managing reputations. PR professionals work for a range of organisations, from governments to small businesses, and multinationals to non-profit organisations. An effective public relations practitioner needs a wide knowledge of communication, knows how the media works, understands strategy, is culturally sensitive and has a range of writing, visual and audio skills.

Typical roles for public relations professionals include: Corporate communication executive Public relations consultant Marketing communications executive Government communicator Internal communications advisor Media relations manager Community relations manager Social media manager