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Professionals · code 2432

Public relations professionals

Public relations professionals plan, develop, implement and evaluate information and communication strategies that create an understanding and a favourable view of businesses and other organizations, their goods and services, and their role in the community. Tasks include - (a) planning and organizing publicity campaigns and communication strategies; (b) advising executives on the public relations implications of their policies, programmes and practices, and preparing and controlling the issue of news and press releases; (c) undertaking and commissioning public opinion research, analysing the findings and planning public relations and promotional campaigns; (d) organizing special events, seminars, entertainment, competitions and social functions to promote goodwill and favourable publicity; (e) representing organizations and arranging interviews with publicity media; (f) attending business, social and other functions to promote the organization; (g) commissioning and obtaining photographs and other illustrative material; (h) selecting, appraising and revising material submitted by publicity writers, photographers, illustrators and others to create favourable publicity. Examples of the occupations classified here: - Publicity agent - Public relations copy writer - Public relations officer - Press liaison officer

A good share of the tasks are affected. It ranks 346 of 427 for holding up against AI.

Also known as

  • fundraising manager
  • online community manager
  • intercultural communication consultant
  • public relations officer
  • political campaign officer
  • public affairs consultant
  • election agent
  • political party agent
  • activism officer

Job titles from the EU's ESCO list. Search for any of them on the jobs page and you'll end up here.

56.8
Holds up
against AI Exposed: Gradient 2

AI could take on 43.2 of 100, on average
so it holds up at 100 − 43.2 = 56.8

That's the whole sum, and you can check it against the ILO's study.

12.2
How hands-on
out of 100

From O*NET, matched to one US job

5.9
How fiddly
and cramped

finger skill 14.3 · hand skill 0 · cramped spaces 3.5 · averaged

Kind of hands-on work · hands-on under 50 Less than half hands-on

Less than half of this job is hands-on. Robots still matter, but for a smaller part of the work, so we don't sort it any further.

estimated O*NET 31.0 BLS occupational crosswalk chain ISCO-08 to 2010 SOC (Aug 2012, rev. Jun 2015); 2010 to 2018 SOC (Nov 2017); O*NET-SOC 2019 taxonomy data 0.7-work-setting measures chosen by Frey & Osborne (2017) · the grouping is a sorting, not a measurement

What this number leaves out This job rates 12.2 out of 100 for how hands-on it is. The score above only looks at AI tools, not robots, but for work this far from the physical that matters less.

The tasks behind the score

The score is the average of these. A job is really a bundle of tasks, and an average can hide how uneven that bundle is.

The task AI could do most of scores 58.5, while the average is 43.2. A big gap means some of this job is wide open to AI and some of it barely at all. That's quite different from a job where everything sits somewhere in the middle, even when the averages match.

  1. 58.5

    Undertaking and commissioning public opinion research, analysing the findings and planning public relations and promotional campaigns

    Medium
  2. 48.5

    Advising executives on the public relations implications of their policies, programmes and practices preparing and controlling the issue of news and press releases

    Low
  3. 48

    Selecting, appraising and revising material submitted by publicity writers, photographers, illustrators and others to create favourable publicity.

    Low
  4. 46.5

    Representing organizations and arranging interviews with publicity media

    Low
  5. 44

    Planning and organizing publicity campaigns and communication strategies

    Low
  6. 33.5

    Commissioning and obtaining photographs and other illustrative material

    Low
  7. 33.3

    Organizing special events, seminars, entertainment, competitions and social functions to promote goodwill and favourable publicity

    Low
  8. 33

    Attending business, social and other functions to promote the organization

    Low

8 tasks · the High to Very Low labels are the ILO's

from the source Working Paper 140, Generative AI and Jobs 2025 index data 0.7-work-setting

Helped, or replaced?

The score above can't tell a tool that makes you faster from one that does the task instead of you. Jobs and Skills Australia looked at those two things separately, and this is their result, matched to this job.

3 Australian jobs match this one, and we've simply averaged them. Treat the numbers as a rough guide.

AI helps you
70
AI does it for you
49

Helping wins by 21 points.

estimated Our Gen AI Transition (Gen AI Capacity Study) September 2025 detailed data release data 0.7-work-setting matched to Australian jobs 2124, 2249, 2253

Compared with similar jobs

There are 92 jobs in the “Professionals” group, averaging 61.4. This one is below that.