Thinking of a career in PR? Journalist-turned-publicist Rosie Ball shares her story

Written by Promedia Public Relations on 20 January 2022

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I’ve just marked my first year as a PR Account Manager with Promedia Public Relations and, I must admit, I have fallen in love with the industry. After starting out as a print journalist, the move to agency life has proven to be a fast-paced, ever-changing landscape, where no two days (or two hours) are the same.  

I’m enjoying managing clients, being a storyteller, and pitching ideas to journalists. I get a kick when I overhear people talking about a media story that was driven by one of my creative ideas. I am sure other publicists would agree, it’s rewarding to help businesses execute fresh, fun, and fabulous media campaigns every day.  

Public relations professionals are in demand more than ever, with more than 22,400 publicists expected to be working in Australia by 2025 (Job Outlook 2022). If you are keen to explore the industry, a great launchpad is to enrol in a journalism, public relations or communications university degree. Yes, there are many people who have wrangled a job in the industry without a degree. However, nearly 75% of current public relations professionals hold a Bachelor degree or higher.  

Attending university teaches you invaluable lessons, like completing tasks to a deadline, stress and conflict management, leadership and teamwork. You also learn important PR skills like how to write press releases, media alerts, blogs and social content; how to create crisis communications plans, campaign strategies and manage events; and gain essential insight into Australian media law, market research and critical thinking.  

I recommend checking out some complementary online courses in the fields of paid media advertising, photography, video editing and influencer marketing. These skills are in high demand in 2022 and beyond. 

Along with undertaking study, it’s a good idea to sign up to work experience and internships, and lots of them! It’s the best way to work out if you like the industry, show off your skills and hopefully get a reference or two. Identifying your achievements from these opportunities and your university assignments can also help match your relevant skills and strengths to specific roles and types of clients.  

Be proactive and chase opportunities within the industry. Get on the phone and start calling your favourite brands or agencies to ask if they need an extra pair of hands —the worst they can say is no. A person who tries has an advantage over the person who just wishes, so if you have the fire in your belly, go for it. 

If you are keen to learn more about the public relations industry, read more from our Promedia journal.  


Rosie loves storytelling and developing innovative ideas to tackle the new media landscape in Australia.  

With a strong background in journalism and public relations, she’s the ultimate client cheerleader who delivers top-tier return-on-investment! 

Rosie’s expertise includes media relations, event management, crisis communications, media training, influencer marketing, video news creation and social media management. 

With her agency and print journalism experience, Rosie is well-versed in planning and executing consumer and B2B campaigns for lifestyle, healthcare, medical, fintech, manufacturing, tourism, property and not-for-profit brands.