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Professional Occupations in Public Relations and Communications  (NOC 5124)
Northeast Region
Description |  Titles |  Duties |   Related Occupations

This unit group includes specialists in public relations and communications who develop and implement communication and promotion strategies and information programs, publicize activities and events, and maintain media relations on behalf of businesses, governments and other organizations, and for performers, athletes, writers and other talented individuals. They are employed by consulting firms, corporations, associations, government, social agencies, museums, galleries, public interest groups, and cultural and other organizations, or they may be self-employed. Agents such as entertainment, literary and sports agents are included in this unit group.

communications officer, communications specialist, fundraising consultant, information officer, literary agent, media co-ordinator, media relations officer, museum educator, performers agent, press secretary, public affairs officer, public relations consultant, public relations officer, publicist, publicity agent.

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Specialists in public relations and communications perform some or all of the following duties:
  • Develop, implement and evaluate communications strategies and programs designed to inform clients, employees and the general public of initiatives and policies of businesses, governments and other organizations
  • Gather, research and prepare communications material for internal and external audiences
  • Conduct public opinion and attitude surveys to identify the interests and concerns of key groups served by their organization
  • Prepare or oversee preparation of reports, briefs, bibliographies, speeches, presentations, Web sites and press releases
  • Develop and organize workshops, meetings, ceremonies and other events for publicity, fundraising and information purposes
  • Prepare and deliver educational and publicity programs and informational materials to increase awareness of museums, galleries and other tourist attractions
  • Initiate and maintain contact with the media
  • Arrange interviews and news conferences
  • Act as spokesperson for an organization and answer written and oral inquiries
  • Co-ordinate special publicity events and promotions for internal and external audiences
  • Assist in the preparation of brochures, reports, newsletters and other material
  • Represent and act as an agent for talented individuals or individuals with specific occupational expertise
  • Prepare or oversee preparation of sports, literary, performance or other contracts.

Literary agents specialize in representing specific types of authors and writers. Performance agents specialize in representing specific singers, musicians, actors or other performers. Sports agents specialize in representing specific athletes or sports teams.

Included Cities in Region | Service Canada Offices

Sudbury, Elliot Lake, North Bay, Sault Ste. Marie, Timmins, Algo, Blind River, Capreol, Cobalt, Englehart, Espanola, Garson Junction, Haileybury, Hearst, Iroquois Falls, Kapuskasing, Kirkland Lake, Mattawa, New Liskeard, Nickel Centre, Parry Sound, Powassan, Temiskaming Shores, Thessalon, Valley East, Blezard Valley, Carol Richard Park, Connaught Hill, Dowling, Elmview, Finntown, Flake, Guilletville, Hanmer, Laurentien, Levack, Lively, McCrea Heights, Naughton, Parkwood, Pinecrest, Porcupine, Pottsville, South Porcupine, Val Caron, Val Therese

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View a list of Service Canada offices in this area.

Outlook & Prospects for Professional Occupations in Public Relations and Communications in Northeast Region

The future forecast and current conditions for an occupation can vary based on location or due to changes in the economy, technology, or demand for a product or service.

National Outlook – 10-Year Projection (2011-2020)

This section provides labour demand and labour supply projections for this occupation over the 2011-2020 period.

Note: The tables, graphs and middle paragraph shown under this section display updated 2011-2020 projection results. The remaining narrative text (2009-2018 projections) will be updated shortly. We apologize for the inconvenience.

The data in the following table are derived from HRSDC’s Canadian Occupational Projection System (COPS). COPS uses a variety of models to produce a detailed 10-year labour market projection per broad skill level and per occupation at the national level, which focuses on the trends of labour supply and labour demand over the next ten years.

This occupation (Professional Occupations in Public Relations and Communications) is part of a larger occupational group called Writing, Translating and Public Relations Professionals (NOC 512).

Table on the demographic profile for your chosen occupation at the national level.
Occupations in this group Authors and Writers (5121) 
Editors (5122) 
Journalists (5123) 
Professional Occupations in Public Relations and Communications (5124) 
Translators, Terminologists and Interpreters (5125) 
Employment (non-student) in 2010 126,718
Median Age of workers in 2010 42
Average Retirement Age in 2010 62

Occupation Projection for Canada

Over the 2008-2010 period, this occupation saw strong employment growth, but its unemployment rate still increased slightly. The unemployment rate is still lower than the average for all occupations. The average hourly wage increased at a rate consistent with all occupations. According to key labour market indicators, the number of job seekers was sufficient to fill job openings in this occupation.

Over the 2011-2020 period, an occupation will be in excess demand (a shortage of workers) if the projected number of job openings is significantly greater than the projected number of job seekers. An occupation will be in excess supply (a surplus of workers) if the projected number of job openings is smaller than the projected number of job seekers. For Writing, Translating And Public Relations Professionals, over the 2011-2020 period, job openings (arising from expansion demand and replacement demand) are expected to total 58,262 and 54,459 job seekers (arising from school leavers, immigration and mobility) are expected to be available to fill the job openings.

Based on projections and considering that labour supply and demand in this occupation were balanced, it is expected that the number of job seekers will remain sufficient to fill job openings over the 2011-2020 period. Retirements will be the main source of job openings over the projection period. The retirement rate will still be on par with the average, as, although many workers in this occupation are in general slightly older than those in other occupations, they also retire a little later. Moreover, nearly one third of job openings over the projection period will arise from expansion demand, which will be distinctly lower than during the 2001-2010 period, but will nevertheless remain an essential source of labour demand. New technologies such as search engines, machine translation, and the Internet in general will be the cause of weaker job creation over the projection period. These new technologies increase workers' productivity, resulting in a decrease in demand for writing, translation and journalism professionals. In addition, media mergers have reduced the need for journalists. However, in an increasingly competitive economy, public relations professionals remain in high demand. In terms of supply, the vast majority of job seekers will come from the school system.

This Chart contains data for Projection of Job Openings vs. Job Seekers for Canada. Information is available in the following tables.

This Chart contains data for Projection of Job Openings vs. Job Seekers for Canada. Information is available in the following tables.
Table of job opening projections for the occupational group containing your chosen occupation.
Category Openings %
Expansion Demand 19,337 33%
Retirements 31,316 54%
Other Replacement Demand 4,720 8%
Emigration 2,888 5%
Projected Job Openings 58,262 100%
Table of job seeker projections for the occupational group containing your chosen occupation.
Category Seekers %
School Leavers 46,754 86%
Immigration 6,181 11%
Other 1,523 3%
Projected Job Seekers 54,459 100%
[ Source: Canadian Occupational Projection System (COPS) ]

In which industry or sector do people in this occupation find jobs in Canada?

This table shows the industry and sectors employing the highest number of people in this occupation.

This table shows the industry sectors employing the highest number of people in this occupation.
Industry / Sector %
Public administration 21.50
Professional, scientific and technical services 18.50
Other services (except public administration) 15.00
Arts, entertainment and recreation 8.10
Information and cultural industries 6.70
Educational services 6.30
Health care and social assistance 6.20
[ Source: 2006 Census - Statistics Canada | Legal note ]

What percentage of people in this occupation are self-employed?

The graph displays the percentage of people in this occupation who are “self-employed”, according to the 2006 Census, in comparison to the Canadian average across all occupations.

As shown in the graph, according to the 2006 Census, 13% of people in this occupation were self-employed, while the average for all occupations was 12%.

The Labour Force Survey also gives us some information about self-employment. This occupation (Professional Occupations in Public Relations and Communications) is part of a larger group called Writing, Translating and Public Relations Professionals (NOC 512). According to the Labour Force Survey (2009), 31% of workers in this group were self-employed, while the average for all occupations was 16%.

[ Source: Labour Force Survey - Statistics Canada | Legal note ]

What proportion of people in this occupation work full-time and part-time?

The graph displays the proportion of people in this occupation who worked full-time and part-time in comparison to the Canadian average across all occupations.

According to the Labour Force Survey (2009), 88% of workers in this occupation worked full-time, compared to the average of 81% for all occupations.

[ Source: Labour Force Survey - Statistics Canada | Legal note ]

What proportion of men and women work in this occupation?

The graph displays the proportion of men and women in this occupation in comparison to the Canadian average across all occupations.

According to the Labour Force Survey (2009), women represented 66% of workers in this occupation, compared to the average of 48% for all occupations.

[ Source: 2006 Census - Statistics Canada / Labour Force Survey - Statistics Canada | Legal note ]

What percentage of people in this occupation are members of a union?

This occupation (Professional Occupations in Public Relations and Communications) is part of a larger group called Writing, Translating and Public Relations Professionals (NOC 512). According to the Labour Force Survey (2009), the unionization rate for this group was 30%, while the unionization rate for all occupations was 31%.

[ Source: Labour Force Survey - Statistics Canada | Legal note ]
Please consult the Northeast Region and Ontario tabs for more useful information related to outlook.