‘This change is long overdue’: PR talent set to surge following Australian visa reforms

Thrive PR + Communication’s founder and CEO, Leilani Abels, has welcomed changes made by the government to its skilled visa program, which sees public relations added as a core skill occupation.

It was a game changing weekend for Australian comms agencies as the government added public relations to the new Core Skills Occupation List, allowing international talent to access an employer sponsored Skills in Demand visa.

Access to the visa allows them to extend their employment in Australia for up to four years, and carves out a future with a pathway to permanent residency supported by employers. The Skills in Demand visa has three streams, two of which can be applied to public relations: the Core Skills stream and the Specialist Skills stream.

Abels, who has been vocal about this in the past, said the public relations industry has long been hindered without a pathway to to permanent residency for global talent, and the skills shortage issue has been exacerbated by the pandemic.

“This change is long overdue for the communications and PR industry,” she said.

“This much needed Skills in Demand visa with its permanent residency pathway demonstrates the value that public relations professionals are delivering to the Australian economy and to the growth of local businesses and to the government.”

Key points of the reform include:

• The new Core Skills Occupation List replaces the multiple short-term Temporary Skills Shortage visa occupation lists
• Only one year of work experience is required to qualify
• Talent are allowed to change employees with the Skills in Demand visa, which they will now have up to 4 years
• Pathways for permanent residency have been expanded

The updates however, are not without their flaws, with application costs for Skills in Demand visas doubling to AU$3,115.00, plus legal costs for each application along with extended waiting lists averaging 4-5 months.

Abels explained that the next step is to reduce these costs and processing times, particularly when it comes to supporting small Australian businesses.

She said the reform is “warmly welcomed” by agencies like Thrive who have advocated for change closely with the industry body, Communication and Public Relations Australia (CPRA).

“Thrive is currently supporting three of its team members with permanent residency applications in addition to more visas across the agency,” Abels continued.

“The upfront costs this financial year alone is over six figures which is not sustainable and out of reach for most agencies.

“For more than two decades, Thrive has developed best-in-class local and global talent and this will allow us to bolster our consulting teams to the direct benefit of our clients.

“Well done to the local PR agencies who put their money behind the CPRA to benefit the entire industry.”

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Lauren McNamara

Lauren McNamara is the associate editor at Mumbrella, covering the agency beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.

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topics comms Communication and Public Relations Australia communications CPRA Leilani Abels PR public relations reform Skills in Demand visa Thrive PR Thrive PR + Communications visa reform

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