Global: Focus on ... Australia

Population: 22,403,000

Monetary uniit: Australian dollar

Capital: Canberra

Age breakdown: Under 15, 18.7%; 15-44, 42.8%; 45-74, 32.2%; 75+, 6.3%

Australia is the 13th largest economy in the world. There are many PR agencies of all types, from the large global giants to the smaller boutique firms. Some agency bosses complain about low budgets and poor client understanding of PR, but most agree that the greatest problem is recruiting sufficient talent to service the demand.


The Australian is the main national print newspaper, but there are many based in specific cities or states such as the Sydney Morning Herald and Melbourne's Herald Sun. The Australian Financial Review is a major source of business news. Broadcast is dominated by free-to-air networks Seven, Nine and Ten.

Major brands

Brands leading the way with editorial coverage include multinationals McDonald's, Microsoft, Coca-Cola and Toyota, and local retailers Woolworths, Coles, David Jones and Myer.

"With a buoyant economy and a rapidly expanding comms industry, PR practitioners are in high demand"

Jeremy Wrench Managing director, Capstone Careers.

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