It was a game changing weekend for Australian communications agencies as the government announced changes to its skilled visa program. Public Relations consultants have been added to the new Core Skills Occupation List (CSOL) and can access an employer sponsored Skills in Demand (SID) visa.
International public relations professionals who have long contributed to the vibrancy and growth of the communications industry, both agency side and inhouse, now have access to the SID visa that allows them to extend their employment in Australia for up to four years and carve out a future with a pathway to permanent residency supported by employers.
The SID visa has three streams, two of which mostly apply to public relations:
Core Skills stream - most SID visa holders will use this stream. The minimum salary requirement is $73,150 base.
Specialist Skills stream. This stream will help drive innovation and job creation. It will automatically apply to public relations professionals who earn more than $135,000 base.
The public relations industry has been hindered without a pathway to permanent residency for global talent and the skills shortage issue was exacerbated as the profession surged in demand during the pandemic. Corporate and creative PR consultants have since continued to play a key role in building brand equity and trust for corporations.
Key points regarding the visa updates include:
The new Core Skills Occupation List (CSOL) replaces the multiple short-term Temporary Skills Shortage (TSS) visa occupation lists
Only one year of work experience is required to quality for the SID visa
PR professionals have access to up to 4-years employment on a SID visa with the removal of the short-term TSS visa stream - talent may change employers with a SID visa
There are expanded pathways for permanent residence providing greater flexibility for talent, including for changes of position and promotion - 2 years of Australian employment is required to become eligible
Other amendments to sponsorship obligations better align with recent changes to visa conditions
The updates however, are not without peril with application costs for SID visas doubling to $3,115.00 plus legal costs for each application along with extended waiting lists averaging 4-5 months.
For agencies like Thrive who have advocated for changes to the occupation lists and were early to invest in an industry taskforce established by the Communication and Public Relations Australia (CPRA), this news is warmly welcomed.
“This change is long overdue for the communications and PR industry,” said Leilani Abels, CEO and founder of Thrive PR & Communications. “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. The next step is to reduce the visa costs and processing times particularly when it comes to supporting small businesses in Australia. Thrive is currently supporting three of its team members with permanent residency applications in addition to more visas across the agency. 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.”