Sales – Export & Domestic
12 May 2025
Plumber
12 May 2025
Public Relations Consultant
A public relations consultant in horticulture manages a company’s reputation, fosters positive relationships, and enhances brand image by creating communication strategies that promote growth and build trust. They handle media relations, craft press releases, organize events, and leverage social media to strengthen the company’s market presence. By monitoring media coverage and advising on crisis communication, they help horticulture businesses maintain a positive public image and effectively communicate their values and products.
Core tasks
- Develop and execute PR campaigns aligned with business goals.
- Build and maintain relationships with media outlets, influencers, and stakeholders.
- Create press releases, articles, and content to promote the business.
- Monitor media coverage to track brand perception and adjust strategies.
- Advise on communication strategies for product launches and crisis management.
Career pathways
Due to the technical nature of this field, most occupations require formal study, such as:
- Diploma of Public Relations
- Advanced Diploma of Marketing and Communication
- Bachelor of Communications
- Certificate IV in Media and Communications
Q&A with Harriet Watson, Public Relations Consultant, Porter Novelli
Q: How did you first become interested in agriculture?
A: I grew up in a regional SA in the Adelaide Hills on a small-scale Angus beef property, so that really instilled a love of Ag into me.
I was doing a general science degree. Originally, I thought I was going to be a chemist, but I think the attraction of spending so much time outside in the industry was a big thing for me.
I remember my careers counsellor saying, “You should study ag. We need more people in agriculture”. And I remember feeling like that’s something I could do, and it was always in the back of my mind.
Q: What is the most rewarding part of working in agriculture?
A: I think the people are the biggest perk. When you meet people in ag, they’re transparent. This is what we’re up to, this is what we’re doing, it works better for us this way. No one’s hiding secrets. We’re all working together towards the same goal, feeding everyone, which makes it the most rewarding thing about working in Ag.
Q: Can you describe the steps you took to progress in your career?
A: I went up to the Lockyer Valley, to Gatton in Queensland and studied at the University of Queensland in my three years. Then, graduating, I applied for a heap of roles, having no clue what I wanted my career to look like. This job then popped up that I had no clue what it was. It was the Clemenger Agri-grad program.
I’d never heard of Clemenger, or Porter Novelli or Redhanded, they’re the two companies in the program, and then I applied. I did that for eight months and loved it. Now, I’m a full-time consultant at Porter Novelli.
Q: You keep talking about mentors. Do you think that’s typical of the industry? Are people quite open to teaching new people coming into the industry?
A: In my experience with the industry, everyone is extremely giving. Most people want you to learn, and they want you to succeed. Which is lovely, because it’s so scary sitting there and being like, “Oh my God. Like, I don’t know how to do the basics “. So, it’s so nice to have these mentors in the business, which is definitely widespread throughout the industry.
Q: What advice would you give to someone considering a career in the industry?
A: A good problem that Ag has is that there are a lot of jobs. I’d say interview for everything and get your name out there. If you don’t get the job or even if you don’t really want the job, it is still like such an amazing thing to be able to sit there and go through the interview process, just giving things a crack.
The avenues are out there, and sometimes you have to dig, but the scope in Agriculture is so wide that there is something for everyone and something you will love!