The Public Relations Institute of Australia (PRIA) has launched a Migration Taskforce to advocate for migration reform, providing relief to the communication and public relations industry's entrenched skills crisis.

The Migration Taskforce, comprised of supporters from over 15 communication agencies across Australia, will be looking to change the country's migration setting. They will be advocating for the National Skills Commission to place communication and public relations industry professionals on the Long-Term Strategic Skills List, opening up pathways to permanent residency for migrants.

PRIA President, Shane Allison, said that demand for communications and public relations skills during the COVID-19 pandemic increased in order to create understanding and trust between staff, customers and stakeholders.

"This demand has placed unprecedented strain on our industry, and while we have risen to the occasion, it is clear that we need higher levels of skilled migration to plug the gap of experienced professionals and help mentor the next generation of communicators.

"Securing communication and PR professionals place on the Long-Term Strategic Skills List will ensure that communicators – including those here already - have a pathway to permanent residency, create greater access to Visas and make Australia an attractive migration destination for communicators."

The National Skills Commission’s Internet Vacancy index demonstrated an 82 per cent increase in vacancies for Public Relations Professionals from pre-COVID-19 (January 2020) to April 2022, and a 183 per cent increase over the past decade.

PRIA has engaged EY to model the skills gaps across the industry and to highlight the economic contribution of the public relations profession.

Supporters of the Migration Taskforce include: Sling & Stone; Herd MSL; Red Havas; Thrive PR; WE Communications; Ogilvy PR; Sefiani; The Haus; History Will Be Kind; Icon Agency; Porter Novelli; BCW; Agenda C; Salt & Shein and The Savage Company