312104 v.1 Public Relations Major

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Major/Stream Overview

This major/stream is part of a larger course. Information is specific to the major/stream, please refer to the course for more information.

This major places special emphasis on relationship management in all sectors of organisational activity. It prepares students for involvement in primary decision-making that originates policies, products and services which become the basis of relationships, whilst preparing them for major communications roles. Graduates in public relations single or double majors meet the academic requirements for membership of the Public Relations Institute of Australia.

Major Overview Note

Students choosing this major within the Bachelor of Arts degree will also choose another major or an elective stream. Choosing a second major allows students to study in an additional discipline area. Choosing an elective stream allows students to undertake further study in the discipline of their first major or choose from a variety of units from around the University.

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Major/Stream Organisation

The combinations being supported are; Bachelor of Commerce Electives Stream; Public Relations & Advertising; Public Relations & Marketing; Public Relations & Management; Public Relations & Tourism and Event Management; Public Relations & Journalism.

Major/Stream Learning Outcomes

A graduate of this course can:

1. utilise knowledge of the principles and role of contemporary public relations in a diverse range of organisational settings

2. critically evaluate organisational issues from a public relations perspective and develop relevant and creative strategies to address them

3. identify data relevant to the management of public relations from a wide range of sources and integrate that information in order to form a sound basis for decision-making

4. develop and enhance the high-level written and oral communications skills needed for success as a public relations professional

5. use new and emerging communications technologies to support the achievement of public relations goals and objectives

6. demonstrate initiative in acquiring new public relations knowledge and skills and a desire to maintain the currency of that knowledge

7. appreciate the globally interconnected nature of the public relations domain and abide by internationally recognised professional and ethical standards

8. recognise the realities of cultural diversity in public relations practice and approach intercultural communication with sensitivity

9. apply high level oral and written communication skills in a diverse range of professional public relations situations

Course Structure				Hrs/Wk	Credit
Year 1 Semester 2
10855	v.8		Public Relations Principles 201	3.0	25.0
					25.0
Year 2 Semester 1
10845	v.4		Public Relations Law 211	3.0	25.0
10854	v.7		Public Relations Techniques 220	3.0	25.0
					50.0
Year 2 Semester 2
10851	v.6		Media Relations 250	3.0	25.0
12596	v.6		International Public Relations 340	3.0	25.0
					50.0
Year 3 Semester 1
3992	v.8		Public Relations Consultancy 300	3.0	25.0
12597	v.5		Corporate Public Relations 360	3.0	25.0
					50.0
Year 3 Semester 2
3993	v.9		Public Relations Internship 393		25.0
					25.0

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