public-relations/index

aos

Undergraduate - Area of Study

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All areas of study information should be read in conjunction with the relevant course entry in the Handbook. The units listed for this area of study relate only to the 'Requirements' outlined in the Faculty of Arts component of any bachelors double degrees.

Managing facultyFaculty of Arts
Offered bySchool of Applied Media and Social Sciences
Campus(es)Berwick, Gippsland

Notes

  • Unit codes that are not linked to their entry in the handbook are not available for study in the current year.
  • The major is only available in the Bachelor of Professional Communication, Bachelor of Arts (Professional Communication)and the Bachelor of Arts and Social Sciences. Graduates from these courses who complete the nine unit major in public relations are eligible to receive accreditation by the Public Relations Institute of Australia. Also available via off-campus learning.

Description

The public relations (PR) industry is in a state of continuous growth and evolution. Corporate, government and not-for-profit organisations are always in search of public relations professionals to assist them with their strategic communication needs. PR graduates can expect to find employment in private sector, government and not-for-profit organisations.

As the public relations profession is increasingly becoming holistic, the PR practitioner is required to perform many different roles. To succeed, they must not only understand the needs of their clients, but must also be aware of industry trends and developments, and be attuned to the needs of their target audience. The skills necessary for this profession include: effective writing, critical thinking, active listening, decision-making, social perceptiveness, persuasiveness and an orientation towards service.

At Monash, public relations is accredited by the Public Relations Institute of Australia, and is designed to equip students with the relevant and necessary skills for the profession. Students will learn the rationale behind public relations practices, critically analyse case studies and learn practical skills such as giving effective oral presentations. Monash graduates have gone on to become consultants and specialists in media relations, internal communication, publicity and events, government relations, public affairs, political communication, crisis and issues management in business and non-business sectors such as healthcare, finance, information technology, community services and government.

Today, every worthwhile organisation understands the value of public relations and the critical role it plays in organisational survival. Public relations is primarily about building and maintaining relationships for the mutual benefit of those involved. Students will be introduced to the challenging and rewarding work of building organisation-public relationships. It provides students with the necessary tools to work in positions where building a meaningful relationship between an organisation and its target publics are critical.

Units

First-year level

Students studying a sequence in public relations must complete the following two units (12 points):

  • ATS1356 Public relations writing
  • ATS1897 Public relations principles and practice

Note: for students who completed first year public relations at Gippsland prior to 2011, PRL 1001 and PRL 1002 can replace ATS1356 and ATS1897 as the first year sequence.

Students progressing to an accredited major in public relations are also required to complete the following unit:

Second/Third year level

Students studying a minor or major in public relations must have completed the first-year sequence. In addition:

  • a minor requires completion of a further two units (12 points) from the units listed below
  • an accredited major requires completion of ATS1277 and a further six units (36 points) from the units listed below. A minimum of three units must be taken at third year level.

Units include:

  • ATS2814 Publicity and promotion
  • ATS2815 Crisis and risk communication
  • ATS2918 Online public relations
  • ATS3837 Public relations and event management
  • ATS3838 Public relations campaigns
  • ATS3839 Public relations internship

Non-accredited elective (Gippsland):

Relevant courses

Diplomas

  • 2327 Diploma in Liberal Arts
  • 2552 Diploma of Tertiary Studies

Associate degree

  • 4074 Associate Degree in Arts and Social Sciences

Bachelors

Single degrees

  • 0002 Bachelor of Arts
  • 3920 Bachelor of Arts - at Sunway
  • 4073 Bachelor of Arts and Social Sciences
  • 1638 Bachelor of Arts as a Participant in the Dean's Scholars Program
  • 3914 Bachelor of Arts (Criminal Justice)
  • 3907 Bachelor of Arts (English Language)
  • 3910 Bachelor of Arts (Global)
  • 4077 Bachelor of Arts (International)
  • 2396 Bachelor of Arts (Journalism)
  • 1366 Bachelor of Arts (Languages)
  • 1708 Bachelor of Arts (Professional Communication)
  • 1712 Bachelor of Arts (Psychology)
  • 1719 Bachelor of Behavioural Science
  • 2476 Bachelor of Communication - at Sunway
  • 1731 Bachelor of Community Welfare and Counselling
  • 4042 Bachelor of Journalism
  • 0202 Bachelor of Letters
  • 1144 Bachelor of Performing Arts
  • 1275 Bachelor of Professional Communication
  • 4086 Bachelor of Social Science

Double degrees

  • 3277 Bachelor of Aerospace Engineering and Bachelor of Arts
  • 0550 Bachelor of Arts and Bachelor of Business (Accounting)
  • 0553 Bachelor of Arts and Bachelor of Business (Banking and Finance)
  • 0555 Bachelor of Arts and Bachelor of Business (Management)
  • 0556 Bachelor of Arts and Bachelor of Business (Marketing)
  • 0542 Bachelor of Arts and Bachelor of Commerce
  • 0170 Bachelor of Arts and Bachelor of Economics
  • 1541 Bachelor of Arts and Bachelor of Education-primary
  • 1641 Bachelor of Arts and Bachelor of Education-secondary
  • 0080 Bachelor of Arts and Bachelor of Laws
  • 3054 Bachelor of Arts and Bachelor of Music
  • 0530 Bachelor of Arts and Bachelor of Science
  • 3426 Bachelor of Arts and Bachelor of Social Work
  • 0002 Bachelor of Arts and Bachelor of Theology
  • 3779 Bachelor of Arts and Bachelor of Visual Arts
  • 1807 Bachelor of Arts and Social Sciences and Bachelor of Business and Commerce
  • 1806 Bachelor of Arts and Social Sciences and Bachelor of Community Welfare and Counselling
  • 4208 Bachelor of Arts and Social Sciences and Bachelor of Education
  • 4089 Bachelor of Arts and Social Sciences and Bachelor of Visual and Media Arts
  • 4403 Bachelor of Arts (Global) and Bachelor of Commerce
  • 3537 Bachelor of Arts (Global) and Bachelor of Science
  • 2131 Bachelor of Arts (Journalism) and Bachelor of Science
  • 1798 Bachelor of Arts (Psychology) and Bachelor of Community Welfare and Counselling
  • 1941 Bachelor of Business and Commerce and Bachelor of Communication
  • 4423 Bachelor of Business and Commerce and Bachelor of Professional Communication
  • 4075 Bachelor of Community Welfare and Counselling and Diploma of Community Services (Alcohol, Other Drugs and Mental Health)
  • 4076 Bachelor of Community Welfare and Counselling and Diploma of Disability
  • 0116 Bachelor of Engineering and Bachelor of Arts
  • 3281 Bachelor of Mechatronics Engineering and Bachelor of Arts
  • 1945 Bachelor of Professional Communication and Diploma of Professional Writing