This area of study entry applies to students commencing this course in 2013 and should be read in conjunction with the relevant course entry in the Handbook. Any 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 faculty||Faculty of Arts|
|Offered by||School of Applied Media and Social Sciences|
The public relations (PR) industry is diverse and constantly changing. Public relations professionals are actively engaged in corporate, government and not-for-profit organisations are always in search of public relations professionals taking a lead role in strategic communication management and in engaging with communities that organisations serve. PR graduates can expect to find employment in local, state and federal government, in corporations, in industries that focus on sustainability and climate change, in consulting for clients, in community programs and in a range of not-for-profit organisations.
The public relations practitioner performs many different roles, as advocate, counsel, client facilitator, leader and community connector, or as a crisis and issues communication manager. To succeed practitioners need to be aware of the industry trends and developments, and be attuned to needs of their target audiences. The skills important for public relations are: effective and meaningful writing, critical thinking, active listening, and social perceptiveness, networking skills, relationship management skills that build trust and values-based communication with stakeholders, shareholders and the public.
At Monash, public relations is designed to prepare students with the relevant and necessary skills for the profession. Students understand the theory and practice of the profession and what is important to public relations professionalism, they will critically analyse case studies, and learn practical skills such as pitching for clients and utilising social media to engage with organisations. Monash graduates have been successful as in-house and internal communication managers, public relations consultants, media relations specialists, public affairs managers, political communication specialists, crisis and issue specialists. They have gained employment in the non-business sectors in healthcare, finance, information technology, community and government. Organisations value public relations as the profession is important to their reputations and to their sustainability and development.
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 as organisations adapt to the constantly changing needs of their communities, and as they focus on the global and intercultural context of their communication management activities.
Students studying a sequence in public relations must complete the following two units (12 points):
Students studying a minor or major in public relations must have completed the first-year sequence. In addition: