public-relations/index

aos

Undergraduate - Area of study

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This area of study entry applies to students commencing this course in 2014 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 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 major in public relations have an accelerated path to professional membership of the Public Relations Institute of Australia (PRIA). 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 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, and crisis issues and 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. Study in public relations 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 theory, principles and practice

Note: For students who completed first-year public relations at Gippsland prior to 2011, the units PRL1001 and PRL1002 can replace ATS1356 and ATS1897 as the first year sequence.

Second/Third-year level

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

Units include:

  • ATS2814 Engagement, publicity and promotion
  • ATS2815 Crisis and risk communication
  • ATS2918 Social media and online public relations
  • ATS3059 Applied media and social sciences internship
  • ATS3837 Internal-external communication and reputation management
  • ATS3838 Public relations campaigns
  • ATS3839 Public relations internship

Relevant courses

Bachelors

Single degrees

  • 3914 Bachelor of Arts (Criminal Justice)
  • 1708 Bachelor of Arts (Professional Communication)
  • 1712 Bachelor of Arts (Psychology)
  • 4073 Bachelor of Arts and Social Sciences
  • 1719 Bachelor of Behavioural Science
  • 1731 Bachelor of Community Welfare and Counselling
  • 1275 Bachelor of Professional Communication

Double degrees

  • 1798 Bachelor of Arts (Psychology) and Bachelor of Community Welfare and Counselling
  • 1807 Bachelor of Arts and Social Sciences and Bachelor of Business and Commerce
  • 4208 Bachelor of Arts and Social Sciences and Bachelor of Education (Primary)
  • 4076 Bachelor of Community Welfare and Counselling and Diploma of Disability