Public Relations studies at Deakin
Frequently asked questions (FAQs)
PR - a definition:
Public Relations is the strategic and ethical management of communication and the building of sustainable relationships between those who have an impact on or are affected by the organisation.
What PR is:
Rewarding work; communicating; strategic thinking; building relationships; clear and clever writing; analysing social, business and political trends; providing advice; getting on top of the latest technology; busy; never dull!
What PR isn't:
Glitz, glamour, selling, spin, unethical practices!
What do PR people do?
- Internet, mobile, print & broadcast communications
- Professional writing
- Directing suppliers
- Sales promotion campaigns
- Media liaison
- Internal or employee communication
- Strategic communication programs
- Print production
- Media and presentation skills and training
- Community and government liaison
Where do you find jobs in PR?
Public Relations is embedded in the core areas of: government, business and community.
- Corporate: Investor Relations, Entertainment, Sports & Travel
- Government, Health, Education, Transport
- Community: Not for Profits e.g. Human Rights, Environment
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What jobs are there for graduates?
With the growth of technology and understanding of the role of communication PR jobs are growing:
- Government and Corporate Affairs
- Public Affairs
- Corporate Relations
- Community Relations
- Marketing Communication
- Public Information
- Media Relations
- Special Events
How does PR differ from Marketing and Advertising?
PR is about building relationships and goodwill for organisations:
- Advertising – is specific paid, controlled communication
- Marketing – primarily concerned with consumers and building sales
What personal qualities are suited to PR?
- Good communication, especially writing skills
- Creativity and lateral thinking
- Good organisational skills and attention to detail
- Think on your feet and ability to meet tight deadlines
- Team-working ability
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How do I get into PR?
Go to Deakin University!
The PR industry now actively looks for tertiary educated graduates who can think analytically and critically and have:
- strategic communications/planning skills
- technical communication skills
Tell me about Deakin PR?
There are two courses options, either of which can be studied in on-campus or off-campus study mode.
- Bachelor of Arts (Public Relations) - which is accredited by the Public Relations Institute of Australia (PRIA)
- Bachelor of Arts, major in Public Relations
Which course should I do?
- Bachelor of Arts (Public Relations)
- Graduates of this degree are eligible for membership to the PRIA
- The degree requires you to complete a greater number of units specific to Public Relations, with less elective flexibility
For more course details see the Bachelor of Arts (Public Relations) course summary
- Bachelor of Arts with Public Relations major
- Graduates do not qualify for PRIA Membership
- There are less specialist Public Relations units compared to the Bachelor of Arts (Public Relations)
- However, the Bachelor of Arts allows you to complete a larger number of electives
For more course details see the Bachelor of Arts - course summary
How can I prepare for a course and career in public relations?
- Develop your general knowledge! Read newspapers, the Internet, and listen/watch radio/TV.
- Find out who’s doing what, - in government, corporate, legal, community and financial fields - both locally and globally!
- Get some ‘hands on’ experience in all media from print to electronic
- You need a good grasp of current management process and practices
- Finally take an interest in good design. See what works and what doesn’t. Collect outstanding examples of brochures, annual reports, letters etc
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