Graduate Diploma of Public Relations

Postgraduate coursework

With a Graduate Diploma of Public Relations, you'll study key research methods and learn the cultural and ethical implications of PR. Apply to study today.

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Key facts

English language requirements

IELTS overall score of 6.5 (with no band score less than 6) or equivalent

Duration

This course is 2 years part-time or equivalent duration. Please see the Pathways section below for more information.

Campuses

Current Deakin Students

To access your official course details for the year you started your degree, please visit the handbook

Course information

With a Graduate Diploma of Public Relations, you'll study key research methods and learn the cultural and ethical implications of PR. Apply to study today.

Understand the role of public relations in contemporary society and learn how to design and implement public relations campaigns.

 You’ll examine the theories and models that work behind major campaigns and critically analyse existing campaigns. From press release writing to effective marketing communication, you’ll get the skills to tackle the everyday challenges in this growing field. 

The growth of global technology and social media has allowed reputations to be altered at a rapid pace and issues amplified to reach global audiences. You’ll learn the necessary hands-on skills to manage stakeholder expectations while dealing with anticipated or unexpected events.

Public relations is about influencing the behaviour, beliefs or attitudes of people, which means there is a lot of power and responsibility in the hands of PR professionals. This course teaches you how to appreciate the social, cultural and ethical implications of public relations activity. 

Once you complete this exciting course, you may choose to continue your studies and get credit in our Master of Communication. 

Graduates are eligible for membership of the Public Relations Institute of Australia (PRIA).

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Course structure

To qualify for the Graduate Diploma of Public Relations, a student must successfully complete 6 of the units listed below and 2 electives.

Electives may be chosen from the remaining units below or from any other postgraduate course in the School of Communication and Creative Arts; students who intend to move from a diploma to a Masters are strongly advised to take

  • Communication Concepts ACX701
  • for their two elective credits.

    All students are require to complete:

    AAI018 Academic Integrity (0-credit-point compulsory unit)

    PRIA Membership

    The Graduate Diploma of Public Relations is accredited by the Public Relations Institute of Australia (PRIA).

    4

    Core units

    4

    Elective units

    8

    Total

    Key information

    Award granted
    Graduate Diploma of Public Relations
    Year
    2018 course information
    Deakin code
    A643
    CRICOS code?
    Level
    Postgraduate (Graduate Certificate and Graduate Diploma)
    Approval status
    This course is approved by the University under the Higher Education Standards Framework.
    Australian Quality Framework (AQF) recognition
    The award conferred upon completion is recognised in the Australian Qualifications Framework at Level 8.

    Campuses by intake

    Campus availability varies per trimester. This means that a course offered in Trimester 1 may not be offered in the same location for Trimester 2 or 3. Read more to learn where this course will be offered throughout the year.

    Trimester 1 - March

    • Start date: March
    • Available at:
      • Cloud Campus

    Trimester 2 - July

    • Start date: July
    • Available at:
      • Cloud Campus

    Additional course information

    Course duration - additional information

    Course duration may be affected by delays in completing course requirements, such as accessing or completing work placements.

    Work experience

    Elective units may provide the opportunity for Work Integrated Learning experiences.

    Entry requirements

    Entry information

    Deakin University offers admission to postgraduate courses through a number of Admission categories. In all categories of admission, selection is based primarily on academic merit as indicated by an applicant's previous academic record. To be eligible for admission to this program, all applicants should check the Entry and English language requirements.

    Admission Requirements Specific Entry will be based on performance in:

    • a Bachelor Degree in any discipline OR
    • a Graduate Certificate in any discipline OR
    • at least three years of relevant work experience (or part-time equivalent)

    IELTS / English language requirements Please note that English language requirements exist

    for entry to this course and you will be required to meet the English language level requirement that is applicable in the year of your commencement of studies. It is the students’ responsibility to ensure that she/he has the required IELTS score to register with any external accredited courses. (more details)

    For more information on the Admission Criteria and Selection (Higher Education Courses) Policy visit the Deakin Policy Library.

    Fees and scholarships

    Fee information

    Estimated tuition fee - full-fee paying place

    The tuition fees you pay are calculated depending on the course you choose.

    The ‘Estimated tuition fee’ is provided as a guide only based on a typical enrolment of students completing the first year of this course. The cost will vary depending on the units you choose, your study load, the length of your course and any approved Credit for Prior Learning you have.

    Each unit you enrol in has a credit point value. The ‘Estimated tuition fee’ is calculated by adding together 8 credit points of a typical combination of units for that course. Eight credit points is used as it represents a typical full-time enrolment load for a year.

    You can find the credit point value of each unit under the Unit Description by searching for the unit in the Handbook.

    Learn more about fees and available payment options.

    Scholarship options

    A Deakin scholarship might change your life. If you've got something special to offer Deakin – or you just need the financial help to get you here – we may have a scholarship opportunity for you.

    Search or browse through our scholarships

    Postgraduate bursary

    If you’re a Deakin alumni commencing a postgraduate award course, you may be eligible to receive a 15% reduction per unit on your enrolment fees. Your spouse and members of your immediate family may also be eligible to apply for this bursary.

    Learn more about Deakin’s 15% postgraduate bursary

    Graduate outcomes

    Career outcomes

    This course is designed to equip graduates with the knowledge, skills and understanding to obtain challenging positions in the expanding field of public relations.

    Promising career opportunities exist for public relations professionals in industry and commerce, government, community and education institutions, hospitals, health and welfare organisations, special interest groups, cultural organisations consumer affairs and public relations consultancies.

    Professional recognition

    Graduates of the Graduate Diploma of Public Relations are eligible for membership of the Public Relations Institute of Australia (PRIA).

    Course learning outcomes

    Deakin's graduate learning outcomes describe the knowledge and capabilities graduates can demonstrate at the completion of their course. These outcomes mean that regardless of the Deakin course you undertake, you can rest assured your degree will teach you the skills and professional attributes that employers value. They'll set you up to learn and work effectively in the future.

    Deakin Graduate Learning Outcomes

    Course Learning Outcomes

    Discipline specific knowledge and capabilities

    Analyse and critically evaluate theoretical approaches to Public Relations practice and issues including the need to understand current social and legal norms, policies and practices, in the local, national and global context.

    Understand the role and function of communication practitioners across sectors.

    Identify techniques of persuasive communication and its value in Public Relations tactics and acquire skills y to apply these techniques

    Evaluate the effectiveness of contemporary Public Relations strategies and tactics. 

    Communication

    Effectively communicate analyses, findings and strategies in Public Relations to a range of audiences using written, digital and oral formats. 

    Digital literacy

    Identify and utilise a range of generic digital communication technologies and specific digital technologies employed by Public Relations professionals to address communication needs for diverse audiences and to deliver reports and presentations to audiences within and outside the Public Relations field.

    Critical thinking

    Demonstrate advance understanding of ethical and legal issues surrounding Public Relations.

    Analyse and critically evaluate theoretical approaches to Public Relations practice and issues. Understand and apply current social and legal norms, policies and practices, in the local, national and global context.

    Critically evaluate the effectiveness of contemporary Public Relations strategies and tactics.

    Problem solving

    Employ specialized knowledge, initiative and creativity in conjunction with evidence-based communication methods to generate innovative approaches and solutions to complex, real world issues within the professional Public Relations environment.

    Acquire expertise in the formulation, design, implementation and evaluation of a Public Relations strategies and tactics. 

    Self-management

    Demonstrate autonomy, responsibility, accountability and a continued commitment to learning and skills development, in the field of Public Relations. 

    Teamwork

    Work and learn collaboratively with colleagues and real world (external) clients and others from different disciplines and backgrounds while still maintaining responsibility for their own learning. 

    Global citizenship

    Develop an advanced knowledge of ethical, legal, cultural and societal issues within the Public Relations discipline.

    Analyse and address communication issues in a domestic and global context as a reflective scholar and practitioner, taking into consideration cultural and socio-economic diversity, social and environmental responsibility and the application of the highest ethical standards. 

    Approved by Faculty Board November 2017

     

    Application information

    How to apply

    Apply direct to Deakin

    Applications must be made directly to the University through the Applicant Portal.  For information on the application process and closing dates, see the Apply web page.  Please note that closing dates may vary for individual courses.

    Apply through Deakin
    Deakin International office or Deakin representative

    Fill out the application form and submit to a Deakin International office or take your application form to a Deakin representative for assistance

    PDF Application form - 306 KB


    Need more information on how to apply?

    For information on the application process and closing dates, see the How to apply webpage
    If you’re still having problems, please contact Deakin International for assistance.


    Entry pathways

    A shorter course duration is available to students entering from a same discipline background. A 'same discipline' background award for this course is any tagged Bachelor degree (min 3 years) or Bachelor degree (min 3 years) with a major sequence in Public Relations, Professional Communication or Public Affairs.

    Highest same discipline award held at point of Grad Dip entry Reduction in course duration Remaining course duration
    Bachelor, Bachelor (Honours) same discipline 0.5 year (4 credit points) 0.5 year or part-time equivalent (4 credit points)

    Alternative exits

    Credit for prior learning

    The University aims to provide students with as much credit as possible for approved prior study or informal learning which exceeds the normal entrance requirements for the course and is within the constraints of the course regulations. Students are required to complete a minimum of one-third of the course at Deakin University, or four credit points, whichever is the greater. In the case of certificates, including graduate certificates, a minimum of two credit points within the course must be completed at Deakin.

    You can also refer to the Credit for Prior Learning System which outlines the credit that may be granted towards a Deakin University degree.

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