Bachelor of Arts (Public Relations)

Course summary for current students

Year2015 course information
Award granted Bachelor of Arts (Public Relations)

Offered at Burwood (Melbourne), Waurn Ponds (Geelong), Cloud (online)

Duration3 years full-time or part-time equivalent
CRICOS course code022247F
Deakin course codeA325

This course is for pipelining students only.

Course sub-headings

Course overview

Deakin’s Bachelor of Arts (Public Relations) will provide you with a solid grounding in the principles and practice of public relations and communications theory, together with a broader general education in the social sciences and liberal arts.  

You will be exposed to a range of models, skills and techniques necessary for the management of public relations in a wide variety of private and public organisations. You will study the social and behavioural sciences providing an understanding of human and societal behaviour. The course also examines communication research techniques, organisational planning, problem analysis, strategy development for effective communication within and between organisations and their associates, the counselling of management on trends in issues affecting communication policy, and the production of messages, their transmission and the evaluation of their effectiveness.  

You will have the opportunity to establish links with professionals in the industry through the Public Relations Institute of Australia Young Practitioners' program.

Professional recognition

The Bachelor of Communication (Public Relations) is accredited by the Public Relations Institute of Australia (PRIA). Graduates of accredited degrees are permitted accelerated membership of the PRIA.

Transition to University study
The faculty offers two units AIX160 Introduction to University Study and ALW117 Professional Writing for Work which are specifically designed to ease the transition into university study. New students are encouraged to enrol in one or both of these units in their first year.

Fees and charges

Unit fees can be viewed within individual unit descriptions. You can search for a unit using the Unit Search.

Please be aware:

  • Fees are calculated on a per unit basis
  • Fees charged will depend on the individual units chosen
  • Fees per unit/credit point may increase annually due to rises in the cost of course delivery and services

Course rules

To qualify for the award of Bachelor of Arts (Public Relations), a student must complete 24 credit points including:

  • 17 credit points of compulsory core units;
  • 7 credit points of electives;
  • no more than 10 credit points at level 1;
  • at least 14 credit points at level 2 or above
  • no more than 8 credit points taken outside the Faculty of Arts and Education

Course structure

Level 1

ALC101 Contemporary Communication: Making Sense of Text, Image and Meaning (Final year of offer 2014 - from 2015 students to select ALC104)

ALJ111News Reporting 1

ALR103Introduction to Public Relations

1 Elective

ALC102 Contemporary Communication: Making Sense of New Media (Final year of offer 2014 - from 2015 students to select ALC105)

ALJ112News Reporting 2

1 Elective

ALW117Professional Writing for Work

Level 2

ALR207Media Relations

ALR276Ethical Communication and Citizenship

2 Electives

ALR206Social Media Public Relations

ALR279Public Relations Management

1 Elective

Level 3

ALR383Lobbying, Advocacy and Public Opinion

ALR382Professional Communication Internship (2 credit points)

1 Elective  

ALR300Public Relations Campaigns and Practice ( 2 credit points)

ALR310Marketing Communication

1 Elective

ALR311Communication Management in Asia (ALR311 Trimester 3 study tour unit may be taken as an elective only and is not a core unit in the degree.)