Bachelor of Communication (Public Relations)

Course summary for local students

Year2017 course information
Award granted Bachelor of Communication (Public Relations)
CampusOffered at Burwood (Melbourne), Waurn Ponds (Geelong)
Cloud CampusYes
Length3 years full-time or part-time equivalent
Next available intake

2016: November (Trimester 3*)

2017: March (Trimester 1), July (Trimester 2), November (Trimester 3*)

* Trimester 3 Burwood (Melbourne) and Cloud (online)

CSP annual fee (indicative) - commencing 2017$8,016 for 1 yr full-time - Commonwealth Supported Place (HECS)
Full fee paying annual fee - commencing 2017Not applicable
Faculty contacts

Arts and Education Student Services and Enrolment Enquiries

Waurn Ponds (Geelong)
Tel 03 5227 1359

Burwood (Melbourne) 
Tel 03 9246 8100

Cloud (online) 
Tel 03 5227 1359  

Clearly-in ATAR
Burwood (Melbourne): 60.00
Waurn Ponds (Geelong) - off campus: N/A
Waurn Ponds (Geelong): N/A
CRICOS course code083990C
VTAC Codes1400314191 - Waurn Ponds (Geelong), Commonwealth Supported Place (HECS)
1400514191 - Burwood (Melbourne), Commonwealth Supported Place (HECS)
1400614191 - Cloud (online), Commonwealth Supported Place (HECS)
Deakin course code A325

Course sub-headings

Course overview

Prepare yourself for the dynamism of strategic communications by studying Public Relations at Deakin. The degree program is designed to keep pace with advancements in technology and the changing political, economic, and social landscape.

Public relations and communication specialists create inspiring campaigns, manage reputations and capture the attention of others with innovative communication. If you have an interest in social media, want to capitalise on your creative potential or, make use of your flair for communication, consider studying a Bachelor of Communication (Public Relations) at Deakin University. 

Public Relations at Deakin prepares you with professional skills, techniques and knowledge necessary for the management of public relations in business, government and not-for-profit organisations. 

This course includes communication research techniques, organisational planning, problem analysis, strategy development, creation of communication tactics and, the evaluation of effective communication. 

You will have the opportunity to establish links with professionals in the industry through working with clients in real life scenarios, undertaking work-based internships with accredited practitioners.

 The degree is accredited with Public Relations Institute of Australia (PRIA).

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.

Fees and charges

The tuition fees you pay will depend on the units you choose to study as each unit has its own costs. The ‘Estimated tuition fee’ is provided as a guide only based on a typical enrolment of students undertaking the first year of this course. The cost will vary depending on the units you choose, your study load, the time it takes to complete 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.

Career opportunities

There are promising career opportunities for public relations professionals in commerce, government, community and education institutions, hospitals, health and welfare organisations, special interest groups, cultural organisations, consumer affairs and public relations consultancies. Other terms are often used in place of public relations or to describe a specialised aspect of public relations. They include public affairs, corporate affairs, community relations, customer relations, investor relations, employee relations, publicity, government relations, media relations, crisis management and issues management, all of which provide other employment opportunities.

For more information go to My Course My Career

Course Learning Outcomes

Deakin Graduate Learning Outcomes

Course Learning Outcomes

Discipline specific knowledge and capabilities

Review analyse major Communication theories and Public Relations concepts including research, strategy and tactics, contemporary communication methods, and ethical communication, and apply these skills to topics spanning the associated industries including journalism, media and the law.


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

Digital literacy

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

Critical thinking

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. 

Problem solving

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


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


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

Global citizenship

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 October 2015


Course rules

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

  • 15 credit points of compulsory core units;
  • 9 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

ACC100Communication in Everyday Life

ACC101Creativity and Dangerous Ideas

ALR103Introduction to Public Relations

ALR104Strategic Communication and Writing

Plus 4 Electives

Level 2

ACC213Media Law and Ethics

ALR206Social Media Strategy and Tactics

ALR207Media Relations

ALR276Ethical Communication and Citizenship

ALR279Public Relations Management

Plus 3 Electives

Level 3

ALR300Public Relations Campaigns and Practice (2 credit points)

ALR310Marketing Communication

ALR382Professional Communication Internship (2 credit points)

ALR383Lobbying, Advocacy and Public Opinion

Plus 2 Electives

Recommended Electives

ACG103Design Skills

ACG102Design and Typography

ALC105Media Culture and Technological Transformations: Living in the Digital Age

ACF103Writing with the Camera

ACG206Web Design and Interactivity

ACG208Branding Design

ALC215Globalisation and the Media

ALC303Media Research Practices

ALC301Contemporary Media Industries

Course Map

Course map 

Transition to University study
The faculty offers two units AIX160 Introduction to University Study and AIX117 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.

Entry requirements - general

Deakin University offers admission to undergraduate 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.

For more information on the Admission Criteria and Selection Policy visit The Guide.

Entry requirements - specific

Applicants should have successfully completed VCE, or equivalent.  Prerequisites are Units 3 and 4–a study score of at least 25 in English (EAL) or 20 in English other than EAL.

The Faculty offers alternative entry options for mature age and other special categories of applicants.  Information about these is available in the VTAC guide and on the Deakin University’s website at

Credit for prior learning - general

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 and how to apply for credit.

How to apply

Trimester 3 – start studying in November 2016

To see if this course is taking applications, check our Trimester 3 webpage. Applications for Trimester 3 are made directly to Deakin through our Applicant Portal.

Trimester 1 – start studying in March 2017

Apply through VTAC for Trimester 1.

Exceptions to submitting a VTAC application

If you are:

  • not studying Year 12 in 2016 and only intend to apply to one institution for one course (which is Deakin), or
  • applying for a Deakin course, which is not listed on the VTAC website.

a direct application can be submitted to Deakin through our Applicant Portal.