Graduate Diploma of Public Relations

Course summary for local students

Year2017 course information
Award granted Graduate Diploma of Public Relations
CampusOffered at Burwood (Melbourne)
Cloud CampusYes
Length

This course is 2 years part-time or equivalent duration. 

Next available intake

March (Trimester 1), July (Trimester 2)

Tuition fee rateAvailable fee rates can be found at www.deakin.edu.au/fees
Faculty contacts

Arts and Education Student Services and Enrolment Enquiries

Burwood (Melbourne) 
Tel 03 9246 8100
artsed@deakin.edu.au

Cloud (online) 
Tel 03 5227 1359
artsed@deakin.edu.au  

LevelPostgraduate (Graduate Certificate and Graduate Diploma)
Deakin course code A643

Course sub-headings

Course overview

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).

Professional recognition

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

Fees and charges

Fees and charges vary depending on your course, your fee category and the year you started. To find out about the fees and charges that apply to you, visit www.deakin.edu.au/fees.

Career opportunities

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.

For more information go to My Course My Career

Course Learning Outcomes

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 October 2015

 

Course rules

To qualify for the Graduate Diploma of Public Relations, a student must successfully complete 8 credit points of study comprising:

  • 4 credit points of core Public Relations units; and
  • 4 credit points of elective Public Relations units specified below

PRIA Membership

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

Course structure

Core units

ALR700Public Relations Campaigns

ALR701Public Relations Writing and Tactics

ALR710Marketing Communication

ALR731Public Relations Theory and Practice

Electives

ACC717Law, Media and Communication (Formerly ALJ724)

ALR704Reputation Management: Crisis, Risk and Responsibility

ALR718Public Relations, Activism and Social Change

ALR782Public Affairs and Opinion Formation

Course Map

Course Map



Entry requirements - specific

Completion of an Australian Bachelor degree (min. 3 years) in any discipline area or approved international equivalent.

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 must also meet the minimum English language requirements, see here.

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 1 – start studying in March 2017

Applications for this course can be made directly through our Applicant Portal.

For more information on the application process, visit our Apply webpage. Please note that closing dates may vary for individual courses.

Alternate exits

Graduate Certificate of Communication (A539)