Bachelor of Arts

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Public Relations - unit set code MJ-A000021

Burwood (Melbourne), Waurn Ponds (Geelong), Warrnambool, Cloud (Online)

The Public Relations major sequence is concerned with the management of communication between people, agencies and various publics. Students will study such areas as crisis and issues management, organisational public relations and public relations campaigns; and will develop the necessary skills for effective public relations.

On successful completion of the Public Relations major sequence, students should have the following discipline-specific skills:

  • an ability to explain the role of public relations in society;
  • an ability to differentiate between the various areas of public relations;
  • an ability to explain the legal and regulatory context of public relations;
  • an ability to prepare public relations strategies using traditional, internet and social media tactics;
  • the ability to write and communicate for public relations practice across a broad range of professional contexts.

Core units

Level 1

Trimester 1

ALR103Introduction to Public Relations ***

Trimester 2

ALR104Strategic Communication and Writing

Select 6 credit points, including at least 2 credit points at level 2 and at least 2 credit points at level 3 from the following: 
 

Level 2 and Level 3

Trimester 1 

ALR276Ethical Communication and Citizenship

ALR207Media Relations **

ALR383Lobbying, Advocacy and Public Opinion

Trimester 2

ALR206Social Media Public Relations *

ALR279Public Relations Management

ALR300Public Relations Campaigns and Practice (2 credit points)

ALR310Marketing Communication

* The Burwood (Melbourne) campus offering of ALR206 is restricted to A325 and A328 course enrolled students only.

** ALR207 also offered in Trimester 3.

***ALR103 is also offered in Trimester 3 at Waterfront (Geelong) only.  It is offered by intensive study in Trimester 3.

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