Bachelor of Arts (Media and Communication)

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Public Relations - unit set code MJ-A000021

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

ALR103Introduction to Public Relations

ALW117Professional Writing for Work

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

ALR206Social Media Strategy and Tactics

ALR207Media Relations

ALR276Ethical Communication and Citizenship

ALR279Public Relations Management

ALR383Lobbying, Advocacy and Public Opinion

ALR300Public Relations Campaigns and Practice (2 credit points)

ALR310Marketing Communication

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