Future students

Course search


Bachelor of Arts (Media and Communication)

Return to course summary

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

Trimester 1

ALR103 Introduction to Public Relations  **

Trimester 1 or trimester 2 or trimester 3
ALW117 Professional 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


Trimester 1 

ALR276 Ethical Communication and Citizenship  

ALR207 Media Relations  *

ALR383 Lobbying, Advocacy and Public Opinion  

Trimester 2

ALR206 Social Media Public Relations  

ALR279 Public Relations Management  

ALR300 Public Relations Campaigns and Practice  (2 credit points)

ALR310 Marketing Communication  


*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.

Return to course summary

Deakin University acknowledges the traditional land owners of present campus sites.

8th June 2007