Bachelor of Communication (Public Relations)

Undergraduate degree

Deakin's Bachelor of Communication (Public Relations) will ready you with strategic communication methods to take on the changing media landscape.

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Key facts

ATAR

Burwood:
60.5
Waurn Ponds:
56.4
Cloud:
NP?
Lowest selection rank

Duration

3 years full-time or part-time equivalent

Key dates

Direct applications to Deakin for Trimester 3 2020 close 1 November 2020
Direct applications to Deakin for Trimester 1 2021 close 21 February 2021
Timely VTAC entry closes 30 September 2020 at 5pm. View other VTAC dates

Current Deakin Students

To access your official course details for the year you started your degree, please visit the handbook

Course information

Build and protect the reputation of brands, people and organisations with skills developed through Deakin's Bachelor of Communication (Public Relations). Learn how innovative and ethical communication fosters meaningful relationships with stakeholders and discover what it takes to create inspiring campaigns and events, manage crises and become an adaptive communications expert. 

From day one, you'll have the opportunity to develop your skills in writing, editing, researching, event organisation and publishing– key skills that prepare you for the challenges of an evolving media landscape. 

You’ll learn from academics who are active in their field, ensuring you gain the professional skills to conduct strategic and tactical communication research, planning and evaluation. Boost your industry experience through sought-after internships or gain a global perspective of public relations with an international study experience. 

Do you want to create, inspire and problem solve? Steer your way to a dynamic career in communication. 

Develop a thorough understanding of public relations in the 21st century so you can design and implement effective and memorable campaigns.

Through this course you'll learn about the social, administrative, cultural and ethical implications of public relations activity. You'll also gain insights into how PR has kept pace with advancements in technology and the changing political, economic and social landscape.

You'll also establish links with professionals in industry, work with clients in real-life scenarios and explore work-based internships or study experiences overseas. From preserving reputations to crisis management, you'll graduate job ready with a portfolio of public relations work and an understanding of the art of managing news positively.

Read More

Course structure

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

  • 12 credit points of core units (11 units)
  • 3 course electives from list A (level 1)
  • 3 course electives from list B (level 2/3)
  • 6 credit points of electives (of which two must be at level 2 or 3)
  • no more than 10 credit points at level 1
  • no fewer than 6 credit points at level 3
  • Academic Integrity AAI018
  • Academic Integrity (0-credit-point compulsory unit)

Level 1

  • Communication in Everyday Life ACC100
  • Introduction to Public Relations ALR103
  • Strategic Communication and Writing ALR104
  • Level 2

  • Media Law and Ethics ACC213
  • Media Relations Strategy ALR210
  • Public Relations Management ALR279
  • Level 3

  • Communication Internship A: Placement ACC320
  • Communication Internship B: Career Development ACC321
  • Public Relations Campaigns and Practice ALR300 (2 credit points)
  • Lobbying, Advocacy and Public Opinion ALR383
  • Ethical Communication and Citizenship ALR376
  • Course Electives

    Complete three 1-credit point units chosen from the following course electives (List A):

  • Design Skills ACG103
  • Advertising Principles and Practices ALA101
  • Creative Brand Communication ALA102
  • News Reporting 1 ALJ111
  • News Reporting 2 ALJ112
  • Making Social Media ALM101
  • Making Video ALM102
  • Either 

  • Introduction to Aboriginal Studies IND101
  • Or

  • Aboriginal Australian Stories and Songlines IND102
  • Complete three 1-credit point units chosen from the following course electives (List B):

  • Web Design and Interactivity ADV201
  • Integrated Communication ALA203
  • Quantified Media ALM202
  • Global Media ALM215
  • Aboriginal Knowledges and Experiences: Historical Journeys-Contemporary Perspectives IND201
  • Making Sense of Information MIS203
  • Event Management MMM312
  • Journalism in Society ALJ324
  • Communication Research Practices ACC303
  • Transmedia Storytelling ALA302
  • Electives

    Complete six electives, of which at least two must be 2nd or 3rd level

    We suggest students complete at least 4 credit points in a subject area different to their degree, preferably a linked sequence of study in the same area. This choice can include units from any degree in the University but is best chosen from the subject areas in the Bachelor of Arts. We also recommend students complete at least two more credit points from the course electives listed.

    Key information

    Award granted
    Bachelor of Communication (Public Relations)
    Year

    2021 course information

    VTAC code
    1400314191 - Waurn Ponds (Geelong), Commonwealth Supported Place (HECS)
    1400514191 - Burwood (Melbourne), Commonwealth Supported Place (HECS)
    1400614191 - Cloud (online), Commonwealth Supported Place (HECS)
    Deakin code
    A325
    CRICOS code?
    083990C
    Level
    Undergraduate
    Approval status
    This course is approved by the University under the Higher Education Standards Framework.
    Australian Qualifications Framework (AQF) recognition
    The award conferred upon completion is recognised in the Australian Qualifications Framework at Level 7.

    Campuses by intake

    Campus availability varies per trimester. This means that a course offered in Trimester 1 may not be offered in the same location for Trimester 2 or 3. Read more to learn where this course will be offered throughout the year.

    Trimester 1 - March

    • Start date: March
    • Available at:
      • Burwood (Melbourne)
      • Waurn Ponds (Geelong)
      • Cloud Campus

    Trimester 2 - July

    • Start date: July
    • Available at:
      • Burwood (Melbourne)
      • Waurn Ponds (Geelong)
      • Cloud Campus

    Trimester 3 - November

    • Start date: November
    • Available at:
      • Burwood (Melbourne)
      • Cloud Campus

    Deakin splits the academic year into three terms, known as trimesters. Most students usually undertake two trimesters each year (March-June, July-November).

    Additional course information

    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.

    Course duration - additional information

    Course duration may be affected by delays in completing course requirements, such as accessing or completing work placements.

    Mandatory student checks

    Any unit which contains work integrated learning, a community placement or interaction with the community may require a police check, Working with Children Check or other check.

    Participation requirements

    Reasonable adjustments to participation and other course requirements will be made for students with a disability. Click here for more information.

    Work experience

    Work Integrated Learning experiences are embedded within the course’s core units.

    Need help?

    Ask a question about studying at Deakin

    Contact us

    Entry requirements

    Current or recent Year 12

    If you are currently studying Year 12 in 2020 or completed Year 12 in 2018 or 2019 and have not attempted higher education or VET study since, your selection is based on the following.

    Prerequisite subjects

    Units 3 and 4: a study score of at least 25 in English EAL (English as an additional language) or at least 20 in English other than EAL.

    ATAR

    This course uses the ATAR as part of its selection considerations.

    Selection is competitive and meeting the minimum entry requirements does not guarantee selection.  Our Admission Criteria and Selection Policy outlines the principles of selection.

    Higher education experience

    If you have undertaken at least one unit of higher education after secondary schooling, your selection is based on the following.

    Education

    This course uses your entire academic record as part of its selection considerations.

    Senior secondary prerequisite subjects

    Units 3 and 4: a study score of at least 25 in English EAL (English as an additional language) or at least 20 in English other than EAL or equivalent, or Certificate IV: or higher, or concurrent Bachelor study.

    All applicants must meet the minimum English language requirements. Please read about other ways of satisfying the English language proficiency requirement.

    Personal statement

    Applicants who wish their work and volunteer/other experience to be considered as part of their application for entry are required to submit a personal statement with details of their work and volunteer/other experience, motivation to study and any other factors relevant to their application for the course. Learn more about the personal statement.

    STAT Multiple Choice

    Applicants who wish to use a general aptitude test for consideration for entry must complete the STAT (Multiple Choice). Learn more about the STAT Multiple Choice test.

    Selection is competitive and meeting the minimum entry requirements does not guarantee selection.  Our Admission Criteria and Selection Policy outlines the principles of selection.

    VET education experience

    If you have undertaken at least one unit of Vocational Education and Training (VET) study after secondary school, your selection is based on the following.

    Education

    This course uses your entire academic record as part of its selection considerations.

    Senior secondary prerequisite subjects

    Units 3 and 4: a study score of at least 25 in English EAL (English as an additional language) or at least 20 in English other than EAL or equivalent, or Certificate IV: or higher, or concurrent Bachelor study.

    All applicants must meet the minimum English language requirements. Please read about other ways of satisfying the English language proficiency requirement.

    Personal statement

    Applicants who wish their work and volunteer/other experience to be considered as part of their application for entry are required to submit a personal statement with details of their work and volunteer/other experience, motivation to study and any other factors relevant to their application for the course. Learn more about the personal statement.

    STAT Multiple Choice

    Applicants who wish to use a general aptitude test for consideration for entry must complete the STAT (Multiple Choice). Learn more about the STAT Multiple Choice test.

    Selection is competitive and meeting the minimum entry requirements does not guarantee selection.  Our Admission Criteria and Selection Policy outlines the principles of selection.

    Work and life experience

    If you finished Year 12 more than three years ago or did not finish Year 12, your selection is based on the following.

    Education

    This course uses your entire academic record as part of its selection considerations.

    Senior secondary prerequisite subjects

    Units 3 and 4: a study score of at least 25 in English EAL (English as an additional language) or at least 20 in English other than EAL or equivalent, or Certificate IV: or higher, or concurrent Bachelor study.

    All applicants must meet the minimum English language requirements. Please read about other ways of satisfying the English language proficiency requirement.

    Personal statement

    Applicants who wish their work and volunteer/other experience to be considered as part of their application for entry are required to submit a personal statement with details of their work and volunteer/other experience, motivation to study and any other factors relevant to their application for the course. Learn more about the personal statement.

    STAT Multiple Choice

    Applicants who wish to use a general aptitude test for consideration for entry must complete the STAT (Multiple Choice). Learn more about the STAT Multiple Choice test.

    Selection is competitive and meeting the minimum entry requirements does not guarantee selection.  Our Admission Criteria and Selection Policy outlines the principles of selection.

    Selection adjustments

    Subject adjustment

    A study score of 30 in any Business, Economics, any English, Media, any Mathematics, Psychology, Visual Communication Design or Extended Investigation equals 4 aggregate points per study. Overall maximum of 12 points.

    Access and equity

    Special entry access schemes (SEAS) enable Deakin to consider disadvantaged circumstances you may have experienced and the impact upon your studies. SEAS also allows us to identify if you’re from under-represented groups when making selection decisions for some courses. SEAS does not exempt you from meeting any of the course entry requirements. Learn more about Deakin’s special entry access schemes.

    Admissions information

    Learn more about this course and others that Deakin offers by visiting VTAC for more information. You can also discover how Deakin compares to other universities when it comes to the quality of our teaching and learning by visiting the ComparED website.

    Special entry access schemes (SEAS) enables Deakin to consider disadvantageous circumstances you may have experienced and their impact upon your studies. SEAS also allows us to identify if you're from under-represented groups when making selection decisions for some courses. SEAS does not exempt you from meeting any of the course entry requirements.

    You can also find out about different entry pathways into Deakin courses if you can't get in straight from high school.

    Finally, Deakin is committed to admissions transparency. As part of that commitment, you can learn more about our first intake of 2020 students (PDF, 581.6KB) - their average ATARs, whether they had any previous higher education experience and more.

    Recognition of prior learning

    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 Recognition of Prior Learning System which outlines the credit that may be granted towards a Deakin University degree and how to apply for credit.

    Fees and scholarships

    Fee information

    Estimated tuition fee - full-fee paying place
    The estimated tuition fee for this course is not currently available due to pending Government legislation.
    Learn more about fees and your options for paying.
    Estimated tuition fee - (CSP)?
    The estimated tuition fee for this course is not currently available due to pending Government legislation.
    Learn more about fees.

    The estimated tuition fee for Commonwealth supported places (CSP) is not currently available due to the Job-ready Graduates Package – higher education reforms recently announced by the Australian Government.

    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 Recognition of 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.

    Scholarship options

    A Deakin scholarship could help you pay for your course fees, living costs and study materials. If you've got something special to offer Deakin - or maybe you just need a bit of extra support - we've got a scholarship opportunity for you. Search or browse through our scholarships

    Apply now

    How to apply

    Apply through VTAC

    VTAC applications are now open for:

    • current Year 12 students
    • recent Year 12 student who completed secondary education in the past two years.

    Apply to VTAC after reading the course entry requirements, or learn more about the application process.

    Apply direct to Deakin

    Direct applications are now open for:

    • applicants with work and life experience, who left secondary education more than two years ago
    • applicants with TAFE experience
    • applicants with higher education experience.
    • Apply to Deakin after reading the course entry requirements, or learn more about the application process.

      Please note: If you’re applying for more than one course, you need to apply to VTAC.

    Entry pathways

    View pathways into the Bachelor of Communication (Public Relations) with our pathways finder.

    Further studies are available at Honours and Postgraduate level. Many students choose to enter into the Bachelor of Communication (Honours) or the Master of Communication.

    Contact information

    Prospective Student Enquiry Centre

    1800 693 888

    myfuture@deakin.edu.au

    Why choose Deakin

    Want a degree that’s more than just a qualification? Our industry connections, world-class facilities and practical approach to learning are just some of the reasons why Deakin students graduate confident and ready to thrive in the jobs of tomorrow.

    Gain professional experience through internships

    Graduate with a portfolio of industry-based work

    Accredited by the Public Relations Institute of Australia

    Intern, volunteer or study abroad during your degree

    Career outcomes

    With Deakin's accredited public relations degree, you can work across a range of sectors, including business, government or not-for-profit organisations. Deakin graduates find work as:

    • account executives
    • advertising copywriters
    • advertising account managers
    • customer relations officers
    • community relations officers
    • customer relations managers
    • government relations officers
    • communication and stakeholder relations
    • marketing and communications coordinator
    • media and communications advisors
    • media relations advisors
    • public relations officers
    • social media account managers
    • digital content coordinators
    • digital communications specialists
    • event management officers.

    For more information go to DeakinTALENT

    Professional recognition

    The Bachelor of Communication (Public Relations) is accredited by the Public Relations Institute of Australia (PRIA). Graduates are eligible for accelerated membership of the PRIA, ensuring you remain connected and up-to-date with current industry standards.

    Course learning outcomes

    Deakin's graduate learning outcomes describe the knowledge and capabilities graduates can demonstrate at the completion of their course. These outcomes mean that regardless of the Deakin course you undertake, you can rest assured your degree will teach you the skills and professional attributes that employers value. They'll set you up to learn and work effectively in the future.

    Deakin Graduate Learning Outcomes

    Course Learning Outcomes

    Discipline specific knowledge and capabilities

    Employ communication theories and concepts to the practice of public relations to inform professional practice within government, civil and business organisations.

    Communication

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

    Digital literacy

    Use digital communication technologies to research and strategically engage with audiences and stakeholders.

    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.

    Self-management

    Exhibit autonomy, responsibility, accountability and a commitment to learning and skills development in a professional context.

    Teamwork

    Work and learn collaboratively with real world (external) clients and others from different disciplines and backgrounds to build effective relationships and achieve communication goals.

    Global citizenship

    Demonstrate communication strategies that are respectful and inclusive of cultural and socio-economic diversity, social and environmental responsibility and the application of ethical standards.

    Approved by Faculty Board 2019

    *2019 Student Experience Survey, based on undergraduate students
    #ARWU Rankings 2019
    ~According to the Voice Project IT Service Quality Support Benchmark Survey
    ^Australian Graduate Recruitment Industry Awards, 2017, 2018, 2019 winner
    ^^Australian Graduate Survey 2010–2015, Graduate Outcomes Survey 2016–2019 (GOS), Quality Indicators for Learning and Teaching (QILT)