Bachelor of Communication (Public Relations)

Undergraduate degree

Learn how to create inspiring campaigns, manage reputations and capture the public's attention via Deakin's Bachelor of Communication (Public Relations).

Key facts

English language requirements

IELTS overall score of 6 (with no band score less than 6) or equivalent.

Duration

3 years full time

Current Deakin Students

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

Course information

Discover how you can create inspiring campaigns or events, manage issues and crises, and become an adaptive communications expert. Learn from industry experts how to manage the reputation of brands, people and organisations through creative and ethical practice. Deakin's Bachelor of Communication (Public Relations) combines internships and industry engagement to prepare you for exciting communication roles in agencies, not-for-profit, government and commercial organisations.  

In this industry-accredited course, you will learn from academics who are active in their field, ensuring you gain the professional skills to conduct strategic and tactical communication research, planning, execution 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 will learn about the social, administrative, cultural and ethical implications of public relations activity. You'll also gain insights into how public relations has kept pace with advancements in technology and changing political, economic and social landscapes.

Importantly, you have many opportunities to make connections with industry professionals, work with real clients and solve real-life problems, and take advantage of 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 applied understanding of the art of managing reputations and media relations.

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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)

18

Core units

6

Elective units

24

Total

Level 1

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

  • Media Law and Ethics
  • Media Relations Strategy
  • Public Relations Management
  • Level 3

  • Communication Internship A: Placement
  • Communication Internship B: Career Development
  • Public Relations Campaigns and Practice (2 credit points)
  • Lobbying, Advocacy and Public Opinion
  • Ethics, Persuasion and Society
  • Course Electives

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

  • Design Skills
  • Advertising Principles and Practices
  • Creative Brand Communication
  • News Reporting 1
  • News Reporting 2
  • Making Social Media
  • Making Video
  • Either 

  • Introduction to Aboriginal Studies
  • Or

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

  • Web Design and Interactivity
  • Integrated Communication
  • Quantified Media
  • Global Media
  • Managing Information in the Digital Age
  • Event Management
  • Journalism in Society
  • Communication Research Practices
  • Transmedia Storytelling
  • Either 

  • Caring for Country
  • Or

  • Politics of Resistance in Indigenous Australia
  • 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

    2022 course information

    VTAC code
    1400314193 - Waurn Ponds (Geelong), International full-fee paying place
    1400514193 - Burwood (Melbourne), International full-fee paying place
    Deakin code
    A325
    CRICOS code?
    083990C Burwood (Melbourne), Waurn Ponds (Geelong)
    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.

    Entry requirements

    Senior certificate of education

    If you are currently studying Year 12 or completed Year 12 in the previous two years and have not attempted higher education or VET/Polytechnic study since, your selection is based on the following.

    VCE 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.

    International equivalent requirements

    To view the international academic admission and English language requirements visit the International Undergraduate Course Guide (pages 18-23). If your course or country of origin is not listed please contact study@deakin.edu.au.

    To submit an application please visit the how to apply page.

    Higher education study

    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.

    VCE Senior Secondary prerequisite studies

    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.

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

    International equivalent requirements

    To view the international academic admission and English language requirements visit the International Undergraduate Course Guide (pages 18-23). If your course or country of origin is not listed please contact study@deakin.edu.au.

    To submit an application please visit the how to apply page.

    Polytechnic study

    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.

    VCE Senior Secondary prerequisite studies

    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.

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

    International equivalent requirements

    To view the international academic admission and English language requirements visit the International Undergraduate Course Guide (pages 18-23). If your course or country of origin is not listed please contact study@deakin.edu.au.

    To submit an application please visit the how to apply page.

    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.

    VCE Senior Secondary prerequisite studies

    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.

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

    International equivalent requirements

    To view the international academic admission and English language requirements visit the International Undergraduate Course Guide (pages 18-23). If your course or country of origin is not listed please contact study@deakin.edu.au.

    To submit an application please visit the how to apply page.

    Cloud studies

    Deakin offers many courses which can be studied by distance education overseas.

    However, international students living in Australia on a student visa, in each compulsory trimester (that is, Trimesters 1 and 2), must enrol in at least one unit that is offered as a Campus located unit and can, in addition enrol in units offered via Cloud (online). International students may undertake a maximum of up to one third (or equivalent) of their study as Cloud (online) study. Please note enrolment in one face to face unit in compulsory study periods is only allowed if the student is completing their final unit of study and will not exceed maximum one third (or equivalent) online requirement.

    Recognition of prior learning

    If you have completed previous studies which you believe may reduce the number of units you have to complete at Deakin, indicate in the appropriate section on your application that you wish to be considered for credit transfer. You will need to provide a certified copy of your previous course details so your credit can be determined. If you are eligible, your offer letter will then contain information about your credit transfer.
    Your credit transfer is formally approved prior to your enrolment at Deakin during the Enrolment and Orientation Program. You must bring original documents relating to your previous study so that this approval can occur.

    You can also refer to the Recognition of Prior Learning System which outlines the credit that may be granted towards a Deakin University degree.

    Fees and scholarships

    Fee information

    Estimated tuition fee - full-fee paying place

    The tuition fees you pay are calculated depending on the course you choose.

    The 'Estimated tuition fee' is provided as a guide only based on a typical enrolment of students completing the first year of this course. The cost will vary depending on the units you choose, your study load, the length of 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 eight 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 international student fees.

    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 and Deakin

    International students who are currently completing an Australian Year 12 in Australia or overseas should apply through the Victorian Tertiary Admissions Centre (VTAC), as well as directly to Deakin through StudyLink Connect – Deakin University's International Student Application Service. For information on the application process and closing dates, see the How to apply web page.

    Apply through Deakin

    All other international students apply directly to the University through StudyLink Connect - Deakin University's International Student Application Service. For information on the application process and closing dates, see the How to apply web page.

    Deakin International office or Deakin representative

    Fill out the application form and submit to a Deakin International office or take your application form to a Deakin representative for assistance

    Need more information on how to apply?

    For information on the application process and closing dates, see the How to apply webpage.
    If you’re still having problems, please contact Deakin International for assistance.

    Entry pathways

    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.

    Careers

    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 or managers
    • communication and stakeholder relations officers
    • community relations officers
    • digital content coordinators
    • digital communications specialist
    • event management officers
    • government relations officers
    • marketing and communications coordinator
    • media and communications advisors
    • media relations advisors
    • public relations officers
    • social media account managers.

    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