Monash University Handbook 2010 Undergraduate - Area of Study

Public relations is a dynamic and fast growing field which offers a variety of career paths for Monash University graduates, and covers a variety of public relations industry relevant areas. Whether developing the public image of an organisation, dealing with communication issues for a business or generating publicity, working in public relations needs both strong communication skills and a sound understanding of public relations processes.

The public relations program has been developed in response to a growing industry need for professionals trained in persuasive communication and focuses on the competitive industry requirements to think strategically and creatively, and the ability to blend ideas with critical analysis is in demand. The program equips students with the necessary skill set, allowing them to be critical and creative thinkers in an unpredictable environment, and prepares them for entry into the workforce.

Today, every worthwhile organisation understands the value of public relations and the critical role it plays in organisational survival. Public relations is primarily about building and maintaining relationships for the mutual benefit of those involved. Students will be introduced to the challenging and rewarding work of building organisation-public relationships. It provides students with the necessary tools to work in positions where building a meaningful relationship between an organisation and its target publics are critical.

Caulfield and Berwick

First-year level

Students studying a sequence in public relations must complete two units (12 points) from the following:

• MGW1100/MGF1100 Managerial communication
• PRJ1220 Public relations writing

Students progressing to a major in public relations are also required to complete this unit:

• COM1510 Media and culture

Second/Third year level

Students studying a minor or major in public relations must have completed the first-year sequence. In addition:

• a minor requires completion of a further two units (12 points) from the units listed below
• a major requires completion of COM1510 and a further six units (36 points) from the units listed below. A minimum of three units must be taken at third year level.

Available units include:

• PRJ2221 Public relations principles and practice
• PRJ2251 Publicity and promotion
• PRJ2252 Crisis and risk communication
• PRJ3231 Public relations consulting
• PRJ3261 Public relations campaigns
• PRJ3631 Public relations internship

Gippsland and off-campus learning

First-year level

Students studying a sequence in public relations must complete two units (12 points) from the following:

• PRL1001 Foundations of public relations
• PRL1002 Principles of public relations writing

Second/Third-year level

Students studying a minor in public relations must have completed the first-year sequence. In addition, a minor requires completion of a further two units (12 points) from the following:

• PRL2001 Strategic communications management
• PRL2002 Public relations research and techniques
• PRL3004 Sports promotion cases

Diplomas

• 2552 Diploma of Tertiary Studies

Bachelors

Single degrees

• 0002 Bachelor of Arts (Caulfield and Gippsland only)
• 1708 Bachelor of Arts (Communication)
• 2396 Bachelor of Arts (Journalism)
• 1275 Bachelor of Communication
• 4042 Bachelor of Journalism

Double degrees

• 3911 Bachelor of Arts (Communication)and Bachelor of Information Technology and Systems
• 2130 Bachelor of Arts (Communication)and Bachelor of Science
• 2131 Bachelor of Arts (Journalism) and Bachelor of Science
• 1802 Bachelor of Arts (Journalism) and Bachelor of Social and Community Welfare
• 3904 Bachelor of Arts (Journalism) and Diploma of Professional Writing and Editing
• 1941 Bachelor of Business and Commerce and Bachelor of Communication
• 3909 Bachelor of Communication and Bachelor of Information Technology and Systems
• 1945 Bachelor of Communication and Diploma of Professional Writing