Monash University Handbook 2011 Undergraduate - Area of Study

The Public Relations industry is in a state of continuous growth and evolution. Corporate, government and not-for-profit organisations are always in search of public relations professionals to assist them with their strategic communication needs. PR graduates can expect to find employment in private sector, government and not-for-profit organisations.

As the public relations profession is increasingly becoming holistic, the PR practitioner is required to perform many different roles. To succeed, they must not only understand the needs of their clients, but must also be aware of industry trends and developments, and be attuned to the needs of their target audience. The skills necessary for this profession include: effective writing, critical thinking, active listening, decision-making, social perceptiveness, persuasiveness and an orientation towards service.

At Monash, public relations is accredited by the Public Relations Institute of Australia, and is designed to equip students with the relevant and necessary skills for the profession. Students will learn the rationale behind public relations practices, critically analyse case studies and learn practical skills such as giving effective oral presentations. Monash graduates have gone on to become consultants and specialists in media relations, internal communication, publicity and events, government relations, public affairs, political communication, crisis and issues management in business and non-business sectors such as healthcare, finance, information technology, community services and government.

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.

First-year level

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

• ATS1356 Public relations writing
• ATS1897 Public relations principles and practice

Students progressing to an accredited major in public relations are also required to complete the following unit:

• ATS1277 Media studies

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
• an accredited major requires completion of ATS1277 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:

• ATS2813 Public relations principles and practice
• ATS2814 Publicity and promotion
• ATS2815 Crisis and risk communication
• ATS2918 Online public relations
• ATS3837 Public relations consulting
• ATS3838 Public relations campaigns
• ATS3839 Public relations internship

Non-accredited elective (Gippsland):

• ATS3840 Sports promotion cases

Diplomas

• 2552 Diploma of Tertiary Studies

Associate Degrees

• 4074 Associate Degree in Arts and Social Sciences
• 4040 Associate Degree in Community Welfare and Counselling

Bachelors

Single degrees

• 4073 Bachelor of Arts and Social Sciences
• 3914 Bachelor of Arts (Criminal Justice)
• 2396 Bachelor of Arts (Journalism)
• 1708 Bachelor of Arts (Professional Communication)
• 1712 Bachelor of Arts (Psychology)
• 1719 Bachelor of Behavioural Science
• 1731 Bachelor of Community Welfare and Counselling
• 1275 Bachelor of Professional Communication
• 3926 Bachelor of Sports Promotion and Event Management

Double degrees

• 1802 Bachelor of Arts (Journalism)and Bachelor of Community Welfare and Counselling
• 2131 Bachelor of Arts (Journalism)and Bachelor of Science
• 3911 Bachelor of Arts (Professional Communication) and Bachelor of Information Technology and Systems
• 2130 Bachelor of Arts (Professional Communication) and Bachelor of Science
• 1941 Bachelor of Business and Commerce and Bachelor of Communication
• 4423 Bachelor of Business and Commerce and Bachelor of Professional Communication
• Bachelor of Business and Commerce and Bachelor of Professional Communication
• 4075 Bachelor of Community Welfare and Counselling and Diploma of Community Services (Alcohol, Other Drugs and Mental Health)
• 4076 Bachelor of Community Welfare and Counselling and Diploma of Community Services (Disability)
• 3909 Bachelor of Professional Communication and Bachelor of Information Technology and Systems
• 1945 Bachelor of Professional Communication and Diploma of Professional Writing