Undergraduate - Area of Study Public relations

Students who commenced study in 2012 should refer to this area of study entry for direction on the requirments; to check which units are currently available for enrolment, refer to the unit indexes in the the current edition of the Handbook. If you have any queries contact the managing faculty for your area of study.

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All areas of study information should be read in conjunction with the relevant course entry in the Handbook. The units listed for this area of study relate only to the 'Requirements' outlined in the Faculty of Arts component of any bachelors double degrees.

Managing faculty	Faculty of Arts
Offered by	School of Applied Media and Social Sciences
Campus(es)	Berwick, Gippsland

Notes

Unit codes that are not linked to their entry in the handbook are not available for study in the current year.
The major is only available in the Bachelor of Professional Communication, Bachelor of Arts (Professional Communication)and the Bachelor of Arts and Social Sciences. Graduates from these courses who complete the nine unit major in public relations are eligible to receive accreditation by the Public Relations Institute of Australia. Also available via off-campus learning.

Description

The public relations (PR) 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.

Units

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

Note: for students who completed first year public relations at Gippsland prior to 2011, PRL 1001 and PRL 1002 can replace ATS1356 and ATS1897 as the first year sequence.

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.

Units include:

ATS2814 Publicity and promotion
ATS2815 Crisis and risk communication
ATS2918 Online public relations
ATS3837 Public relations and event management
ATS3838 Public relations campaigns
ATS3839 Public relations internship

Non-accredited elective (Gippsland):

ATS3840 Sports promotion cases

Relevant courses

Diplomas

2327 Diploma in Liberal Arts
2552 Diploma of Tertiary Studies

Associate degree

4074 Associate Degree in Arts and Social Sciences

Bachelors

Single degrees

0002 Bachelor of Arts
3920 Bachelor of Arts - at Sunway
4073 Bachelor of Arts and Social Sciences
1638 Bachelor of Arts as a Participant in the Dean's Scholars Program
3914 Bachelor of Arts (Criminal Justice)
3907 Bachelor of Arts (English Language)
3910 Bachelor of Arts (Global)
4077 Bachelor of Arts (International)
2396 Bachelor of Arts (Journalism)
1366 Bachelor of Arts (Languages)
1708 Bachelor of Arts (Professional Communication)
1712 Bachelor of Arts (Psychology)
1719 Bachelor of Behavioural Science
2476 Bachelor of Communication - at Sunway
1731 Bachelor of Community Welfare and Counselling
4042 Bachelor of Journalism
0202 Bachelor of Letters
1144 Bachelor of Performing Arts
1275 Bachelor of Professional Communication
4086 Bachelor of Social Science

Double degrees

3277 Bachelor of Aerospace Engineering and Bachelor of Arts
0550 Bachelor of Arts and Bachelor of Business (Accounting)
0553 Bachelor of Arts and Bachelor of Business (Banking and Finance)
0555 Bachelor of Arts and Bachelor of Business (Management)
0556 Bachelor of Arts and Bachelor of Business (Marketing)
0542 Bachelor of Arts and Bachelor of Commerce
0170 Bachelor of Arts and Bachelor of Economics
1541 Bachelor of Arts and Bachelor of Education-primary
1641 Bachelor of Arts and Bachelor of Education-secondary
0080 Bachelor of Arts and Bachelor of Laws
3054 Bachelor of Arts and Bachelor of Music
0530 Bachelor of Arts and Bachelor of Science
3426 Bachelor of Arts and Bachelor of Social Work
0002 Bachelor of Arts and Bachelor of Theology
3779 Bachelor of Arts and Bachelor of Visual Arts
1807 Bachelor of Arts and Social Sciences and Bachelor of Business and Commerce
1806 Bachelor of Arts and Social Sciences and Bachelor of Community Welfare and Counselling
4208 Bachelor of Arts and Social Sciences and Bachelor of Education
4089 Bachelor of Arts and Social Sciences and Bachelor of Visual and Media Arts
4403 Bachelor of Arts (Global) and Bachelor of Commerce
3537 Bachelor of Arts (Global) and Bachelor of Science
2131 Bachelor of Arts (Journalism) and Bachelor of Science
1798 Bachelor of Arts (Psychology) and Bachelor of Community Welfare and Counselling
1941 Bachelor of Business and Commerce and Bachelor of Communication
4423 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 Disability
0116 Bachelor of Engineering and Bachelor of Arts
3281 Bachelor of Mechatronics Engineering and Bachelor of Arts
1945 Bachelor of Professional Communication and Diploma of Professional Writing