Undergraduate - Area of study

Students who commenced study in 2014 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.

print version

This area of study entry applies to students commencing this course in 2014 and should be read in conjunction with the relevant course entry in the Handbook. Any 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 facultyFaculty of Arts
Offered bySchool of Arts
Campus(es)South Africa


  • Unit codes that are not linked to their entry in the Handbook are not available for study in the current year.
  • Available as a minor only.


Public relations practice provides students with both an understanding and the application of relevant competencies and skills to meet the challenges of contributing to organisational effectiveness, and can prepare them for careers in managing the strategic corporate communication and public relations functions of an organisation.

An emphasis is placed on skills development in the utilisation of both traditional and new media, publicity and media relations, stakeholder mapping and profiling, integrated strategic planning and the interfaces between marketing, advertising and corporate communication.

The major provides a sound theoretical platform from which the practice is launched and includes case study analysis, the development, planning, implementation and evaluation of strategic communication plans, campaigns and events, and work integrated learning.


First-year level

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

  • AZA1035 Principles of public relations practice
  • AZA1433 Interpersonal communication

Second/Third-year level

Students completing a minor in public relations practice 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

Units include

  • AZA2030 Corporate communication
  • AZA2031 Public relations campaigns and events
  • AZA2040 Issues, crises and social responsibility management
  • AZA2045 Public relations and the media
  • AZA2453/AZA3453 Research fundamentals
  • AZA3744 School of Social Science workplace internship

Relevant courses

4086 Bachelor of Social Science