public-relations-practice/index

aos

18 September 2017 25 April 2024
Monash University

Undergraduate - Area of study

Students who commenced study in 2015 should refer to this area of study entry for direction on the requirements; 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 2015 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 bySouth Africa School of Social Science
Campus(es)South Africa
CoordinatorDr Rose-Marie Bezuidenhout

Notes

  • Unit codes that are not linked to their entry in the Handbook are not available for study in the current year.

Description

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.

Units

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 or major in public relations practice must have completed the first-year sequence. In addition:

Units include

  • AZA2030 Corporate communication
  • AZA2040 Issues, crises and social responsibility management
  • AZA2045 Public relations and the media
  • AZA3031 Public relations campaigns and events
  • AZA3184 Public relations work integrated learning
  • AZA3764 Consulting

Relevant courses

4086 Bachelor of Social Science