Graduate Diploma of Public Relations
Deakin University
About
With a Graduate Diploma of Public Relations, you will study key research methods and learn about the social, cultural and ethical implications of public relations activity.
Public relations is about influencing the behaviour, beliefs or attitudes of people, which means there is significant power and responsibility in the hands of public relations professionals.
You will develop an understanding of the role of public relations in contemporary society and learn how to design and implement public relations campaigns, reach global audiences, and manage stakeholder expectations while dealing with anticipated or unexpected events.
Structure
To qualify for the award of Graduate Diploma of Public Relations, students must successfully complete:
- 6 credit points in Public Relations from the units listed below, plus
- 2 credit points of electives, plus
- AAI018 Academic Integrity (0-credit-point compulsory unit)
Entry requirements
Entry requirements
Entry information
Deakin University offers admission to postgraduate courses through a number of Admission categories.
All applicants must meet the minimum English language requirements.
Please note that meeting the minimum admission requirements does not guarantee selection, which is based on merit, likelihood of success and availability of places in the course.
For more information on the Admission Criteria and Selection (Higher Education Courses) Policy visit the Deakin Policy Library
Entry will be based on performance in:
- a Bachelor Degree in any discipline OR
- a Graduate Certificate in any discipline OR
- at least two years of relevant work experience (or part-time equivalent)
Learning outcomes
Deakin's graduate learning outcomes describe the knowledge and capabilities graduates can demonstrate at the completion of their course. These outcomes mean that regardless of the Deakin course you undertake, you can rest assured your degree will teach you the skills and professional attributes that employers value. They'll set you up to learn and work effectively in the future.
| outcome type | outcome description |
|---|---|
| Discipline specific knowledge and capabilities | Analyse and critically evaluate theoretical approaches to public relations practice and issues including the need to understand current social and legal norms, policies and practices, in the local, national and global context. Understand the role and function of communication practitioners across sectors. Identify techniques of persuasive communication and its value in public relations tactics and acquire skills to apply these techniques. Evaluate the effectiveness of contemporary public relations strategies and tactics. |
| Communication | Effectively communicate analyses, findings and strategies in public relations to a range of audiences using written, digital and oral formats. |
| Digital literacy | Identify and utilise a range of generic digital communication technologies and specific digital technologies employed by public relations professionals to address communication needs for diverse audiences and to deliver reports and presentations to audiences within and outside the public relations field. |
| Critical thinking | Demonstrate an advanced understanding of the ethical and legal issues surrounding public relations. Analyse and critically evaluate theoretical approaches to public relations practice and issues. Understand and apply current social and legal norms, policies and practices, in the local, national and global context. Critically evaluate the effectiveness of contemporary public relations strategies and tactics. |
| Problem solving | Employ specialised knowledge, initiative and creativity in conjunction with evidence-based communication methods to generate innovative approaches and solutions to complex, real-world issues within the professional public relations environment. Acquire expertise in the formulation, design, implementation and evaluation of public relations strategies and tactics. |
| Self-management | Demonstrate autonomy, responsibility, accountability and a continued commitment to learning and skills development in the field of public relations. |
| Teamwork | Work and learn collaboratively with colleagues and real-world (external) clients and others from different disciplines and backgrounds while still maintaining responsibility for your own learning. |
| Global citizenship | Develop an advanced knowledge of ethical, legal, cultural and societal issues within the public relations discipline. Analyse and address communication issues in a domestic and global context as a reflective scholar and practitioner, taking into consideration cultural and socio-economic diversity, social and environmental responsibility and the application of the highest ethical standards. |
Institution
