Bachelor of Communication (Public Relations)

The Bachelor of Communication (Public Relations) offers you a degree in the strategic thinking, technical skills, and broader social/global understanding that is the basis of a successful career in the public relations industry.

You will combine professionally-oriented skills with theoretical and industry-based knowledge in the various areas of public relations practice.In this program, you will find out why and how organisations use PR, as well as how to gauge the effectiveness of PR, professional protocols and ethics.

You will build written and verbal communication skills using a variety of communication media.

The program builds a base of professional skills and knowledge in writing techniques, strategy, media, stakeholder relations and research.

You will also gain an understanding of social, political, business and communication issues and environments, which will help to identify the goals and needs of employers and clients.

Opportunities to build critical and analytical skills provide the foundation for leadership roles in industry.You will experience a variety of interactive learning and teaching approaches, both on campus and in work-integrated learning environments.

Through a combination of lectures, seminars, project work, workshops and tutorials, you will engage in individual and team-based projects.

This program gives you an opportunity to build workplace experience through internships and other practice-based courses.

You will gain insights into industry expectations of professional practice to complement the knowledge and skills gained through formal studies.On completion of the program you will have the knowledge and skills required to meet the demands of an increasingly globalised and technology-driven industry.

The program has strong links to other RMIT programs in Vietnam and Singapore.

Staff and students also have links with universities in the Asia-Pacific region, as well as Europe and the United States.

As a graduate of this program your are eligible for New Practitioner associate membership of the Public Relations Institute of Australia (PRIA).Public Relations graduates work in many areas including:

corporate/internal communications, issues and crisis management, public affairs and lobbying, media relationships and publicity, event management, fund raising and sponsorship.

Many public relations graduates also start their own businesses.

Year One of Program

Complete the following Three (3) Core Courses:

Complete Two (2) Courses in the first block of the Contextual Study area of your choice. Please refer to the list of Contextual Studies options and their courses, which can be found after the Year Three course list.

Complete Two (2) Courses in the School Options list that you have not taken or passed already. Please refer to the list of School Option courses at the end of this program structure document.

AND

Year Two of Program

Complete the following Four (4) Core Courses:

Complete One (1) Course in the second block of the Contextual Study area of your choice. Please refer to the list of Contextual Studies options and their courses, which can be found after the Year Three course list.

Select and Complete One (1) Course from:

AND

Year Three of Program

Complete the following Two (2) Core Courses:

Complete the only one (1) course in the last block of the Contextual Study area of your choice. Please refer to the list of Contextual Studies options and their courses, which can be found after the Year Three course list.

Select and Complete One (1) Course from:

Complete two (2) course in the School Options list that you have not taken or passed already. Please refer to the list of School Option courses at the end of this program structure document.

AND (

Contextual Studies: Approaches to Popular Culture

Year One:Select and Complete Two (2) of the following Courses:

Year Two: Select and Complete One (1) of the following Courses:

Year Three: Complete the following One (1) Course:

OR

Contextual Studies: Asian Media and Culture

Year One: Complete the following Two (2) Courses:

Year Two: Select and Complete One (1) of the following Courses:

Year Three: Complete the following One (1) Course:

OR

Contextual Studies: Cinema Studies

Year One: Complete the following Two (2) Courses:

Year Two: Select and Complete One (1) of the following Courses:

Year Three: Complete the following One (1) Course:

OR

Contextual Studies: Literary Studies

Year One: Complete the following Two (2) Courses:

Year Two: Select and Complete One (1) of the following Courses:

Year Three: Complete the following One (1) Course:

OR

Contextual Studies: Politics, Economies and Communication

Year One: Complete the following Two (2) Courses:

Year Two: Select and Complete One (1) of the following Courses:

Year Three: Complete the following One (1) Course:

) AND

School Options:

School Options: Note: All Courses listed may not be available each semester:

You must have successfully completed an Australian Year 12 (or equivalent senior secondary school) qualification.

For equivalents to Australian academic entry requirements, see the Country Equivalency web page on the RMIT website.

Prerequisites

Victorian Certificate of Education (VCE) units 3 and 4: a study score of at least 30 in any English. International English language requirement

A minimum of IELTS (Academic module) overall score of 6.5, with no band less than 6.0, or equivalent. For equivalents to English entry requirements, see the English requirements web page.

Program learning outcomes

The program has been designed to prepare you to work in public relations in an international context. You will demonstrate a collaborative and professionally informed approach to your work. On successful completion of this program, you will be able to:

• discuss and analyse how public relations concepts are used in public and private sector practice
• demonstrate the ability to research, plan, implement, evaluate and present PR communications that respond to the needs of the client organisation
• apply a body of theoretical and practical knowledge and specific skills in public relations in which to base your professional practice or future study
• develop a critical perspective about public relations in both local and international contexts
• demonstrate creativity and innovation when identifying and solving problems in diverse contexts within public relations
• communicate using diverse formats and strategies to audiences within and external to your discipline
• work with others in a range of roles and contexts, demonstrating cultural, environmental and social awareness and ethical and reflective practice
• apply initiative and judgment in planning, problem solving and decision making in your practice or future study
• identify, evaluate and critically analyse cultural, historical and theoretical practices which contextualise your professional practice and further study