Graduate Diploma of Public Relations

2018 Deakin University Handbook

Note: You are seeing the 2018 view of this course information. These details may no longer be current. [Go to the current version]

Year	2018 course information
Award granted	Graduate Diploma of Public Relations
Course Map	This course map is for new students commencing from 2018. If you require a course map from a previous year, please contact a Student Adviser.
Campus	Offered at Burwood (Melbourne)
Cloud Campus	Yes
Duration	2 years part time or equivalent
Deakin course code	A643
Approval status	This course is approved by the University under the Higher Education Standards Framework.
Australian Qualifications Framework (AQF) recognition	The award conferred upon completion is recognised in the Australian Qualifications Framework at Level 8.

Course sub-headings

Course overview

With a Graduate Diploma of Public Relations, you'll study key research methods and learn the cultural and ethical implications of PR. Apply to study today.

Understand the role of public relations in contemporary society and learn how to design and implement public relations campaigns.

You’ll examine the theories and models that work behind major campaigns and critically analyse existing campaigns. From press release writing to effective marketing communication, you’ll get the skills to tackle the everyday challenges in this growing field.

The growth of global technology and social media has allowed reputations to be altered at a rapid pace and issues amplified to reach global audiences. You’ll learn the necessary hands-on skills to manage stakeholder expectations while dealing with anticipated or unexpected events.

Public relations is about influencing the behaviour, beliefs or attitudes of people, which means there is a lot of power and responsibility in the hands of PR professionals. This course teaches you how to appreciate the social, cultural and ethical implications of public relations activity.

Once you complete this exciting course, you may choose to continue your studies and get credit in our Master of Communication.

Graduates are eligible for membership of the Public Relations Institute of Australia (PRIA).

Professional recognition

Graduates of the Graduate Diploma of Public Relations are eligible for membership of the Public Relations Institute of Australia (PRIA).

Career opportunities

This course is designed to equip graduates with the knowledge, skills and understanding to obtain challenging positions in the expanding field of public relations.

Promising career opportunities exist for public relations professionals in industry and commerce, government, community and education institutions, hospitals, health and welfare organisations, special interest groups, cultural organisations consumer affairs and public relations consultancies.

For more information go to DeakinTALENT

Participation requirements

Reasonable adjustments to participation and other course requirements will be made for students with a disability. Click here for more information.

Mandatory student checks

Any unit which contains work integrated learning, a community placement or interaction with the community may require a police check, Working with Children Check or other check.

Alternative exits

Graduate Certificate of Communication (A539)

Fees and charges

Fees and charges vary depending on your course, your fee category and the year you started. To find out about the fees and charges that apply to you, visit the Current students fees website.

Course Learning Outcomes

Deakin Graduate Learning Outcomes	Course Learning Outcomes
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 y 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 advance understanding of 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 specialized 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 a 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 their 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.
Approved by Faculty Board November 2017

Course rules

To qualify for the Graduate Diploma of Public Relations, a student must successfully complete 6 of the units listed below and 2 electives.

Electives may be chosen from the remaining units below or from any other postgraduate course in the School of Communication and Creative Arts; students who intend to move from a diploma to a Masters are strongly advised to take ACX701Unit description is currently unavailable for their two elective credits.

All students are require to complete:

AAI018 Academic Integrity (0-credit-point compulsory unit)

PRIA Membership

The Graduate Diploma of Public Relations is accredited by the Public Relations Institute of Australia (PRIA).

Students are required to meet the University's academic progress and conduct requirements. Click here for more information.