Graduate Diploma of Public Relations

2019 Deakin University Handbook

Note: You are seeing the 2019 view of this course information. These details may no longer be current. [Go to the current version]

Year	2019 course information
Award granted	Graduate Diploma of Public Relations
Course Map	This course map is for new students commencing from Trimester 1 2019. This course map is for new students commencing from Trimester 2 2019. Course maps for commencement in previous years are available on the Course Maps webpage or 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 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.

The course exposes you to the theories and models at work behind major campaigns and allows you to critically analyse existing campaigns. From media release writing to effective marketing communication, you will develop the skills to tackle the everyday challenges in this growing field.

On completion of the course, you may choose to continue your studies by seeking credit towards Deakin's Master of Communication.

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, educational institutions, hospitals, health and welfare organisations, special interest groups, community and 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 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.
Approved by Faculty Board November 2017

Course rules

To qualify for the award of Graduate Diploma of Public Relations, students must successfully complete 6 credit points from the units listed below and 2 credit points of 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 the diploma into the Master of Communication are strongly advised to take ACX701Communication Concepts for their two elective credit points.

Students must also complete:

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