Graduate Diploma of Public Relations
2020 Deakin University Handbook
| Year | 2020 course information |
|---|---|
| Award granted | Graduate Diploma of Public Relations |
| Course Map | This course map is for new students commencing from Trimester 1 2020. This course map is for new students commencing from Trimester 2 2020. Course maps for commencement in previous years are available on the Course Maps webpage or please contact a Student Adviser in Student Central. |
| Campus | Offered at Burwood (Melbourne) |
| Cloud Campus | Yes |
| Duration | 1 year full-time or part-time 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
- Professional recognition
- Career opportunities
- Participation requirements
- Mandatory student checks
- Alternative exits
- Fees and charges
- Course Learning Outcomes
- Course rules
- Course structure
- Work experience
Course overview
Grow your professional identity and develop advanced strategic communication skills by studying the Graduate Diploma of Public Relations. Work on industry-based projects and promotional plans that prepare you to be an adaptable public relations practitioner in a changing communications environment.
Ready to upskill into a leadership role in the public relations industry?
To thrive in a changing industry, you’ll need to develop new skills and new ways of thinking. The Graduate Diploma of Public Relations prepares you for the changing demands of employers and clients by combining traditional skills, such as writing, collaboration and project and campaign planning, with training in fundamental areas of public relations, such as crisis communications, digital communication and social media. Professionally accredited and designed in close consultation with industry, the course reflects current practice trends while setting you up for sustained career growth in an evolving landscape.
From strategy development and public relations writing to reputation and issues management, you’ll develop the practical skills to tackle the diverse challenges of the role. Through authentic, real-world assessment tasks like developing public relations campaigns, you’ll enhance your ability to influence behaviours, beliefs and attitudes through strategic communications across a broad range of channels.
Internships and work-integrated learning opportunities allow you to build even more practical experience. Work on briefs for real clients and discover what it takes to deliver campaigns to a deadline, while managing stakeholder expectations and dealing with unexpected events. Through these experiences, you’ll grow your professional identity and form valuable networks with other bright minds in the field.
The course also exposes you to the theories and models at work behind public relations practice, allowing you to critically analyse in-market campaigns and better understand the social, cultural and ethical implications of public relations activities.
While there are many exciting career pathways for graduates, there are also opportunities for further study upon successful completion of the course. If you want to continue building your expertise, you might like to articulate into Deakin’s Master of Communication.
Professional recognition
Students enrolled in the Graduate Diploma of Public Relations are eligible for course-accredited membership of the Public Relations Institute of Australia (PRIA).
Career opportunities
This course equips you with the theoretical knowledge, advanced practical skills and industry experience to pursue senior and leadership roles in the public relations industry. Promising career opportunities exist for public relations graduates in:
- public relations agencies
- social and market research companies
- government
- educational institutions
- hospitals
- health and welfare organisations
- special interest groups
- community and cultural organisations
- consumer affairs.
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 course electives list A 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)
Course structure
Course Electives List A
| ALR700 | Public Relations Campaigns |
| ALR701 | Public Relations Writing and Tactics |
| ALR710 | Marketing Communication |
| ALR731 | Public Relations Theory and Practice |
| ALR704 | Reputation Management: Crisis, Risk and Responsibility |
| ALR718 | Public Relations, Activism and Social Change |
| ALR782 | Public Affairs and Opinion Formation |
| ALR733 | Advertising Theory and Practice |
| ACC700 | Communication and Creative Arts Internship |
| ACA715 | Creating Your Arts Business |
Course structure
Electives
2 credit points of electives chosen from the remaining units above or from any other postgraduate course in the School of Communication and Creative Arts.
Work experience
Elective units may provide the opportunity for Work Integrated Learning experiences.
Other course information
Course duration - additional information
Course duration may be affected by delays in completing course requirements, such as accessing or completing work placements.
Further information
Student Central can help you with course planning, choosing the right units and explaining course rules and requirements.
- Contact Student Central