科廷科技大學

Public relations professionals may provide advice to management and decision makers at the highest level, and work closely with employees, governments, the community and the media.

Public relations is about managing communication, reputation and relationships for organisations and governments. It involves attracting and retaining the support of employees, investors, communities, customers and other stakeholders critical to success.

This major will teach you how to plan and develop effective communication strategies, and how to put those plans into action and measure their effectiveness. It will also prepare you for changing attitudes and behaviours, managing relationships, and engaging with stakeholders, including primary decision-makers.

You will learn how the digital environment has affected communication and discuss the practice of ethical communication, issues and crisis management in local, national and international situations.

Professional recognition

Public Relations Institute of Australia.

Career information
Careers

Communications consultant
Community engagement advisor
Corporate affairs officer
Digital communication executive
Events coordinator
Internal communications coordinator
Public affairs advisor
Public relations coordinator

Industries

Event management
Government
Marketing and communications
Not-for-profit
Public relations

What you'll learn

Utilise knowledge of the principles and role of contemporary public relations in a diverse range of organisational settings
Critically evaluate organisational issues from a public relations perspective and develop relevant and creative strategies to address them
Identify data relevant to the management of public relations from a wide range of sources and integrate that information in order to form a sound basis for decision-making
Develop and enhance the high-level written and oral communications skills needed for success as a public relations professional
Use new and emerging communications technologies to support the achievement of public relations goals and objectives
Demonstrate initiative in acquiring new public relations knowledge and skills and a desire to maintain the currency of that knowledge
Appreciate the globally interconnected nature of the public relations domain and abide by internationally recognised professional and ethical standards
Recognise the realities of cultural diversity in public relations practice and approach intercultural communication with sensitivity
Apply high level oral and written communication skills in a diverse range of professional public relations situations.