Handbook : Unit set informationEdith Cowan University

Unit Set Information

Public Relations Major

Effective from 01-JAN-2019 : Code MAAAIV

Public relations uses various strategies to build and maintain relationships between organisations and the public. It is the key to effective communication in all sectors of business, government, academic and not-for-profit industries. The PR major provides students with the practical expertise to make an effective contribution at any level. It equips students with critical thinking, creativity and problem-solving skills, and the ability to take the initiative and make decisions. Through a focus on technology, creativity and the arts as a foundation to sustainable, ethical and innovative business practice, the PR program at ECU is well-placed for a progressive and fast-moving world. We use our unique position in the School of Arts and Humanities to develop programs, research, and opportunities based on experience, mentorship, and a close interaction between students, staff and industry professionals.

Disclaimer

This unit set information may be updated and amended immediately prior to semester. To ensure you have the correct outline, please check it again at the beginning of semester. In particular please check the unit and unit set offerings, as these differ according to course delivery location.

This Major can be studied in the following courses:

• Bachelor of Arts/Bachelor of Media and Communication
• Bachelor of Media and Communication

Mode of Delivery

On Campus at Joondalup, Mount Lawley

Learning Outcomes

1. Adapt knowledge and skills in Public Relations to plan, stage, publicise and promote events through diverse settings.
2. Communicate information clearly in written or oral formats across diverse professional contexts, using a range of technologies and skills for varied audiences.
3. Critically analyse the relationships between communication management and other types of management activities in both public and private sectors.
4. Demonstrate broad and coherent knowledge in depth of the theories , ethics, principles and applications of Public Relations (PR).
5. Demonstrate initiative and judgement through the application of the theories and underlying principles in Public Relations to solve problems and make decisions.
6. Demonstrate responsibility and accountability for own learning by re-examining PR theories, practices and process, including the auditing of effectiveness of communication strategies and recommend improvements.
7. Identify, review, analyse and synthesise public relations knowledge in response to industry requirements for the development of strategic plans.
8. Use critical thinking and judgement to solve problems and identify opportunities in Public Relations through risk and crisis management.

Professional recognition

Related Careers

Public Affairs Officer, Public Affairs Manager, Corporate Affairs Officer, Corporate Affairs Manager, Corporate Relations Officer, Corporate Relations Manager, Media Relations Officer, Media Relations Manager, Communications Officer, Communications Manager, Events Coordinator, Events Manager

Employment Opportunities

This major not only prepares students for employment specifically in public relations, but also in many other communication and media-related fields. It has a broadly applicable skill-set that transfers readily across many areas and sectors of business.

Major Structure

Students are required to complete 12 units from:

^ Core Option

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