Handbook : Unit set informationEdith Cowan University

Unit Set Information

Public Relations Major

Effective from 01-JAN-2024 : Code MAAAJX

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 Media and Communication

Mode of Delivery

On Campus at Mount Lawley
Online

Unit Set Coordinator

Mr James HALL

Learning Outcomes

1. Apply broad knowledge of communication theories and legal, ethical and regulatory requirements to a range of public relations contexts. (AQF Bach: 1,2,3)
3. Think critically to analyse, interpret and strategise complex public relations scenarios. (AQF Bach: 2,3,4)
4. Think creatively to anticipate challenges and implement strategic responses to public relations scenarios. (AQF Bach: 3,4,6)
5. Use digital technologies to access, evaluate, synthesise and communicate relevant information from multiple sources. (AQF Bach: 3,4,7)
6. Communicate sophisticated ideas clearly, coherently and convincingly with independence. (AQF Bach: 5)
7. Demonstrate a global outlook with respect for cultural diversity, including Indigenous cultural competence. (AQF Bach: 7)
8. Work collaboratively and demonstrate initiative to enact corporate social responsibility and ethical values to address stakeholder needs. (AQF Bach: 4,6,8)
9. Demonstrate autonomy, accountability and judgement for own learning and professional practice. (AQF Bach: 1,7,8)

Related Careers

Media Relations Manager, Media Strategist, Event Management, Public Affairs Manager, Risk Management Communications, Brand Manager, Media Advisor, Corporate Affairs Manager, Corporate Relations 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 must complete eight (8) units totalling 120 credit points:

---