Can you recollect a memory of a brand overcoming an unimaginable crisis, perhaps the Facebook- Cambridge Analytica scandal? Did you know that there is an entire team trained to handle such crises that might be threatening to a brand’s reputation?
Public Relations is the magic behind such carefully handled brand crises. Public relations uses effective communication strategies, lobbying and media attention to keep a brand’s reputation intact and favourable.
If you are good with people and you are interested in a challenging and unpredictable career, this is the perfect course for you.
What is Public Relations?
Public Relations is the professional maintenance of a favorable public image of a brand, organization or even an individual through effective communication. It involves enhancing brand image and reputation, along with handling any threats to a brand’s reputation.
Public Relations can also be defined as the process of managing a brand’s communications with its stakeholders and the media. Public Relations typically fall under the field of communications. The following are components under public relations.
- Investor Relations – Involves publishing reports, press releases and regulatory disclosures. It also involves communicating with analysts, media and investor inquiries.
- Government Relations – Communication with the government regarding regulatory risks or areas of compliance.
- Media Relations – Generating publicity for the brand by acting as a source for media content.
- Media Production – producing promotional content to achieve communication goals such as brand awareness and enhancing brand image.
- Customer Relations – Working with customer services to manage a good relationship with customers.
- Internal Communications – Supporting teams within the organization such as the human resource department to effectively communicate with employees.
- Industry Events – Orchestrating participation in industry events to generate publicity for the brand and build industry and media relationships.
- Crisis Communications – Handling the communication channels of the brand and the media in times of crisis.
Why Should You Study Public Relations?
If you consider yourself a people person and if you love coming up with innovative ideas that can help brands grow, public relations might be the right degree for you.
Moreover, if you have the skills listed below, then Public Relations might be the most suitable degree for you :
- You like meeting new people
Meeting new people and creating a positive impression on them to generate and build relationships, or in other words, lobbying is one of the most important parts of being a Public Relations professional. This career requires you build relationships with the media, influential people and other brands through various events such as product launches, media events and conferences.
- You are fluent in both verbal and written communication
To succeed in this field, it is crucial for you to have both verbal and written communication skills. As a public relations specialist, in addition to speaking with different stakeholders, you will also be required to write press releases, reports, and email requests. Hence, your success depends on how well you can speak and write.
- You love keeping up with the latest trends
In order to come up with innovative ideas to engage stakeholders and audiences of the brand, you will always need to be ahead of everyone else, when it comes to the newest trends. For example, staying informed on the latest media channels, products, or influencers, so that you can reach out to them to represent the brand you are working for.
What Will You Study in a Public Relations Degree?
In a public relations degree, you will be studying a wide range of subjects that come under the field of communications, starting with the basics of mass communication to more specialized subjects related to public relations later on.
Listed below are the main subjects you will be covering in a Public Relations Degree.
- Media Writing
- Introduction to Public Relations
- Advanced Public Relations
- Crisis Management
- Media Relations
- Public Opinion and Propaganda
- Communication Laws and Ethics
Most universities also require students to go through an internship during the final year to successfully complete the degree. This is so that students get hands-on industrial experience and are ready to join the workforce upon graduation.
What are the career opportunities for Public Relations Graduates?
Listed below are some careers in consultancy and media that public relations graduates can seek after graduation.
- PR and Corporate Communications
- Public Relations Executive
- Media Relations Officer
- Publicist
- Social media Executive
- Marketing Communications Executive
What are the general entry requirements for a Public Relations Degree?
GCE A Levels or Equivalent | Minimum 8 points in 3 subjects, where where A*=5, A=5, B=4, C=3, D=2, E=1 |
International Baccalaureate Diploma Program | 28 |
ATAR | 78.1 |
UEC | 22 (aggregate of the best 5 subjects), where A1 = 1, A2 = 2, B3 = 3, B4 = 4, B5 = 5, B6 = 6 |
*The requirements may vary among universities, for inquiries on other entry requirements, contact Excel Education.
What are the English Language requirements for international Students?
IELTS | 6.5, reading 6; writing 6; speaking 6; listening 6 |
TOEFL IBT | Overall 87, listening 19, reading 19, writing 21 and speaking 19 |
CAE | minimum score of 58 (with no communication band less than 50) |
Pearson (PTE): | Overall Score of 64 and 60 in all sub bands |
*The requirements may vary among universities, for inquiries on other entry requirements, contact Excel Education.
Top Universities to Study Public Relations in Australia
University of Queensland
University of Queensland’s Bachelor of Communication with a major in Public Relations will give you the necessary technical and advisory roles that are central to professional public relations practice. In this course you will be learning media management, learn to identify and manage organizational issues and crises, develop industry materials, and strategic campaigns for real client organizations.
Course Details
Program | Bachelor of Communication (Public Relations) |
Intake | February | July |
Duration | 3 Years (Full time) |
Indicative Fees (2021) | International Students: A$34,208 per year |
University of New South Wales (UNSW)
UNSW’s Bachelor of Media in PR and Advertising is tailored to sharpen your communication skills and help you explore creativity, interactivity, ethics and engagement equipping you to be a strong leader who inspires innovation and change in society. It also puts emphasis in providing you with expertise in adapting to emerging practices in the ever-changing media industry.
Course Details
Program | Bachelor of Media (Public Relations & Advertising) |
Intake | February | May | September |
Duration | 3 Years (Full time) |
Indicative Fees (2021) | International Students: A$37,140 per year |
RMIT
RMIT’s Bachelor of Communication in Public Relations prepares you for the increasingly globalized, technology driven world of public relations in corporate, government, non-profit and consultancy environments. This course offers subjects that promote analytical and research skills providing you a broader learning experience. You will be gaining expertise in areas such as, writing techniques, media and stakeholder relations, and strategy and research.
Course Details
Program | Bachelor of Communication (Public Relations) |
Intake | February | July |
Duration | 3 Years (Full time) |
Indicative Fees (2021) | International Students: A$32,640 per year |
Deakin University
Deakin University’s Bachelor of Communication in Public Relations helps students develop the skills needed to build and protect brands, people and organizations. Through this course you will be given a deeper understanding of how to foster meaningful relationships with stakeholders through innovative and ethical communication skills. You will also be given the opportunity to develop the much needed skills for the evolving PR industry, such as, writing, editing, researching, event organization and publishing.
Course Details
Program | Bachelor of Communication (Public Relations) |
Intake | March | July | November |
Duration | 3 Years (Full time) |
Indicative Fees (2021) | International Students: A$31,600 per year |
Curtin University
At Curtin’s University Public Relations is a major offered under the course Bachelor of Commerce. Through this major you will be learning how to plan and develop effective communication strategies and how to put those plans into action and measure their effectiveness. It will also equip you for changing attitudes and behaviours and managing relations with stakeholders. This course gives you a deeper understanding of how digitization has affected communication, and discusses the practice of ethical communication, and issues and crisis management in local and international situations.
Course Details
Program | Bachelor of Commerce (Public Relations) |
Intake | February | July |
Duration | 3 Years (Full time) |
Indicative Fees (2021) | International Students: A$31,600 per year |
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