This is an American degree, four years in length.
The Public Relations major offers a grounding in the history, theories and developments for the public relations industry and the chance to test concepts through real-world projects.
You will learn the essential skills for working in the global, multi-media communications industries, including media relations, media campaigns, writing and producing for the media, media law and ethics, business skills and crisis communications management.
Why should I choose this programme?
With the increasing link between a company’s reputation and brand, and the two-way role demanded by social media, the traditional role of a PR professional has expanded rapidly.
Today’s PR professional must add marketing, company strategy and two-way communication to their 21st century skillset, while also keeping the solid fundamentals of strategic planning and communications.
The Public Relations major focuses on building the skills that a practicing public relations professional will need in today’s marketplace.
Key skills, aims and objectives
- Understand and demonstrate skill in public relations and corporate communications functions for businesses and non-profit organisations through analysis, planning, message development and tactical solutions
- Create campaign plans and briefing materials for company spokespeople and other tactical public relations messages to suit the communications source or audience
- Exhibit solid writing skills for business, media and public relations formats across all media
- Understand the theories behind public relations and how they relate to planning and evaluating campaigns
- Understand the philosophy and function of the news media and the skills needed to work with its members proactively and reactively
Companies increasingly recognise that good public relations gives them competitive advantage over rivals and should be part of the master marketing plan for any business.
The programme will prepare you for a wide variety of careers, including roles in PR agencies, companies, non-profit organisations, advertising, the media or other communications roles.
Former students have applied their PR skills to roles in everything from art galleries to charities, and from motor racing to luxury brands.