Why Study / Key Benefits

The Bachelor of Media and Communication, majoring in Public Relations, is designed for students who want to develop professional communication, public relations, campaign, content and strategic communication skills.

Key benefits include:

• Practical learning through real industry briefs and applied media projects.
• Development of strategic communication and public relations skills.
• Training in PR writing, campaign planning, events, crisis communication and global PR practice.
• Opportunities to build a professional portfolio.
• Teaching informed by industry experience and mentorship.
• Opportunities for internships, professional placements and other work-integrated learning experiences.
• Flexibility to combine Public Relations with co-majors, minors and electives.
• Professional accreditation by Communication and Public Relations Australia (CPRA).

Programme Structure and Subjects / Topics

The Public Relations major consists of eight major units, each generally worth 12.5 credit points:

Year 1:

• MDA10001 Introduction to Media Studies
• MDA10008 Global Media Industries
• PUB10001 Introduction to Public Relations Theory and Practice
• MDA10012 Communicating with Data
• MDA10018 Content Creator Lab
• COM10007 Professional Communication Practice
• Elective units

Year 2:

• PUB20003 Public Relations Writing
• PUB20001 Global Public Relations Practice
• PUB20004 Issues, Crisis and Risk Communication
• Elective units

Year 3:

• PUB30001 Events Management
• MDA30020 Media and Communications Industry Project
• PUB30004 PR Campaign Planning and Management
• Elective units.

The eight Public Relations major units listed in Swinburne's current handbook are:

1. PUB10001 Introduction to Public Relations Theory & Practice
2. COM10007 Professional Communication Practice
3. PUB20001 Global Public Relations Practice
4. PUB20003 Public Relations Writing
5. PUB20004 Issues, Crisis and Risk Communication
6. PUB30001 Events Management
7. PUB30004 PR Campaign Planning and Management
8. MDA30020 Media and Communications Industry Project. 

Disciplines / Specialisations

The selected major is Public Relations.

The broader Bachelor of Media and Communication also offers:

• Advertising
• Cinema and Screen Studies
• Creative Writing and Publishing
• Immersive Media
• Journalism
• Public Relations
• Social Media.

Programme Highlights

Important programme highlights include:

• Professional PR accreditation through Communication and Public Relations Australia.
• Practical public relations projects.
• Strategic communication planning.
• PR writing and content development.
• Crisis and risk communication.
• Event management.
• PR campaign planning and management.
• Global public relations practice.
• Industry project experience.
• Opportunities to work on real industry briefs.
• Development of a professional portfolio.
• Opportunities for internships and professional placements.

The programme develops skills including:

• Digital literacy
• Presenting
• Problem solving
• Project management
• Strategic communication planning
• Writing.

Career Outcomes

Swinburne identifies the following potential career outcomes for the Public Relations major:

• Communications officer
• Crisis manager
• Fundraising and sponsorship coordinator
• Public relations officer
• Marketing officer.