Graduate Diploma in Public Relations | UniSC | University of the Sunshine Coast, Queensland, Australia

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Graduate Diploma in Public Relations

Program summary

Program title: Graduate Diploma in Public Relations
Award abbreviation: GDPR
Degree type: coursework
Mode of study: on campus
Duration: 1 year minimum full-time, 4 years maximum part-time.
Commence: Semester 1 or Semester 2
Fee type 2010: postgraduate coursework places, international fee-paying places
Total courses: 8
USC program code: AR613
CRICOS code: 058893A

Program overview

The Graduate Diploma in Public Relations offers students an opportunity to develop skills and conceptual understandings in contemporary public relations. Public relations specialists assist business, government and non-profit organisations to develop and maintain mutually beneficial relationships with clients, consumers, media, financial donors, employees and other stakeholders. It will provide an attractive opportunity to gain a qualification that has relevance, currency and credibility.

The Diploma will be attractive to professionals within the corporate and government sectors who wish to upgrade their qualifications and expertise within a short time frame. In many of these job markets the ability to write and communicate well is becoming increasingly important. Employers are looking for people with the ability to write and communicate in an effective, efficient and lucid fashion. The program does not just impart knowledge and skills pertinent to professional and business writing, but also ones pertinent to written communication more generally.

Admission requirements

A student entering the Graduate Diploma program will normally be required to hold an undergraduate degree, or equivalent, from a recognised higher education institution. To be eligible to undertake this award, students must not have undertaken a previous degree in communications, journalism, creative writing or public relations; or a major or minor in any of the foregoing fields of study.

Students cannot undertake any course in this award that they have completed previously at an undergraduate level. Entry by non-graduates who have extensive relevant industry experience may be considered on a case-by-case basis by the Dean, Faculty of Arts and Social Sciences. Advanced standing for up to 4 courses may be awarded for courses completed in a Graduate Certificate in Public Relations.

Program objectives

On completion of this program students should be able to:

  • demonstrate proficiency in areas of professional writing
  • identify and evaluate a particular audience, and develop the styles of written communication and modes of delivery accordingly
  • identify the generic conventions of different forms of written communication
  • analyse written and oral communications in order to identify and implement proper drafting, revising, and editing techniques
  • graduate and pursue further vocational studies and apply theoretically advanced approaches
  • approach public relations issues in a critical, ethical and professional manner
  • critique and analyse public relations campaigns for their effectiveness
  • utilise new technologies in public relations, particularly the internet
  • understand and implement successful communication strategies
  • liaise effectively with media representatives, community groups, employers, clients and large organisations

    • Program structure

    2 required courses:
    CMN120 Digital Photojournalism and Feature Writing
    CMN231 Advanced News Reporting

    Plus select 6 courses from:     (provided prerequisite equivalency has been approved by the course coordinator)
    CMN213 Research into Journalism
    CMN216 Industry Research Project (Journalism)
    CMN218 Public Relations Strategies and Tactics
    CMN224 Communication Campaign Planning
    CMN226 Editing for the Communications Professional
    CMN228 Crisis and Issues Management
    CMN229 Media and Community Relations
    CMN243 Advertising Campaigns #
    CMN248 Advertising: Copy and Image
    CMN251 The Writer and the Law
    CMN273 Media and Promotion: Tourism and Hospitality #
    CMN574 Public Relations Events Project

    Requirements and notes

    1. The Graduate Diploma in Public Relations is a 96 unit program.
    2. The courses that constitute the Graduate Diploma in Pubic Relations will be existing undergraduate courses but will be assessed at a postgraduate level.
    3. The Graduate Diploma articulates into the Master of Communication. Students who undertake courses in the Graduate Diploma may apply for up to 8 courses advanced standing into the coursework components only of the Master of Communication.
      Please note: To gain the maximum of 8 courses advanced standing, students must complete CMN574 in the list above.
    4. Refer to the Academic Rules.
    5. International students need to refer to the University's English language proficiency requirements.
    6. Only a full-time option is available to international students on a Student Visa.

    Enquiries 

    How to apply

    Faculty of Arts and Social Sciences
    Tel: +61 7 5430 1259

    Program Leader
    Dr Amalia Matheson
    Tel: +61 7 5456 5054
    Email: amatheso@usc.edu.au

    # Students are required to seek approval from the Faculty of Arts and Social Sciences prior to enrolling in this course.

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