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Governments, industry and non-profit organisations rely on public relations (PR) professionals to maintain relationships and communications across a range of publics. Public Relations practitioners all require a well-developed playbook of skills and knowledge to support them in their roles as communications professionals. This course equips students with knowledge about the key concepts used in public relations, and examines PR鈥檚 role across a range of sectors. It explores public information and message development, and has a practical focus that is designed to provide foundational knowledge and skills for use throughout the Public Relations major.

In this course, you will develop foundational knowledge of the nature of public relations and its applications as an essential communications field. You will examine the theoretical models that inform effective practice and begin to explore specialist fields of practice. This is a practice-focused course that provides a foundation for future PR professional upskilling in areas such as advocacy and reputation management.

On successful completion of this course students should be able to:

1. explain the foundations, nature and value of PR in organisations and communities;
2. identify different areas of PR practice;
3. describe and apply core theories underpinning contemporary public relations practice;
4. identify and analyse problems by integrating PR theories into the analysis of a public relations case study;
5. identify and differentiate the internal and external publics associated with an organisation;
6. use academic and professional literacy skills to communicate in various contexts at a foundational level.