该领域为学生提供公共关系专业和实践所需的技能，从而帮助组织与利益相关者团体建立和保持沟通与合作。学生将学习公共关系和传播的理论，了解利益相关者关系和声誉管理的重要性，掌握舆论分析技能，学习识别和管理组织问题，并制定危机管理计划。该计划还讲授研究，计划和实施战略性公共关系运动所需的技能，从目标，利益相关者确定，策略和战术到预算和评估。学生将了解全球化和新媒体如何影响公共关系实践，并了解该行业的法律和道德框架。
Right people. Right message. Creative communication specialists are increasingly in demand in our fast-paced, ever-changing digital landscape. With dramatic changes taking place in media industries, technologies and cultures, our Bachelor of Communication prepares you for a lifetime of creative and innovative use of media and communication. You'll build a strong foundation in writing, industry engagement (including internships), practice and production skills, and critical thinking. Your study covers a wide range of communication forms, including emerging media platforms and technologies, social media, mobile media, and screen, audio and written forms. You'll gain the skills to reach the right people with the right message, from concept to delivery. Plus you'll develop industry-focused communication tactics through working with real organisations, gaining firsthand experience in strategic industry practice. The core set of courses introduce you to the central features of contemporary communication processes, and you then specialise by choosing a major in either public relations or digital media. All courses combine practice and theory, giving you the skills to make your mark on the world. <br><br>This field provides students with the skills required in the profession and practice of public relations, which assists organisations in establishing and maintaining communication and cooperation with stakeholder groups. Students will learn the theories of public relations and communication, understand the importance of the management of stakeholder relationships and reputation, acquire skills in public opinion analysis, learn to identify and manage organisational issues, and develop a crisis management plan. The program also teaches the skills required to research, plan, and implement a strategic public relations campaign, from objectives, stakeholder identification, and strategies and tactics, to budgeting and evaluation. Students will gain an understanding of how globalisation and new media impacts public relations practices, and learn about the legal and ethical frameworks for the profession.