Bachelor of Business - Public Relations Course

A Bachelor of Business (Public Relations) degree gives you business skills in public relations strategy, writing, international PR, brand building and audience research.

You will learn about strategic management, relationship management and crisis management and become familiar with ethics, consumer behaviour, corporate responsibility and communications. Economics, law in business, marketing and advertising are also covered in the bachelor of public relations.

Some subjects covered when you study a public relations course:

  • Understanding public relations
  • Introduction to PR writing
  • Public relations strategy
  • Issues Management
  • International Public Relations
  • Strategic Management

COURSE QUICK GUIDE

Qualification Title

Qualification Title

BACHELOR OF BUSINESS (PUBLIC RELATIONS)

Study Options – Domestic Australian students

Study Options – Domestic Australian students

Full-time or Part-time On-campus or Flexible Online Delivery

Study options – Overseas students

Study options – Overseas students

International students may only study full-time and on campus (with the option to complete up to 25% online)

Start Dates

Start Dates

See Key Dates below

Course Length

Course Length

Accelerated: 2 years
Full Time: 3 years
Part-time: 4-6 years (including internship)

Entry Requirements

Entry Requirements

Domestic Students
Year 12 or equivalent with ATAR 60/ OP 17
OR
Demonstrated ability to undertake study at this level:

  • work experience, and/or other formal, informal or non-formal
  • study attempted and/or completed

International Students
Equivalent IELTS 6.0 (Academic) with no skills band less than 5.5

Finance Options - Domestic Australian students

Finance Options - Domestic Australian students

HE-FEE HELP

Course study requirements

Course study requirements

10 hours study required per subject, per week, during a trimester.

e.g. If you undertake two subjects in a trimester, the study requirement is 20 hours each week.

Assessment

Assessment

Written Assignments and Exams

Location

Location

Sydney Campus

Brisbane Campus

Delivered by

Delivered by

APM College of Business and Communication at Torrens University Australia

Accrediting body

Accrediting body

Torrens University Australia

CRICOS Course code (if applicable)

CRICOS Course code (if applicable)

090280G

Training Package details:

Training Package details:

N/A

Key dates

Academic Dates Start Date Census Dates Last Day Breaks
2017 Trimester 1 (T1) 20 Feb 10 Mar 14 May 15 May – 4 Jun
2017 Trimester 2 (T2) 5 Jun 23 Jun 27 Aug 28 Aug – 17 Sep
2017 Trimester 3 (T3) 18 Sep 6 Oct 10 Dec 11 Dec – 18 Feb

Course Subjects

Most public relations degree subjects are offered online and on-campus, so you can do one option – or a mix of both. A Course and Careers Adviser can help you work out a schedule that suits your lifestyle and commitments.

Our course structures are also available to help you decide on the right course for your future. View the on campus and online course structures.

Core subjects you'll be doing

Level 100

  • MGT101A Managing in a Global Environment

    This subject introduces students to key management and leadership theories and concepts such as organisational structure and culture, corporate social responsibility, sustainable business and triple bottom line management, managing groups and motivating staff, managing human resources and employee relations, strategic management and planning, leadership and decision-making. It discusses how to manage conflict in organisations and how to effectively negotiate in a business environment. The subject is designed and delivered from the point of view of leadership and management requirements, but provides students with an understanding of the needs and expectations of key stakeholders such as staff, customers, suppliers, government, and the wider community and society. Managing for sustainability and the future is a major theme in this core unit.

  • HRM101A Introduction to HR Management and Leadership

    The subject provides students with a comprehensive introduction and overview of the theory and practice of HRM, and discusses how it developed from a largely administrative function – the personnel manager – to a strategic activity closely aligned with developing workplace culture, organisational goals and business competitiveness. Throughout the subject students study a range of human resources approaches and issues within a range of organisational contexts, and are introduced to concepts and practices of human resource planning, human resource development, and performance management and appraisal. The subject also focuses upon several key ‘environmental’ factors that influence the development of human resource policies and procedures providing quality work and a good work environment along with the contribution of equal opportunity employment, productive diversity and other relevant legislation and regulation. It also addresses new and emerging issues in workplace reform in Australia and internationally.

  • RAS101A Research and Academic Skills

    This subject introduces students to the concept of academic literacy in a higher educational context. Students will be able to study the relevant resources and explore strategies and techniques which will allow full participation in their new academic environment. The course will provide students with research skills (information literacy), critical analysis, writing and language techniques. Transferable skills including time management and teamwork are incorporated in the course. The aim of this subject is to provide knowledge and skills needed for Higher Education, to help students to manage their own success and to assist students in reaching their academic potential.

  • MKT101A Marketing Fundamentals

    Marketing Principles MKT101 is a core unit in the suite of the Bachelor of Business courses. It provides students with a solid foundation in the marketing discipline introducing relevant and contemporary concepts, theories and models. The unit magnifies the importance of understanding consumer behaviour, segmentation, targeting and positioning, the extended marketing mix and ethics in marketing with academic rigour and industry relevance providing students the opportunity of applying key concepts in practical settings. Indicative topics and when they will be discussed are outlined below.

  • ACC101A Introduction to Business Accounting

    The unit aims to provide non-accounting students with a broad, business-based introduction to the conceptual foundations of accounting and finance and the use of management accounting information to assist in key areas such as planning, controlling, reporting, and decision making. It introduces students to such basic concepts and functions as the balance sheet, profit and loss statements, cash flow statements, techniques for analysing financial statements investment decisions, full costing and opportunity costing analysis and managing working capital.

  • MKT103A Integrated Marketing Communications

    Integrated Marketing Communications provides students with a contemporary view on the use of all different promotional tools available to marketers today such as sales promotions, direct marketing, events, social media and public relations. The unit explores how marketers can increase the number of touch points a brand can explore among its target audience in a consistent and effective manner.

  • PRN101A Understanding Public Relations

    The subject introduces students to key communication and Public Relations theories, as well as to the history of Public Relations. The relevance of basic communication and mass communication theory within the field of Public Relations is discussed and applied. The subject demonstrates the ethical and legal implications of Public Relations decision making through case studies, application and debate. Different contexts and subfields are explored, with specific reference to emerging technologies and the changing social environment. The role of public relations as relationship builder and reputation manager is developed together with current issues and cutting edge topics such as risk communication, interactive media, deep branding, social networking, media and regulatory convergence. The transformations in contemporary communication industries and global patterns will be of special significance.

  • PRN102A Introduction to PR Writing

    This subject explains the Australian media environment to public relations students including media ownership and the differences between media forms. It introduces students to the main aspects of public relations writing, including selecting the right medium, writing for a range of different media such as internet, broadcast, speeches, and publications, as well as learning to write for ‘campaigns’, undertaking financial and annual report writing. It also provides students with a comprehensive style guide that they can use as a reference when working in the industry. Students also develop a thorough understanding of emerging media technologies and how they influence public relations writing. The subject provides students with a background of the ethical and legal issues associated with public relations and provides information on dealing with crisis communications, such as natural disasters or company problems caused by bad planning or poor decisions.

Level 200

  • MGT201A Project Management

    Businesses today are increasingly adopting a project-based approach to undertake and manage a diverse mix of business activities ranging from recruitment and change management to product development and implementation. Project management allows organisations to more effectively manage human and financial resources and to meet specific time constraints. This subject introduces students to the field of project management. It explores the historical development of project management and introduces students to the Project Management Body of Knowledge. It examines the theoretical underpinnings of project management and looks at such specific elements as the project life cycle, the role of the project manager, the use of project teams, issues affecting project implementation, and planning, scheduling, and costing. It also explores how technology is used to assist in the management of projects and discusses various project management tools.

  • ECO201A Economics

    This subject looks at how society chooses to allocate its scarce resources to satisfy unlimited wants. We will examine the role played by households, firms and the government in the production and consumption of resources and the consequences flowing from various domestic and international economic management policies. Microeconomics and macroeconomics theories are main focus. The former provides students with a working understanding of microeconomic concepts needed in decision-making processes. Areas covered include theory of demand and supply, theory of the firm and production, price determination and market structure. Macroeconomics concepts provide students with essential understanding of the global environment, and advocates analysis and evaluation of economic happenings and issues. Topics include monetary and fiscal policies, inflation, international trade and finance.

  • LAW201A Business and Law

    This unit introduces students to the Australian legal system and to the relationship between law and the structures, transactions and operations of business. It examines the general principles and concepts of business law. The unit is designed to provide students with the skills and knowledge of legal method, research and reasoning through case study and application to real and hypothetical business situations.

  • STAT201A Research and Enquiry for Managers

    This subject provides students with an introduction to the statistical techniques used in decision-making in business. It begins with a basic introduction to statistics, which covers the use of tables and graphs to organize a set of data. It also covers rudimentary statistical concepts such as descriptive measures and probabilities. The subject examines techniques for data analysis, as well as sampling, statistical theory, and interpretation.

  • PRN201A Public Relations Strategy

    This subject expands upon public relations theory and practice introduced in earlier subjects and introduces students to a methodology for using research to define public relations problems; planning and programming; taking action and communicating; and evaluating the programme. Students learn how to apply strategic thinking and planning to the development of public relations and communications strategies, including how to analyse the environment, analyse publics by drawing stakeholder maps, set objectives, take action, formulate a message, and manage time constraints and budgetary issues. Students develop a thorough understanding of the importance of research to formulate and evaluate a communication strategy. The subject thus discusses the full ‘cycle’ of strategy development. Students learn how to evaluate public relations strategies and assess their success in meeting identified goals and objectives.

  • PRN202A Stakeholder Relationship Management

    In this subject students will acquire the necessary knowledge and insights to identify and design stakeholder maps within different organizational contexts, and to differentiate between types and levels of stakeholders. An important focus will be on the deconstruction of the theoretical concepts of ‘relationships’ and ‘reputation’. The subject will furthermore explore how relevant public relations theories underpin the ways an organisation engages with and builds mutually beneficial relationships with its key stakeholder groups. Students will analyse methodologies of identification and response to environmental factors that influence relationships and engagement with different stakeholder groups.

  • PRN203A Issues and Crisis Management

    The subject introduces students to the discipline of issues management. Issues management involves the identification, analysis, and monitoring of issues that have the potential to be of importance (for good or ill) to organisations as well as how they respond to them. In this subject students will explore the background to issues management, who the key stakeholders are, the role of issues management in strategic planning and environmental scanning, and how issues management impacts upon both the public and private sectors. It discusses issues management strategies and introduces students to the field of crisis communication management and corporate social responsibility. Current issues are identified and tracked to give students an idea of environmental scanning and issues identification.

Level 300

  • MGT301A Ethics and Sustainability

    The unit builds upon earlier discussions of corporate social responsibility (CSR), the practice by which organisations acknowledge the impact of their activities in economic, social, and environmental terms. The unit begins with an examination of the theories of CSR and discusses why organisations around the world are increasingly moving to reduce the adverse effects of business operations. It discusses some of the most common practices associated with CSR and examines the link between social responsibility and corporate governance, in the context of corporate sustainability. The unit critically examines the concept of triple bottom line and sustainability reporting before exploring the idea of corporate philanthropy, communicating the organisational CSR message, and how CSR can help develop the organisational brand. The unit makes extensive use of case studies and encourages students to research and assess how organisations conduct themselves as corporate and global citizens.

  • MGT302A Strategic Management

    Organisations face increasing environmental uncertainty with shortening product and technology life cycles and increasing competition. Managers need to develop an understanding of their organisation’s industry structure, external environment as well as its internal strengths and weaknesses. It is also important that managers are able to think creatively in formulating and implementing their strategies to ensure their organisation’s success in its industry. This subject focuses on providing future managers with relevant strategic management concepts to advance their skills and abilities so that they can contribute towards an organisation’s competitive advantage.

  • MGT303A Business Information Analysis

    Business information analysis introduces the various types of information that are required in planning and operating a business, especially a business in the service sector. The unit describes business research approaches and information gathering techniques, and examines various data collection methods such as survey methods, data analysis, hypothesis testing, and ways of presenting data so that appropriate business decisions can be made. Gathering, analysing and presenting both qualitative and quantitative data is therefore an important part of this unit. The use of technology is essential in the business information context, and the unit introduces the role of information technology, and key business information systems.

  • IND301A Industry Consulting Project

    This capstone subject enables students to apply theory and learning to practical management in an industry relevant operation. Students will utilise their research skills for real and current management issues on an industry relevant operation and experience personal growth through setting goals, establishing schedules, and accepting responsibility to an organization and to self for project completion.

  • PRN301A Professional Public Relations Practice

    This subject provides students with the necessary knowledge, skills and experience of applying their studies to the workplace. Students will investigate and reflect on the traits required to be a successful public relations practitioner. They will learn the importance of team collaboration and also demonstrate writing, presentation, negotiation and leadership skills. The subject will further develop students’ understanding and abilities to work with clients, internal and external audiences, and it will prepare them for the in-house and agency work environments and requirements.

  • PRN302A Emerging Media Strategy

    The focus of the course is upon providing students with the opportunity to practice the craft of public relations writing in order to develop their writing skills, and more specifically to apply them within the domain of emerging interactive media. The subject begins with an examination of the importance of knowing one’s audience before discussing issues such as: writing within context; common writing mistakes; how to avoid public relations ‘disasters’; the nature and role of ‘spin’ in public relations writing; writing for a global audience; and the art of effective speech writing. Students are specifically prepared for the requirements, risks, benefits and skills to engage with stakeholders through emerging media. Students develop these skills through a series of short writing exercises on topics of their choice chosen from weekly lectures.

 

For more detailed information about the subjects offered through our public relations course, send us an online enquiry and one of our expert consultants will get in touch.

To complement your PR studies you might also be interested in our marketing courses, diploma of marketing BSB51207, or bachelor of marketing.

Finishing early or switching courses

Our courses are designed to accommodate change. So if you need to finish studying sooner than you’d expected and still want a qualification, or would like to accelerate a diploma into a degree, we can help you.

Exit points within the degree

There are exit points within the degree. Upon completion of Level 1 subjects you will qualify for a fully accredited Diploma of Business (Public Relations). Upon completion of Level 2 subjects you will qualify for an Associate Degree of Business (Public Relations). Upon completion of level 3 you will qualify for the Bachelor of Business in Public Relations.

Want to know more?

At APM you get your degree quickly and with more experience and connections than you would anywhere else. Hearing from lecturers that are current, practicing industry professionals themselves is great, as they have the ability to provide you with real time, real world cases and theories to work on.Christopher Wiggins | Bachelor of Business (Public Relations)

Common Questions

What’s the difference between a diploma and a degree?

APM Bachelor Degrees are university-equivalent Higher Education courses - which means that the emphasis is on knowledge and skills-based approach to learning. All course lecturers are industry experts and experienced educators, while the Industry Placement Program and career development components of the degree provide invaluable work experience, helping you stand out to employers. To be eligible for a degree, you need to have completed Year 12 and gained a minimum ATAR of 60.0 (or the equivalent if you are from another country). You can also apply based on your relevant work experience or previous study.

APM Diplomas are Vocational Education (VET) courses, which are shorter in length than Bachelor Degrees and provide pathways to further study. These programs focus on skill-based approach to learning with more hours dedicated to applied, practical, hands-on learning. APM’s VET courses are based on National Training Packages, which are updated regularly in consultation with relevant industry bodies. They incorporate the same curriculum across all study locations, while internships, lecturers, and a high level of industry consultation help to give you the competitive edge over other VET graduates. To be eligible for a diploma, you need to have completed Year 10 (or the equivalent if you are from another country). You can also apply based on your relevant work experience or previous study.

What will my course load be like? I’m not sure if I can commit with my schedule.

This will depend on how many subjects you choose to study each trimester. Part-time and full-time options are available in this course. Many students who already work successfully manage a part-time schedule – especially if they blend campus and online study. A Course and Careers Adviser can help you work this out.

Can my previous study and/or work experience be counted towards this course?

Yes – you might be eligible. If you have previously studied or worked in the field that your course relates to, you can apply to receive a course credit that can potentially shorten the length of your APM degree or diploma. Each application is assessed individually and your experience must match the learning outcomes of the subject/s covered. Read more about Recognition of Prior Work or Study.

I don’t live in Australia. Can I apply for this course?

Yes! Many of our students are from other countries. You can either study this course online or apply to study in Australia through the Australian government. Learn more about studying in Australia.

When will the timetable for this course be available?

Timetables are confirmed at the beginning of every semester, based on your enrolled subjects for that period.

What if I change my mind and want to drop a subject?

Australian students have until the third week of the trimester to decide if that subject is right for you. International students will need to talk to a Course and Careers Adviser about their situation.

 

Industry Placement Program

As an APM bachelor degree student you will take part in our Industry Placement Program where you will gain experience in your chosen profession and get solid insights into modern work-force performance and expectations.

The program is fully supported by our Careers and Industry Consultant and a great chance to network and set yourself up for the future!


  • APM offers essential real world experience while  you study
 

Want a career in public relations?

In PR you will produce media briefings, media releases and publicity events, and use your strong communication skills to analyse, predict and implement strategies that enhance the image of your client.

Find out more about careers in public relations »

How can a Course and Careers Adviser help?

Our team of friendly advisers are highly experienced in answering your questions about finding the right course and subjects, and helping you make the right decision about starting or furthering your career. Simply send them your question online or call directly on 1300 880 610 (free call from within Australia).

Ready to apply?