AUT - Public Relations Major: Bachelor of Communication Studies
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Public Relations Major: Bachelor of Communication Studies
Today’s public relations professionals manage the reputation of nations, governments, cities, corporations and charities. Communication managers are involved in politics, marketing, internal communications, event management, human resources and general management.
The Public Relations major in the Bachelor of Communication Studies degree (BCS) gives you a wide knowledge base for this fast-paced and varied career. It covers reputation management, human resources, communication strategy, business and marketing communication. You will develop an understanding of business and marketing, and further your ethical judgment and ability to advise on corporate social responsibility. Papers also cover internal communication, business communication, employee relations and the management of people and organisations (HR) and investor relations.
- Practical focus: learn to interpret project briefs, develop a public relations strategy, execute a plan on time and on budget, and build your portfolio of professional communication and media activities
- Work on real PR campaigns for not-for-profit organisations in your last semester through AUT’s student-run public relations agency, Outside the Square
- Outside the Square works closely with the Auckland District Health Board, Auckland Museum, and PR agencies Porter Novelli, Acumen Republic, Network Communication, Professional Public Relations, Mango and Sparkactivate
- Networking opportunities with Porter Novelli, Network Communication and Acumen Republic through field trips and seminars/workshops at their offices
- Collaborative PR projects with universities around the world including Curtin University of Technology, Ramon Llull University, University of Gloucestershire and Erfurt University
- Site visits to entertainment, hospitality and event venues like Aotea Centre, the Waterfront and leading hotels
- Industry mentors work with you to analyse a live communication project
- From 2013, you will have the opportunity to work together with students from other majors in the new media centre, a collaborative media studio in AUT's new WG learning precinct
- Graduates have won accolades including the Sally Logan-Milne Young Practitioner of the Year award
More information about the Bachelor of Communication Studies
Structure
Most papers last one semester and are worth 15 points. Students must complete 120 points each year (360 points for the entire degree). In each year students study core (compulsory) papers, and select other papers from a range of options.Year 1 papers - 120 points in total
Introduces essential theory and practice as a basis for later specialisation. This focuses on media and interpersonal communication and the relationships between communication, technology and New Zealand society.
CORE PAPERS
145701 Interpersonal Communication (15)
145708 Media Communication I (15)
145717 Image and Sound (15)
145718 Media Production Workshop (30)
285008 Applied Media Ethics (15)
SELECT TWO
145705 Principles of Writing (15)
145709 Introduction to New Zealand Literature (15)
145719 Introduction to Popular Culture (15)
145720 Performance Communication (15)
285706 New Zealand Political Studies (15)
915101 Te Kākano I (15)
Year 2 papers - 120 points in total
You will be introduced to the principles of public relations where you will produce a group proposal for a not-for profit organisation. You will be introduced to various forms of professional writing, including for the news media in Semester 2.
CORE PAPERS
146719 Intercultural Communication (15)
146723 Media Communication IIA (15)
PUBLIC RELATIONS PREREQUISITE PAPERS
146718 Public Relations Communication (15)
146760 News Writing for Public Relations (15)
OPTIONAL PAPERS:
Choose from other papers as listed in the Bachelor of Communication Studies Table of Papers in the AUT University Academic Calendar.
Year 3 papers - 120 points in total
Public Relations Strategy and Practice involves you spending 10 to 12 weeks working in a team to manage a project for a not-for-profit client. You will interpret a project brief, develop a strategy and execute a plan on time and on budget. You will be responsible for running events, producing print and web publications, organising news stories and commissioning social media and video presentations.Working on this paper will also involve you in Outside the Square, a student-run public relations consultancy. This unique programme has helped hundreds of not-for profit organisations achieve excellent PR results often for little or no budget.
There’s also a strong focus on ethics and corporate responsibility in the Reputation Management paper, while a new paper on Sponsorship and Promotion looks at best practice in the field of integrated marketing communications and the organisation and promotion of events.
CORE PAPERS:
147717 Media Communication III (15)
PUBLIC RELATIONS MAJOR PAPERS:
SELECT 105 points - a minimum of 60 points from your MAJOR and 30 points from your minor (if desired).
147718 Reputation Management (15)
147720 People and Organisations (15)
147840 Public Relations Strategy and Practice (30)
Level 5:
915404 Sound Production (15)
915405 Technology and Composition (15)
Level 6:
116232 Photography (15)
386626 Advertising Media Planning (15)
466650 Project Management (15)
916100 Technology and Creative Expression (15)
Level 7:
147723 Persuasive Communication (15)
147732 Editing and Design (15)
147734 Magazine Journalism (15)
147753 New Media Journalism (15)
147777 The Music Industries (15)
147782 Issues in Cross-Cultural Communication (15)
147787 News Production (15)
147788 Performance for Camera (15)
147789 Radio Journalism (15)
147790 Photo Journalism (15)
147791 Television Journalism (15)
147792 Advanced Copywriting (15)
147813 Radio and Society (15)
147814 Knowledge Management (15)
147816 Promotional Culture (15)
147825 Reporting the Pacific Region (15)
147826 Maori and Pasifika Media Industry (15)
147827 Sponsorship and Promotion (15)
147832 Advanced Advertising Art Direction (15)
387932 Strategic Advertising Management (15)
487964 Integrated Marketing Communications (15)
AND/OR any specified BCS minor or other level 5-7 papers.
Enrolment in papers is subject to meeting all requirements and availability of papers.
Career opportunities
- Corporate communication manager
- Human resource manager
- Public relations consultant
- Marketing communicator
- Government communicator