AUT - Public Relations Major: Bachelor of Communication Studies
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Public Relations Major: Bachelor of Communication Studies
Today’s professional communicators manage the relationships of nations, governments, cities, corporations, charities and communities. That’s much more than ‘public relations’. Communication managers work in the disciplines of marketing, human resources, politics, journalism and general management. Their knowledge and skills span these fields and the other media specialisations found in the Bachelor of Communication Studies.
WHAT THIS MAJOR COVERS
The public relations papers cover the subjects of reputation management, human resources, communication strategy, business and marketing communication.You will develop an understanding of business and marketing as well as your ethical judgement and your capacity to advise on corporate social responsibility. You will acquire an in depth understanding of employee relations and internal communication. You will work with industry mentors to analyse a live communication project. Later you will research and present seminars.
The public relations major culminates in practical papers. For 10 to 12 weeks, you will manage projects for not-for profit clients. 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. The student-run agency, PR Practice, may also offer placements for students seeking work experience.
CAREER OPPORTUNITIES
- Corporate communication manager
- Human resource manager
- Public relations consultant
- Marketing communicator
- Government communicator
PAPERS
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 One - 120 Points 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 Two - 120 Points total
Students undertake more practical work in all the communication disciplines while continuing to develop critical theory. This allows students to focus their studies more specifically but still keep options open for their final choice of a major. Majors and minors begin in Year Two. Students are required to complete 90 points for a major and 60 points for a minor (if desired). We recommend that options are kept open by choosing the two prerequisite papers for each of three majors.
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 Three - 120 Points total
In Year Three, students major in one of a number of fields including advertising creativity, communication and public relations, creative industries, journalism, digital media, professional communication, radio and television. Following the broader focus of Year Two, the majors now go deeper into the applied theory and practice of these various communication fields. Students who have begun a minor in Year Two will also complete this in Year Three alongside their major. An internship or industry project may be offered as part of the Year Three programme.
All Year Three students must study Media Communication III plus the equivalent of 60 points in their major to reach the 90 points required to complete a major. The remaining 45 points may be used to complete a minor or to study additional elective papers of the student’s choice.
Entry to a Year Three major may be restricted if applications exceed places available. Preference will be given to students who achieve good academic results and show aptitude in the relevant prerequisite papers in Year Two.
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 requisite requirements and availability of papers.