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 one 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)
OPTIONAL PAPERS:Choose 30 points from optional papers listed below or any other paper in the Bachelor of Communication Studies.
Year two 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)
146761 Writing for Professionals (15)
OPTIONAL PAPERS:
Choose 60 points from optional papers listed below or any other paper in the Bachelor of Communication Studies. Students are recommended to take pre-requisite papers from another major. If you wish to take a minor 30 points of these papers at level 6 may be in your minor subject area.
Year three 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 PAPER:
147717 Media Communication III (15)
MAJOR PAPERS:
SELECT 60 points
147718 Reputation Management (15)
147720 People and Organisations (15)
147723 Persuasive Communication (15)
147828 Producing Professional Documents (15)
148729 Professional Communication Practice (15)
147840 Public Relations Strategy and Practice (30)
OPTIONAL PAPERS:
Choose 60 points from optional papers listed below or any other paper in the Bachelor of Communication Studies. If you wish to take a minor 30 points of these papers at level 7 may be in your minor subject area.
OPTIONAL PAPERS:
145705 Principles of Writing (15)
145719 Introduction to Popular Culture (15)
145720 Performance Communication (15)
145724 Audio Production Techniques (15)
145726 Screen Narrative Production (15)
145727 Principles of Journalism (15) (compulsory for Journalism major)
915404 Sound Production (15)
915405 Technology and Composition (15)
Level 6
116232 Photography (15)
146755 Screen Production Practice (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)
147761 Screen Writing: Drama (15)
147762 Screen Writing: Non-Fiction (15)
147777 The Music Industries (15)
147786 Advanced Studio Production (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)
147803 Writing for the Studio (15)
147804 Screen Production Management (15)
147805 Selected Topics in Advertising Creativity (15)
147813 Radio and Society (15)
147816 Promotional Culture (15)
147817 Broadcast Interviews and Production (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)
147833 Communication in the Business Environment (15)
147836 Creative Marketplace (15)
147837 Creative Industries and Film (15)
487964 Integrated Marketing Communications (15)
AND/OR any specified BCS minor or other level 5-7 papers.
Click here to view programme structure and paper outlines.
Additional course information can also be found here.
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