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Diploma of Business (Public Relations)

With just one year of study, you can be on your way to a successful career in public relations.

The Diploma of Business (Public Relations) will teach you core business and PR skills including writing techniques, communication theories, and marketing fundamentals.

Upon completion, you'll be prepared for entry-level roles in the PR industry, or you may choose to advance to the second year of the Bachelor of Business (Public Relations).


Have a question or ready to enrol?

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At a glance

Study mode

laptop
OnlineBlendedIn-class

Provider

APM at Torrens University Australia (RTO 0269)
Career Opportunities
Recognition

Nationally recognised - meets Australian Qualifications Framework standards.
Meets membership requirements for selected industry bodies.

Prerequisites

Year 12 ATAR of 56 or equivalent, OR demonstrated ability/work experience

Location

NSW - Sydney

QLD - Brisbane

Online

Course length
Full-time: 1 year. Part-time: 2 years.
Study mode

Online

Blended

In-class


Online

Study from anywhere, when it suits you best and graduate with the identical qualification as an on-campus student.

Blended

Study part of the course online. Combine your online learning with classes or practical sessions on-campus at a college or university.

In-class

Attend classes on-campus at a university, TAFE or college and interact face-to-face with teachers and fellow students.

Assessment
Practical assignments & written exams
Start date

Six start dates a year. 

Contact us about enrolling.
Provider
APM at Torrens University Australia (RTO 0269)

APM College of Business and Communications at Torrens University Australia is renowned for delivering excellent marketing, PR and event management qualifications.

Developed by the industry for the industry, APM at Torrens University Australia (RTO 0269) courses are highly regarded and focus on career-relevant and practical skills. Combined with the work experience you gain through APM at Torrens University Australia's internship program, you'll graduate with your foot in the door.

APM College of Business and Communication is a trading name of Think: Colleges Pty Ltd and Torrens University Australia Ltd, Think: Colleges Pty Ltd: RTO No. 0269, HEP No. 4375| Torrens University Australia Ltd: RTO No. 41343, HEP No. 4449

Payment options

Study now pay later – FEE-HELP

Upfront payment

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Price
Why isn't the course price shown?

Why isn't the course price shown?

The cost of a course can vary depending on a few factors, including:

  • Whether you are an Australian resident
  • How you pay for the course (via a government loan, via a payment plan, or upfront)

To work out how much this course would cost you,
contact a SEEK Learning consultant.

Prerequisites

  • Year 12 ATAR score of 56 or equivalent, OR
  • a completed diploma level course, OR
  • demonstrated ability, including work experience, formal/informal study, or a statement of intent

What you'll learn

You'll learn how to:

  • Understand and apply basic and mass communication theory in PR including the ethical and legal implications of PR decision making
  • Use different promotional tools available to marketers today
  • Select the right medium, write for a range of different media and undertake financial and annual report writing
  • Understand the impact of emerging media technologies
  • Use research skills, critical analysis, writing and language techniques
  • Implement key leadership and management concepts including conflict management and negotiation
  • Understand the foundations of human resources management
  • Use marketing fundamentals
  • Use management accounting information to assist key business areas

Course structure

8 units

Units

  1. Managing in a global environment


    This unit 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 unit 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.

  2. Introduction to HR management & leadership


    The unit 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 unit 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 unit 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.

  3. Research & academic skills


    This unit 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 unit 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.

  4. Marketing fundamentals


    Marketing Principles 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.

  5. 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.

  6. 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.

  7. Understanding public relations


    The unit 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 unit 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.

  8. Introduction to PR writing


    This unit 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 unit 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.

Support and delivery

When you study online with APM at Torrens University Australia, you can:

  • Study from anywhere, when it suits you best.
  • Graduate with the identical qualification as an on-campus student.
  • Get comprehensive support from teachers via phone and email.
  • Access course materials online.
  • Interact with teachers and fellow students via platforms like virtual classrooms, forums and video calls.

Learn from industry experts

APM at Torrens University Australia courses are designed and delivered by industry practitioners, ensuring that what you learn is practical, relevant and up-to-date.

Recognition

APM at Torrens University Australia is affiliated with a large number of key industry bodies including:

  • Australian Marketing Institute (AMI)
  • NSW Institute of Sport (NSWIS)
  • Public Relations Institute of Australia (PRIA)
  • International Special Events Society (ISES)
  • Queensland Academy of Sport (QAS)
  • Meetings and Events Australia
  • Australian Institute of Management
  • Communications Council

As an APM at Torrens University Australia student you're entitled to a complimentary membership to one of these associations. This membership will introduce you to a valuable network within relevant communities to assist you with establishing your career.

Payment options

There are 2 ways you can pay for this course:

1. Study now pay later – FEE-HELP

This course can be paid for through the FEE-HELP government loan scheme.

This means you don’t need to pay upfront for the course if you:

2. Upfront payment

You can pay for this course upfront via credit card or bank transfer.

Have a question or ready to enrol?

Our Learning Consultants can:
  • icon enquiry 1Answer any questions about a course
  • icon enquiry 2Give advice on job outcomes
  • icon enquiry 3Explain finance options and help you enrol
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