University of Sydney Handbooks - 2013 Archive

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Strategic Public Relations

Coursework

Strategic Public Relations focuses on professional public relations with an emphasis on corporate communication and political communication. The corporate communication strand develops and applies strategy selection processes used in large public companies and analyses and investigates management level communication across SMEs throughout the business cycle, including at times of conflict and crisis. The political communication strand develops candidate campaigns and issue campaign briefs, analyses and applies campaign communication matter including ‘netroots’ tools such as Twitter, and investigates theories of political communication as they relate to public opinion and public policy. Within the over-arching framework of the course, there are a number of sub-disciplines including:

  • Corporate relations
  • Government relations
  • Media relations
  • Investor relations
  • Community relations
  • Political relations
  • Environmental relations

There are four core units of study: Strategy Selection in Corporate Public Relations; Public Relations Management and Conflict Resolution; Public Opinion, Public Policy and the Public Sphere; Political Public Relations.

See also: Health Communication, Media Practice, Publishing

Contact
Department website: sydney.edu.au/arts/media_communications

Dr Richard Stanton
Phone: + 61 2 9351 2821
Email:


Awards and Requirements

Please refer to the degree resolutions in this Handbook for information on the specific admission requirements for different coursework award courses. http://sydney.edu.au/handbooks/arts_PG/coursework/masters/strategic_public_relations.shtml

Graduate Certificate in Strategic Public Relations
Candidates for the Graduate Certificate in Strategic Public Relations are required to complete 24 credit points, including 12 credit points of core units of study and 12 credit points of elective units of study.

Graduate Diploma in Strategic Public Relations
Candidates for the Graduate Diploma in Strategic Public Relations are required to complete 36 credit points, including 18 credit points of core units of study and 18 credit points of elective units of study.

Master of Strategic Public Relations
Candidates for the Master of Strategic Public Relations are required to complete 48 credit points, including 24 credit points of core units of study and 24 credit points of elective units of study.