Graduate Certificate in Strategic Public Relations

The Graduate Certificate of Strategic Public Relations will provide you with the strategic planning and thinking required to engage organisational stakeholders in priority initiatives in a media environment within which the boundaries between information, entertainment, image and politics are increasingly blurred.



The course curriculum offers a critical approach that encourages you to determine your influence as a practitioner and to reflect on how you, in turn, are influenced by dominant discourses and meta-narratives in your own practice.



Drawing on disciplines such as organisational communication, social theory and political studies, the course content reveals the complexity of public relations in shaping identities, dispersing power, and creating knowledge.



You will be encouraged to challenge notions of public relations as symmetrical communication and a management (control) function, and to reconsider organisations as sites of collective action rather than bureaucratic structures.



Taking a critical approach that recognises that today’s communication professional is at the intersection of debates on how organisations and powerful coalitions create knowledge, you will graduate equipped to apply your creativity in innovation, and be confident in developing processes that achieve the critical input of internal and external publics.



Why study with us?

Throughout your studies you will explore the various functions of public relations including media relations, relationship building, issues management, boundary spanning, stakeholder liaison, crisis communication and the integration of communications functions while developing essential skills in thinking, writing, speaking and working in teams.



Learning how communication about daily practices in informal and formal organisational settings impact on the strategic decisions of all types of organisations, you will gain an understanding of the potential impact your practice can have on...