Whether you are planning to start a new career in the vibrant and constantly evolving field of public relations or looking to advance in your current one, this course will open doors for you.
The Certificate of Public Relations is a professional development course that provides a solid foundation for a successful career in public relations or related fields.
In this public relations course, you will explore the theoretical underpinnings of PR, ethical considerations crucial to practice, managing stakeholder relationships, and navigating the Australian media landscape, including digital and social media. You will also develop skills in building relationships with media professionals, crafting compelling media releases and pitches, and managing press conferences and interviews.
You will also explore crisis communication and success metrics for online campaigns. You will learn about government relations, public affairs, corporate social responsibility (CSR), sustainability, legal and ethical considerations (communication, professional and social ethics), and relevant Australian laws and regulations.
On completion of this course, you will be well-prepared to pursue diverse and exciting roles in the public relations industry.
Course Structure
Public Relations
Unit 1 – Introduction to Public Relations in Australia
- The history of public relations
- Timeline of public relations
- General overview of public relations
- Evolution of public relations in Australia
- Major players and sectors
- Importance of PR in society
Unit 2 – Theories and Models in Public Relations
- Major models in public relations
- Grunig and Hunt’s four models of PR
- Major theories in public relations
- Application of theories
- Evolution of PR models
- Ethics and PR theories
Unit 3 – Stakeholder Management and Community Relations
- Identifying and understanding stakeholders
- Influence/interest matrix
- Engaging with and managing stakeholders
- Role of community relations in PR
- Australian case studies
- Engagement strategies and tactics
Unit 4 – Media Relations
- Media landscape in Australia
- Digital and social media
- Building relationships with the media
- Writing media releases
- Media pitches
- Managing interviews
- Press conferences
- Crisis management
Unit 5 – Crisis Communications and Reputation Management
- Understanding crisis communications
- The role of PR in crisis management
- Examples of bad PR
- Crisis management in Australia
- Case studies in Australia
- Techniques for reputation management
Unit 6 – Digital PR and Social Media Management
- Digitisation of PR
- Impacts of digitisation
- Social media landscape
- Strategies for digital and social media PR
- Online success metrics
Unit 7 – Government Relations and Public Affairs
- Role of government relations
- Importance of government relations
- Role of Public Affairs
- Lobbying
- Advocacy
Unit 8 – Corporate Social Responsibility (CSR) and Sustainability
- The rise of CSR and sustainability
- Driving factors
- The role of PR in CSR
- Future trends
Unit 9 – Legal and Ethical Considerations in PR
- Communication ethics
- Professional ethics
- Social ethics
- Key legal areas for public relations
- Australian laws and regulations
Unit 10 – Trends in Public Relations
- Tools and technologies
- Global trends in PR
- Career Opportunities
Study Hours
Estimated duration 30 hours
Course Delivery and Start
Start anytime, self-paced and 100% online
Assessment
Assessment will be comprised of written exercises, including short-answer questions, reflective tasks, short reports and/or projects. There are no examinations or due dates for assessment. As a result, you can complete training in your own time and at your own pace with the assistance of unlimited tutor support.
Testimonials
About Us
Graduation
A Certificate of Attainment and Statement of Results will be issued upon successful completion of this course.
How to Enrol
Enrol Online: Enrol Now
Enrol via Live Chat (Business Hours)
Enrol via Telephone 1300 76 2221 (Business Hours)
Enrol via Purchase Order/Tax Invoice
Enrolling Multiple Staff?
To enrol multiple staff, please complete the Employer Enrolment Form. We’ll be in touch within 60 minutes during business hours!
Payment Options
Visa, Mastercard, BPAY and Direct Deposit.
Course FAQs
Why Choose Australian Online Courses?
- Professional development that is widely recognised and respected;
- Improve your employment opportunities;
- Study online, anywhere via our elearning system;
- High-quality professional development programs written by industry experts;
- All course materials provided online – no textbooks to buy;
- Unlimited tutor support via email;
- We offer twelve (12) months’ access, with extensions available upon application (fees apply);
- Course may be tax deductible; see your tax advisor.
Are there any entry requirements or pre-requisites?
There are no course or subject pre-requisites for entry into our programs. However, our professional development programs are generally intended for people over the age of 18. In some circumstances, enrolments from younger people may be considered. Please complete the AOC Parent Guardian Consent Form prior to enrolling and submit here.
Are there any computer requirements?
To study online with Australian Online Courses you will need a computer (desktop PC/laptop) running a current/updated operating system with reliable high-speed internet access. You will need to use the Google Chrome browser to access your course.
When can I start this course?
You can start within 60 minutes during business hours when you enrol and pay in full with a credit card!
Credit card: Within 60 mins during business hours.
BPAY: Within 1-2 working days.
Internet Banking: Within 1-2 working days.
Cheque/Money Order: Upon receipt of mailed cheque.
How is this course delivered?
This course is delivered online via our easy-to-navigate Learning Management System (LMS), where you will discover interactive online learning/written content, resources and assessment.
Do I need to attend classes or undertake any work placements?
No. All courses are delivered online via our LMS and there are no work placement requirements in this course.
What support can I expect from Australian Online Courses?
Unlimited tutor support is available throughout your studies via email only during business hours Monday to Friday. Our Administrative team are available Monday to Friday via email, live chat and telephone.
I am an international student. Can I enrol into this course?
Yes! We accept enrolments from individuals both within Australia and internationally; location is no barrier to entry into our programs.
Career Pathways
Future growth
Strong
Unemployment
Low
Professional Development for:
- Public Relations Specialists
- Copywriters
- Social Media Managers
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