Graduate Certificate in Strategic Public Relations

The University of Sydney

This degree will provide you with an understanding of public relations theory and practice at a time when new styles of management and the democratisation of workplaces demand higher proficiency in communication skills from the practitioner.This course is aimed at those looking for a career change into the field of public relations, or existing media professionals wishing to enhance their skillset, upgrade or diversify their expertise in the field.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.You will gain the critical and strategic thinking required to engage stakeholders in priority initiatives in a complex media environment where the boundaries between information, entertainment, image and politics are increasingly blurred.Learning how communication in organisational settings affects the strategic decisions of all types of organisations, you will gain an understanding of the potential impact your practice can have on strategy execution, and the role you can play in contributing to a just society and profitable corporations.The course covers corporate government, media, investor, community, political and environmental relations.

Faculty of Arts and Social Sciences

053430F