Promoting public relations
by Vincent Ciccarello
Popular
culture has been unkind to public relations. Absolutely Fabulous’s Eddy
and the forever scheming partners of Absolute Power’s Prentiss McCabe
PR, for example, have hardly portrayed public relations in a favourable
light.
But, as with so many stereotypes, there is a gulf between television’s depiction and the reality of public relations, a profession which more and more is finding it has a place at the boardroom table.
Public relations is a rapidly expanding profession concerned with developing, leading and managing communication creatively and strategically.
Recognising the important role PR plays in the modern organisation, UniSA will from next year offer the degree of Bachelor of Public Relations, the first PR Degree in South Australia.
Program Director, Dr Joy Chia (pictured), says the qualification focuses on the employability of PR professionals across government, private and non-profit organisations.
"Public relations is opening up career prospects locally, nationally and internationally," Dr Chia says. "From understanding corporate public relations, to developing specialist writing skills for a variety of media, to learning to speak confidently in any forum, to designing campaigns that make a difference to the way we live, public relations is a new and fast growing profession."
The program, which aims to prepare professionals for roles in corporate and international public relations, is designed according to national Public Relations Institute of Australia standards.
"Public relations practitioners have the chance to manage organisations from within," Dr Chia says. "They can also take organisations into the broader community, add value to a business and show leadership as good corporate citizens."
The program will support students in finding internships and placements to maximise their career prospects.
"Traditionally PR has been seen as managing promotional campaigns, event management and sponsorship," Dr Chia says. "But PR is much more than that; it is also about effective communication with stakeholders, reputation management and lobbying. And it operates in international and intercultural contexts."