Bachelor of Business (Public Relations)

Name: Bachelor of Business (Public Relations)
Author: Queensland University of Technology

Follow your dream

'I chose PR because I dreamed of working for high-profile, global brands. During my degree, my lecturers provided real-world insights and connections. I was also part of QUT’s International Case Competition team, which helped me land a dream graduate role in marketing at the L’Oréal Group. The L’Oréal Group has allowed me to work internationally. I have worked at their Tokyo and Melbourne offices and plan to soon relocate to their New York City office to join the global marketing team for Maybelline, the World’s #1 beauty brand.'

Angus Mitchell

Create a brighter future

I chose to study a Bachelor of Business with a major in public relations and a minor in Indigenous knowledges because I am passionate about creating a brighter future for young Indigenous Australians. As part of my degree, I have undertaken four internships with NAB, Inala Youth Service Communications and Queensland Government. Studying this degree has provided me with the knowledge, experience and skills I need to succeed in the industry.

Melita Hegarty

Real graduate

‘As publicity manager at Queensland Performing Arts Centre, I work on a variety of shows from dance and theatre, to orchestral and festivals. At QUT, I really enjoyed working on real-world projects and relating what I had learned in the classroom to the real business world. I was also able to tailor my business degree, choosing elective units that helped to prepare me for my chosen career path.’

Inga Tracey

Highlights

Experience corporate communications in developing media campaigns, resolving issues, and dealing with the media.
Complete a portfolio of work to demonstrate your skills.
Opportunities for work placement in consultancies, government, corporate settings, and community groups.
Graduate accredited by the Public Relations Institute of Australia.
Prepares you for a career as a public relations officer/consultant, communications professional, corporate relations professional, publishing professional, media adviser or journalist
You can also study this major as part of QUT's Bachelor of Business - International degree, which includes one year of compulsory overseas studies.

Highlights

Experience corporate communications in developing media campaigns, resolving issues, and dealing with the media.
Complete a portfolio of work to demonstrate your skills.
Opportunities for work placement in consultancies, government, corporate settings, and community groups.
Graduate accredited by the Public Relations Institute of Australia.
Prepares you for a career as a public relations officer/consultant, communications professional, corporate relations professional, publishing professional, media adviser or journalist
You can also study this major as part of QUT's Bachelor of Business - International degree, which includes one year of compulsory overseas studies.

Why choose this course?

QUT’s public relations course is uniquely designed to help you develop the skills employers demand from PR professionals. You’ll learn how to maintain and enhance relationships between organisations and customers, shareholders, governments and communities. Practical learning experiences will give you the contacts you need as a graduate entrant to the workplace.

What’s distinctive about public relations at QUT is that the course builds two career paths: public relations in-house practitioner and public relations consultant. In the in-house practitioner path your final year at QUT develops your skills to become a public relations manager, and to be able to manage issues, respond to public opinion and work to protect reputations for real-world organisations. In the public relations consultant path, your final year at QUT involves a project where you pitch an idea to a real-world client and prepare a campaign to address their needs.

You will graduate with a portfolio of work to demonstrate your skills and potential to employers.

Real-world learning

Following an overview of public relations theory and practice you will gain writing and planning skills necessary for practice.

Third-level units provide a broad view of the strategic application of public relations, including public relations within organisations, global examples of public relations, and public relations management.

Work placement opportunities in consultancies, government, corporate settings and community groups are available. You’ll also have access to events run by professional bodies such as the Public Relations Institute of Australia, and opportunities to create your own career networks.

In the capstone unit, public relations campaigns, you'll have the chance to integrate earlier learning by designing a campaign for a real world client.

Explore this course

What to expect

A career in public relations is fast-paced, exciting and highly rewarding. On a given day, you might publicise a new movie, launch a social media campaign, create a viral publicity stunt, or develop a government safety campaign. The options are endless! No two days are the same as you shape, protect, and build the public perception of your clients.

As a public relations major you will learn how to think critically and research effectively, so you can develop smart organisational communication that responds to the pressures of complex business environments. These skills will prepare you to face the challenges of the fast-changing business context in which you will be working.

We have real-world organisations as clients in many of our units, so you’ll learn how to respond to actual issues while studying. We offer assessments that help you demonstrate your increasing level of knowledge, understanding and skill as you progress toward graduation. We work with industry and professional bodies to make sure the knowledge and skills we offer are what you need to be a public relations professional now and into the future. QUT’s public relations course allows you to graduate with a portfolio of work to demonstrate your skills and potential to employers.

Careers and outcomes

This course is well recognised for educating industry professionals. You will enter an industry that has an established network of QUT graduates currently working around the world in community relations, stakeholder engagement, government relations, corporate communication, media and communications, digital media, financial and investor relations, fundraising, and media and publicity.

QUT graduates currently working in positions around the world, including:

publicist
public relations consultant/manager
communications adviser
corporate relations executive
media adviser or press secretary
media and communications officer or manager
stakeholder relations adviser or manager
community relations officer
corporate affairs manager.

Professional recognition

This course meets current industry standards and is accredited by the industry’s peak professional body, the Public Relations Institute of Australia. QUT maintains strong links with this body and several staff members have held executive positions.

Research pathways

Bachelor of Business (Honours) option

High-achieving students who wish to take further studies may enrol in BS63 Bachelor of Business (Honours).

Possible careers

Corporate Relations Manager
Media Industry Specialist
Media or Communications Adviser
Policy Officer
Public Affairs Manager
Public Relations Officer/Consultant
Public relations manager
Publicist
Stakeholder Relations Specialist

Details and units

Your degree at a glance

Year 1

Early in the course, you will be introduced to core business capabilities including critical thinking, professional communication, teamwork, and digital and technological fluency, and build a base of foundational business knowledge spanning the range of business disciplines including strategy, markets, financial issues and the future enterprise. You will begin your studies in public relations in the second semester, with an introduction to founding principles, an overview of the profession, and an insight into the future of public relations practice in contemporary organisations.

Year 2

You will build knowledge and skills in public relations techniques, learning how to write and prepare public relations tactics and tools such as media releases, social media programs, and events for real-world clients. In doing so, you will develop a portfolio of public relations materials to show potential employers. You will also build skills in public relations planning, allowing you to identify the best practices of public relations by analysing successful public relations campaigns from Australia and around the world. You will also have the opportunity to personalise your degree with the selection of a second study area.

Year 3

Acting as an internal adviser, you will explore corporate communication issues for organisations and track contemporary issues through case studies. You will also take the role of a public relations consultant, advising a real-world client on their problem or opportunity. Working in partnership with other students to form a consulting team, you will prepare a campaign plan to present to your client. Your writing skills will be further developed through your campaign portfolio. Work placements are also available to match your interests in consultancies, government, corporate settings and community groups.

Public relations major units

Public relations techniques
Public relations planning
Issues, stakeholders and reputation
Global public relations cases
Internal Communication and Change
Public relations campaigns
Introduction to public relations
Marketing and audience research

Recommended complementary study areas

Second major and minor options

Advertising
Marketing
Integrated marketing communication
Management
Human resource management
Language

Additional minor option

Tourism and entertainment marketing

Public Relations major units

Public relations techniques
Public relations planning
Issues, stakeholders and reputation
Global public relations cases
Internal Communication and Change
Public relations campaigns
Introduction to public relations
Marketing and audience research

Recommended complementary study areas

Second major and minor options

Advertising
Marketing
Integrated marketing communication
Management
Human resource management
Language

Additional minor option

Tourism and entertainment marketing

Requirements

Selection rank: 70.00

These thresholds are the lowest adjusted scores to which QUT made an offer in Semester 1, 2022.

Don't have a selection rank?

Find out other ways you can apply

Course code: BS05

QTAC code: 413021

CRICOS code: 003491G

Delivery

Online
Gardens Point

Delivery

Gardens Point

Duration: 3 years full-time; 6 years part-time

Duration: 3 years full-time

Entry: February and July

Entry: February, July and November

Deferment: You can defer your offer and postpone the start of your course for one year.

Assumed knowledge

Before you start this course, we assume you have sound knowledge of the subject/s listed below. If you don't have the subject knowledge, you can still apply for the course but we strongly encourage you to undertake bridging studies to gain the knowledge:

English, or Literature, or English and Literature Extension, or English as an Additional Language (Units 3 & 4, C)

More about assumed knowledge

Year 12 early offer scheme

If you’re a current Queensland Year 12 student, you may be eligible to receive an offer for this course on the last day of Queensland Year 12, before receiving your ATAR or selection rank.

Find out more about the QUT Year 12 Early Offer Scheme

Helping you to get into your course

If you don't think your ATAR or selection rank is high enough to get into this course, you can guarantee your entry with guaranteed advanced standing by upgrading through one the following programs which you can select as one of your QTAC preferences:

QUT College Diploma in Business

QUT College Diploma in Business graduates will automatically receive an offer to start the Bachelor of Business within three weeks after completion of the diploma. You will also automatically receive 1 year (96 credit points) credit transfer and be able to complete the degree in 2 years as a full-time student (or equivalent part-time).

Find out more about the QUT College Diploma in Business

Dual TAFE-Qld Brisbane/QUT award

If you enrol in a QTAC offer for one of the following dual TAFE-Qld Brisbane/QUT awards you will automatically receive a QUT conditional offer in June (semester 1 QTAC offer) or October (semester 2 QTAC offer) after your enrolment at TAFE-Qld Greater Brisbane is confirmed.

Diploma of Accounting
Diploma of Business/Diploma of Leadership and Management
Diploma of Business/Diploma of Marketing and Communication

Upon completion of the TAFE-Qld diploma(s) you will be able to enrol at QUT. You will also automatically receive 1 year (96 credit points) credit transfer and be able to complete the degree in 2 years as a full-time student (or equivalent part-time). More details will be provided in your QUT conditional offer letter.

Offer guarantee

If you achieve an ATAR or selection rank of 84.00 or higher (including any adjustments) and satisfy all other admission requirements, you are guaranteed an offer for this course.

Advanced standing

If you have prior studies or work experience, you may be eligible for advanced standing (credit). You can apply for advanced standing once you've been accepted to QUT. If you're in your first semester of study, you must apply for advanced standing within 10 days of receiving your offer.

More about advanced standing

Deferment

You can defer your offer and postpone the start of your course for one year.

More about deferring your offer

Adjustments to your ATAR/selection rank

Any adjustments you receive to your ATAR or selection rank will be applied to this course.

Find out if you’re eligible for an adjustment to your ATAR or selection rank

Offers we made to school leavers in Semester 1, 2021

The figures listed in the tables below reflect the offers that were made to recent ATAR students. The entry thresholds box at the top of this page shows the lowest adjusted ATAR/selection rank required to receive an offer for all applicants for the most recent January QTAC offer round.

	Excluding adjustments	Including adjustments
Highest ATAR/selection rank to receive an offer	Selection rank 98.70	Selection rank 99.95
Median ATAR/selection rank to receive an offer	Selection rank 87.00	Selection rank 87.00
Lowest ATAR/selection rank to receive an offer	Selection rank 70.50	Selection rank 76.00

You can find out more about your fellow students’ backgrounds with this course’s student profile.

Other admission options

If you are of Aboriginal or Torres Strait Islander descent, you may be eligible for admission through our Centralised Assessment Selection Process (CASP).

Select the country where you completed your studies to see a guide to the grades you need to apply for this course.

If your country or qualification is not listed, you can still apply for this course and we will assess your eligibility.

I completed secondary school in Australia

ATAR/selection rank: 70.00

Offer guarantee

If you completed secondary school in Australia and achieve an ATAR/selection rank of 84.00 or higher (including any adjustments) and satisfy all other admission requirements, you are guaranteed an offer for this course.

Minimum English language requirements

Select the country where you completed your studies to see a guide on meeting QUT’s English language requirements.

Your scores and prior qualifications in English-speaking countries are considered. Approved English-speaking countries are Australia, Canada, England, Ireland, New Zealand, Scotland, South Africa, United States of America and Wales.

If your country or qualification is not listed, you can still apply for this course and we will assess your eligibility.

We accept English language proficiency scores from the following tests.

English Test	Overall	Listening	Reading	Writing	Speaking
Pearson PTE (Academic) Commencing in 2022: The test validity has been extended from two to three years for all intakes in 2022. Commencing in 2023: Test must be taken no more than 2 years prior to the QUT course commencement date.	58	50	50	50	50
Cambridge English Score Test must be taken no more than 2 years prior to the QUT course commencement. You must provide your Candidate ID and Candidate Secret Number, these are printed on your Cambridge English Confirmation of Entry.	176	169	169	169	169
IELTS Academic Commencing in 2022: The test validity has been extended from two to three years for all intakes in 2022. Commencing in 2023: Test must be taken no more than 2 years prior to the QUT course commencement date.	6.5	6	6	6	6
TOEFL iBT Commencing in 2022: The test validity has been extended from two to three years for all intakes in 2022. Commencing in 2023: Test must be taken no more than 2 years prior to the QUT course commencement date.	79	16	16	21	18