Program Overview
The Master of Strategic Public Relations at the University of Sydney develops critical, creative, and strategic thinking skills for designing, implementing, and evaluating public relations campaigns. It emphasizes a critical understanding of the role of public relations in shaping public opinion, policy, and the public sphere. Graduates are prepared for careers in public relations, media and communications, and other related fields. The program is accredited by the Public Relations Institute of Australia and offers opportunities for internships, international exchange, and a capstone experience.
Program Outline
Degree Overview:
The Master of Strategic Public Relations is a postgraduate coursework degree that aims to develop students' critical, creative, and strategic thinking skills necessary for designing, implementing, and evaluating public relations campaigns across various contexts and for diverse stakeholders. It emphasizes a critical approach that encourages students to analyze their influence as practitioners and how dominant discourses and meta-narratives impact their work.
Objectives:
- Develop critical, creative, and strategic thinking skills for designing, implementing, and evaluating public relations campaigns.
- Foster a critical understanding of the role of public relations in shaping public opinion, policy, and the public sphere.
- Equip students to apply their creativity in practical ways, confidently making their mark in the dynamic field of public relations.
Program Description:
The program covers a wide range of public relations areas, including corporate, government, media, investor, community, political, and environmental relations. It is designed for individuals seeking a career change into public relations or existing media professionals looking to enhance their skills, upgrade their expertise, or diversify their knowledge within the field.
Teaching:
- Leaders in Communications: The program combines scholarly knowledge, industry experience, and technical expertise, placing the University of Sydney at the forefront of media and communications research and teaching. The program utilizes the critical power of the humanities to analyze all forms of media, investigating emerging technologies and contemporary content practices. Its multidisciplinary nature fosters a vibrant culture that values diversity of thought, rigorous analysis, and the creative process.
- Practical, Job-Ready Experience: The university offers one of the largest internship programs, providing students with opportunities to enhance their academic studies by engaging with professional organizations and practitioners. Internship placements are available in Sydney and internationally, with affiliated galleries, media outlets, public relations firms, and theater companies.
- International Exchange: The program includes partnerships with over 250 universities in more than 40 countries, offering students opportunities for international exchange and global career development.
Careers:
Graduates are prepared to hold positions such as:
- Public relations advisers
- Media and communications officers
- Public affairs consultants
- Investment communications managers
- Social marketing coordinators
- Digital communications strategists
- Stakeholder officers
Other:
- The program is accredited by the Public Relations Institute of Australia (PRIA).
- The course duration is 1.5 years full-time (part-time options available).
- The program is delivered face-to-face at the Camperdown/Darlington campus of the University of Sydney.
- The program requires 72 credit points to complete.
- Students will complete core units of study in:
- Strategy Selection in Corporate PR
- Crisis Communication
- Political Public Relations
- Public Opinion, Policy, and Public Sphere
- Students will also complete a capstone experience comprising either a semester-long special project or a year-long dissertation.
- Students will complete elective units as needed to meet the course requirements.
