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Overview of Public Relations, Journalism and Communications
Careers in the communications industries are highly sought after and a tertiary qualification in public relations, media, journalism or advertising will put you ahead of the competition.
Communication courses cover the fundamental skills necessary for a career in the media and communications industries. Internships are often incorporated into public relations, journalism and communication courses, as it allow communication and media students to acquire practical skills and build up a portfolio in their fields of specialisation. |
Studying Public Relations, Journalism and Communications
Technical and Further Education (TAFE) institutions and universities offer a genre of specialisations under the communications studies spectrum, where public relations, journalism or media diploma courses are offered.
Most TAFE institutions offer pathways for istudents who have completed their communications diploma education to articulate into university with whom the institution has an affiliation agreement with. TAFE diploma or advanced diploma holders may get credits and exemptions in their university education.
Students who are interested in pursuing public relations, journalism or communication degrees can pursue a three-year university education after completing Year 12. As communication studies (especially public relations and journalism courses) are very popular amongst students, there may be additional writing tests and interviews.
Postgraduate education options such as Masters in Journalism or Doctor of Philosophy (PhD) programme are also available for those keen to pursue an academia role in their specialisations. A masters education is estimated to take about two to three years, while a PhD programme can take up to three and a half years (full-time).
Some private education institutions also offer public relations, journalism and advertising courses via distance learning.
Careers in Public Relations, Journalism and Communications
A career in communications is fast-paced and dynamic.
Broadly, journalists investigate and write stories, while public relations practitioners aim to raise their client's media profile and reputation. Although these are very different jobs, the skills are transferable and many public relations practitioners and journalists move between the two industries over their career.
Advertising professionals work to produce creative concepts for a range of advertisements using various media channels and targeted media planning.
Public relations practitioners have to anticipate the unexpected and be thinking on their feet at all times. You are also expected to be familiar with advertising, current affairs and crisis management.
Media professionals and practitioners work on the technical end of broadcast media (including television and radio production), presenting, script writing and video production. Media studies also covers professional audio and lighting, stage setup and structural trussing courses. You need to be familiar with the latest technology and software to work in this sector.
The spectrum of journalism has expanded since the introduction of citizen journalism, blogs and digital media. However, employers still expect journalists to possess excellent writing skills, an understanding of media law and a sound knowledge of the subject they are covering. Journalists can choose to focus on many different topics and experts in their field can often make the switch to writing.
Skills needed in Public Relations, Journalism and Communications
Careers in the public relations, media, journalism and advertising may require you to work outside normal working hours and you need to be adaptable and flexible.
While creativity and great written and spoken English skills are important for jobs in the communication industries, the industry also suits individuals who enjoy socialising and networking as part of their job.
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