Public Relations & Advertising

Overview

Discover a vibrant and evolving industry in PR and advertising

As a Master of Public Relations and Advertising student at UNSW you will be challenged to think critically and innovatively in your development of PR and advertising strategies.

Merging contemporary theory and academic rigour with creativity, research, and practical industry skills, the Public Relations and Advertising Masters degree is ideal for industry professionals seeking to advance their career, as well as career-changers wanting to enter a vibrant and rapidly evolving industry.

Our Public Relations and Advertising courses combine creative approaches with in-depth knowledge of the theory and research behind the planning and implementation of highly successful public relations and advertising strategies.

Program outcomes

The Master of Public Relations and Advertising examines modes of communicative practice including:

  • informative
  • persuasive
  • creative
  • promotional
  • digital
  • interpersonal discourses

Our postgraduate students are taught to engage ethically with publics and communities, engage creatively with ideas and production technology and engage professionally with organisational practices.

Structure

The Master of Public Relations and Advertising has been restructured to more accurately reflect the skills that each individual brings to their postgraduate education.

Our experienced students will now undertake a streamlined degree of 1 year (48 units of credit) while students with less professional experience will study for 1.5 years (72 units of credit).


1 year plan (48 units of credit)

This is for students who have completed a relevant Honours degree or Graduate Diploma, or those who have completed a relevant Bachelor degree and one year professional experience. Please read the entry requirements section (see below) for full eligibility criteria.

The 1 year plan allows our experienced students to fast track their postgraduate study, completing their Master of Public Relations and Advertising in just one year. During this period students complete 48 units of credit, or 8 courses.


1.5 year plan (72 units of credit)

This is for students who have completed a relevant Bachelor degree but have limited professional experience.

Students who have completed undergraduate studies in any discipline but have professional experience in a relevant field may also be eligible. Please read the entry requirements section (see below) for full eligibility criteria.

The 1.5 year plan will deepen your contextual knowledge of public relations and advertising before developing more advanced competencies and skills. During the program students complete 72 units of credit, or 12 courses.


What will you study?

Advanced disciplinary courses

All students will complete 18-24 units of credit of advanced disciplinary courses, including:

  • Critical Perspectives of Public Relations and Advertising
  • Brand Management: Professional Practice in PR and Advertising

Cognate courses

Students in the 1.5 year plan will also complete 24 units of credit of cognate courses, which include:

  • Advertising & Creativity
  • Public Relations Strategy
  • Understanding Contemporary Media
  • Writing for Media

Research or practice path

All students choose to follow either a research path or a practice path.

The research path is ideal for students seeking further study in a Higher Degree by Research, such as a PhD, as its focus is qualitative research and a research project.

The practice path is for students who would prefer to in more depth with professional practice.

Alternatively, students can choose to follow both pathways with fewer electives.

Students select prescribed electives from the following list:

  • Corporate and Interpersonal Communication
  • Online and Mobile Media
  • Social Media and Networking
  • Advertising & Strategy
  • Media & Public Relations
  • Media Ethics & Law
  • Promotional Games
  • Broadcast Journalism
  • Sport Media and Culture
  • Writing for Digital Media

Entry requirements

Students must meet one of the following selection criteria for entry to the 1 year or 1.5 year Master of Public Relations and Advertising program.


1 year plan 

  • Honours degree or Graduate Diploma* (or equivalent qualification) in a relevant discipline with a record of academic achievement equivalent to a UNSW credit average (65%).
  • Bachelor degree (or equivalent qualification) in a relevant discipline with a record of academic achievement equivalent to a UNSW credit average (65%), plus 1 year relevant professional experience*.


1.5 year plan

  • Bachelor degree (or equivalent qualification) in a relevant discipline with a record of academic achievement equivalent to a UNSW credit average (65%).
  • Bachelor degree (or equivalent qualification) in any discipline with a record of academic achievement equivalent to a UNSW credit average (65%), plus 1 year relevant professional experience*.
  • Honours degree or Graduate Diploma* (or equivalent qualification) in any discipline with a record of academic achievement equivalent to a UNSW credit average (65%).

Relevant disciplines and experience

Relevant disciplines include: Arts, Humanities, Social Sciences, Media, Communications, Journalism, Public Relations, Advertising, Marketing, Business, Economics, Commerce and Law

Relevant professional experience can include: work in in the public relations, advertising, journalism, or media and communication sectors; or at least one year of workplace experience at management level.

*one year full-time or part-time equivalent.


Entry score calculator

Not sure if your past academic achievements are equivalent to a UNSW credit average?

Use the UNSW postgraduate coursework Entry Score calculator to convert and scale other types of grading schemes into a percentage relatable to UNSW entry requirements.

The results will help you determine whether your undergraduate grades make you competitive for entry to postgraduate coursework programs at UNSW.

Careers

Become a creative communicator

Our students learn how professional communicators can help organisations build mutually beneficial relationships with publics including citizens, consumers and critics.

Graduates of the Master of Public Relations and Advertising are well-rounded communication professionals known for their creativity, innovation, intellectual aptitude, and strategic thinking.

They are highly sought after in a range of professions including:

  • print
  • radio
  • television
  • online media industries
  • media relations
  • corporate communication

Opportunities

Research pathways

Our new straightforward research pathways are open to our high achieving Master of Public Relations and Advertising students seeking further study in a Higher Degree by Research, such as a PhD.

Internship opportunities

As a postgraduate student in the Master of Public Relations and Advertising, you will have the opportunity to pursue an internship to further your practical training.

Key teaching staff

Our Public Relations and Advertising students learn from leading researchers and industry practitioners.

Professor Judy Motion
Leading international scholar in public relations

Dr Collin Chua
Program Convenor

Dr Elaine Jing Zhao

Dr Tom Apperley 

Emily Booker
Public relations practitioner with extensive national and international experience

UNSW handbook

Degree program structure and academic rules information:


If you are a current student, please refer to the Online Handbook in the year you commenced your degree.

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Domestic International
8281
1 - 1.5FT
February, July
Master
48 - 72
MPR&A
30 Nov, 31 May - Late applications will be considered
Yes
On Campus, Day and/or Night
UNSW Fees
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