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Bachelor of Public Relations - 983AB

Course Code: 983AB
Course Version: 1
Location: UCI - Hong Kong Baptist University, Hong Kong
Faculty: Faculty of Arts and Design
Discipline(s): Discipline of Communication and Media
English Language Requirements:

There are non-standard English language requirements for this course. To be eligible you must have an academic IELTS or equivalent of 6.5. Students who have undertaken all of their education in an English speaking country (as defined on UC website) are deemed to have met our English language proficiency requirements.


As a Public Relations graduate, you will have essential work-ready skills for a career in this growing, and important, profession. You will learn the techniques required for contemporary public relations practice, understand the communication principles that underpin it, and experience working with practitioners. As a beginning practitioner you will know the legal contexts in which you will work, and the requirements of ethical practice. You will develop writing and professional practice skills, and analytical abilities for research, problem-solving, project planning and strategy development.


Prospective Students
Email Ph 1800 UNI CAN (1800 864 226)
Current and Commencing Students
Email Ph 1300 301 727

Admission Requirements

Students must have completed the Hong Kong Baptist University School of Continuing Education Diploma in Corporate Communication and Public Relations, or a Hong Kong Baptist University Associate Degree or the School of Continuing Education Advanced Diploma in related discipline.

Assumed Knowledge

No knowledge is assumed for this course.

Information on admission closing dates can be found here.

Course Requirements

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In addition to course requirements, in order to successfully complete your course you may need to meet the inherent requirements. Please refer to the inherent requirements statement applicable to your course


Award(s) Official Abbreviation
Bachelor of Public Relations B PubRel

Typical Study Pattern

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Please refer to the tab to view Course Requirements, check unit details and select Restricted Choice Units for the course. Please note not all units are offered in each teaching period.

Unit Delivery Modes

Delivery modes for units in this degree are yet to be confirmed. Please contact us for more details.

This course is closed to new admissions from semester 1, 2013.

This course is taught at the Hong Kong Baptist University. For the Canberra course, please see 214JA Bachelor of Communication in Public Relations.

Graduate Employment

The Bachelor of Public Relations will position you to take leadership, management and strategy roles in your organisation within a few years of graduation. The degree leads to career opportunities in business, consultancies, not-for-profit organisations, and government agencies.

Course Learning Outcomes

Course Objectives Graduate Qualities
1. An ability to apply of the professional skills required of a beginning public relations practitioner. Professional competencies:
a) High order written and oral communication skills relevant to professional practice.
b) Mastery of specialist professional communication techniques.
c) Understand strategic professional practice and leadership.
d) Ability to take direction. Requires: strategic thinking, professional communication practice skills, technical knowledge, work-integrated learning, program and team leadership, knowledge of codes of ethics.
1. A well-rounded understanding of the social and political contexts in which public relations is practised. Ability to access, evaluate and synthesise knowledge:
a) Identify and analyse information relevant to professional practice.
b) Comprehend socio-economic, cultural, political, ethical and legal contexts in which they will practise their specialisation.
c) Apply concepts, principles and professional methodologies to professional communication tasks.Requires: Communication principles and contexts, communication law, knowledge of codes of ethics, research skills, professional communication practice techniques.
3. An understanding of the theoretical principles of communication in society, especially those that apply to modern public relations practice. Ability to think critically:
a) Examine and question information relevant to professional communication tasks.
b) Analyse and explain contexts in which they practise.
c) Differentiate between ethical and non-ethical practice.
d) Assess and evaluate professional communication outcomes. Requires: Research analysis skills, knowledge of codes of ethics, critical thinking

Course Duration

Standard six semesters full-time or equivalent. Maximum twenty semesters.


Not Applicable.


  • Past Offerings
    • 2012->UCI - Hong Kong Baptist University, Hong Kong-External
    • 2013->UCI - Hong Kong Baptist University, Hong Kong-External
    • 2014->UCI - Hong Kong Baptist University, Hong Kong-External
    • 2015->UCI - Hong Kong Baptist University, Hong Kong-External
    • 2016->UCI - Hong Kong Baptist University, Hong Kong-External
    • 2017->UCI - Hong Kong Baptist University, Hong Kong-External

Enrolment Numbers

View the number of student enrolments for the previous full year. Please note that course numbers are indicative only and in no way reflect individual class sizes.

Faculty of Arts and Design
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