Public Relations
You’ll develop the cultural awareness and critical thinking skills you need to analyze and produce a broad range of discourse in a full spectrum of careers — and to make a difference in whatever you do.
- 2 Years / Onsite
- Intakes: Jan, Apr, Jun, Oct
Overview
Public Relations at Auckland Royal Academy develops strategic communicators who can build and manage the reputations of organisations in New Zealand's complex and highly transparent public environment. The programme covers PR strategy, media relations, crisis communication, stakeholder engagement, corporate social responsibility, digital public affairs, and event management, preparing graduates for careers across private, public, and not-for-profit sectors.
The programme is strongly practice-oriented, with students developing PR campaigns, managing simulated crises, writing media releases, coordinating events, and building media lists in realistic professional exercises. New Zealand's small media market and high level of public sector transparency create a distinctive PR environment, and the programme's close connections with Auckland's leading PR agencies and in-house communications teams provide mentorship and career development opportunities.
Career Opportunities
Public Relations graduates work as PR practitioners, communications managers, media advisers, public affairs specialists, and crisis communications consultants. New Zealand's active political and business media landscape, combined with the increasing importance of digital reputation management, creates strong demand for PR graduates who combine strategic communication thinking with the practical skills to execute across traditional and digital media channels.
Program Learning Outcomes
Develop and execute integrated public relations campaigns — including media relations, stakeholder engagement, and social media strategy — that protect and enhance organisational reputation in alignment with business objectives.
Apply crisis communication theory and scenario planning to develop organisational crisis communication plans and manage real or simulated reputational challenges with professionalism, speed, and strategic clarity.
Evaluate the ethical dimensions of public relations practice — including transparency, accuracy, and conflict of interest management — applying the PRINZ Code of Ethics and international PR professional standards to guide responsible communication practice in New Zealand.
Programme
| Semester 1 | Credits | Number |
|---|---|---|
| Introduction to Public Relations | 4 | PUBL 101 |
| Foundations & Theory | 4 | PUBL 110 |
| Research Methods | 3 | PUBL 120 |
| Semester 2 | Credits | Number |
|---|---|---|
| Applied Public Relations I | 4 | PUBL 201 |
| Professional Practice | 3 | PUBL 210 |
| Industry Context NZ | 4 | PUBL 220 |
| Semester 3 | Credits | Number |
|---|---|---|
| Applied Public Relations II | 4 | PUBL 301 |
| Critical Perspectives | 3 | PUBL 310 |
| Ethics & Standards | 3 | PUBL 320 |
| Semester 4 | Credits | Number |
|---|---|---|
| Advanced Public Relations | 4 | PUBL 401 |
| Specialisation Elective | 3 | PUBL 410 |
| Public Relations Capstone Project | 4 | PUBL 490 |
| Total for the entire period of study | 11 |
Contact us
3/60 Federal Street, Auckland CBD, Auckland 1010, New Zealand
How to Apply?
- You Apply
Tell us a little about yourself and we’ll help with the rest. Our convenient online application tool only takes 10 minutes to complete.
- We Connect
After you submit your application, an admissions representative will contact you and will help you to complete the process.
- You Get Ready
Once you’ve completed your application and connected with an admissions representative, you’re ready to create your schedule.