Public relations: a new course for PR students to give credible on-the-job training

MORE apprenticeship than uni degree, a new model of education in the public relations sector looks set to shake up the PR world.

Founder of the new HSPR school, Judi Hausmann (left) with businesswoman, Vicki Jones Pic: Supplied

MORE akin to an apprenticeship than a uni degree, a new model of education in the highly-desired public relations sector looks set to shake up the PR world.

The Hausmann Group-backed HSPR (Hausmann School of Public Relations) has developed a nationally recognised Diploma of Business which will see students learn “on-site” at Hausmann.

Students will obtain a necessary depth of learning and practical experience that most can only get with full immersion in a working consultancy.

“We’re delivering the work-ready graduates the PR industry is crying out for,’’ says Ms Hausmann.

The HSPR Diploma of Business will have two intakes each year — July and February — with a typical 3-day “week” of learning, entailing eight hours of lectures by qualified trainers in PR theory and practice; six hours of practical exercises to better cement key leanings; and two hours of workshops with practising experts in social media, project management, issues management, media relations and event management.

“We also will be guiding students through a practical workshop with one hour of mentoring one-on-ones as well as working on assessment tasks within the real-life setting of a practising PR consultancy,’’ adds Ms Hausmann.

Monthly study tours plan to widen each student’s experience of PR practice and will include site visits, workshops and practicals by visiting subject matter experts in video production, research, blogging, graphic design and technology.

“All learning takes place within the Hausmann Group head offices in Sydney’s inner-city Paddington allowing for total immersion in the day-to-day workings of one of Australia’s busiest PR consultancies,’’ continues Ms Hausmann.

“Practising experts are readily at hand to deliver workshops on their areas of expertise and offer advice and counsel while networking and mentorship opportunities will be provided to each student to ensure they graduate with the skills, knowledge and connections to launch their career.”

Most importantly, HSPR (Hausmann School of Public Relations) is a registered training organisation.

“The industry is changing and changing skill sets and the dire need for properly-trained PR practitioners to meet both the demands of clients and the ever-evolving media landscape is paramount.”

According to Tiffany Farrington, director of Social Diary & PR Market Place a course like this will be a boon to the ever-growing PR and media industries.

“I think it’s very impressive that Judi and her team have created this hands-on, agency-specific course that will be Judi’s legacy after a lifetime in this industry,’’ asays Ms Farrington.

“There is nothing out there to bridge the gap between university and a job for budding PRs, who may understand the theory, but have no idea how an agency really works.

“The six-month diploma will fast-track them and make them instantly employable, I have no doubt.

“The shorter, eight-day Graduate Course is like a boot camp that smart agencies should definitely send their brightest young talent along to. I wish there was something like this when I was starting out.”

The steep change in the media is most evident in the communications/PR sector which has experienced rapid growth and an evolution in workplace skills but with traditional uni graduates unprepared, unskilled and unable to do the job required.

According to Naomi Parry, director of Black Communications, the arrival of a bona fide, on-the-ground course is long overdue.

“As a PR practitioner, I’m thrilled at the arrival of HSPR on the scene,’’ say Ms Black.

“I sometimes despair at the level of training in the industry, and Judi’s school is a big step towards raising the benchmark.

“It’s relevant, real-world training by people who work in the business every day, but who also, importantly, practise public relations at a very high level.

“If HSPR can improve standards of professionalism in the industry, I say bravo to Judi and her team.”