This Level One Course in the Bachelor of Media (PR & Advertising) Program provides a comprehensive introduction to Public Relations and Advertising Principles in an Australian and international context. It examines the history, growth, and contemporary influence of both disciplines. The foundations of PR and advertising are studied, as are their influence within and outside organisations, and the linkages both disciplines have in the “communications mix”. Students will be able to understand similarity and difference between PR and advertising in relation to communication strategy, research, media relations, industry and professional pathways. They will also gain an appreciation of the ethical dimensions and issues in allied communication disciplines. This course is a prerequisite for all PR and Advertising courses in second and third year of the degree.