In a first for the national tertiary sector, Central Queensland University is poised to launch postgraduate on-line public relations studies. The programme aims to introduce a new set of technological skills for public relations professionals.

The initiative was designed to attract practitioners who had completed undergraduate studies at least four years ago, said Dr Andrew Wallace, Head of the School of Contemporary Communication.

“PR managers and account reps spend a lot of time using third party channels for disseminating information. We will be exploring the use of systems which engage in more direct one-to-one communication,” he said.

Dr Wallace said efficient database management would allow messages to be sent directly to people who share similar interests rather than relying on messages being published through traditional means, such as printed or electronic media, such as radio or television. “Certainly newspapers and newsletters provide information, but they often filter out certain messages or are simply not read by the key public which an organisation may be aiming to develop a closer relationship with,” explained Wallace.

“Practitioners need the skills to use databases to search groups who share similar interests and create communities of interest so they can communicate directly to them.” A Graduate Certificate in On-Line Public Relations is expected to be available toward the middle of 2003, with a Diploma and Masters option commencing in the following years.