Introduction to Public Relations Theory and Practice
36 hours Face to Face + Blended + Swinburne Online
One Semester or equivalent
Hawthorn, Online
Available to incoming Study Abroad and Exchange students
Overview
This unit introduces students to the principles, theories, models, roles and approaches of public relations by examining the basic definition(s), perceptions, relevant concepts, theories, and application fields of the profession.
Requisites
Teaching periods
Location
Start and end dates
Last self-enrolment date
Census date
Last withdraw without fail date
Results released date
Teaching Period 3
Location
Online
Start and end dates
04-November-2024
09-February-2025
09-February-2025
Last self-enrolment date
17-November-2024
Census date
29-November-2024
Last withdraw without fail date
27-December-2024
Results released date
04-March-2025
Semester 1
Location
Hawthorn
Start and end dates
03-March-2025
01-June-2025
01-June-2025
Last self-enrolment date
16-March-2025
Census date
31-March-2025
Last withdraw without fail date
24-April-2025
Results released date
08-July-2025
Teaching Period 2
Location
Online
Start and end dates
07-July-2025
05-October-2025
05-October-2025
Last self-enrolment date
20-July-2025
Census date
01-August-2025
Last withdraw without fail date
22-August-2025
Results released date
Learning outcomes
Students who successfully complete this unit will be able to:
- Demonstrate a familiarity with the history of modern public relations
- Articulate knowledge of public relations models and theories
- Articulate awareness of the different approaches to public relations, as well as the need for socially responsible and ethical public relations practices
- Demonstrate a fundamental knowledge and understanding against which practice can be benchmarked and understood
- Demonstrate an understanding of public relations planning and presentation
- Understand public relations problems and issues
Teaching methods
Hawthorn
| Type | Hours per week | Number of weeks | Total (number of hours) |
|---|---|---|---|
| Online Lecture | 1.00 | 12 weeks | 12 |
| On-campus Class | 2.00 | 12 weeks | 24 |
| Specified Activities Various | 3.00 | 12 weeks | 36 |
| Unspecified Activities Various | 6.50 | 12 weeks | 78 |
| TOTAL | 150 |
All Applicable Locations
| Type | Hours per week | Number of weeks | Total (number of hours) |
|---|---|---|---|
| Online Directed Online Learning and Independent Learning | 12.50 | 12 weeks | 150 |
| TOTAL | 150 |
Assessment
| Type | Task | Weighting | ULO's |
|---|---|---|---|
| Case Study Report | Individual | 25% | 1,2,3,4 |
| Portfolio | Individual | 45% | 1,2,3,4,5,6 |
| Preliminary Plan | Group | 30% | 2,3,5,6 |
| Case Study Demonstration | Individual | 20% | 1,2,3,4 |
| Portfolio of Worksheets | Individual | 25% | 1,2,3,4,5,6 |
| Preliminary Plan | Group | 35% | 2,3,5,6 |
| Test | Individual | 20% | 1,2,3,4 |
Content
- The historical development of public relations
- The nature of contemporary public relations activity
- Application of theories of communication to public relations practice
- The fields of practice of public relations, including business, government and non-government organisations
- Roles and responsibilities of the public relations practitioner, including social, organisational, administrative, cultural, ethical and legal responsibilities
- Examination of public relations practice through case studies
Study resources
Reading materials
A list of reading materials and/or required textbooks will be available in the Unit Outline on Canvas.