Overview

The aim of this unit is to prepare students to be emerging PR industry practitioners through career-ready learning and assessment. This unit exposes students to advanced public relations practice, with a special emphasis on the planning and management of PR projects and campaigns. It embraces ideas and approaches and skills fundamental to managing oral, written and mediated communication plans. This unit aims not only to build students’ competence but also their confidence in functioning as ethical communicators able to research, develop and deploy plans that meet client (internal and external) requirements.

Requisites

Prerequisites
COM10007 Professional Communication Practice

AND
37.5 credit points of Level 2 units
AND EITHER
PUB20002 Public Relations Theory and Practice
OR
PUB10001 Introduction to Public Relations Theory and Practice

Teaching periods
Location
Start and end dates
Last self-enrolment date
Census date
Last withdraw without fail date
Results released date

Learning outcomes

Students who successfully complete this unit will be able to:

  • Critically analyse innovative and effective approaches to planning sustained communication activities
  • Research, plan, implement and evaluate communication projects and campaigns for clients
  • Identify innovative approaches to working with clients on communication opportunities
  • Adopt ethical, effective and culturally appropriate approaches to planning sustained communication activities
  • Demonstrate an understanding of the business aspects of operating an agency through successful completion of an industry project
  • Evaluate and discuss appropriate methods of evaluating the success of communication plans

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
Independent Learning		6.50 12 weeks 78
TOTAL150

All Applicable Locations

Type Hours per week Number of weeks Total (number of hours)
Online
Directed Online Learning and Independent Learning		11.54 13 week 150
TOTAL150

Assessment

Type Task Weighting ULO's
Online QuizIndividual 30% 1,4,5,6 
Outline, script sample, pitchIndividual 30% 1,2,3,4,5,6 
Project PitchGroup 40% 2,3,4,5 

Content

• PR’s contribution to an organisation’s success
• Introduction to PR planning processes
• Creative problem solving applied to PR projects
• Identifying PR problems / opportunities
• Applying ethical principles to PR work
• Developing the client brief
• The PR planning process: frameworks and application
• Research for PR plans
• Applying problem solving to agency contexts
• Writing and selling-in the PR plan; managing the client relationship
• Implementation and evaluation of PR work

Study resources

Reading materials

A list of reading materials and/or required textbooks will be available in the Unit Outline on Canvas.