Public Relations Project and Campaign Planning
36 hours over the semester, normally 3 hours per week
One Semester or equivalent
Hawthorn, Online
Available to incoming Study Abroad and Exchange students
Overview
This unit exposes students to advanced public relations practice, with a special emphasis on the development and deployment 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.
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 2
Location
Hawthorn
Start and end dates
04-August-2025
02-November-2025
02-November-2025
Last self-enrolment date
17-August-2025
Census date
31-August-2025
Last withdraw without fail date
19-September-2025
Results released date
09-December-2025
Teaching Period 3
Location
Online
Start and end dates
03-November-2025
08-February-2026
08-February-2026
Last self-enrolment date
16-November-2025
Census date
28-November-2025
Last withdraw without fail date
02-January-2026
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 activity
- Research, plan, implement and evaluate communication projects and campaigns
- Analyse the use and value of different media in professional communication
- Demonstrate planning and implementing a communication plan
- Effectively identify approaches to working with clients on communication opportunities
- Analyse appropriate methods of evaluating the success of communication plans
Teaching methods
Hawthorn
| Type | Hours per week | Number of weeks | Total (number of hours) |
|---|---|---|---|
| On-campus 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 |
| TOTAL | 150 |
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 |
| TOTAL | 150 |
Assessment
| Type | Task | Weighting | ULO's |
|---|---|---|---|
| Assignment | Individual | 40% | 2,3,4,5,6 |
| Class Exercises | Individual | 30% | 1,2,3,6 |
| Communication Plan | Group | 30% | 1,2,3,4,5,6 |
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
- Target publics
- Goals and objectives
- Strategy and tactics
- Writing up and selling-in the PR plan; managing the client relationship
- Evaluating PR work
- Social media and PR
- Issues, crisis and risk PRÂ
Study resources
Reading materials
A list of reading materials and/or required textbooks will be available in the Unit Outline on Canvas.