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PUBR13-312: Public Relations Campaigns and Strategies


This is a challenging and team-oriented subject offering students the opportunity to put into practice all the theoretical knowledge, research skills, interpersonal and group skills, and creative problem-solving abilities they have developed throughout their public relations studies. Successful students will be able to demonstrate the ability to: Critically analyse, assess and appraise real public relations campaigns; Analyse a client, the environment and products/services to address public relations needs and opportunities; Work within the client's real-world limitations to create, produce and pitch a public relations campaign to address needs and opportunities; Work within a diverse team responsible for negotiating its own workload and solving its problems internally; Develop, execute and apply primary and secondary communications research to a real client situation; Identify target publics and their needs' Formulate strategies for two-way communication with target publics; Create key messages; Identify appropriate tactics for message delivery; Develop budgets and implement schedules; Present campaign pitch to client; and Prepare and submit supporting written communication planning documents.

Subject details

FacultyFaculty of Society & Design
Semesters offered
  • January 2019 [Standard Offering]
  • January 2020 [Standard Offering]
Study abroadAvailable to Study Abroad students
Study areas
  • Communication and Creative Media
Subject fees
  • Commencing in 2018: $4,247
  • Commencing in 2019: $4,290

Learning outcomes

1. Appreciate the role of public relations within the context of contemporary strategic business management;
2. Apply theoretical knowledge to the role of public relations management within the context of a real-world campaign;
3. Demonstrate targeted, creative and appropriate public relations campaign planning;
4. Work effectively as part of a group;
5. Demonstrate effective oral and written presentation skills.


PUBR11-100 Public Relations Principles and Practice is essential and must be taken prior to enrolling in this subject.

Subject outlines

Subject dates

Standard Offering
Enrolment opens12/11/2017
Semester start15/01/2018
Subject start15/01/2018
Cancellation 1?29/01/2018
Cancellation 2?05/02/2018
Last enrolment28/01/2018
Last withdrawal?09/02/2018
Teaching census?09/02/2018