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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 areas
  • Communication and Creative Media
Subject fees
  • Commencing in 2019: $4,290
  • Commencing in 2020: $4,340

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.

Enrolment requirements

Requisites: ?


Assumed knowledge:

Assumed knowledge is the minimum level of knowledge of a subject area that students are assumed to have acquired through previous study. It is the responsibility of students to ensure they meet the assumed knowledge expectations of the subject. Students who do not possess this prior knowledge are strongly recommended against enrolling and do so at their own risk. No concessions will be made for students’ lack of prior knowledge.

Assumed Prior Learning (or equivalent):

Restrictions: ?


Subject outlines

Subject dates

Standard Offering
Enrolment opens11/11/2018
Semester start14/01/2019
Subject start14/01/2019
Cancellation 1?28/01/2019
Cancellation 2?04/02/2019
Last enrolment27/01/2019
Last withdrawal?08/02/2019
Teaching census?08/02/2019