Handbook Public View

This page displays current curriculum information. For staff view, please login

Unit (2020)

Information on this page, including unit offerings, is from the 2020 academic year.

Public Relations Strategy (PRO204)

Organisational Unit Creative Media, Arts and Design
Credit Points 3
Availability KAPLAN-SGP: TMA-internal
Description This unit explores public relations strategy from contemporary perspectives. Students are introduced to the complexities of strategic communication, through class discussion, case studies and readings on critical, ethical, rhetorical and discourse theories. Students research and develop communication strategies, putting into practice ideas about effective and responsible public relations and its role in developing reciprocal relationships between an organisation and its diverse stakeholders. Students learn to develop realistic objectives to evaluate campaigns.
Unit Learning Outcomes 1. On successful completion of the unit you should have refined your grasp of:
1A: The theoretical approaches that inform practice in the international field of public relations.
1B: Public relations as a profession and strategic practice determined by cultural, political and economic frameworks.
1C: The centrality of ethics to socially valuable and responsible public relations activities.

2. You should also have honed your capacity to:
2A: Research, plan, prepare and write effective public relations strategies - targeted at a range of publics.
2B: Critically evaluate the rhetorical and discursive effects and the ethical implications of public relations materials and strategies in the public sphere.
Timetabled Learning Activities Lectures: 1 hour per week; tutorials: 1.5 hours per week.
All offerings of this unit include the equivalent of 30 hours of structured learning.
Unit Learning Experiences The approach to learning in this unit is iterative in which students will learn and critique the process of researching, designing, writing and presenting a public relations campaign plan. Students will critique contemporary communications theory and interrogate its application to practice.
The lectures, tutorials and workshops involve analysis, critique and interrogation of local and global issues represented in the media in order to develop solutions to communications problems for organisations. Students will experience practice-oriented teaching based on real-world case studies that ensures an integration of theory and practice.
Other Learning Experiences Students are expected to read additional technical and academic articles, analyse contemporary communication campaigns and follow issues in the news and online media as part of their class and assessment preparation.
Assessment Essay - 2,000 words, individual, summative, mid teaching period, 30%.
Communications plan - 2,000 words, formative and summative, early and end teaching period, 30%.
Exam - 1,000 words, summative, end teaching period, 30%.
Participation / Professionalism - In class and online participation including group class discussion leadership - Summative, individual, group work, throughout teaching period, 10%.

Each assessment is designed to develop the students' understanding of how theory is applied to the practical application of public relations strategies to achieve organisational goals in complex ethical, cultural, economic, political and legal contexts.
Prerequisites PRO107 Introduction to Public Relations
Exclusions Students who have successfully completed MCC204 Public Relations: Contemporary Approaches cannot enrol for credit in this unit.
Appears in these Courses/Majors:
see individual structures for context
Public Relations (BA) [New in 2014]
Internet Access RequirementsMurdoch units normally include an online component comprising materials, discussions, lecture recordings and assessment activities. All students, regardless of their location or mode of study, need to have access to and be able to use computing devices with browsing capability and a connection to the Internet via Broadband (Cable, ADSL or Mobile) or Wireless. The Internet connection should be readily available and allow large amounts of data to be streamed or downloaded (approximately 100MB per lecture recording). Students also need to be able to enter into online discussions and submit assignments online.


Unit Coordinator
Ms Ali Biddiscombe
P/T Teaching Casual

e: a.biddiscombe@murdoch.edu.au
Unit Contacts

Ms Ali Biddiscombe
P/T Teaching Casual

e: a.biddiscombe@murdoch.edu.au
Fee Calculator
Handbook help
Information for Students


The University reserves the right to cancel, without notice, any course, major, minor or unit if the number of students enrolled falls below limits set by the University.

Regulations and Rules

Students should ensure they are familiar with the University's internal legislation, including provisions specifically relevant to their studies. See the University Regulation overview and view legislation online.