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UNIT CODE: PRE302

PUBLIC RELATIONS STRATEGY

UNIT DESCRIPTION

This Unit introduces students to steps required in creative strategy development for business in Public Relations. Students will analyse and evaluate creative ideas and strategies in response to a PR brief. The students will formulate concepts and make decisions on the best communication strategies to be used in the development of a professional PR strategy presentation and deliver this confidently in a meeting context. Students will be involved in a client pitch process with the outcome of delivering key messages and ideas with influence and confidence to win the business. Students develop applicable evaluation methodologies to analyse the success of campaigns and undertake research to identify audiences, behaviours and perceptions during the campaign process.

STUDENT WORKLOAD + DELIVERY MODE

TIMETABLED HOURS

RECOMMENDED PERSONAL HOURS

TOTAL WORKLOAD HOURS

STUDY LOAD

3 Hours per week

5 Hours per week

8 Hours per week

Full time 

MODE OF DELIVERY

This unit will be offered to students in the following mode/s:

+ Face-to-face (Domestic and International) 

+ Online (Domestic)

OVERVIEW

Award Course

Bachelor of Business

Area

Public Relations

Unit Duration

12 Weeks

Weekly Attendance Pattern

1 Hour Lecture + 

2 Hour Tutorial

Unit Level

300

Unit Weighting

6 Credit Points

Unit Type

Specialisation

Pre-Requisites

Level 100 and 200 Specialisation Units

Co-Requisites

N/A

Work Integrated Learning

No

UNIT LEARNING OUTCOMES

  • Understand the planning process of objectives, messaging and problem identification as a formative tool in strategy development

  • Conduct and implement the research process which underpins strategy development 

  • Compare and analyse a range of campaigns to identify successful PR tactics used in strategy development 

  • Develop and understanding of crisis management principles and best practices in public relations

  • Develop a professional PR strategy that reflects contextual information from a range of PR strategies and present professionally 

ASSESSMENT STRUCTURE

ASSESSMENT TASK

  • Assessment 1: Report - Brainstorm and Research Survey (Group) 

  • Assessment 2: Report - Campaign Planning (Individual) 

  • Assessment 3: Presentation & Report Creative PR Response (Individual) 

  • Assessment 4: Engagement with the Process (Individual) 

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