Course Title: Applied Public Relations Research: Insights to Action

Part A: Course Overview

Course Title: Applied Public Relations Research: Insights to Action

Credit Points: 12.00


Course Code




Learning Mode

Teaching Period(s)


City Campus


345H Media and Communication


Sem 1 2021,
Sem 1 2022,
Sem 2 2022


Singapore Inst of Management


345H Media and Communication


Offsh3 21,
Offsh3 22

Course Coordinator: Dr Jenny Robinson

Course Coordinator Phone: +61 3 9925 5049

Course Coordinator Email:

Course Coordinator Location: Building 9 Level 5, Room 36

Course Coordinator Availability: By appointment

Pre-requisite Courses and Assumed Knowledge and Capabilities

Required prior study

You should have satisfactorily completed  or demonstrate concurrent enrolment in 053809 Public Relations Research Methods before you commence this course.

Alternatively, you may be able to demonstrate the required skills and knowledge before you start this course. Contact your Course Coordinator if you think you may be eligible for recognition of prior learning. Further information go to the RMIT Student Page on Applying for Credit.



Course Description

This course provides you an opportunity to apply the basic public relations research skills you previously learned. By learning about the application of traditional and contemporary research approaches in data collection and analysis, you will be able to apply these insights for your client/organisation research projects. You will also discuss the ethical implications of various research methods and learn to craft research insights that will inform strategy development.

Objectives/Learning Outcomes/Capability Development

Program Learning Outcomes

If you are enrolled in BP223 Bachelor of Communication (Public Relations) in this course you will develop the following program learning outcomes:  

This course contributes to the following program learning outcomes:

  • Demonstrate the ability to research, plan, implement, evaluate and present PR communications that respond to the needs of the client organisation.
  • Communicate using diverse formats and strategies to audiences within and external to your discipline.
  • Apply initiative and judgement in planning, problem solving and decision-making in your practice or future study.


If you are enrolled in BP222 Bachelor of Communication (Professional Communication) in this course you will develop the following program learning outcomes: 

  • Apply initiative and judgement in planning,problem solving and decision making in your practice or future study 
  • Communicate using diverse formats and strategies to audiences within and external to your discipline 
  • Demonstrate creativity, critical thinking and innovation when identifying and solving problems in diverse contexts within the professional communication field 
  • Plan, produce and evaluate innovative content, optimizing uses of technology that meets the needs of diverse stakeholders in an international environment

Course Learning outcomes 

 Upon successful completion of this course, you will be able to:

  1. Design public relations research projects to address client objectives/priorities.
  2. Conduct quantitative and qualitative research projects to address clients objectives/priorities.
  3. Analyse, interpret and translate primary and secondary research for client contexts.
  4. Critically analyse ethical issues in relation to PR research.

Overview of Learning Activities

  You will be actively engaged in a range of learning activities such as lectures, tutorials, seminars, project work, class discussion, individual and group activities.


Overview of Learning Resources

RMIT will provide you with resources and tools for learning in this course through our online systems.

A list of recommended learning resources will be provided by your lecturer, including books, journal articles and web resources. You will also be expected to seek further resources relevant to the focus of your own learning.

The University Library has extensive resources for public relations students. The Library has produced a subject guide that includes quality online and print resources for your studies:

There are services available to support your learning through the University Library. The Library provides guides on academic referencing and subject specialist help as well as a range of study support services. For further information, please visit the Library page on the RMIT University website and the myRMIT student portal. 



Overview of Assessment

You will be assessed on how well you meet the course’s learning outcomes and on your development against the program learning outcomes. You will need to demonstrate a basic understanding of the range of research methods available for developing public relations strategies.  Assessment may include essays, reports, reflective papers, creative projects and presentations, individually and in groups. Assessment will cover both theoretical and practical aspects of your learning.

Feedback will be given on all assessment tasks.

Annotated Bibliography and Literature Review [30% Individual - Linked CLO's: 1, 3]

Client Research Proposal [20% Group - Linked CLO's: 1, 3]

Client Research Project [30% Group - Linked CLO's: 2,3]

Critical Ethics Reflection [20% Individual - Linked Course learning outcomes: 1, 4]


If you have a long term medical condition and/or disability it may be possible to negotiate to vary aspects of the learning or assessment methods. You can contact the Program Manager or the Equitable Learning Services if you would like to find out more.

Your course assessment conforms to RMIT assessment principles, regulations, policies, procedures and instructions - Assessment