Course Title: Public Relations Writing

Part A: Course Overview

Course Title: Public Relations Writing

Credit Points: 12.00


Course Code




Learning Mode

Teaching Period(s)


City Campus


345H Media and Communication


Sem 1 2010,
Sem 1 2012,
Sem 1 2013,
Sem 1 2014,
Sem 1 2015

Course Coordinator: Tracy O'Shaughnessy

Course Coordinator Phone: +61 3 9925 3155

Course Coordinator Email:

Course Coordinator Location: Building 9, Level 5, Room 43

Pre-requisite Courses and Assumed Knowledge and Capabilities


You should undertake COMM1175 Public Relations Theory and Practice at the same time as this course as it contains areas of knowledge and skills which are implemented together in practice. COMM1175 is a co-requisite course.

Pre & Co-requisites

Note it is a condition of enrolment at RMIT that you accept responsibility for ensuring that you have completed the prerequisite/s and agree to concurrently enrol in co-requisite courses before enrolling in a course.
For your information the RMIT Course Requisites policy can be found at:;ID=twx09y07zi1c

Course Description

This course will equip you with writing skills integral to professional writing practice for different communications streams including media, internet and other digital media. You will learn the principles of writing clearly and concisely, and writing for specific audiences and media, at a professional level.

Objectives/Learning Outcomes/Capability Development

In this course you will develop the following program capabilities:

  • Critically analyse and respond to the fundamentals of news–writing and writing for digital media.
  • Reflect on your own and others’ practice, in relation to professional responsibilities and theoretical perspectives of writing for the media.
  • Communicate knowledge through situating practice in the context of the literature and best practice.

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

  • Compare and contrast skills integral to professional writing practice for different media, including internet and other digital media.
  • Identify and evaluate professional writing practice relevant to print and on-line journalism – knowledge of formats and conventions in terms of methodologies, style, layout and means of delivery.
  • Develop proficiency in proof-reading and sub-editing.
  • Examine public relations writing, including media releases, backgrounders, public service announcements, speeches etc.

Overview of Learning Activities

The course will take a blended approach in its delivery with learning activities that involves a range of activities including lectures, tutorials, group and online class discussion, group activities. You will gain most of the core writing concepts through practical work and material provided in the lectures and seminars. While extensive use will be made of the internet in class, reading newspapers and magazines in ‘analogue’ form is a vital part of the course.

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

The Library provides guides on academic referencing: and subject specialist help via your Liaison Librarian.

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.

Feedback will be given on all assessment tasks.

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 coordinator or the Disability Liaison Unit if you would like to find out more.

Your course assessment conforms to RMIT assessment principles, regulations, policies, procedures and instructions which are available for review online: Assessment Policy