Course Title: Public Relations Techniques

Part A: Course Overview

Course Title: Public Relations Techniques

Credit Points: 12.00


Course Code




Learning Mode

Teaching Period(s)


City Campus


345H Media and Communication


Sem 2 2010,
Sem 2 2011,
Sem 2 2012,
Sem 2 2013,
Sem 2 2014

Course Coordinator: Tracy O'Shaughnessy

Course Coordinator Phone: (03) 9925 3155

Course Coordinator Email:

Course Coordinator Location: 9.5.43

Course Coordinator Availability: By appointment

Pre-requisite Courses and Assumed Knowledge and Capabilities


Course Description

This course is designed to present and broaden your framework on when and how to implement contemporary ’marcomms’ and public relations techniques for maximum campaign impact. Particular emphasis will be placed on the role of creativity in developing strategic communication solutions to suit the diverse requirements of organisations and target publics. Both traditional and new media techniques will be examined as will essential controlled media writing skills and design principles. The course  explores the role and technical requirements  for both traditional media and emerging new media as well as introduce you to design concepts that are central to the execution of both online and traditional media forms.

Objectives/Learning Outcomes/Capability Development


You will be assessed on your development of the following program capabilities:

  • To better understand how organisations dealing with public relations practitioners perceive various practices, activities and behaviours and to discuss expectations of sectors including not-for-profits, corporates, consultancies and government;
  • To provide students with the opportunities to reflect on, discsuss and present issues surrounding contemporary public relations practice in changing environment, social and political spheres;  the broader socio-cultural, political and economic implications of pr and its role and responsibility

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

  •   Analyse, critique and apply public relations and marketing communication components and techiques in addressing a communication problem
  •   Utilise traditional and electronic controlled media techniques and apply basic design principles
  •  Present ideas and arguments in both controlled/uncontrolled communication techniques

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 activities, class discussion and studio work. Guest lecturers will provide insights from a range of perspectives.

Overview of Learning Resources

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

Overview of Assessment

Assessment consideration
The course is graded using the RMIT University scale.

Please note:

  •  Guidance on individual assessment tasks will be provided during semester
  •  Professional presentation is integral to the assessment of all submitted work
  •  Deadlines for submission/presentation of work must be strictly observed
  •  Assignments must be submitted with the appropriate cover sheet to the School of Media and Communication office on level 4, building 9 at the RMIT city campus