Course Title: Advanced Public Relations Cases

Part A: Course Overview

Course Title: Advanced Public Relations Cases

Credit Points: 12.00


Course Code




Learning Mode

Teaching Period(s)


City Campus


335H Applied Communication


Sem 1 2006,
Sem 1 2007,
Sem 1 2008,
Sem 1 2009


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: 03 9925 3155 (email preferred)

Course Coordinator Email:

Course Coordinator Location: 9.5.43

Course Coordinator Availability: By appointment via email

Pre-requisite Courses and Assumed Knowledge and Capabilities


Course Description

This course builds upon and expands public relations skills and analytic abilities through the examination of case studies and focused attention on specific areas of public relations practice, such as sponsorship, promotion, corporate social responsibility, publicity and issues/crisis management. The course examines problems and methods of public relations practice in different areas, e.g. public affairs, government relations, community and environmental issues, in-house roles, consultancy, government and international contexts.  It explores the managerial aspects of public relations in problem-solving;  influence and leadership; conflict resolution internally and externally;  investor and corporate relations; industrial relations; community relations; government relationships; and international relations.

Objectives/Learning Outcomes/Capability Development

In this course you will develop the following program capabilities: 

  • forge mutually beneficial relationships and engagement between stakeholders/communities based on two-way communication
  • follow a critical approach to research, develop and implement strategic communication programs internally/externally
  • reflect on the broader socio-cultural, political and economic implications of pr and its role and responsibility
  • think critically, creatively and strategically in analysing problems and applying communication solutions in an ethical and responsible manner.

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


  • identify and evaluate links between effective, professional public relations practice and public relations theory, strategy, development and management;
  • compare and contrast relevant approaches to public relations, and critically evaluate public relations campaign content;
  • evaluate communication campaigns and cases and propose alternative problem-solving strategies;
  • critically reflect on a case and discuss it in terms of its effectiveness, as well as its impact on professional and social responsibilities and challenges of the public relations industry; and

Overview of Learning Activities

The course will  take a blended approach in its delivery with learning activities that include lectures, tutorials, group and online discussion, peer review and individual research.

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.

Overview of Assessment

You will be assessed on how well you meet the course’s learning outcomes and on your development against the program capabilities.

Assessment will cover both theoretical and practical aspects of your learning. You will be able to develop your work in relation to your own specific areas of interest in your professional practice.

Assessment will occur during the course and at the end of the course. Methods may include any combination of assessment tasks such as reports, critiques, journals, tests, group work, discussion and presentations.

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

An assessment charter summarises your responsibilities as an RMIT student as well as those of your teachers.

Your course assessment conforms to RMIT assessment principles, regulations, policies and procedures which are described and referenced in a single document.