Course Title: Issues in Public Relations Practice

Part A: Course Overview

Course Title: Issues in Public Relations Practice

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


You should undertake COMM1181 Strategic Campaign Planning and Communication Management at the same time as this course as it contains areas of knowledge and skills which are implemented together in practice. COMM1181 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 pre-requisite/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

Assumed Knowledge
This course draws together the theory and skills you have developed in Public Relations through the Graduate Diploma in Public Relations or relevant work experience. For you to be successful in this course, it is strongly recommended that this course is taken at the end of the program.

Course Description

This course integrates and summarises the skills and knowledge of applied communication and public relations theory gained through the program.  It looks at public relations practice through the eyes of business, government, not-for-profits and consultancies and identifies issues that need to be addressed as the industry develops in a broad social context.  

It provides opportunities for you to re-visit succinct writing skills in specialist areas such as ministerial briefings, government position papers, high-level speech-writing and response media releases.

Objectives/Learning Outcomes/Capability Development

Program capabilities

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.

Learning outcomes

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

  • critically analyse and discuss issues surrounding public relations practice
  • evaluate and apply research techniques and skills to addresscommunication issues and problems
  • develop and present an original, critical and individual piece of research in a formal report
  • present communication ideas and arguments in both written and oral formats to address the requirements of diverse stakeholders

Overview of Learning Activities

Learning activites will include lectures and workshop seminar  where most of the discussion will be led by students. Guest lecturers from various industries will provide an insights from a range of perspectives.

Overview of Learning Resources

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

There is no set text for this course. You will find that previous texts for other courses studied during your graduate studies will provide starting points. You should keep in mind that you will be required to exercise independent research and will need to go to primary sources, not just rely on texts. 


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 may include:  research proposals, presentations and projects.

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.

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:;ID=ln1kd66y87rc