Course Title: Values, Ethics and PR

Part A: Course Overview

Course Title: Values, Ethics and PR

Credit Points: 12

Course Code




Learning Mode

Teaching Period(s)


City Campus


335H Applied Communication


Sem 2 2006,
Sem 2 2007

Course Coordinator: Grant Roff

Course Coordinator Phone: +61 3 9925 3129

Course Coordinator

Course Coordinator Location: 6.2.24

Pre-requisite Courses and Assumed Knowledge and Capabilities

COMM1161 Introduction to PR

Course Description

The course will build on knowledge and skills you have obtained in COMM1161 Introduction to PR.
The course will discuss the importance of values and ethics in professional life, including in the practice of public relations. You will be introduced to values, vision and mission statements and learn about how they are developed, as well as codes of ethics relevant to PR, and how they have evolved.
You will be required to complete a range of assessments tasks testing your knowledge of concepts covered in the course and how to apply it. Some assessments will be conducted in class.
This course will not endorse particular views with regard to values and ethics, rather it should promote your understanding of ethics develop and their current application in the professional sphere.

Objectives/Learning Outcomes/Capability Development

At the completion of the course, you should be able to:
capability development
- analyse scenarios along specified lines
- demonstrate a capacity to make recommendations based on relevant concepts
- be able to research academic tasks
- be able to appropriately reference academic tasks
- display improved presentation skills
- display critical, analytical and reflective thinking
- display creativity and original thinking

learning outcomes
- understand concepts relating to values and ethics, and how they evolve
- comprehend how organisations use ethics and values in how they operate
- understand how professionals, including PR practitioners, use ethics in everyday practice
- be aware of key areas of ethics as they apply in the practice of PR
- appreciate the meaning of professionalism and the responsibilities that come with being a professional

Overview of Learning Activities

This course will be taught on campus in lectures and tutorials.

Each lecture will be for one hour and will introduce students to issues relating to values and ethics, and show how they can be applied in a range of circumstances, particularly public relations. Tutorials will be two hours and provide an interactive forum. Throughout semester there will be assessment tasks to assess your comprehension of topics discussed in lectures and tutorials, and your ability to apply the theories presented in class and the course readings.

Overview of Learning Resources

There is no prescribed text. Recommended texts are available from the library.

Other resources will be provided, and the Distributed Learning System (electronic blackboard) will be available for students in this course and will contain lecture notes, reference resources and course materials where appropriate.

Overview of Assessment

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 at the School of Applied Communication office on level 3, building 6, at RMIT’s City campus.