Course Title: Advanced Strategic PR Planning

Part A: Course Overview

Course Title: Advanced Strategic PR Planning

Credit Points: 12

Course Code




Learning Mode

Teaching Period(s)


City Campus


335H Applied Communication


Sem 1 2006,
Sem 1 2007

Course Coordinator: Geoff Kelly

Course Coordinator Phone: 03 9678 9218

Course Coordinator

Pre-requisite Courses and Assumed Knowledge and Capabilities

Comm2143 Strategic PR Planning
Comm2111 Values, Ethics and PR

Course Description

The course offers students advanced knowledge and skills in strategic public relations planning. Students will learn about the more advanced planning practices of the PR industry and corporations generally. Students will also examine the roles of organizational theory, issues and crisis planning and management theory in strategic PR planning. The knowledge and skills developed in Strategic PR Planning and Advanced Strategic PR Planning will be essential for professional practice and any future studies in the field of public relations.

Objectives/Learning Outcomes/Capability Development

This course aims to:
• Build on previously gained understanding of strategic planning as it is used in organizational and public relations planning
• Explain the theories that drive organisations and management and how they can be applied to strategic PR planning
• Improve the research, planning, evaluation and implementation skills that are used in PR practice and organizational management
• Develop critical, reflective thinking
• Develop innovative and effective leadership skills.

Information on this aspect is embodied in the section above.

Overview of Learning Activities

The one-hour lectures will provide students with the theoretical frameworks and recent debates on current issues. Guest lecturers will enhance learning by providing current examples and case studies.
The two-hour tutorials will allow students to discuss, reflect and present on the topics for the week.
Tutorials will predominantly be student run learning experiences with tutors facilitating discussion and debate.

Overview of Learning Resources

There is no prescribed text for this course. The text from COMM2143 Strategic PR Planning may be referred to in tutorials.
Text: Harrison, K.(2003), Strategic Public Relations, 3rd ed. Century Ventures, Perth, W.A.

Students will be asked to read the materials posted on the DLS site and any other materials handed out in class.

Overview of Assessment

Students will be asked to read the materials posted on the DLS site and any other materials handed out in class.
Overview of Assessment: Assignments
1: Business Planning Project due Week 7                    25%
2: Case Study Presentation (Group) from Week 5       25%
3: Strategic Plan Assignment (Group) due Week 13   40%
4. Class Participation                                                         10%