Course Title: Complementary Skills for PR Practitioners

Part A: Course Overview

Course Title: Complementary Skills for PR Practitioners

Credit Points: 12.00


Course Code




Learning Mode

Teaching Period(s)


City Campus


335H Applied Communication


Sem 2 2006,
Sem 2 2007,
Sem 2 2008,
Sem 2 2009


City Campus


345H Media and Communication


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


RMIT University Vietnam


345H Media and Communication


Viet1 2010,
Viet2 2010,
Viet3 2010,
Viet1 2011,
Viet2 2011,
Viet3 2011,
Viet1 2012,
Viet2 2012,
Viet1 2014,
Viet3 2014,
Viet1 2015,
Viet2 2015,
Viet3 2015

Course Coordinator: Caroline van de Pol

Course Coordinator Phone: +61 3 9925 3552

Course Coordinator Email:

Course Coordinator Location: Building 9, level 5, City Campus

Course Coordinator Availability: By appointment

Pre-requisite Courses and Assumed Knowledge and Capabilities

COMM2143 Strategic PR Planning
COMM2360 PR Writing for the Media (or equivalent)

Course Description

This course provides intensive module-based training in a range of skills relevant to PR industry. These skills complement the knowledge obtained in other PR studies. The modules address a specific skill that relates to PR practice. They are reviewed for each offering of this course, and they are structured to reflect current PR industry demand for skills and developments in skill-based areas of practice; to build on previous PR skills training; and to add a skills-related perspective to your theoretical studies. The course will give you deeper exposure to industry practitioners, who coordinate some modules, and insights into the requirements of professional practice.

Objectives/Learning Outcomes/Capability Development

Program Learning Outcomes

For students enrolled in the Bachelor of Communication - Professional Communication (BP222), you will develop the following program learning outcomes:

  • Demonstrate creativity, critical thinking and innovation when identifying and solving problems in diverse contexts within the professional communication field
  • Communicate using diverse formats and strategies to audiences within and external to your discipline
  • Work with others in a range of roles and contexts, demonstrating cultural, environmental and social awareness and ethical and reflective practice

Course Learning Outcomes

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

  • discuss PR practice in terms of industry trends and priorities for capacity building
  • apply PR-related skills and literacies in diverse situations, meeting the needs of clients
  • articulate where PR tactics fit in the strategic PR framework
  • apply professionalism  and accountability in collaborative projects

Overview of Learning Activities

This course has a modular structure, with three modules runs consecutively over four weeks each. There will be one three-hour seminar or workshop each week. Seminars will introduce the concepts and practice that underpin the coursework for each module. The seminars and workshops will be interactive, and also include exercises, discussion and some assessment tasks.

Overview of Learning Resources

You will find materials for the course, and each module, on MyRMIT, online learning system.

Overview of Assessment

You will be assessed on how well you meet the course’s learning outcomes and on your development against the program learning outcomes. Assessment may include written and oral reports, reflective papers, creative projects and presentations, individually and in groups.

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.

Your course assessment conforms to RMIT assessment principles, regulations, policies, procedures and instructions which are available for review online: