Course Title: Public Relations in Society

Part A: Course Overview

Course Title: Public Relations in Society

Credit Points: 12.00


Course Code




Learning Mode

Teaching Period(s)


City Campus


335H Applied Communication


Sem 2 2008,
Sem 2 2009


City Campus


345H Media and Communication


Sem 2 2010,
Sem 2 2011,
Sem 1 2012,
Sem 1 2013,
Sem 1 2014

Course Coordinator: Philippa Brear

Course Coordinator Phone: +61 3 9925 3849

Course Coordinator Email:

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

Course Coordinator Availability: As advised

Pre-requisite Courses and Assumed Knowledge and Capabilities

Pre-requisite COMM2257 PR Research
Co-requisite COMM1173 Internship

Course Description

This course considers the role PR plays in society, with particular focus on the ethical frameworks, and laws and regulation that pertain to PR practice, and how practitioners engage with clients, publics, media and other stakeholders. The course aims to help you integrate skills and knowledge in relation to PR, communication and contextual studies gained throughout your studies in this program. It provides appropriate and challenging experience and insights through a significant project, and creates a foundation for critical and reflective analysis.

Objectives/Learning Outcomes/Capability Development

Capability development in this course contributes to the following graduate outcomes:
- high level verbal and written communication skills
- professional writing and presentation techniques
- ability to relate ethical standards to PR practice
- ability to analyse and discuss global contexts of PR practice
- leadership skills

By the end of this course, you should be able to:
- contextualise your knowledge of PR models, theories and practice within the framework of the globalised industry and international public relations
- apply ethics-based considerations to the work of a public relations practitioner
- consider public relations practice within the context of relevant regulatory frameworks
- investigate, present and justify an original research proposal on a public relations related topic, and submit your findings in the form of a final report/research essay

Overview of Learning Activities

Learning will occur through a combination of lecture and workshops with interactive and collaborative fora. There will be guest lectures.

Overview of Learning Resources

A range of resources will be used in this course. You will find that texts for other courses will serve as points of reference, and additional references will be given during the course. Independent research will also be required. Class discussions will necessitate good current affairs knowledge and you should keep abreast of issues relevant to the broader field(s) of public relations practice.

Overview of Assessment

Assessment will be based on your major research project, as well as other assessments set for this course. There will be individual and group assessments. There will be instructor and peer assessment.