Course Title: Specialist Public Relations

Part A: Course Overview

Course Title: Specialist Public Relations

Credit Points: 12.00


Course Code




Learning Mode

Teaching Period(s)


City Campus


335H Applied Communication


Sem 1 2008,
Sem 1 2009


City Campus


345H Media and Communication


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

Course Coordinator: Justin Rogers

Course Coordinator Phone: +61 3 9925 2000

Course Coordinator Email:

Course Coordinator Location: Building 9, level 5

Course Coordinator Availability: As advised

Pre-requisite Courses and Assumed Knowledge and Capabilities

COMM 1161 Introduction to Public Relations

Course Description

The course has a dual focus. First, it builds on the knowledge gained in COMM1161 Introduction to Public Relations, discussing a range of specialist areas in public relations practice and demonstrating how PR tactics can work together when strategically driven. Secondly, this course further develops your writing and editing skills introduced in prerequisite courses, as well as expanding your PR tactics repertoire. Accordingly, you will learn how to identify and write for key publics within the context of four specialist fields of practice: consumer PR, corporate communication, NGO (non-government organisations) communication and social media.

Objectives/Learning Outcomes/Capability Development

Program Learning Outcomes

You will develop the following program learning outcomes:

  • Critically analyse and apply a diverse and industry relevant body of knowledge and skills to the field of media and communications in a global context.
  • Plan, produce and evaluate innovative content, optimizing uses of technology that meets the needs of diverse stakeholders in an international environment
  • Apply initiative and judgment in planning, problem solving and decision making in your practice or future study.

Course Learning Outcomes

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

  • Investigate and analyse specialist fields of public relations practice
  • Apply audience and medium specific PR writing techniques 
  • Create audience and specialist-field appropriate communication strategies
  • Collaborate with others in diverse teams,  to achieve client outcomes

Overview of Learning Activities

Learning will be by lectures and tutorials, which will include both individual and group learning exercises.

Overview of Learning Resources

RMIT will provide you with resources and tools for learning in this course through our online system, MyRMIT. Students will be directed to a textbook and relevant articles along with other learning materials from week to week. 

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: