Course Title: Influence and Impact in Public Relations

Part A: Course Overview

Course Title: Influence and Impact in Public Relations

Credit Points: 24.00


Course Code




Learning Mode

Teaching Period(s)


City Campus


345H Media and Communication


Sem 1 2015,
Sem 1 2016,
Sem 1 2017


RMIT University Vietnam


345H Media and Communication


Viet1 2016,
Viet2 2016,
Viet1 2017,
Viet2 2017,
Viet3 2017

Course Coordinator: Dr. Jenny Robinson

Course Coordinator Phone: +61 3 9925 5049

Course Coordinator Email:

Pre-requisite Courses and Assumed Knowledge and Capabilities

Required prior study

BP223 students: Successful completion of COMM2689 PR Essentials: Concepts and Practice in Public Relations
BP222 students: Successful completion COMM1161 Foundations of Public Relations


Alternatively you may be able to demonstrate the required skills and knowledge before you start this course. Contact your course coordinator if you think you may be eligible for recognition of prior learning. Further information:;ID=x94or0ccuu7k  

Course Description

You will build the knowledge and skills necessary to practise in contemporary media relations and other areas of modern communication and engagement. You will look at the role of message creator, channels and contexts of communication, message reception and feedback mechanisms. Producing outputs is no longer sufficient in contemporary PR for having influence, so this course focuses on the development of knowledge and skills in public relations strategic planning and implementation that will enhance your impact on key stakeholders. You will investigate the trends in contemporary message design and dissemination, including digital media strategies. You will also engage with debates about accountability and evaluation in the context of the professionalisation of the public relations industry.

Objectives/Learning Outcomes/Capability Development

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

  • Investigate and analyse specialist fields of public relations practice, including contemporary media relations.
  • Articulate key theoretical frameworks that underpin having impact and influence through PR practice.
  • Apply audience and medium specific PR writing and visual communication techniques.
  • Create audience and specialist-field appropriate communication strategies.
  • Collaborate with others to achieve and evaluate client outcomes.

In this course you will develop the following program learning outcomes:

  • Apply a body of theoretical and practical knowledge and specific skills in public relations in which to base your professional practice or future study.
  • Demonstrate creativity and innovation when identifying and solving problems in diverse contexts within public relations.
  • 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.

Overview of Learning Activities

You will be actively engaged in learning that involves a range of activities such as lectures, tutorials, seminars, project work, class discussion, individual and group activities.

Overview of Learning Resources

RMIT will provide you with resources and tools for learning in this course through our online systems.

A list of recommended learning resources will be provided by your lecturer, including books, journal articles and web resources. You will also be expected to seek further resources relevant to the focus of your own learning.

The University Library has extensive resources for public relations students. The Library has produced a subject guide that includes quality online and print resources for your studies:

The Library provides guides on academic referencing: and subject specialist help via your Liaison Librarian.

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 essays, reports, reflective papers, creative projects and presentations, individually and in groups. Assessment will cover both theoretical and practical aspects of your learning.

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: Assessment Policy