Course Title: Professional PR Practice

Part A: Course Overview

Course Title: Professional PR Practice

Credit Points: 24


Course Code




Learning Mode

Teaching Period(s)


City Campus


345H Media and Communication


Sem 1 2015,
Sem 1 2016,
Sem 1 2017,
Sem 1 2018

Course Coordinator: Mr Justin Rogers

Course Coordinator Phone: +61 3 9925 1076

Course Coordinator Email:

Pre-requisite Courses and Assumed Knowledge and Capabilities

Enforced pre-requisites

COMM2689 PR Essentials: Concepts and Practice
Course ID 050365:


COMM2360 PR Writing for the Media
Course ID 041263:  

Required Prior Study

Successful completion of COMM2686 Contemporary PR Research
either COMM2687 Influence and Impact in Public Relations or COMM2685 Communicating the Organisation.

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

An advanced industry placement* will give you the opportunity to explore and reflect on key concepts addressed in this course, specifically the role PR plays in society. You will further identify and investigate a particular theme or topic in your major individual research project. You will gain insights into international debates about the social and political context of the industry itself, as well as formulating critical perspectives on how PR practitioners engage in practice. You will explore contemporary issues relating to ethics, laws and regulation of public relations practice, as well as reflecting on the knowledge and skills gained in your core PR courses and complementary studies in terms of your professional goals.

This is a designated Work Integrated Learning (WIL) course for BP223 Bachelor of Communication (Public Relations). This course includes a work integrated learning experience in which your knowledge and skills will be applied and assessed in a real or simulated workplace context and where feedback from industry and/ or community is integral to your experience.

*An agreement including schedule and relevant insurance documentation is required to be completed before commencing each placement (local and international).International placements must be registered and processed through RMIT Global Mobility. In the case where a placement ends early, please refer to Changes or cancellation of WIL activities in the WIL Guideline.

Objectives/Learning Outcomes/Capability Development

Program Learning Outcomes

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

  • Discuss and analyse how public relations concepts are used in public and private sector practice.
  • Apply a body of theoretical and practical knowledge and specific skills in public relations in which to base your professional practice or future study.
  • Develop a critical perspective about public relations in both local and international contexts.
  • Demonstrate creativity and innovation when identifying and solving problems in diverse contexts within public relations.
  • Work with others in a range of roles and contexts, demonstrating cultural, environmental and social awareness and ethical and reflective practice.
  • Apply initiative and judgment in planning, problem solving and decision making in your practice or future study.


Course Learning Outcomes

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

  • Contextualise communication theories and PR practice within the framework of the globalised public relations industry.
  • Consider public relations practice within the context of relevant legal and regulatory frameworks.
  • Reflect on and apply ethics-based considerations to your work as a public relations practitioner.
  • Investigate, present and justify an original research project on a public relations related topic.
  • Contemplate and articulate requirements for successful transition from university to the workplace, including expectations of a professional environment.
  • Recognise and employ techniques to improve your performance in the workplace, reflecting on feedback from employers, colleagues and clients.


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 Equitable Learning Services 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