Course Title: Public Relations Campaigns

Part A: Course Overview

Course Title: Public Relations Campaigns

Credit Points: 24.00


Course Code




Learning Mode

Teaching Period(s)


City Campus


345H Media and Communication


Sem 2 2015,
Sem 2 2016,
Sem 2 2017,
Sem 2 2018,
Sem 2 2019,
Sem 2 2020,
Sem 2 2021

Course Coordinator: Deborah Wise

Course Coordinator Phone: +61 3

Course Coordinator Email:

Course Coordinator Location: Building 9

Course Coordinator Availability: Contact Course Coordinator

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 COMM2143 Communication Strategy and Planning 
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

Public Relations Campaigns is a capstone course, integrating skills and knowledge gained throughout the duration of the program and preparing you for transition into the professional world.

You will respond to a client brief, working in teams that replicate a consultancy environment, to apply your writing skills, strategic thinking, creativity, and theoretical frameworks in a real-time context. You will undertake research, develop, and implement a strategic and tactical response to a client problem taking into account factors such as timelines and budgets necessary to meet the client’s communication goal.

The course will also require you to critically reflect on the contemporary practice of public relations and synthesise your knowledge and skills in a series of individual and group assessments.

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.

Objectives/Learning Outcomes/Capability Development

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

  • Demonstrate the ability to research, plan, implement, evaluate and present PR communications that respond to the needs of the client organisation.
  • 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.
  • Apply initiative and judgement in planning, problem solving and decision making in your practice or future study.

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

  1. Identify key PR and communication concepts and explore their application to client relationship management.
  2. Interpret a brief, and devise and present a response that addresses the overt and underlying needs and objectives of the client/organisation.
  3. Research and articulate a communication campaign that represents a creative, relevant and practicable response to a client brief.
  4. Report on campaign progress, encompassing appropriate recommendations for the client.
  5. Critically reflect on group dynamics, the relationship between practitioner and client, and professional public relations practice.
  6. Collaborate as part a team to present your ideas to peers, clients and stakeholders in an ethical and professional manner.

Overview of Learning Activities

You will be actively engaged in learning that involves a range of activities such as studios, project work, lectures, tutorials, 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 

Task 1 Professional practice analysis 30% [Individual - Linked CLOs 1,5]

Task 2 Project Reflection 20% [Individual - Linked CLOs 1,5]

Task 3 Campaign proposal 20% [Group - Linked CLOs 2,3,4,6]

Task 4 Campaign Project 30% [Group - Linked CLOs 2,3,4,6]