Course Title: PR Case Analysis and Presentation

Part A: Course Overview

Course Title: PR Case Analysis and Presentation

Credit Points: 12

Course Code




Learning Mode

Teaching Period(s)


City Campus


335H Applied Communication


Sem 1 2007

Course Coordinator: Tony Jaques

Course Coordinator Phone: +61 3 92263603

Course Coordinator

Pre-requisite Courses and Assumed Knowledge and Capabilities

Students will have already undertaken studies in Public Relations Theory and Practice.

Course Description

PR Case Study Analysis and Presentation aims to relate the theory and principles of public relations to actual practice through detailed analysis and presentation of cases.

Objectives/Learning Outcomes/Capability Development

Students who complete PR Case Study Analysis and Presentation will:
• Gain an understanding of how the theory of PR can be applied in real situations.
• Critically analyse classic and contemporary PR campaigns and cases and use the experience of others to improve their own creativity and innovation.
• Present case analysis, both written and oral, to demonstrate advocacy and persuasion 

At the end of the course Students will:
• Understand how limitations on practitioners, such as time, budgets and resources, can be overcome to develop PR strategies consistent with the ROPE process.
• Identify opportunities for clients to take advantage of using different approaches to PR.
• Become better equipped to act as managers and as advisers to management.
• Become aware of the need to keep up with change.

Overview of Learning Activities

Key concepts of case study analysis methodology and analysis of cases will be provided by way of lectures, supported by extensive use of real life examples. Face to face classes will involve a high level of discussion and participation and students will work in groups to analyse and present cases. Students will receive instruction in oral presentations skills and will be expected to present jndividually and as part of a group

Overview of Learning Resources

A set text will be recommended, which will be complemented by handouts of published cases and printed handouts of readings and sources for cases.  Video case studies will used and guest speakers will present current cases.

Overview of Assessment

Students will be assessed on demonstrated capacity to analyse cases, to offer creative and original thought about those cases, and ability to persuasively communicate that analysis in writing and verbally.