Course Title: Communicating the Organisation

Part A: Course Overview

Course Title: Communicating the Organisation

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

Course Coordinator: Dr Marianne Sison

Course Coordinator Phone: +61 3 9925 3127

Course Coordinator Email:

Course Coordinator Location: B009 F04 R017

Course Coordinator Availability: Please check with course coordinator

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 of 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

In this course, you will explore communication in contemporary organisations. The course gives particular emphasis to internal communication activities, addressing processes of organisational change, employee engagement and corporate citizenship.

You will examine strategies of organisational communication and methods for engaging with key stakeholders. The focus is on understanding how organisations make decisions, including the use of data in decision-making; where communication fits in with overall organisational goals; and how PR complements financial and business objectives.

Objectives/Learning Outcomes/Capability Development

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

  • Reflect on the place of the organisation in society and how it relates to other organisations and individuals.
  • Evaluate existing organisational culture and communication policies and protocols.
  • Identify key external and internal organisational drivers of change and their effects on the organisational communication and management.
  • Critically consider an organisational communication strategy taking into account contemporary theoretical perspectives in organisation leadership and decision-making.
  • Design communication infrastructure and collateral that is appropriate to the organisation’s environment and goals.

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.
  • Demonstrate the ability to research, plan, implement, evaluate and present PR communications that respond to the needs of the client organisation.
  • Develop a critical perspective about public relations in both local and international contexts.
  • Apply initiative and judgment in planning, problem solving and decision making in your practice or future study.

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