Course Title: Contemporary PR Research

Part A: Course Overview

Course Title: Contemporary PR Research

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


RMIT University Vietnam


345H Media and Communication


Viet2 2016,
Viet3 2016,
Viet3 2017,
Viet1 2018,
Viet2 2018,
Viet3 2018,
Viet1 2019


Singapore Inst of Management


345H Media and Communication


Offsh3 18


Melbourne transfer to Vietnam


345H Media and Communication


Sem 2 2016

Course Coordinator: Ms Sandy Watson

Course Coordinator Phone: +61 3 9925 3552

Course Coordinator Email:

Pre-requisite Courses and Assumed Knowledge and Capabilities


Course Description

This course provides you with an introduction to the conduct, evaluation and interpretation of market and audience research as relevant to the field of public relations. It includes an overview of the research process, methods of data collection, and data analysis in the context of strategic public relations. You will develop your research skills in both qualitative and quantitative research methods, which will give you the ability to devise informed strategic goals and objectives. You will be introduced to contemporary issues and applications relating to research in globalised public relations practice.

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.
  • 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.
  • Apply initiative and judgment in planning, problem solving and decision making in your practice or future study.

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

  • Demonstrate basic research literacy skills, including interpretation of secondary data.
  • Evaluate the strengths and weaknesses of different approaches to research, particularly as it relates to PR practice.
  • Identify ethical issues relevant to communication research.
  • Translate client objectives/priorities into an appropriate research proposal.
  • Plan and implement quantitative and/or qualitative research methodologies relevant to your clients’ problem.

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