Course Title: Influence and Impact in Public Relations

Part A: Course Overview

Course Title: Influence and Impact in Public Relations

Credit Points: 24.00


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,
Sem 1 2019,
Sem 1 2020


RMIT University Vietnam


345H Media and Communication


Viet1 2016,
Viet2 2016,
Viet1 2017,
Viet2 2017,
Viet3 2017,
Viet1 2018,
Viet2 2018,
Viet3 2018,
Viet1 2019,
Viet2 2019,
Viet1 2020


Singapore Inst of Management


345H Media and Communication


Offsh1 18,
Offsh1 19,
Offsh1 20


RMIT Vietnam Hanoi Campus


345H Media and Communication


Viet3 2019

Course Coordinator: Sandy Watson

Course Coordinator Phone: +61 3 9925 3552

Course Coordinator Email:

Course Coordinator Location: Building 9 Level 5 Room 39

Course Coordinator Availability: By email and/or appointment

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 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

You will build the knowledge and skills necessary to practise in contemporary media relations and other areas of modern communication and engagement. You will look at the role of message creator, channels and contexts of communication, message reception and feedback mechanisms. Producing outputs is no longer sufficient in contemporary PR for having influence, so this course focuses on the development of knowledge and skills in public relations strategic planning and implementation that will enhance your impact on key stakeholders. You will investigate the trends in contemporary message design and dissemination, including digital media strategies. You will also engage with debates about accountability and evaluation in the context of the professionalisation of the public relations industry.

Objectives/Learning Outcomes/Capability Development

Course Learning Outcomes

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

  • Investigate and analyse specialist fields of public relations practice, including contemporary media relations.
  • Articulate key theoretical frameworks that underpin having impact and influence through PR practice.
  • Apply audience and medium specific PR writing and visual communication techniques.
  • Create audience and specialist-field appropriate communication strategies.
  • Collaborate with others to achieve and evaluate client outcomes.

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.