Course Title: PR Essentials: Concepts and Practice in Public Relations

Part A: Course Overview

Course Title: PR Essentials: Concepts and Practice in Public Relations

Credit Points: 24


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

Course Coordinator: Justin Rogers

Course Coordinator Phone: +61 3 9925 1076

Course Coordinator Email:

Pre-requisite Courses and Assumed Knowledge and Capabilities


Course Description

In this course you will explore the evolution, principles and practice of public relations in a global context. The course also introduces you to key communication techniques in the context of public relations practice. It looks at prominent areas of PR practice and specialisation, and consider environments in which PR practitioners work, relating them to ethical dimensions for the practitioner, the PR industry and society. This course will introduce you to communicating a message and writing for a variety of media platforms. You will develop expertise in formulating key messages aligned to objectives as well as communicating effectively to publics and stakeholders.

Objectives/Learning Outcomes/Capability Development

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

  • Identify and discuss key aspects of the development, and principles and practices, of modern PR.
  • Examine links between PR, communication theory and applied communication practice.
  • Identify and analyse contexts in which PR practitioners operate as well as relevant professional issues.
  • Discuss major current issues and trends relevant to global PR practice.
  • Apply stakeholder-specific PR writing skills; adopting appropriate style, accuracy, relevance and timeliness.
  • Reflect on ways in which contemporary and emerging technologies and social influences inform PR writing.

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.
  • Apply a body of theoretical and practical knowledge and specific skills in public relations in which to base your professional practice or future study.
  • Develop a critical perspective about public relations in both local and international contexts.
  • Work with others in a range of roles and contexts, demonstrating cultural, environmental and social awareness and ethical and reflective practice.

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 Disability Liaison Unit 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: