Course Title: Public Relations Capstone Project

Part A: Course Overview

Course Title: Public Relations Capstone Project

Credit Points: 12.00


Course Coordinator: David Micallef

Course Coordinator Phone: +61 3 9925 4315

Course Coordinator Email: david.micallef@rmit.edu.au

Course Coordinator Location: Buildin 9, Level 4

Course Coordinator Availability: By Appointment


Pre-requisite Courses and Assumed Knowledge and Capabilities

Assumed Knowledge  

This is a capstone course in the BP354 Bachelor of Professional Communication program and should be completed in the final year of the program.


Course Description

In this capstone course you will apply your knowledge in professional communications to design, plan, and execute a comprehensive public relations campaign for a real-world client. Through Work Integrated Learning (WIL) project you will further your experience in client management, research, writing, strategic planning, and evaluation, and you will develop your understanding of the importance of self-reflection and critical evaluation in strategic communication practice.  

Drawing on contemporary case studies you will further develop your understanding of ethical considerations and the responsibility of public relations professionals to society, and the internationalisation and globalisation of the industry within the contemporary communication landscape. 

This is a designated Work Integrated Learning (WIL) course for the Public Relations major. This course includes a work integrated learning experience in which your knowledge and skills will be applied and assessed in a real or simulated workplace context and where feedback from industry and/ or community is integral to your experience. 


Objectives/Learning Outcomes/Capability Development

Program Learning Outcomes 

This course contributes to the following BP354 Bachelor of Professional Communication Program Learning Outcomes: 

  • PLO1: Practice professional communication in multiple contexts while actively contributing to a more sustainable world and engaging with diverse cultures and globally inclusive perspectives.   
  • PLO2: Collaborate respectfully with diverse stakeholders, both locally and globally, to problem solve within and across a range of professional contexts. 
  • PLO3: Employ intellectual agility, knowledge, and skills to develop creative solutions for an unpredictable world and to adapt to professional and personal change. 
  • PLO4: Use digital, professional and interpersonal skills, and engage with emergent technologies to help solve problems, innovate, and collaborate. 
  • PLO5: Establish and continue to grow  communication knowledge and skills by applying disciplinary and interdisciplinary expertise in real world contexts 
  • PLO6: Employ intellectual independence and judgement to engage critically with information, make sound evidence-based decisions, actively challenge assumptions, and undertake research that is ethical, creative and reflective.


Course Learning Outcomes 

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

  1. Contextualise communication theories and practice within the framework of the globalised communications industry.  
  2. Critically analyse and interpret client briefs to identify the objectives and underlying needs of clients. 
  3. Devise creative responses to achieve client outcomes  
  4. Critically reflect on group dynamics, the relationship between practitioner and client, and professional practice to inform your career and further study. 


Overview of Learning Activities

You will be actively engaged in a range of learning activities such as lectures, tutorials, seminars, project work, class discussion, individual and group activities. Delivery may be face to face, online or a mix of both. 


Overview of Learning Resources

RMIT will provide you with resources and tools for learning in this course through our online systems. 

There are services and resources available to support your learning through the University Library. The Library provides guides on academic referencing and subject specialist help as well as a range of study support services. For further information, please visit the Library page on the RMIT University website and the RMIT student website. 


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 Tasks:
Assessment Task 1: Campaign proposal and pitch 30% - Group – CLO 1 &2
Assessment Task 2: PR campaign implementation plan (Group 20%) and content/delivery outputs (Individual 30%) - CLO 1, 2, 3, 4
Assessment Task 3: Client application (5%) Project and practice reflection - 15% individual CLO 3 & 4

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 Equitable Learning Services if you would like to find out more.

Your course assessment conforms to RMIT assessment principles, regulations, policies, procedures and instructions.