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Principles of Public Relations (8123.3)

Level: Level 2 - Undergraduate Intermediate Unit
Credit Points: 3
HECS Bands:

Faculty: Faculty of Arts and Design
Discipline: Discipline of Communication




    This unit is no longer offered. Information may be available for Units in the following years:


    The unit will extend the 1st year professional Major units by examining the communication principles that specifically underpin modern public relations practice. Students will study the current public relations practice paradigm (eg, Grunig, et al.; Seitel; Cutlip, et. al.) and the more recent arguments of critical scholars (eg, Heath; Motion and Leitch; Roper; Gregory; Fawkes; Moloney). The unit applies a case teaching method, using actual professional practice examples, to analyse the principles of informative and persuasive messaging; target public identification; the importance of public opinion to professional practice; and how professional ethics impact on practice.

    Learning Outcomes


    1. Be able to express knowledge, ideas, arguments and opinions regarding Public Relations principles and practice in both oral and written form with confidence and clarity; actively listen and respond to the ideas of others; and create and present new ideas (this outcome addresses Graduate Attribute 1).

    2. Be able to identify and analyse problems relating to Public Relations principles and practice, applying creative and critical problem solving methods (this outcome addresses Graduate Attribute 4).

    3. Have a thorough understanding of ethical considerations in relation to Public Relations practice, and an appreciation of relevant social and cultural considerations (this outcome addresses Graduate Attributes 7 and 8).

    4. Demonstrate a capacity to work with others, respect for personal differences, independence of thought, and confidence to challenge existing ideas (this outcome addresses Graduate Attributes 5 and 10).

    Contact Hours

    3 hours per week.



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