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Public Relations Planning and Practice (9029.4)

Level: Level 3 - Undergraduate Advanced Unit
Credit Points: 3
HECS Bands:

Band 1 2013-2020 (Expires 31 Dec 2020) Band 2 2021 (Commenced Before 1 Jan 2021) Band 4 2021 (Commenced After 1 Jan 2021)

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



    Unit Outlines

    To view your Unit Outline, click View to log in to MyUC and access this information, or visit your unit's online teaching site.

    • Semester 2, 2017, ON-CAMPUS, BRUCE (164941) - View
    • Semester 2, 2016, ON-CAMPUS, BRUCE (163171) - View
    • Semester 2, 2015, ON-CAMPUS, BRUCE (139756) - View

    If a link to your Unit Outline is not displayed, please check back later. Unit Outlines are generally published by Week One of the relevant teaching period.


    Professional practice skills and theoretical principles studied in previous units are applied in an examination of the specialist contexts in which public relations is practised. Topics include public affairs, lobbying and public sector; interest, industry association, community group and not-for-profit communication; events and campaign management. Students will learn about planning, budgeting and project management and will put their skills into practice through a range of real-life projects.

    Learning Outcomes

    On completion of this unit, students will be able to:

    1. Understand the professional contexts in which public relations is practised;

    2. Demonstrate knowledge of public relations specialities;

    3. Analyse the communication needs and practices of different organisations in the public, private and not-for-profit sectors;

    4. Competently apply public relations methods, tools and techniques;

    5. Write for various public relations tasks; and

    6. Manage, and budget for, public relations activities and events at beginning practitioner level.

    Assessment Items

    Contact Hours

    3 hours per week


    7130 Public Relations Writing OR 9497 Public Relations Writing



    Assumed Knowledge


    Incompatible Units

    This unit is not open to students who have passed 7131 Public Relations Practice

    Equivalent Units


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