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Digital PR and Media Relations (9034.4)

Level: Level 2 - Undergraduate Intermediate 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 1, 2018, ON-CAMPUS, BRUCE (176537) - View
    • Semester 1, 2017, ON-CAMPUS, BRUCE (170852) - View
    • Semester 1, 2016, ON-CAMPUS, BRUCE (154086) - View
    • Semester 1, 2015, ON-CAMPUS, BRUCE (145326) - 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.


    This unit explores public relations within the context of the changing media landscape. It examines the development of theories and ideas that inform and are informed by the changing patterns of media usage, including digital communication, and the theories and ethics surrounding the journalism/public relations juncture. The unit gives students opportunities to practise their writing and media relations skills in real-life scenarios.

    Learning Outcomes

    On completion of this unit students will be able to:

    1. locate different types of media within their cultural, social and economic contexts, and critically analyse the ethical role of public relations within these environments;

    2. demonstrate a conceptual and practical understanding of the drivers and processes of different types of media, illustrated through appropriate, tailored oral and written communication;

    3. demonstrate an understanding of the changing media environment and the ability to develop and deliver appropriate public relations responses using excellent oral, written and technical skills;

    4. work with others, develop respectful relationships and recognise and develop tailored news angles for a variety of different media.

    Assessment Items

    Contact Hours

    3 hours per week





    Assumed Knowledge


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