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Public Relations Strategy: Issues and Crisis Management (9038.3)

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

Band 3 2013-2020 (Expires 31 Dec 2020) Band 4 2021 (Commenced After 1 Jan 2021) Band 5 2021 (Commenced Before 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 (176370) - View
    • Semester 1, 2017, ON-CAMPUS, BRUCE (165236) - View
    • Semester 1, 2016, ON-CAMPUS, BRUCE (154416) - View
    • Semester 1, 2015, ON-CAMPUS, BRUCE (146085) - 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 examines the processes involved in developing and implementing a strategic public relations plan that will help an organisation to achieve its goals and includes the role of senior public relations counsellors in advising management on communication strategy. A strategic planning project and case history-based exercises provide students with practical, hands-on experience of working as a member of a project team to analyse the communication needs of an organisation and develop and implement communication strategies and tactics to address them.

    Learning Outcomes

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

    1. Analyse the communication needs of an organisation, including identifying issues;

    2. Write a public relations strategy;

    3. Manage crisis communication;

    4. Manage the implementation of a public relations plan; and

    5. Plan an effective evaluation process for the strategy.

    Assessment Items

    Contact Hours

    3 hours per week


    Must have passed 9029 Public Relations Planning and Practice and must have passed 7130 Public Relations Writing OR 9497 Public Relations Writing.



    Assumed Knowledge


    Incompatible Units

    Restrictions: This unit is not open to students who have passed 7132 Public Relations Strategy.

    Equivalent Units


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