Influence and Impact in Public Relations

RMIT University Vietnam

Course Description

  • Course Name

    Influence and Impact in Public Relations

  • Host University

    RMIT University Vietnam

  • Location

    Ho Chi Minh City, Vietnam

  • Area of Study

    Communication Studies, Public Relations

  • Language Level

    Taught In English

  • Prerequisites

    BP223 students: Successful completion of COMM2689 PR Essentials: Concepts and Practice in Public Relations
    BP222 students: Successful completion COMM1161 Foundations of Public Relations


    Alternatively you may be able to demonstrate the required skills and knowledge before you start this course. Contact your course coordinator if you think you may be eligible for recognition of prior learning. Further information:;ID=x94or0ccuu7k  

    Hours & Credits

  • Host University Units

  • Recommended U.S. Semester Credits
  • Recommended U.S. Quarter Units
  • Overview

    Course Description

    You will build the knowledge and skills necessary to practise in contemporary media relations and other areas of modern communication and engagement. You will look at the role of message creator, channels and contexts of communication, message reception and feedback mechanisms. Producing outputs is no longer sufficient in contemporary PR for having influence, so this course focuses on the development of knowledge and skills in public relations strategic planning and implementation that will enhance your impact on key stakeholders. You will investigate the trends in contemporary message design and dissemination, including digital media strategies. You will also engage with debates about accountability and evaluation in the context of the professionalisation of the public relations industry.


    Objectives/Learning Outcomes/Capability Development

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

    • Investigate and analyse specialist fields of public relations practice, including contemporary media relations.
    • Articulate key theoretical frameworks that underpin having impact and influence through PR practice.
    • Apply audience and medium specific PR writing and visual communication techniques.
    • Create audience and specialist-field appropriate communication strategies.
    • Collaborate with others to achieve and evaluate client outcomes.


    In this course you will develop the following program learning outcomes:

    • Apply a body of theoretical and practical knowledge and specific skills in public relations in which to base your professional practice or future study.
    • Demonstrate creativity and innovation when identifying and solving problems in diverse contexts within public relations.
    • Communicate using diverse formats and strategies to audiences within and external to your discipline.
    • Work with others in a range of roles and contexts, demonstrating cultural, environmental and social awareness and ethical and reflective practice.


    Overview of Learning Activities

    You will be actively engaged in learning that involves a range of activities such as lectures, tutorials, seminars, project work, class discussion, individual and group activities.


    Overview of Learning Resources

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

    A list of recommended learning resources will be provided by your lecturer, including books, journal articles and web resources. You will also be expected to seek further resources relevant to the focus of your own learning.

    The University Library has extensive resources for public relations students. The Library has produced a subject guide that includes quality online and print resources for your studies:

    The Library provides guides on academic referencing: and subject specialist help via your Liaison Librarian.


    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 may include essays, reports, reflective papers, creative projects and presentations, individually and in groups. Assessment will cover both theoretical and practical aspects of your learning.

    Feedback will be given on all assessment tasks.


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