Public Relations Campaigns
Queensland University of Technology
Area of Study
Taught In English
PrerequisitesAMB374 or AMB370, and AMB201 or CTB201
Course Level Recommendations
ISA offers course level recommendations in an effort to facilitate the determination of course levels by credential evaluators.We advice each institution to have their own credentials evaluator make the final decision regrading course levels.
Recommended U.S. Semester Credits3 - 4
Recommended U.S. Quarter Units4 - 6
Hours & Credits
OverviewSynopsis:As the capstone unit, Public Relations Campaigns sees the student bring together the design, strategic planning and tactical preparation that underpins an effective public relations campaign. Students research, develop and present their plans for a real world client, enhancing their portfolio prior to graduation.Learning OutcomesUpon completion of this unit, you should be able to:
ContentThe capstone unit reviews key aspects of public relations theory and planning for application in a real world context. In the workshops, key content will include:
- Describe the public relations campaign theory and planning processes
- Analyse and evaluate public relations opportunities and problems to enhance public relations campaign decision-making
- Develop and present a public relations campaign that responds to a client's need
- Integrate governance, diversity, ethical and legal implications into public relations campaigns
- Develop and justify a range of appropriate public relations tactics
- Evaluate how team roles and processes contribute to team performance
- Communicate effectively to different audiences using a range of genres.
Approaches to Teaching and LearningPublic Relations Campaigns integrates learning through face-to-face workshops and work in progress meetings, and learning in virtual environments through online resources and learning activities. The teaching and learning approaches in Public Relations Campaigns foster collaborative and independent learning with the teaching team guiding, supporting and facilitating significant learning outcomes for engaged students.AssessmentAssessment name: Presentation (Oral)Description: Campaign pitch - Teams of four or five students pitch the strategy, key ideas and elements of a public relations plan being prepared in response to a brief from a real world organisation as a client. Feedback is provided by academic supervisors an expert panel. This feedback informs the further development of the written public relations campaign plan.Length or Duration: 25 minutes (20 min presentation + 5 min question time)Formative or Summative: Formative and Summative Weighting:30% - 20% team, 10% individualRelates to objectives: 7Weight: 30Internal or external: InternalGroup or individual: Group with Individual ComponentDue date: Week 7Assessment name: Professional PlanDescription: Campaign Plan - In teams, students prepare a full written public relations campaign plan in response to a brief from a real world organisation as a client.Length or Duration: 4,000 Words (plus appendices)Formative or Summative: SummativeRelates to objectives: 1,2,3,4 & 7Weight: 40Internal or external: InternalGroup or individual: GroupDue date: Week 9Assessment name: PortfolioDescription: Public relations writing portfolio - Individually, each student develops a portfolio of written tactics suited to contemporary public relations practice. The tactics are selected and developed from writing exercises in workshops across the semester. The portfolio also includes a self and peer reflection on teamwork, and social and ethical values in professional practice.Length or Duration: 1,500 words minimum. Length of portfolio items should reflect professional practice standards.Formative or Summative: SummativeRelates to objectives: 5, 6 & 7Weight: 30Internal or external: InternalGroup or individual: IndividualDue date: Week 13
- public relations planning for campaigns
- public relations theories
- techniques to prepare for and respond to a client brief
- selecting and preparing targeted public relations tactics
- presentation skills and training
- approaches for effective independent learning and team work.
Courses and course hours of instruction are subject to change.
Eligibility for courses may be subject to a placement exam and/or pre-requisites.
Some courses may require additional fees.
Credits earned vary according to the policies of the students' home institutions. According to ISA policy and possible visa requirements, students must maintain full-time enrollment status, as determined by their home institutions, for the duration of the program.