Public Relations Campaigns

Queensland University of Technology

Course Description

  • Course Name

    Public Relations Campaigns

  • Host University

    Queensland University of Technology

  • Location

    Brisbane, Australia

  • Area of Study

    Public Relations

  • Language Level

    Taught In English

  • Prerequisites

    AMB374 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.

    Hours & Credits

  • Credit Points

  • Recommended U.S. Semester Credits
    3 - 4
  • Recommended U.S. Quarter Units
    4 - 6
  • Overview

    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 Outcomes
    Upon completion of this unit, you should be able to:
    1. Describe the public relations campaign theory and planning processes
    2. Analyse and evaluate public relations opportunities and problems to enhance public relations campaign decision-making
    3. Develop and present a public relations campaign that responds to a client's need
    4. Integrate governance, diversity, ethical and legal implications into public relations campaigns
    5. Develop and justify a range of appropriate public relations tactics
    6. Evaluate how team roles and processes contribute to team performance
    7. Communicate effectively to different audiences using a range of genres.
    The 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:
    • 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.
    Approaches to Teaching and Learning
    Public 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.
    Assessment 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% individual
    Relates to objectives: 7
    Weight: 30
    Internal or external: Internal
    Group or individual: Group with Individual Component
    Due date: Week 7
    Assessment name: Professional Plan
    Description: 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: Summative
    Relates to objectives: 1,2,3,4 & 7
    Weight: 40
    Internal or external: Internal
    Group or individual: Group
    Due date: Week 9
    Assessment name: Portfolio
    Description: 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: Summative
    Relates to objectives: 5, 6 & 7
    Weight: 30
    Internal or external: Internal
    Group or individual: Individual
    Due date: Week 13

Course Disclaimer

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.