Public Relations Management

Queensland University of Technology

Course Description

  • Course Name

    Public Relations Management

  • Host University

    Queensland University of Technology

  • Location

    Brisbane, Australia

  • Area of Study

    Business, Business Management, Public Relations

  • Language Level

    Taught In English

  • Prerequisites

    AMB372 and AMB373, or AMB360

  • 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

    Public Relations Management develops student knowledge and skills in the development and management of public relations programs in an organisational setting. Key concepts relevant to the practice of public relations include corporate reputation, internal communication, organisational culture and change programs, corporate social responsibility, and issues and crisis management.
    Learning Outcomes
    Upon completion of this unit, you should be able to:
    1. build and apply professional and personal skills in public relations management
    2. research and analyse contemporary challenges in business and demonstrate how they affect public relations practice
    3. use research and public relations theory to formulate and justify public relations recommendations
    4. demonstrate the ability to communicate effectively to different audiences using a range of genres
    5. demonstrates social and ethical understanding of public relations programs.
    Public Relations Management introduces students to the practice of public relations in an organisational setting, examining and evaluating specific content areas including the context for public relations in an organisational setting; internal communication and change management; corporate reputation; stakeholder and community relationships; organisational culture and change communication; corporate social responsibility and ethical decision making; and evaluating practice.
    Approaches to Teaching and Learning
    This unit is run as a workshop-style format. The workshop will take a variety of formats including lectures with embedded activities, case studies, learning exercises and time for assessment preparation. In-class discussion will establish and extend student knowledge of theories and models for the development and analysis of public relations strategy, presented as a public relations program. Students are expected to have read the prescribed readings before the class in order to maximise the workshop situation. Case studies and learning exercises are designed for critical analysis and application of these concepts. Students will work in learning teams and individually to apply their understanding of organisational issues that affect communication.
    Assessment name: Examination (written)
    Description: Students will be required to complete short answer questions that demonstrate their acquistion of knowledge of disciplinary theory and critical thinking.
    Length or Duration: 2 hours
    Formative or Summative: Formative and Summative
    Relates to objectives:1 and 3
    Weight: 35
    Internal or external: Internal
    Group or individual: Individual
    Due date: Week 7
    Assessment name: Portfolio
    Description: Assessment Name: Portfolio: CEO speech and internal newsletter item You will be provided with a range of organisational information relating to a key organisational topic. With consideration of organisational goals, organisational culture and management, you are to synthesise this information to prepare two communication tactics A) an internal staff (ezine) newsletter item for the CEO to report to staff on the topic B) A three minute speech to a staff forum
    Length or Duration: 1250 words
    Formative or Summative: Summative
    Relates to objectives: 2, 3, 4 and 5
    Weight: 25
    Internal or external: Internal
    Group or individual: Individual
    Due date: Week 10
    Assessment name: Essay
    Description: Using academic literature from relevant public relations and communication disciplines, students will be required to respond to a set question.
    Length or Duration: 2,000 words
    Formative or Summative: Summative
    Relates to objectives: 2, 3, 4 and 5
    Weight: 40
    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.