Introduction to Public Relations

University of Queensland

Course Description

  • Course Name

    Introduction to Public Relations

  • Host University

    University of Queensland

  • Location

    Brisbane, Australia

  • Area of Study

    Public Relations

  • Language Level

    Taught In English

  • 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

  • Host University Units

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

    Course Description
    This course is an introduction to public relations practice. It is designed to give students a fundamental understanding of how to research a communication problem and develop an appropriate program while considering its legal and ethical contexts.
    Course Introduction
    COMU1052 is the first course in the public relations sequence of study. Public relations is a branch of professional communication along with advertising, marketing and journalism.
    You must complete this course before proceeding to advanced courses in the public relations major. Teaching staff are experienced practitioners with postgraduate qualifications and will bring industry people into the classroom throughout the Semester. The assessment tasks are practice-based, varied and provide the opportunity for you to choose and develop areas of practice which are of interest to you.
    Learning Objectives
    After successfully completing this course you should be able to:
    • Demonstrate an understanding of the diverse nature of contemporary public relations practice; the origins of public relations; the relationship of contemporary public relations practice to other public communication practices; and the legal and ethical foundations of contemporary public relations practices.
    • Execute public relations practices in campaign development: conduct a situation analysis, specify target audiences, develop objectives, communication strategies and tactics, and specify campaign evaluation methods.
    • Conduct desk research and deploy both professional and academic media and information literacy skills in the use of academic libraries and the sourcing of information from academic databases; the critical use of other Internet-based information sources; sourcing, evaluation and interpretation of statistical information, including ABS data.
    • Understand the key tasks of a public relations practitioner including application of communication audits, media monitoring, event management, selected digital applications central to contemporary public relations practice.
    Class Contact
    1.5 hours Lecture, 1 hour Tutorial
    Assessment Summary
    Essay: 15%
    Project Plan: 35%
    Exam: 50%

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.