Public Relations Campaigns and Strategies

Bond University

Course Description

  • Course Name

    Public Relations Campaigns and Strategies

  • Host University

    Bond University

  • Location

    Gold Coast, Australia

  • Area of Study

    Public Relations

  • Language Level

    Taught In English

  • Prerequisites

    PUBR11-100 Public Relations Principles and Practice is essential and must be taken prior to enrolling in this subject.

  • 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
    4.5 - 6
  • Overview

    This is a challenging and team-oriented subject offering students the opportunity to put into practice all the theoretical knowledge, research skills, interpersonal and group skills, and creative problem-solving abilities they have developed throughout their public relations studies. Successful students will be able to demonstrate the ability to: Critically analyse, assess and appraise real public relations campaigns; Analyse a client, the environment and products/services to address public relations needs and opportunities; Work within the client's real-world limitations to create, produce and pitch a public relations campaign to address needs and opportunities; Work within a diverse team responsible for negotiating its own workload and solving its problems internally; Develop, execute and apply primary and secondary communications research to a real client situation; Identify target publics and their needs' Formulate strategies for two-way communication with target publics; Create key messages; Identify appropriate tactics for message delivery; Develop budgets and implement schedules; Present campaign pitch to client; and Prepare and submit supporting written communication planning documents.

    Learning Objectives
    1. Student is able to appreciate the role of public relations within the context of contemporary strategic business management;
    2. Student is able to apply theoretical knowledge to the role of public relations management within the context of a real-world campaign;
    3. Student is able to demonstrate targeted, creative and appropriate public relations campaign planning;
    4. Student is able to work effectively as part of a group;
    5. Student is able to demonstrate effective oral and written presentation skills.

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.

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.