Strategic Public Relations
Area of Study
Communication, Intercultural Communications, International Communications, Journalism, Mass Communications, Media and Journalism, Media Studies, Public Relations
Taught In English
58117c Principles of Public Relations
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 Credits5
Recommended U.S. Quarter Units7
Hours & Credits
OverviewDescriptionThis subject equips students with knowledge and practical skills in research, planning and budgeting for strategic communication campaigns. They learn to assess and develop strategy by identifying issues, publics and options for communication and relationship management. They develop their expertise in designing, writing and managing innovative, multimedia campaigns to address client and communication problems and opportunities. Students design and present a professional client pitch.Subject objectivesa. Apply research principles for public relations strategic planningb. Identify issues for public relations practicec. Produce public relations strategic goals and objectives in line with organisational mission and goalsd. Plan a credible public relations communication strategy for implementatione. Prepare written materials and present to a professional standardTeaching and learning strategiesThe subject is delivered in lecture and tutorial mode. In this subject, students apply public relations theory and principles to practical situations. Lectures will focus on industry best practice, the steps involved in researching and obtaining a client brief, developing a communication strategy to address a client's needs and the importance of placing issues in their wider social and political context. In tutorials, students will use professional public relations materials and actual case studies from industry for their workshop activities. Tutorials will be used to assist students in understanding the standards required when producing written materials for professional contexts and for developing professional communication skills in designing and delivering effective oral presentations.ContentPublic relations for organisationsThe planning process for strategy developmentResearch methods for public relations practice, for design and evaluationDeveloping goals and objectives for public relations strategiesManaging client relationshipsDeveloping timelines and budgets for project managementCommunication methods and tacticsAssessmentAssessment task 1: Situation AnalysisObjective(s):a, b and eWeight: 30%Length: 2,000 wordsCriteria:Appropriateness of client and issue selectionInsightfulness of analysisIntegration of research into the analysisDepth of critical analysisClarity of written expressionCompliance to SMART criteriaAccuracy of spelling, grammar and referencingAssessment task 2: Client StrategyObjective(s):a, b, d and eWeight: 40%Length:2,000 wordsCriteria:Appropriateness of proposed strategySoundness of rationale for proposed strategyAppropriateness of key messages for salient publicsClarity of written expressionAccuracy of spelling, grammar and referencingAssessment task 3: Media ReleaseObjective(s):eWeight: 10%Criteria:Suitability of news angle for client strategy and media selectionAccuracy of layoutSuitability of writing styleAccuracy of spelling and grammarAssessment task 4: Presentation of Client StrategyObjective(s):c, d and eWeight: 20%Length:10 minutes maximum (including any set up)Criteria:Creativity of presentation designPersuasiveness of argumentClarity of argumentAccuracy of spelling and grammarEfficacy of presentation techniques
Courses and course hours of instruction are subject to change.
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.