Strategic Public Relations


Course Description

  • Course Name

    Strategic Public Relations

  • Host University


  • Location

    Sydney, Australia

  • Area of Study

    Communication, Intercultural Communications, International Communications, Journalism, Mass Communications, Media and Journalism, Media Studies, Public Relations

  • Language Level

    Taught In English

  • Prerequisites

    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.

    Hours & Credits

  • Credit Points

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

    This 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 objectives
    a. Apply research principles for public relations strategic planning
    b. Identify issues for public relations practice
    c. Produce public relations strategic goals and objectives in line with organisational mission and goals
    d. Plan a credible public relations communication strategy for implementation
    e. Prepare written materials and present to a professional standard
    Teaching and learning strategies
    The 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.
    Public relations for organisations
    The planning process for strategy development
    Research methods for public relations practice, for design and evaluation
    Developing goals and objectives for public relations strategies
    Managing client relationships
    Developing timelines and budgets for project management
    Communication methods and tactics
    Assessment task 1: Situation Analysis
    a, b and e
    Weight: 30%
    Length: 2,000 words
    Appropriateness of client and issue selection
    Insightfulness of analysis
    Integration of research into the analysis
    Depth of critical analysis
    Clarity of written expression
    Compliance to SMART criteria
    Accuracy of spelling, grammar and referencing
    Assessment task 2: Client Strategy
    a, b, d and e
    Weight: 40%
    2,000 words
    Appropriateness of proposed strategy
    Soundness of rationale for proposed strategy
    Appropriateness of key messages for salient publics
    Clarity of written expression
    Accuracy of spelling, grammar and referencing
    Assessment task 3: Media Release
    Weight: 10%
    Suitability of news angle for client strategy and media selection
    Accuracy of layout
    Suitability of writing style
    Accuracy of spelling and grammar
    Assessment task 4: Presentation of Client Strategy
    c, d and e
    Weight: 20%
    10 minutes maximum (including any set up)
    Creativity of presentation design
    Persuasiveness of argument
    Clarity of argument
    Accuracy of spelling and grammar
    Efficacy of presentation techniques

Course Disclaimer

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.