Strategic and Creative Public Relations

Course aim

To build on students’ understanding of the public relations concepts and writing techniques developed in earlier courses, in order to develop knowledge and skills in the campaign planning process from problem identification and research through to campaign development and evaluation, including creative thinking processes and teamwork.

Course content

Students will develop an understanding of the tasks and responsibilities of public relations strategic planning and campaign management including the planning and implementation of public relations research; the development of goals, objectives, messages and themes; selection of channels and strategies; development of budgets and schedules; and evaluation methods. Public Relations strategies and techniques specific to management of special events will be examined, including how to stage an event and manage the logistics; legal and ethical considerations; and international and multicultural issues.

Textbook(s)

Smith, R.D 2013, Strategic planning for public relations, 4th edition, Routledge, NY

Prerequisite(s)

Common to all relevant programs
Subject Area & Catalogue Number	Course Name
COMM 1057	Public Relations Theory and Practice
COMM 1058	Public Relations Writing

Corequisite(s)

Nil

Teaching method

Component	Duration
INTERNAL, MAGILL
Lecture	1 hour x 13 weeks
Seminar	1.5 hours x 13 weeks
INTERNAL, OFFSHORE, HELP COLLEGE OF ARTS AND TECHNOLOGY
Lecture	1 hour x 13 weeks
Seminar	1.5 hours x 13 weeks

Note: These components may or may not be scheduled in every study period. Please refer to the timetable for further details.

Assessment

Project, Report, Research proposal

Fees

EFTSL*: 0.125
Commonwealth Supported program (Band 4C)
To determine the fee for this course as part of a Commonwealth Supported program, go to:
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Fee-paying program for domestic and international students
International students and students undertaking this course as part of a postgraduate fee paying program must refer to the relevant program home page to determine the cost for undertaking this course.

Non-award enrolment
Non-award tuition fees are set by the university. To determine the cost of this course, go to:
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Not all courses are available on all of the above bases, and students must check to ensure that they are permitted to enrol in a particular course.

* Equivalent Full Time Study Load. Please note: all EFTSL values are published and calculated at ten decimal places. Values are displayed to three decimal places for ease of interpretation.