Strategic and Creative Public Relations

Course aim

This course aims to increase students’ understanding of the public relations campaign planning process from problem identification and research through to campaign development and evaluation, including creative thinking processes and teamwork.

Course content

Strategies, tactics, publics and public relations plans: tasks and responsibilities of public relations campaign management such as public relations research, analysing research results for campaign development, market research and why it is important; the planning process for Public Relations: planning: goals & objectives, messages & themes, channels & strategies; developing budgets and timelines; planning techniques such as Gantt and PERT charts; evaluation methods; Public Relations strategies and techniques specific to event management for special events, how to stage an event such as a conference; briefing a spokesperson; managing the logistics, legal and ethical considerations; international, multicultural and gender issues; activist approaches to public relations campaigns and events; ethical and legal issues concerning public relations and event planning.

Textbook(s)

Smith, R.D 2009, Strategic planning for public relations, 3rd edition, Lawrence Erlbaum Associates, 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

Plan, Proposal, Report

Fees

EFTSL*: 0.125
Commonwealth Supported program (Band 3)
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.