Course Title: Introduction to Public Relations

Part A: Course Overview

Course Title: Introduction to Public Relations

Credit Points: 12.00

Terms

Course Code

Campus

Career

School

Learning Mode

Teaching Period(s)

COMM2929

City Campus

Undergraduate

345H Media and Communication

Face-to-Face

 Sem 1 2024

Course Coordinator: David Micallef

Course Coordinator Phone: +61 3 9925 4315

Course Coordinator Email: david.micallef@rmit.edu.au

Course Coordinator Location: Building 9

Course Coordinator Availability: By appointment


Pre-requisite Courses and Assumed Knowledge and Capabilities

None.


Course Description

In this course you will explore two questions:  What is the purpose of public relations in a globalised, digital, and unpredictable world? And how can public relations contribute to social responsibility in this (same) unpredictable world?  

You will draw on public relations concepts and examples of professional practice to develop your knowledge of the processes and purposes of public relations. You will analyse current campaigns to identify how the field contributes to organisational and social conversations and debates. 

As part of this course, you will undertake learning activities/assessment to engage and connect you with industry relevant to your current studies. 


Objectives/Learning Outcomes/Capability Development

Program Learning Outcomes 

This course contributes to the following BP354 Bachelor of Professional Communication Program Learning Outcomes: 

  • PLO1: Practise professional communication in multiple contexts while actively contributing to a more sustainable world and engaging with diverse cultures and globally inclusive perspectives.   
  • PLO2: Collaborate respectfully with diverse stakeholders, both locally and globally, to problem solve within and across a range of professional contexts. 
  • PLO5: Establish and continue to grow their communication knowledge and skills by applying disciplinary and interdisciplinary expertise in real world contexts. 


Course Learning Outcomes 

Upon successful completion of this course, you will be able to: 

  • CLO 1: Describe the basic theoretical and practical foundations of public relations. 
  • CLO 2: Analyse public relations campaigns by applying key principles and concepts. 
  • CLO 3: Identify key public relations industries, professions and practices.  
  • CLO 4: Discuss the role of public relations in society. 


Overview of Learning Activities

You will be actively engaged in learning that involves a range of activities such as lectures, tutorials, seminars, project work, class discussion, individual and group activities. 


Overview of Learning Resources

RMIT will provide you with resources and tools for learning in this course through our online systems. 

A list of recommended learning resources will be provided by your lecturer, including books, journal articles and web resources. You will also be expected to seek further resources relevant to the focus of your own learning.  

The University Library has extensive resources for public relations students. The Library has produced a subject guide that includes quality online and print resources for your studies: http://rmit.libguides.com/pr 

The Library provides guides on academic referencing: https://www.rmit.edu.au/library/study/referencing and subject specialist help via your Liaison Librarian.


Overview of Assessment

You will be assessed on how well you meet the course’s learning outcomes and on your development against the program learning outcomes.  

Assessment Tasks  

Assessment Task 1:  Content Quiz (20%) and Information Literacy Cred (5%) (Individual), 25%, CLO 1, 3 
Assessment Task 2: Case Analysis and Presentation (Group), 30%, CLO 2,4 
Assessment Task 3: Public Relations Project (Individual), 45%, CLO 3,4 

Feedback will be given on all assessment tasks.   

If you have a long-term medical condition and/or disability it may be possible to negotiate to vary aspects of the learning or assessment methods. You can contact the program coordinator or Equitable Learning Services (https://www.rmit.edu.au/students/support-services/equitable-learning) if you would like to find out more.   

Your course assessment conforms to RMIT assessment principles, regulations, policies, procedures and instructions