Course Title: Public Relations Strategy and Planning

Part A: Course Overview

Course Title: Public Relations Strategy and Planning

Credit Points: 12.00

Terms

Course Code

Campus

Career

School

Learning Mode

Teaching Period(s)

COMM2937

City Campus

Undergraduate

345H Media and Communication

Face-to-Face

 Sem 1 2024

Course Coordinator: Shima Saniei

Course Coordinator Phone: N/A

Course Coordinator Email: shima.saniei@rmit.edu.au

Course Coordinator Location: Building 9

Course Coordinator Availability: By arrangement- please email course coordinator


Pre-requisite Courses and Assumed Knowledge and Capabilities

None


Course Description

This course will introduce you to strategic communication planning, including theory, concepts, and practices. Using a case study approach, you will analyse how strategic planning is applied across various communication and public relations specialisations, and gain insights into the efficacy of a range of strategic approaches. It will give you insight into how strategic communication planning sits within broader organisational, situational planning and some aspects of interdisciplinary planning, such as management or marketing strategies. You will examine a variety of frameworks and concepts used in strategic planning, including situation analysis techniques and agile planning tools which respond to the current environment. 

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: 

  • PLO3: Employ intellectual agility, knowledge and skills to develop solutions in a fast-changing world by utilising self-awareness to reflect on their learning and experiences to build transferable skills and grow personally and professionally 
  • PLO5: Establish and continue to grow and apply disciplinary and/or interdisciplinary knowledge and expertise in real life contexts and as life-long learners 


Course Learning Outcomes 

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

  1. Engage with different theoretical approaches to strategic public relations planning, considering the broader social and business context and ethical considerations.
  2. Analyse and map client situations using industry standard planning tools.
  3. Compare and contrast strategic approaches and requirements in different specialisations of communication and public relations.
  4. Develop communication strategies and implementation plans in response organisations’ objectives and goals. 


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: http://www.rmit.edu.au/library/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 may include essays, reports, reflective papers, creative projects and presentations, individually and in groups. Assessment will cover both theoretical and practical aspects of your learning. 

Melbourne and Singapore 
Assessment Task 1: Sector report, 25%, individual CLO1, CLO3 
Assessment Task 2:Situation and stakeholder analysis 30%, individual CLO1, CLO2 
Assessment Task 3:Communication Plan, 45%, group CLO1, CLO2, CLO3, CLO4 

Vietnam 
Assessment Task 1: Stakeholder Analysis, 50%, CLO1, CLO2 
Assessment Task 2: Communication Plan, 50%, CLO1, CLO2, CLO3, CLO4 

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 the Equitable Learning Services if you would like to find out more. 

Your course assessment conforms to RMIT assessment principles, regulations, policies, procedures and instructions which are available for review online: Assessment