CMNS3540
10 units
3000 level
Course handbook
Description
This course focuses on researching and planning a real-world public relations campaign. Students will critically examine and evaluate a range of past campaigns considering strategic, theoretical, ethical and legal aspects of campaigning. The course simulates an agency scenario that offers students insights into professional agency processes and practices. Students will work independently to develop a comprehensive public relations campaign with a coherent storyline that addresses a client brief. Students will draw on strategic and practical skills developed throughout their degree to develop a campaign that could be practically adopted by a client organisation
Availability2024 Course Timetables
Newcastle City Precinct
- Semester 1 - 2024
Singapore PSB
- Trimester 3 - 2024 (Singapore)
Learning outcomes
On successful completion of the course students will be able to:
1. Critically analyse and evaluate a range of public relations case studies drawing on relevant theoretical, ethical and legal frameworks;
2. Research, plan and creatively design an integrated public relations campaign that meets the client brief and is underpinned by academic and industry resources;
3. Present and defend the campaign concept in a pitch format supported by visual campaign examples
4. Effectively work in a group/team by contributing to the planning, research, analysis, and reporting components of a group project, and supporting and encouraging other group members.
Content
Topics will include:
- Application of contemporary public relations theories, ethics and legal frameworks relevant for public relations campaigns
- Application of campaign research, planning, implementation and evaluation methods
- Working in a public relations agency and managing clients
- Developing a strategic campaign plan in response to a client brief
- Delivering an agency pitch presentation
Assumed knowledge
Completion of all 1000-level and 2000-level Public Relations and Strategic Communication major courses.
Assessment items
Case Study / Problem Based Learning: Case Analysis Report
Proposal / Plan: Campaign Proposal
Role Play: Campaign Plan Pitch
Report: Campaign Plan
Contact hours
Semester 1 - 2024 - Newcastle City Precinct
Tutorial-1
- Face to Face On Campus 2 hour(s) per week(s) for 13 week(s) starting in week 1
Trimester 3 - 2024 (Singapore) - Singapore PSB
Lecture-1
- Face to Face On Campus 1 hour(s) per week(s) for 12 week(s)
Tutorial-1
- Face to Face On Campus 2 hour(s) per week(s) for 12 week(s)
Course outline
- CMNS3540 - Semester 1, 2024 (Ncle) (PDF, 199.8 KB)
The University of Newcastle acknowledges the traditional custodians of the lands within our footprint areas: Awabakal, Darkinjung, Biripai, Worimi, Wonnarua, and Eora Nations. We also pay respect to the wisdom of our Elders past and present.