Public Relations Campaigns

Course code CMNS3540Units 10Level 3000Faculty of Science and Information TechnologySchool of Design, Communication and IT

This unit of study focuses on theory and management of public relations campaigns. Students will be critically exposed to a range of public relations campaigns and different strategies and theories of public relations campaigns. Ethical issues in campaigning will be a major consideration. Students will learn about managing a campaign, including: planning of the project; developing budgets; preparing briefing notes and evaluation guidelines; identifying and managing required research; media relations and advocating the campaign plan to stakeholders and funders. Students will also be introduced to media management as it applies to campaigns across the range of mediums in which contemporary public relations is practised.

Available in 2015

Callaghan CampusSemester 2
UoN SingaporeTrimester 2
Previously offered in 2014
ObjectivesOn completion of this course students will be able to:
1. Identify and apply appropriate theoretical concepts to the development of an effective public relations campaign;
2. Critically analyse and evaluate a range of case studies regarding public relations campaigns;
3. Creatively design and implement a public relations campaign to meet client objectives;
4. Develop suitable and measurable objectives for public relations campaigns; critically evaluate techniques for campaign effectiveness;
5. Demonstrate a critical appreciation of research relevant to planning and evaluating public relations campaigns;
6. Justify and defend their positions and final conclusions relating to the design of a public relations campaign;
7. Construct and present a portfolio of innovative work undertaken for a client project;
8. Demonstrate effective group/team work by contributing to the planning, research, analysis, and reporting components of a group project, and supporting and encouraging other group members.
ContentTopics will include:
1. Public Relations Campaigns in the 21st century
2. Contemporary Public Relations Theory as it applies to campaign
3. Understanding Campaign Research
4. Campaign Evaluation
5. Community Relations and Stakeholder Engagement
6. Marketing Public Relations
7. Events as part of campaigns
8. Risk management in campaigns
9. Emergency Crisis Communication
10. Traditional and Social Media Management in campaigns
Replacing Course(s)N/A
TransitionPublic Relations major students, pursuing the 2012 revised major, should complete this course instead of the current directed option of CMNS3500 or CMNS3320
Industrial Experience0
Assumed KnowledgeCompletion of all 1000-level and 2000-level public relations major courses and CMNS3530 PR Strategy and CMNS3520.
Modes of DeliveryInternal Mode
Teaching MethodsLecture
Student Projects
Computer Lab
Assessment Items
Essays / Written Assignments
Laboratory Exercises
Presentations - Group
Contact HoursLecture: for 1 hour(s) per Week for 12 weeks
Workshop: for 2 hour(s) per Week for Full Term
Timetables2015 Course Timetables for CMNS3540