Not currently offered
Course code



10 units


1000 level

Course handbook


This course introduces students to the field of public relations and provides a foundational knowledge of public relations theory and practice. Students will begin to develop an understanding of professional practice, ethical issues, and role of communication strategies and tactics in public relations management. Students are encouraged to explore the different types of public relations practice and to begin positioning themselves to develop a career in the field.


Not currently offered.

This Course was last offered in Semester 2 - 2019.

Learning outcomes

On successful completion of the course students will be able to:

1. Explain core public relations theories and discuss how theory applies to practice.

2. Describe types of public relations activities and illustrate their use in real world contexts.

3. Identify and critically anaylse possible ethical issues in public relations practice.

4. Design and justify public relations strategies and tactics in order to solve real-world problems and achieve organisational goals.

5. Practice skills relevant to professional public relations practice such as public speaking, teamwork, problem solving, report writing and interpersonal communication.


This course covers:

  1. The development of public relations theory and practice.
  2. The role of public relations practitioners in contemporary social, cultural and organisational contexts.
  3. Key issues in contemporary public relations practice.
  4. Basic communication modes and methods of public relations practice: media relations, organisational relations, planning, research, and public opinion  

Assumed knowledge

CMNS1090 Introduction to Professional Writing. It is also assumed that students undertaking this course will have developed their English literacy skills beyond an introductory tertiary education level and will have some experience in writing tasks associated with professional writing practices.

Assessment items

Written Assignment: Written Assignment 25%

Journal: Journal 25%

Presentation: Presentations - Group 15%

Report: Report - Group 35%

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.