Available in 2021
Course code



10 units


2000 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 different types of public relations practice and to begin positioning themselves to develop a career in the field.

Availability2021 Course Timetables

PSB Singapore

  • Trimester 1 - 2021 (Singapore)

Newcastle City Precinct

  • Semester 1 - 2021

Learning outcomes

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

1. Explain core public relations theories and how they apply to practice;

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

3. Interpret and apply ethical frameworks for public relations

4. Design public relations strategies and tactics in order to solve real-world problems;

5. Implement teamwork, problem solving, report writing and interpersonal communication skills


Topics include:

  • Public relations theory, practice, and current debates in the discipline
  • Popular culture portrayals of public relations and how these portrayals inform perceptions of public relations
  • Public relations ethics and how ethical frameworks impact on practice
  • Preparation of a public relations communication plan using research-based evidence.


Students cannot enrol in this course if they have successfully completed CMNS1290.

Assumed knowledge

CMNS1090 Media Storytelling.

Assessment items

Journal: Weekly class exercise and reading journal - 25%

Online Learning Activity: Blog - 25%

Written Assignment: Written material/s to supplement the Report - 15%

Report: Report - 35%

Contact hours

Newcastle City Precinct and PSB Singapore


Face to Face On Campus 1 hour(s) per Week for 10 Weeks starting in week 1


Face to Face On Campus 1 hour(s) per Week for 8 Weeks starting in week 5


Face to Face On Campus 2 hour(s) per Week for 4 Weeks starting in week 2