The University of Newcastle, Australia
Available in 2019

Course handbook


This course will provide students with an understanding of the fundamental communication and relational concepts and processes that underpin public relations strategy. The course focuses on strategic communication and positioning; risk, issues and crisis communication; organisational communication; community relations and government relations. Students will develop a strategic communication plan and responses to address contemporary public relations issues focusing on public consultation and community engagement.

Availability2019 Course Timetables

PSB Singapore

  • Trimester 3 - 2019 (Singapore)

Newcastle City Precinct

  • Semester 1 - 2019

Learning outcomes

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

1. Explain and discuss the fundamental concepts of public relations strategy and positioning.

2. Evaluate and compare theories of strategy, stakeholders and publics.

3. Identify key trends in traditional and social media strategic communication practice.

4. Critically evaluate the role of public relations in society and organisational responsibilities to stakeholders/publics.

5. Prepare a public relations strategy plan and a strategic response.


Topics will include:

  1. Fundamental concepts of strategy and strategic communication
  2. Thematic engagement through the examination of key publics: for example, government relations; media relations; employee relations; community relations; and consumer relations.
  3. Developing strategic responses, effective media relations plans, and how to integrate social media/Web 2.0 technologies.
  4. Developing applied communication skills needed to produce strategic public relations materials
  5. The ethical dimensions of public relations strategies.


This course replaces CMNS2290. If you have successfully completed CMNS2290 you cannot enrol in this course.

Assumed knowledge

Completion of all 1000-level and 2000-level courses within the Public Relations Major.

Assessment items

Online Learning Activity: Learning and Project Journal

Proposal / Plan: Presentation of Draft Audit

Report: Communication Audit Document

Viva Voce: Communication Audit Client Presentation

Contact hours

Newcastle City Precinct and PSB Singapore


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


Face to Face On Campus 2 hour(s) per Week for 12 Weeks starting in week 2