Not currently offered
Course code



10 units


3000 level

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.


Not currently offered.

This Course was last offered in Trimester 3 - 2020 (Singapore).

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

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.