Available in 2018

Course handbook


This unit of study focuses on theory and management of public relations campaigns. Students will critically examine a range of campaigns and different strategies and theories of public relations campaigns. Ethical issues in campaigning will be a major consideration. Students will learn how to develop, manage and evaluate a public relations campaign. Students will also apply content production and media management skills developed throughout their degree to their campaigns in the context in which contemporary public relations is practiced.

Availability2018 Course Timetables

PSB Singapore

  • Trimester 2 - 2018 (Singapore)

Newcastle City Precinct

  • Semester 2 - 2018

Learning outcomes

On successful completion of the 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.


Topics will include:

  • Public Relations Campaigns in the 21st century
  • Contemporary Public Relations Theory as it applies to campaigns
  • Understanding Campaign Research, Implementation and Evaluation
  • Community Relations and Stakeholder Engagement in PR campaigns
  • Sponsorships and Events as part of campaigns
  • Risk/Issues and Crisis management
  • Traditional and Social Media in campaigns
  • Creative Content Production in Public Relations campaigns

Assumed knowledge

Completion of all 1000-level and 2000-level public relations major courses and CMNS3530 PR Strategy and CMNS3520.

Assessment items

Written Assignment: Case Analysis Report

Written Assignment: Campaign Plan Draft Report

Presentation: Campaign Plan Pitch

Written Assignment: Campaign Plan Report

Contact hours

Newcastle City Precinct and PSB Singapore


Face to Face On Campus 1 hour(s) per Week for 12 Weeks starting in week 1


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