Available in 2021
Course code



10 units


3000 level

Course handbook


This course focuses on researching and planning a real-world public relations campaign. Students will critically examine and evaluate a range of past campaigns considering strategic, theoretical, ethical and legal aspects of campaigning. The course simulates an agency scenario that offers students insights into professional agency processes and practices. Students will work independently to develop a comprehensive public relations campaign with a coherent storyline that addresses a client brief. Students will draw on strategic and practical skills developed throughout their degree to develop a campaign that could be practically adopted by a client organisation

Availability2021 Course Timetables

PSB Singapore

  • Trimester 2 - 2021 (Singapore)
  • Trimester 3 - 2021 (Singapore)

Newcastle City Precinct

  • Semester 1 - 2021

Learning outcomes

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

1. Critically analyse and evaluate a range of public relations case studies drawing on relevant theoretical, ethical and legal frameworks;

2. Research, plan and creatively design an integrated public relations campaign that meets the client brief and is underpinned by academic and industry resources;

3. Present and defend the campaign concept in a pitch format supported by visual campaign examples

4. Effectively work in a group/team by contributing to the planning, research, analysis, and reporting components of a group project, and supporting and encouraging other group members.


Topics will include:

  • Application of contemporary public relations theories, ethics and legal frameworks relevant for public relations campaigns
  • Application of campaign research, planning, implementation and evaluation methods
  • Working in a public relations agency and managing clients
  • Developing a strategic campaign plan in response to a client brief
  • Delivering an agency pitch presentation

Assumed knowledge

Completion of all 1000-level and 2000-level Public Relations and Strategic Communication major courses.

Assessment items

Case Study / Problem Based Learning: Case Analysis Report (30%)

Proposal / Plan: Campaign Proposal (10%)

Role Play: Campaign Plan Pitch (30%)

Report: Campaign Plan (30%)

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 17 hour(s) per Term Full Term starting in week 2

1 hour(s) per Week for 7 Weeks Starting week 2 2 hour(s) per Week for 5 Weeks Starting week 9

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.