Not currently offered
Course code



20 units


3000 level

Course handbook


This course is the capstone unit in the Public Relations and Strategic Communication Major. It provides students with the opportunity to draw on and assimilate the knowledge and skills they have developed throughout their major, while extending and refining these skills to provide strategic and tactical solutions for a real-world client-based campaign. Students will engage with and apply the theoretical, ethical and legal understandings that underpin public relations campaign practice. Working both independently and collaboratively, it will prepare students for professional practice through the delivery of well-researched and creative responses and materials, that practicably meet their client’s brief within allocated budgets and timeframes.


Not currently offered.

This Course was last offered in Trimester 2 - 2021 (Singapore).

Learning outcomes

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

1. Analyse and apply public relations theories in creating engaging campaign content;

2. Implement planning processes, including researching content, identifying and working to a brief, and addressing target publics;

3. Design a collection of works in either print, video, sound, web-based, on-line or multimedia productions with a coherent campaign message;

4. Explain aspects of public relations content production including implementation, monitoring and evaluation, budget, OHS insurance and legal matters, and public relations ethics


Topics will include:

  • Research and planning for public relations’ content creation;
  • Public relations theory as it applies to PR practice;
  • Writing an exegesis;
  • Writing for, and creating, compelling content for a variety of contemporary media platforms and channels;
  • Pitching and presentation skills;
  • Ethical and legal principles and practices for public relations.

Assumed knowledge

Completion of all 1000-level and 2000-level courses within the Public Relations and Strategic Communication major and CMNS3540 Public Relations Campaigns

Assessment items

Project: Concept brief, pitch, and project - 30%

Portfolio: Portfolio of public relations materials - 30%

Written Assignment: Exegesis - 40%

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.