This unit introduces students to the principles, theories, models, roles and approaches of public relations by examining the basic definition(s), perceptions, relevant concepts, theories, and application fields of the profession.

Teaching periods
Start and end dates
Last self-enrolment date
Census date
Last withdraw without fail date
Results released date

Learning outcomes

Students who successfully complete this unit will be able to:

  • Demonstrate a familiarity with the history of modern public relations
  • Articulate knowledge of public relations models and theories
  • Articulate awareness of the different approaches to public relations, as well as the need for socially responsible and ethical public relations practices
  • Demonstrate a fundamental knowledge and understanding against which practice can be benchmarked and understood
  • Demonstrate an understanding of public relations planning and presentation
  • Understand public relations problems and issues

Teaching methods


Type Hours per week Number of weeks Total (number of hours)
1.00 12 weeks 12
2.00 12 weeks 24
Specified Activities
3.00 12 weeks 36
Unspecified Activities
6.50 12 weeks 78

All Applicable Locations

Type Hours per week Number of weeks Total (number of hours)
Directed Online Learning and Independent Learning
12.50 12 weeks 150


Type Task Weighting ULO's
Case Study ReportIndividual 25% 1,2,3,4 
PortfolioIndividual 45% 1,2,3,4,5,6 
Preliminary PlanGroup 30% 2,3,5,6 
Case Study DemonstrationIndividual 20% 1,2,3,4 
Portfolio of WorksheetsIndividual 25% 1,2,3,4,5,6 
Preliminary PlanGroup 35% 2,3,5,6 
TestIndividual 20% 1,2,3,4 


  • The historical development of public relations
  • The nature of contemporary public relations activity
  • Application of theories of communication to public relations practice
  • The fields of practice of public relations, including business, government and non-government organisations
  • Roles and responsibilities of the public relations practitioner, including social, organisational, administrative, cultural, ethical and legal responsibilities
  • Examination of public relations practice through case studies

Study resources

Reading materials

A list of reading materials and/or required textbooks will be available in the Unit Outline on Canvas.