Public Relations Project and Campaign Planning
Duration
- One Semester or equivalent
Contact hours
- 36 hours over the semester, normally 3 hours per week
On-campus unit delivery combines face-to-face and digital learning. For Online unit delivery, learning is conducted exclusively online.
2023 teaching periods
Hawthorn Higher Ed. Semester 2 |
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Dates: Results: Last self enrolment: Census: Last withdraw without fail: |
2024 teaching periods
Swinburne Online Teaching Period 3 |
Swinburne Online Teaching Period 3 | |
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Dates: Results: Last self enrolment: Census: Last withdraw without fail: |
Dates: Results: Last self enrolment: Census: Last withdraw without fail: |
Prerequisites
Aims and objectives
1. Critically analyse innovative and effective approaches to planning sustained communication activity
2. Research, plan, implement and evaluate communication projects and campaigns
3. Analyse the use and value of different media in professional communication
4. Demonstrate planning and implementing a communication plan
5. Effectively identify approaches to working with clients on communication opportunities
6. Analyse appropriate methods of evaluating the success of communication plans
Unit information in detail
- Teaching methods, assessment and content.
Teaching methods
Type | Hours per week | Number of Weeks | Total |
On-campus Lecture | 1 | 12 | 12 |
On-campus Class | 2 | 12 | 24 |
Online Learning activities | 3 | 12 | 36 |
Unspecified Activities Independent Learning | 6.5 | 12 | 78 |
TOTAL | 150 hours |
Type | Hours per week | Number of Weeks | Total |
Online Directed Online Learning and Independent Learning | 11.5 | 13 | 150 |
TOTAL | 150 hours |
Assessment
Types | Individual/Group Role | Weighting | Unit Learning Outcomes (ULOs) |
Assignment | Individual | 40% | 2,3,4,5,6 |
Class Exercises | Individual | 30% | 1,2,3,6 |
Communication Plan | Group | 30% | 1,2,3,4,5,6 |
Content
- PR’s contribution to an organisation’s success
- Introduction to PR planning processes
- Creative problem solving applied to PR projects
- Identifying PR problems / opportunities
- Applying ethical principles to PR work
- Developing the client brief
- The PR planning process: frameworks and application
- Research for PR plans
- Target publics
- Goals and objectives
- Strategy and tactics
- Writing up and selling-in the PR plan; managing the client relationship
- Evaluating PR work
- Social media and PR
- Issues, crisis and risk PR
Study resources
- Reading materials.