Public Relations Project and Campaign Planning

PUB30003 12.5 Credit Points Hawthorn, Online Available to incoming Study Abroad and Exchange students


  • 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.

2021 teaching periods


Higher Ed. Semester 2

2 Aug 21 - 31 Oct 21

7 Dec 21

Last self enrolment:
15 Aug 21

31 Aug 21

More teaching periods

Swinburne Online

Teaching Period 3

8 Nov 21 - 13 Feb 22

8 Mar 22

Last self enrolment:
21 Nov 21

3 Dec 21

Last withdraw without fail:
31 Dec 21


COM10007 Professional Communication Practice AND PUB20002 Public Relations Theory and Practice AND 37.5cp level 2 

Aims and objectives

This unit exposes students to advanced public relations practice, with a special emphasis on the development and deployment of PR projects and campaigns. It embraces ideas and approaches and skills fundamental to managing oral, written and mediated communication plans. This unit aims not only to build students’ competence but also their confidence in functioning as ethical communicators able to research, develop and deploy plans that meet client (internal and external) requirements.

Students who successfully complete this unit will be able to:
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

Courses with unit

BA-MCMN Bachelor of Media and Communication
BA-MCMN PROF Bachelor of Media and Communication (Professional)
BB-MCMNBUS Bachelor of Business/Bachelor of Media and Communication