Public Relations Writing

PUB20003 12.5 Credit Points Hawthorn, Online Available to incoming Study Abroad and Exchange students


  • One Semester or equivalent

Contact hours

  • 36 hours Face to Face + Blended + Swinburne Online

On-campus unit delivery combines face-to-face and digital learning. For Online unit delivery, learning is conducted exclusively online.

2022 teaching periods

Swinburne Online

Teaching Period 2

11 Jul 22 - 9 Oct 22

1 Nov 22

Last self enrolment:
24 Jul 22

5 Aug 22

Last withdraw without fail:
26 Aug 22


Concurrent Pre-requisite (can be completed prior or in the same study period)
COM10007 Professional Communication Practice
and either 
PUB20002 Public Relations Theory and Practice
PUB10001 Introduction to Public Relations Theory and Practice

Aims and objectives

This unit introduces students to the key concepts and basic skills required of public relations writers, within contemporary public relations practice. It also aims to help build confidence in writing; so it’s introductory and developmental.

Students who successfully complete this unit will be able to:

1. Demonstrate basic writing skills with ability to adapt and apply these to public relations writing
2. Critically analyse public relations writing examples
3. Consider and apply appropriate communication and persuasion theories to public relations writing for specific publics
4. Systematically plan for effective public relations writing
5. Apply appropriate research methods, legal and ethical considerations to public relations writing
6. Demonstrate how to build and maintain relationships with media, including how to identify, research, develop, and circulate news-worthy and feature-worthy copy
7. Evaluate the importance of online media, including ‘social media’, to public relations writing.