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CU3021 - Public Relations Campaigns

Credit points: 3
Year: 2021
Student Contribution Band: Band 4
Administered by: College of Arts, Society & Education

This subject deepens students' understanding of the principles, practices, and theories of Public Relations by providing training in organising Public Relations campaigns and related activities. Students become familiar with practical Public Relations writing and develop skills in finding, organising, and presenting Public Relations information. Particular emphasis is placed on producing such key documents as media alerts, media releases, backgrounders and other relevant material. Students work in small teams to produce campaigns that demonstrate professional approaches to all major aspects of Public Relations work.

Learning Outcomes

  • critically discuss of the role Public Relations plays in facilitating many forms of communication;
  • plan, prepare and write public relations documents such as media alerts and media releases;
  • develop and draft a public relations campaign.

Subject Assessment

  • Written > Test/Quiz 1 - (40%) - Individual
  • Written > Project plan - (50%) - Individual
  • Participation > Online participation - (10%) - Individual.
To undertake this subject, students must have successfully completed 12 credit points (four subjects) of level 1 study at tertiary level
CU2021 CU5021 IA2200 JN2016 JN2200 JN3200 JN5200


Study Period 1, External
Census Date 25-Mar-2021
Coord/Lect: Assoc. Professor Amy Forbes.
Workload expectations:

The student workload for this 3 credit point subject is approximately 130 hours.

  • 18 hours - Online activities
  • 13 hours online content
  • assessment and self-directed study
Method of Delivery: WWW - LearnJCU

Note: Minor variations might occur due to the continuous Subject quality improvement process, and in case of minor variation(s) in assessment details, the Subject Outline represents the latest official information.