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CU2022 - Advanced Public Relations

Credit points: 3
Year: 2012
Student Contribution Band: Band 3
Administered by: School of Arts & Social Sciences

This subject examines Public Relations in action by bringing together the theoretical, disciplinary, and process skills and knowledge developed through preceding subjects in the area. Topics include advanced approaches to media relations, internal and community relations, Public Relations in business and government, crisis and issue management, and event management and sponsorship. Students may be required to undertake practical work in a real Public Relations setting, to put the skills learned to date into action.

Learning Outcomes

  • demonstrate practical competency in media relations;
  • demonstrate an ability to prepare a variety of materials capable of being used in real Public Relations practice.

Graduate Qualities

  • The ability to adapt knowledge to new situations;
  • The ability to think critically, to analyse and evaluate claims, evidence and arguments, and to reason and deploy evidence clearly and logically;
  • An understanding of the economic, legal, ethical, social and cultural issues involved in the use of information;
  • The acquisition of coherent and disciplined sets of skills, knowledge, values and professional ethics from at least one discipline area;
  • The ability to speak and write clearly, coherently and creatively;
  • The ability to communicate effectively with a range of audiences;
  • The ability to lead, manage and contribute effectively to teams.
To undertake this subject, students must have successfully completed 12 credit points (four subjects) of level 1 study at tertiary level
CU3022 CU5022 IA3201 JN2201 JN3016 JN3201 JN5201


Townsville, Study Period 2, Internal
Census Date 23-Aug-2012
Coordinator: Assoc. Professor Amy Forbes
Workload expectations:
  • 13 hours lectures
  • 20 hours tutorials
Assessment: end of semester exam (40%); tutorial attendance and participation (10%); assignments (50%).

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.