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PRL2001 - Strategic Communications Management

6 points, SCA Band 1, 0.125 EFTSL

Undergraduate Faculty of Arts

Leader: Dr Kwamena Kwansah-Aidoo


Gippsland First semester 2007 (Day)
Gippsland First semester 2007 (Off-campus)
Singapore First semester 2007 (Off-campus)


This unit is meant to equip students with both the conceptual and practical tools necessary for managing an organisation's communication in a strategic manner. It discusses the nature of crises and opportunities and how these relate to organisational survival. Offers students the necessary knowledge and tactics in how to use communication tools to bring about harmony for the benefit of organisations and their publics.


On successful completion of this subject students should be able to demonstrate:

  1. A critical understanding of the value of strategic communications management to organisations.
  2. Identify what potentially constitutes a crisis in a wide range of situations and among varying publics.
  3. Identify what potentially constitutes an opportunity in a wide range of situations and among varying publics.
  4. Skills in forecasting and planning for unexpected situations.
  5. Skills in managing opportunities and crises from a strategic communications point of view.


Tutorial attendance, participation and exercises: 20%
Strategic Management Plan (1500 words): 30%
Exam (2500 words): 50% Issues identification and presentation (1000 words): 20%
Strategic management plan (1500 words): 30%
Exam (2500): 50%

Contact hours

3 hours (1 x 1 hour lecture and 1 x 2 hour tutorial) per week


PRL1001 and PRL1002 or equivalents.