Faculty of Arts

Monash University

Undergraduate - Unit

This unit entry is for students who completed this unit in 2012 only. For students planning to study the unit, please refer to the unit indexes in the the current edition of the Handbook. If you have any queries contact the managing faculty for your course or area of study.

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6 points, SCA Band 3, 0.125 EFTSL

Refer to the specific census and withdrawal dates for the semester(s) in which this unit is offered, or view unit timetables.

FacultyFaculty of Arts
OfferedBerwick First semester 2012 (Day)
Gippsland First semester 2012 (Day)
Gippsland First semester 2012 (Off-campus)
Coordinator(s)Matt Loads


Previously coded PRJ3231


The operation of specialist Public Relations consultancies, and Public Relations units within organisations (inc. government, non-government and for-profit organisations). Through consideration of a range of such situations, students will be able to demonstrate their ability to utilise knowledge and skills developed in earlier subjects towards the effective and efficient management of such units and the issues with which they deal.


On successful completion of this unit students will be able to demonstrate: a critical understanding of the nature of public relations client/consultancy relationships; the ability to formulate and evaluate public relations programs for various client groups using a sound ethical basis; skills in developing a strategic approach to the application of public relations and public relations consulting, and the ability to conduct the research necessary for achieving these objectives.


Written work: 55%
Presentation: 15%
2 hour Exam: 30%

Chief examiner(s)

Matt Loads

Contact hours

One 1-hour lecture per week and one 1-hour tutorial per week.

This unit applies to the following area(s) of study

Public relations


ATS2814 or ATS2815 or ATS2918 or by permission