Faculty of Arts

Monash University

Undergraduate - Unit

This unit entry is for students who completed this unit in 2013 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.

print version

6 points, SCA Band 3, 0.125 EFTSL

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FacultyFaculty of Arts
Organisational UnitSchool of Applied Media and Social Sciences, Gippsland
OfferedBerwick Second semester 2013 (Day)
Gippsland Second semester 2013 (Day)
Gippsland Second semester 2013 (Off-campus)
Coordinator(s)Richie Barker


Previously coded PRJ1220


Principles and processes involved in preparing publishable media releases, newsletters, speeches, fact sheets and brochures. Writing for diverse audiences, for promotional and persuasive purposes, and for different media and production environments. Persuasive techniques, readability research, language theory and communication philosophy.


On successful completion of this unit students will be able to demonstrate:

  1. a critical understanding of the meaning, nature and rationale of public relations;
  2. skills in preparing basic communication tools;
  3. comprehension of fundamental public relations theory;
  4. knowledge of the nature, diversity and changeability of public opinion;
  5. understanding about the ways that publics interpret and misinterpret communications, and a critical appreciation of the impact of current events on public relations.


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

Chief examiner(s)

Contact hours

3 hours class contact or equivalent per week

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


ATS1897 or by permission