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

To find units available for enrolment in the current year, you must make sure you use the indexes and browse unit tool in the current edition of the Handbook.

FacultyFaculty of Arts
Organisational UnitSchool of Applied Media and Social Sciences, Gippsland
OfferedBerwick First semester 2013 (Day)
Gippsland First semester 2013 (Day)
Gippsland First semester 2013 (Off-campus)
Coordinator(s)Karen Sutherland


The primary aim of this unit is to introduce students to the range and depth of contemporary theory and practice of public relations in an organisational setting. Applications of stakeholder theory, relationship management and public relations theory, communication theory, systems theory and critical theory. Compare different approaches to public relations theory and understand the trends that shape and direct public relations practice and the diversity of that practice .The contributions which public relations can make to an organisation's performance, the ethical codes important to public relations practice and legal requirements for practice.


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

  1. A critical understanding of the context of the public relations industry and its theoretical base;
  2. The ability to interpret, analyse and critique current practices and issues and understand the trends of public relations and their impact on practice and management;
  3. A capacity for critical reflection about the meaning and value of socially responsible and ethical public relations practice and the codes of practice that guide the profession globally;
  4. Knowledge and understanding about the legal implications for public relations activities;
  5. The ability to identify publics for public relations clients, issues and activities and;
  6. Skills in the development and use of stakeholder mapping techniques.


Written work: 70%
Examination(2 hours): 30%

Chief examiner(s)

Contact hours

One x 2-hr lecture/week
One x 1 hr tutorial/week

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


PRL1001, PRJ2221