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 First semester 2013 (Day)
Gippsland First semester 2013 (Off-campus)
Coordinator(s)Matt Loads


Previously coded PRJ3231


The theory and practice of communication management as it applies to external Public Relations consultancies, and diverse clients, and to internal or, in-house Public Relations within organisations (inc. government, non-government and for-profit organisations). Internal communication tools for employee engagement. Understanding the varied roles that public relations practitioners carry out, and the organisational context of public relations. Leadership, boundary spanning, decision making, counsel for management and working with management and external publics important to organisations, Managing an organisation's reputation, understanding integrated marketing communication and brand management, and planning an event to promote a brand, or service to the community.


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

  1. Of the nature of internal and external communication,
  2. Have a working knowledge of boundary spanning and how to develop networks, skills in working with marketing and other disciplines as part of communication management;
  3. Ability to proactively manage organisations reputation,
  4. Skills in planning an event for the launch of a product or new service, either as a consultant for an organisation or as an in-house practitioner for their organisation.
  5. Students will also gain a sound insight into the process of appointing and managing external suppliers such as photographers and graphic designers as well as being able to produce, at an advanced level, a folio of specialised public relations creations that can be used when seeking employment opportunities in the industry.


Written work: 75%
Presentation: 25%

Chief examiner(s)

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


One of ATS2814, ATS2815, ATS2918 or by permission