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)
Sunway Second semester 2013 (Day)
Coordinator(s)Joanna Kujawa


Previously coded PRJ3261


Know the types of campaigns, international, intercultural and local, that public relations practitioners typically perform, understand the theory and practice of successful public relations campaigns, the role of pressure groups and lobbyists that may create conflict or change of direction in campaign management. Set objectives in line with budgets, timelines and Gantt charts for strategic and measurable campaign management. Through case studies and critical analysis, develop a campaign for a not-for-profit or government organisation.


On completion of this unit students will be able to:

  1. identify and apply appropriate theoretical concepts to the development of an effective public relations campaign,
  2. understand the international, intercultural campaign perspectives and the role of pressure groups and lobbyist within the campaign process
  3. develop Gantt charts and budgets for effective campaign management
  4. develop suitable and measurable objectives for public relations campaigns; critically evaluate techniques for campaign effectiveness,
  5. demonstrate a critical appreciation of research relevant to planning and evaluating public relations campaigns,
  6. creatively design and implement a public relations campaign for a not for profit or government organisation taking into account intercultural, pressure group lobbying and broader perspectives
  7. justify and defend their positions and final conclusions relations to the design of a public relations campaign,
  8. demonstrate effective group/team work by contributing to the planning, research, analysis, and reporting components of a group project, and supporting and encouraging other group members.


Written work: 55%
Presentation: 15%
2-Hour exam: 30%

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 ATS2918, ATS2814, ATS2815 or by permission


MKW3261, PRL2002, PRJ3261