ATS3838 - Public relations campaigns - 2017

6 points, SCA Band 3, 0.125 EFTSL

Undergraduate - Unit

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



Organisational Unit

Communications and Media Studies


Ms Elizabeth Hart

Not offered in 2017


Students need to contact the Arts Student ServicesArts Student Services ( desk to enrol in the unit.


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.


Within semester assessment: 70% + Exam: 30%

Workload requirements

Minimum total expected workload to achieve the learning outcomes for this unit is 144 hours per semester typically comprising a mixture of scheduled learning activities and independent study. A unit requires on average three/four hours of scheduled activities per week. Scheduled activities may include a combination of teacher directed learning, peer directed learning and online engagement.

See also Unit timetable information

Chief examiner(s)

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


Twelve credit points of second-year Arts units.


MKW3261, PRL2002, PRJ3261