ATS2455 - Public relations strategy - 2019

6 points, SCA Band 1, 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

Chief examiner(s)

Dr Kate Fitch


Mr Matt Loads

Unit guides



  • Second semester 2019 (On-campus)




In this unit, students learn to research, plan, write, implement and evaluate a public relations strategy. Students will develop and apply their understanding of strategic and socially responsible communication by working through contemporary case studies and authentic industry briefs and reflecting on the challenges of contemporary industry practice. They learn to develop critical and effective approaches to producing strategies based on sound research and analysis of issues and publics and understanding of organisational goals. In addition to learning about developing communication strategies in a dynamic media environment, students will devise and produce a range of public relations tactics, such as a media release, feature story and social media posts for different audiences and platforms, in support of their broader communication strategy. Students will also be introduced to the ethical and legal dimensions of public relations activity and its impact on society.


Upon successful completion of the unit, students will be able to:

  1. research and develop a communication strategy to support organisational goals;
  2. explain ethical, societal and legal implications of public relations activity;
  3. produce informative and persuasive communication texts;
  4. evaluate the impact of a communication plan.


Within semester assessment: 100%

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

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