Credit points: 15

Subject outline

Strategic Communications Practices will provide a set of skills for students which will build on the two units provided in first year. The Introduction to Strategic Communication provides a basic understanding of the work in the area, including press releases, presentation skills and basic issues management. The second unit of principles will introduce students to the theoretical and ethical issues involved in working in strategic communications. From this balanced platform of practical skills and theoretical knowledge, the practices unit will lay the ground work to allow students to work in the internal consultancy and then in an external work environment. It will also lead to a more extensive analysis of strategic communications in the second semester subject of Research, Evaluation and Planning.

SchoolSchool of Humanities & Social Sciences

Credit points15

Subject Co-ordinatorKevin Brianton

Available to Study Abroad StudentsYes

Subject year levelYear Level 2 - UG

Exchange StudentsYes

Subject particulars

Subject rules

Prerequisites Completion of STC1ISC, and STC1WSC or JRN1WFM.


Incompatible subjectsN/A

Equivalent subjectsN/A

Special conditions This subject is a second-year core for the Public Relations major in the Bachelor of Media and Communication; and Strategic Communication major in the Bachelor of Arts; and compulsory subject for the Bachelor of Strategic Communications (ABSC and ABSCB).

Graduate capabilities & intended learning outcomes

01. Writing an issues management plan that involves a high degree of creative problem solving in identifying the root cause of an issues, and working through the causes to develop a targeted communication plan.

Write a 1200 word essay evaluating an issues management campaign.
Related graduate capabilities and elements:
Creative Problem-solving (Creative Problem-solving)
Inquiry/ Research (Inquiry/ Research)
Writing (Writing)

02. Present a communications campaign in response to a client brief.

Presentation to a class to market a communications plan.
Related graduate capabilities and elements:
Writing (Writing)
Critical Thinking (Critical Thinking)
Creative Problem-solving (Creative Problem-solving)

03. Write a communications plan in response to a real world issue

Students identify an issue, develop a SWOT analysis and then write a communications campaign that relates to the analysis.
Related graduate capabilities and elements:
Writing (Writing)
Creative Problem-solving (Creative Problem-solving)
Critical Thinking (Critical Thinking)

Subject options

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Start date between: and    Key dates

Melbourne, 2016, Semester 1, Day


Online enrolmentYes

Maximum enrolment sizeN/A

Enrolment information

Subject Instance Co-ordinatorKevin Brianton

Class requirements

Lecture/Seminar Week: 10 - 22
One 3.0 hours lecture/seminar per week on weekdays during the day from week 10 to week 22 and delivered via face-to-face.


Assessment elementComments% ILO*
Client proposal (1200 words equivalent)30 02
Communication Plan (1600 words equivalent)40 01
One Essay (1200 words equivalent)30 03