Credit points: 15

Subject outline

A public relations campaign consists of a series of activities which are planned in advance for a specific goal. These activities seek to change beliefs, attitudes and behaviours. This class will examine how contemporary campaigns are designed to meet their goals. We will learn about how campaigns are developed and implemented through an analysis of social context, goal setting, framework, timelines, executable tactics and evaluation. We will be engaged in the development of a simulated campaign.

SchoolHumanities and Social Sciences

Credit points15

Subject Co-ordinatorNatalie McKenna

Available to Study Abroad/Exchange StudentsYes

Subject year levelYear Level 1 - UG

Available as ElectiveYes

Learning ActivitiesAnalyse public relations case studies; development of a simulated campaign within one of the major sectors of government, corporate or non-profit to effectively change attitudes or public behaviour; presentation of contemporary campaign analysis.  

Capstone subjectNo

Subject particulars

Subject rules



Incompatible subjectsN/A

Equivalent subjectsN/A

Quota Management StrategyN/A

Quota-conditions or rulesN/A

Special conditionsN/A

Minimum credit point requirementN/A

Assumed knowledgeN/A

Career Ready


Work-based learningNo

Self sourced or Uni sourcedN/A

Entire subject or partial subjectN/A

Total hours/days requiredN/A

Location of WBL activity (region)N/A

WBL addtional requirementsN/A

Graduate capabilities & intended learning outcomes

Graduate Capabilities

COMMUNICATION - Communicating and Influencing
COMMUNICATION - Cultural Intelligence and Global Perspective
INQUIRY AND ANALYSIS - Creativity and Innovation
INQUIRY AND ANALYSIS - Critical Thinking and Problem Solving
INQUIRY AND ANALYSIS - Research and Evidence-Based Inquiry

Intended Learning Outcomes

01. Synthesise broader knowledge of world affairs with principles of public relations in order to create effective public relations campaigns.
02. Plan and implement basic campaign projects.
03. Create and conduct ethically sound and socially responsible public relations strategies and campaigns.

Subject options

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Start date between: and    Key dates

Melbourne (Bundoora), 2021, Semester 2, Blended


Online enrolmentYes

Maximum enrolment sizeN/A

Subject Instance Co-ordinatorNatalie McKenna

Class requirements

LectureWeek: 30 - 42
One 1.00 hour lecture per week on weekdays during the day from week 30 to week 42 and delivered via blended.

TutorialWeek: 30 - 42
One 2.00 hours tutorial per week on weekdays during the day from week 30 to week 42 and delivered via blended.


Assessment elementCommentsCategoryContributionHurdle% ILO*

Quiz - Assessment on the elements of a strategic communications campaign (1000 words equivalent)Grade and comments given at quiz completion via the LMS

N/AQuizzesIndividualNo30 SILO1, SILO2, SILO3

Presentation of Campaign Proposal (Oral) (1000 words equivalent)Oral presentation - hypothetical client pitch

N/AOral presentationIndividualNo30 SILO2, SILO3

Campaign Proposal (2000) word equivalent)Campaign proposal - report to client

N/AOtherIndividualNo40 SILO2, SILO3