Credit points: 15

Subject outline

Strategic Communication Practices will provide a set of skills for students building on first year units. The Introduction to Strategic Communication provides a basic understanding of the work in the area, including press releases, presentation skills and basic issues management. 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 work with Research, Evaluation and Planning to develop a full set of strategic communication knowledge and skills . Quadruple bottom line reporting is now essential part of strategic communication. This subject addresses La Trobe's Sustainability Thinking Essential looking at how the choices we make affects the natural, economic, social, political and cultural systems, both now and in the future.

SchoolHumanities and Social Sciences

Credit points15

Subject Co-ordinatorMark Civitella

Available to Study Abroad/Exchange StudentsYes

Subject year levelYear Level 2 - UG

Available as ElectiveYes

Learning ActivitiesSeminar activities

Capstone subjectNo

Subject particulars

Subject rules



Incompatible subjectsSTC5ATS

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
PERSONAL AND PROFESSIONAL - Ethical and Social Responsibility

Intended Learning Outcomes

01. To compose written public relations materials in a logical, coherent, concise, and appropriate format.
02. To apply basic public relations theories and principles to practice
03. To synthesise broader business knowledge with the principles of public relations in order to create effective public relations materials.

Subject options

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Start date between: and    Key dates

Melbourne (Bundoora), 2021, Semester 1, Blended


Online enrolmentYes

Maximum enrolment sizeN/A

Subject Instance Co-ordinatorMark Civitella

Class requirements

Lecture/SeminarWeek: 10 - 22
One 3.00 hours lecture/seminar per week on weekdays during the day from week 10 to week 22 and delivered via blended.


Assessment elementCommentsCategoryContributionHurdle% ILO*

Client proposal (1200 words equivalent)The assessment aims to look at problem/opportunity matrix for proposals. It is assessed on creative approaches to the proposal.

N/AOtherIndividualNo30 SILO2

Communication Plan (1600 words equivalent)The plan breaks down a communication plan into situation analysis; communication approach; goals; objective and strategies. It is assessed on the ability to provide a structured approach to communication planning.

N/AOtherIndividualNo40 SILO3

One Essay (1200 words equivalent)The essay looks at a critical analysis of the Mahoney/Smith approach to communication planning based on a selected case study.

N/AAssignmentIndividualNo30 SILO1