James Cook University Subject Handbook - 2021

CU3021 - Public Relations Campaigns

Subject Description

This subject deepens students' understanding of the principles, practices, and theories of Public Relations by providing training in organising Public Relations campaigns and related activities. Students become familiar with practical Public Relations writing and develop skills in finding, organising, and presenting Public Relations information. Particular emphasis is placed on producing such key documents as media alerts, media releases, backgrounders and other relevant material. Students work in small teams to produce campaigns that demonstrate professional approaches to all major aspects of Public Relations work.

Learning Outcomes

• critically discuss of the role Public Relations plays in facilitating many forms of communication
• plan, prepare and write public relations documents such as media alerts and media releases
• develop and draft a public relations campaign

Subject Assessment

• Written > Test/Quiz 1 - (40%) - Individual
• Written > Project plan - (50%) - Individual
• Participation > Online participation - (10%) - Individual

Note that minor variations might occur due to the continuous subject quality improvement process, and in case of minor variation(s) in assessment details, the Subject Outline represents the latest official information.

Assumed Knowledge:  To undertake this subject, students must have successfully completed 12 credit points (four subjects) of level 1 study at tertiary level

Inadmissible Subject Combinations:  CU2021 CU5021 IA2200 JN2016 JN2200 JN3200 JN5200

Availabilities