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Recent global events and a dynamic media landscape have highlighted the importance of public relations (PR) practitioners as a central component of contemporary strategic communications practice.
This unit will develop your understanding of historical, theoretical, and practical approaches to public relations management and strategy.
You will be able to apply these concepts and principles to your public relations practice, through the design, implementation and evaluation of a public relations strategy.
This unit will equip you with the skills to interact professionally with senior executives, media and other stakeholders.

Summary 2021

Unit name Advanced Public Relations
Unit code HEJ507
Credit points 25
Faculty/School College of Arts, Law and Education
School of Creative Arts and Media
Discipline Media

Dr Donald Reid

Teaching staff

Rita Lewtas

Level Postgraduate
Available as student elective? No
Breadth Unit? No



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About Census Dates

Learning Outcomes

  1. Critically analyse and evaluate the social, economic, and political implications of public relations in the private and public sector at a local and global level.
  2. Integrate and apply these concepts to design and produce public relations material.
  3. Communicate public relations concepts and strategies effectively and ethically.
  4. Reflect critically on one’s own professional and research development in the field of public relations.





Mutual Exclusions

You cannot enrol in this unit as well as the following:


Teaching Pattern

All classes and assessment tasks are completed online


Assessment Task 1: Media Conference Invitation (10%)

Assessment Task 2: Media Conference Simulation (40%)

Assessment Task 3: Public Relations Plan (50%)

TimetableView the lecture timetable | View the full unit timetable



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