CEPR001

Public relations practitioners operate in a communication landscape that is increasingly dynamic, brought about by emerging platforms of communication and changing expectations of industries, organisations and their stakeholders. This subject introduces you to principles, models, and conceptual frameworks in public relations practice that explain the strategic role that communication practitioners play in different sectors such as government, corporate, and not-for-profit.

Guided by theory, you will examine domestic and international public relations campaigns to learn how sustainable and strategic relationships between organisations and their broader communities are developed. Learn about the relationship between public relations and other media practitioners in co-creating communication messages that address social issues, inform public opinion, and enact change.

Collaborate with other students to examine public relations’ influence in news story development. This includes analysing newsworthiness of media stories. You will also conduct research in developing communication plans and writing media releases in traditional and social media formats.