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The current and official versions of the course specifications are available on the web at https://www.usq.edu.au/course/specification/current.
Please consult the web for updates that may occur during the year.

PRL1002 This is Public Relations

Semester 1, 2022 Toowoomba On-campus
Units : 1
Faculty or Section : Faculty of Business, Education, Law and Arts
School or Department : School of Humanities & Communication
Grading basis : Graded
Course fee schedule : https://www.unisq.edu.au/current-students/administration/fees/fee-schedules


Examiner: Alison Feldman


Governments, industry and not-for-profits all rely on public relations practitioners to deliver their message and to maintain relationships with their publics – this course introduces the student to the key concepts of organisational communication in the modern workplace and teaches the processes used in contemporary communication. Fundamental skills learned through this course include advocacy writing, understanding of public relations campaign planning and the role of public relations across the various sectors. With its practical focus PRL1002 provides the student with the knowledge they need to progress through the major with confidence and begin to plan their entry into the public relations industry.

This course is designed to provide students with a sound foundation of knowledge on the nature of and application of public relations as a business tool. The course provides insights into how public relations works, some of the theoretical and practical models that underpin practice, and examination of the different ways public relations is used by organisations in specialist fields of practice. Topics covered within this foundation public relations course include: definitions of public relations and other key terms and concepts: the importance of internal and external publics; descriptions of core public relations processes; the tools of public relations, and the range of options for public relations specialisations in practice. The student is also introduced to programme design encompassing research, goals, objectives, strategies, tools and tactics and evaluation. Upon successful completion of the course students should be well positioned to continue with the public relations major with a sound foundation in the academic and discipline (or industry) skills required.

Course learning outcomes

On successful completion of this course students should be able to:

  1. define and describe public relations;
  2. explore the foundations of public relations practice and its development to the present day;
  3. demonstrate academic and professional literacy skills by describing and applying the core theories underpinning contemporary public relations practice;
  4. demonstrate problem-solving skills appropriate to the discipline by integrating those theories into the analysis of a public relations case study;
  5. identify and differentiate the internal and external publics associated with an organisation;
  6. identify a range of different areas of practice within public relations
  7. communicate in writing at a foundational level by planning and submitting an essay that conforms to disciplinary conventions;
  8. communicate orally at a foundational level by planning and delivering a short oral presentation;
  9. demonstrate ethical research and inquiry skills by comprehending and applying foundational principles of academic integrity.


Description Weighting(%)
1. Definitions of Public Relations 5.00
2. The foundations of Public Relations practice 10.00
3. Understanding and integrating core theories 15.00
4. Understanding internal and external publics 8.00
5. Developing the campaign 12.00
6. PR tools: digital communication 10.00
7. PR tools: community engagement 10.00
8. PR tools: crisis communication and issues management 10.00
9. PR tools: events 10.00
10. PR tools: media relations 10.00

Text and materials required to be purchased or accessed

Theaker, A, The public relations handbook, 6th edn, Abindon, Oxon, New York, NY: Routledge, 2020.


PRL1002 This is Public Relations: book of selected readings, University of Southern Queensland, Toowoomba..

Student workload expectations

To do well in this subject, students are expected to commit approximately 10 hours per week including class contact hours, independent study, and all assessment tasks. If you are undertaking additional activities, which may include placements and residential schools, the weekly workload hours may vary.

Assessment details

Description Weighting (%)
Date printed 10 February 2023