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PRL5000 Change Communication

Short Description: Change Communication
Units : 1
Faculty or Section : Faculty of Business, Education, Law and Arts
School or Department : School of Humanities & Communication
Student contribution band : Band 4
ASCED code : 080509 - Public Relations
Grading basis : Graded

Other Requisites

Students will require access to e-mail and have internet access to UConnect for this course.


This course is designed to introduce students to the theory and practice of public relations campaigns for behaviour change. Topics covered include the nature and history of public relations, particularly in health, the environment, disaster management and other fields where behaviour change can have individual and community social benefit. The tools of public relations, identification of internal and external publics, design of public relations campaigns, and methods of assessing their effectiveness are examined. The important role of social and PR research in the development of behaviour change campaigns is considered in detail. The concept of public relations as a management function is explored and the student is introduced to the fundamentals of public relations campaigns, strategies and tactics in public relations planning, and issues management. The course also introduces students to an examination of ethical issues in public relations and the ethical responsibilities of the public relations professional. This course cannot be taken as an elective.

Course offers

Semester Mode Campus
Semester 1, 2021 Online
Date printed 11 February 2022