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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.

PRL3001 Public Relations Campaign Development

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
Version produced : 28 January 2023


Pre-requisite: PRL2012 or PRL3012


This course is essential to building your knowledge and skills as a public relations practitioner. Campaigns, whether big or small, are part of the practitioner’s professional role. Therefore, it is vital to understand how to develop a campaign plan effectively, undertake credible research and apply evaluation methods that will allow you to assess whether or not you have achieved your campaign goals and objectives.

Campaign development is focused on the RAISE theory of research, adaptation, implementation strategy and evaluation. The course examines each phase closely and relates this to the development stages in your own campaign plan.

The knowledge and skills gathered in this course will form the foundation for the final course in the public relations program, HMT3001/3002.

Public Relations Campaign Development provides advanced professional preparation for students in public relations. The course builds on theory and practice taught previously in the major. As public relations professionals, students need to understand salient public relations theories and practices, how public relations strategies originate and their usefulness and shortcomings in explaining, predicting and organising public relations campaigns.

Course offers

Study period Mode Campus
Semester 1, 2022 Online
Date printed 28 January 2023