COMM12018 - Advanced Public Relations

Showing: 2026 HE Term 1
General Information

Unit Synopsis

Advanced Public Relations draws on the theoretical information learnt in Introduction to Public Relations to assist you to develop a professional PR campaign. With a focus on professionalism, you will learn ethics, the use of technology in PR and presentation skills in order to develop your campaign. You will learn the necessary components of a successful PR campaign including the development of goals, objectives, messages themes, strategies, research and evaluation. Within this unit there is an emphasis on ensuring you are prepared for work in the public relations industry.

Details

Level Undergraduate
Unit Level 2
Credit Points 6
Student Contribution Band SCA Band 4
Fraction of Full-Time Student Load 0.125
Pre-requisites or Co-requisites

Prerequisite: 36 credit points

Important note: Students enrolled in a subsequent unit who failed their pre-requisite unit, should drop the subsequent unit before the census date or within 10 working days of Fail grade notification. Students who do not drop the unit in this timeframe cannot later drop the unit without academic and financial liability. See details in the Assessment Policy and Procedure (Higher Education Coursework).

Class Timetable View Unit Timetable
Residential School No Residential School

Unit Availabilities from Term 1 - 2026


Attendance Requirements

All on-campus students are expected to attend scheduled classes - in some units, these classes are identified as a mandatory (pass/fail) component and attendance is compulsory. International students, on a student visa, must maintain a full time study load and meet both attendance and academic progress requirements in each study period (satisfactory attendance for International students is defined as maintaining at least an 80% attendance record).

Assessment Overview

Recommended Student Time Commitment

Each 6-credit Undergraduate unit at CQUniversity requires an overall time commitment of an average of 12.5 hours of study per week, making a total of 150 hours for the unit.

Assessment Tasks

Assessment Task Weighting
1. Oral Examination 0%
2. Group Work 50%
3. Written Assessment 50%

This is a graded unit: your overall grade will be calculated from the marks or grades for each assessment task, based on the relative weightings shown in the table above. You must obtain an overall mark for the unit of at least 50%, or an overall grade of ‘pass’ in order to pass the unit. If any ‘pass/fail’ tasks are shown in the table above they must also be completed successfully (‘pass’ grade). You must also meet any minimum mark requirements specified for a particular assessment task, as detailed in the ‘assessment task’ section (note that in some instances, the minimum mark for a task may be greater than 50%).

Consult the University's Grades and Results Policy for more details of interim results and final grades

Past Exams

Previous Feedback

Term 1 - 2024 : The overall satisfaction for students in the last offering of this course was 50.00% (`Agree` and `Strongly Agree` responses), based on a 40% response rate.

Feedback, Recommendations and Responses

Every unit is reviewed for enhancement each year. At the most recent review, the following staff and student feedback items were identified and recommendations were made.

Source: Anecdotal feedback from students
Feedback:
 Use of real clients gives the project real world application.

Recommendation:
 Maintain the use of a real client in the project selection.

Action Taken:
 The use of real-world clients were retained.
Source: Anecdotal feedback from students, and reflection of Unit Coordinator
Feedback:
 Self and peer assessment helps to recognise individual contributions of students, and provides a fair grading system.

Recommendation:
 Maintain the use of self and peer assessment to contribute an individual grade to the unit as a means of reflecting an appropriate grade for effort.

Action Taken:
 The self and peer assessment component was retained.
Source: Teaching Staff Evaluation
Feedback:
 Access to real-world clients and project experiences remains valuable for students

Recommendation:
 Although this unit is terminating at the end of 2024, a real-world, work integrated learning approach should be incorporated into other units being retained.

Action Taken:
 In Progress
Unit Learning Outcomes

On successful completion of this unit, you will be able to:

  1. Research and plan an authentic public relations campaign
  2. Implement public relations strategies appropriate to the role of the public relations practitioner to inform ethical, creative and socially responsible practice
  3. Complete an effective evaluation of a public relations campaign
  4. Reflect on your own and the team performance in the implementation an authentic public relations campaign.
Alignment of Assessment Tasks to Learning Outcomes
Assessment Tasks Learning Outcomes
1 2 3 4
1 - Oral Examination •
2 - Group Work • • • •
3 - Written Assessment • • •
Alignment of Graduate Attributes to Learning Outcomes
• Introductory Level
• Intermediate Level
• Graduate Level
Graduate Attributes Learning Outcomes
1 2 3 4
1 - Communication • • •
2 - Problem Solving • •
3 - Critical Thinking • • • •
4 - Information Literacy • •
5 - Team Work • • •
6 - Information Technology Competence • •
8 - Ethical practice • • • •
9 - Social Innovation • •
Alignment of Assessment Tasks to Graduate Attributes
• Introductory Level
• Intermediate Level
• Graduate Level
Assessment Tasks Graduate Attributes
1 2 3 4 5 6 7 8 9 10 10