ALR103 - Introduction to Public Relations

Unit details


2024 unit information

Enrolment modes:

Trimester 1: Burwood (Melbourne), Waurn Ponds (Geelong), Online, Community Based Delivery (CBD)*

Trimester 3: Burwood (Melbourne), Online

Credit point(s):1
EFTSL value:0.125
Unit Chair:Trimester 1: Deirdre Quinn-Allan
Trimester 3: Deirdre Quinn-Allan
Cohort rule:Nil


Typical study commitment:

Students will on average spend 150-hours over the teaching period undertaking the teaching, learning and assessment activities for this unit.

This will include educator guided online learning activities within the unit site.

Educator-facilitated (scheduled) learning activities - on-campus unit enrolment:

Trimester 1: 1 x 2-hour seminar per week

Trimester 3: 5 x 4.4-hour practical experiences workshops (weeks 1, 3, 6, 8 and 10)


Educator-facilitated (scheduled) learning activities - online unit enrolment:

Trimesters 1 & 3: 1 x 2-hour seminar per week (recordings provided)


*Community Based Delivery (CBD) is for National Indigenous Knowledges, Education, Research and Innovation NIKERI Institute students only.


Beginning with an exploration of what public relations is (and what it is not), you’ll discover why it’s a communication field with many opportunities. The unit focuses on how businesses, non-profits, and governments use public relations to solve communication problems, find opportunities, and forge successful relationships with internal and external stakeholders, target publics and audiences. You will also learn how to research, and plan, and write a simple public relations campaign. Whether you are interested in learning more about public relations or need a foundation for further study in the field of public relations, this unit provides a solid introduction.

ULO These are the Learning Outcomes (ULO) for this unit. At the completion of this unit, successful students can: Deakin Graduate Learning Outcomes

Write, redraft, and edit own work clearly and concisely for an internal audience of public relations practitioners.

GLO1: Discipline-specific knowledge and capabilities

GLO2: Communication


Apply public relations scholarship and theories to examine public relations strategy and tactics

GLO1: Discipline-specific knowledge and capabilities

GLO2: Communication

GLO4: Critical thinking


Use desk research to locate factors internal and external to an organisation to define target publics, set objectives, and inform decisions about public relations strategy and tactics

GLO1: Discipline-specific knowledge and capabilities

GLO3: Digital literacy

GLO4: Critical thinking

GLO5: Problem solving


Critically analyse an issue and use a planning framework to develop a public relations plan to support informational, motivational, and behavioural objectives

GLO1: Discipline-specific knowledge and capabilities

GLO2: Communication

GLO3: Digital literacy

GLO4: Critical thinking

GLO5: Problem solving


Assessment Description Student output Grading and weighting
(% total mark for unit)
Indicative due week
Assessment 1 - Research and writing exercises 1200 words or equivalent 30% Week 5
Assessment 2 - Planning Project 2000 words or equivalent 50% Week 10
Assessment 3 -  Online exercises 800 words or equivalent 20% Weeks 6 & 11

The assessment due weeks provided may change. The Unit Chair will clarify the exact assessment requirements, including the due date, at the start of the teaching period.

Learning Resource

ALR103 Introduction to Public Relations has weekly study guide topics on the unit site. Links to readings and resources are located within the study guide topics. Commence each week’s topic via the study guide. Whilst many readings and resources can be found via the University Library via ALR103, you should not rely on this list as you may miss learning activities and resources central to assessment and unit quizzes. Note: When using the reading list via the Deakin library, select the relevant trimester reading list.???Please note that a future teaching period's reading list may not be available until a month prior to the start of that teaching period so you may wish to use the relevant trimester's prior year reading list as a guide only.???

Unit Fee Information

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