ALR210 - Media Relations Strategy

Unit details


2024 unit information

Enrolment modes:Trimester 1: Burwood (Melbourne), Waurn Ponds (Geelong), Online
Trimester 3: Burwood (Melbourne), Online
Credit point(s):1
EFTSL value:0.125
Unit Chair:Trimester 1: Ross Monaghan
Trimester 3: Ross Monaghan
Cohort rule:Nil


Incompatible with: ALR206, ALR207
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

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

Trimester 1: Online independent and collaborative learning activities including weekly engagement with materials

In-person attendance requirements:

Trimester 3: Intensive over 3.5-days at the Burwood campus


The unit examines the theoretical and practical foundations of media from the perspective of the communication professions. The unit will examine the use of media in a range of organisational contexts including liaison with news outlets and the use of social media. Unit content incorporates the latest theories and trends in media consumption and creation and will ensure students are able to effectively manage future developments.

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

Apply the required conventions to create and/or monitor media content

GLO1: Discipline-specific knowledge and capabilities

GLO2: Communication

GLO3: Digital literacy


Demonstrate skills in digital content creation appropriate to an organisation's media requirements

GLO3: Digital literacy

GLO4: Critical thinking

GLO5: Problem solving


Develop clear and consistent strategic communication tactics in a tone and style appropriate for a specified audience and media channels

GLO1: Discipline-specific knowledge and capabilities

GLO2: Communication

GLO5: Problem solving


Critically review theories related to contemporary professional communication practice and make informed decision regarding application

GLO1: Discipline-specific knowledge and capabilities

GLO4: Critical thinking

GLO5: Problem solving


Assessment Description Student output Grading and weighting
(% total mark for unit)
Indicative due week
Assessment 1 - Media Kit (A – 30%); Media Kit (B – 30%) 2400 words
or equivalent

Media Kit A – Week 6

Media Kit B – Week 10

Assessment 2 - Social media project 1600 words
or equivalent
40% Week 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

The texts and reading list for the unit can be found on the University Library via ALR210
Note: 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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