ALR212 - Public Relations Projects

Unit details


2023 unit information

Enrolment modes:

Commencing 2024

Trimester 2: Burwood (Melbourne), Waurn Ponds (Geelong), Online

Credit point(s):1
EFTSL value:0.125
Unit Chair:Trimester 2: Kristin Demetrious

Any two ALR coded units



Incompatible with:


Typical study commitment:

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

Scheduled learning activities - campus:

1 x 2-hour weekly seminar

Scheduled learning activities - online:

Online independent and collaborative learning activities x 2-hours per week. This will involve a range of activities including seminar recordings and synchronous and asynchronous participation in online classroom activities.


What is public relations? You may be surprised to learn that it can be a difficult term to define. Whether you ask practitioners or members of the public, you’ll encounter differing perspectives about public relations, its purpose, and its impact. Typically, public relations is defined either as a strategic management function or as a marketing communication tool. Both are true, but they are a short-hand way to summarise the field and they don’t shed light on how public relations is practiced in different organisations and in different sectors. Contemporary public relations is best understood as an umbrella term.

This unit will help build your understanding of the scope of public relations and why it is such an important area of practice with diverse career pathways. You will have the opportunity to investigate specialist areas of public relations that interest you most as you examine how they inform public relations roles in organisations big and small located in the corporate sector, the government sector, or the not-forprofit sector.



ULO These are the Learning Outcomes (ULO) for this unit. At the completion of this unit, successful students can: Deakin Graduate Learning Outcomes
ULO1 Identify and distinguish between different areas of specialist public relations practice GLO1: Discipline-specific knowledge and capabilities
ULO2 Explain how sectoral, industry and organisational characteristics impact on the use of specialist areas of public relations.

GLO1: Discipline-specific knowledge and capabilities

GLO2: Communication

GLO4: Critical thinking
ULO3 Evaluate stakeholder and organisational behaviours for their impact on the need for specialist areas of public relations.

GLO1: Discipline-specific knowledge and capabilities

GLO4: Critical thinking
ULO4 Identify career opportunities and pathways into public relations specialisations of personal interest. GLO1: Discipline-specific knowledge and capabilities
ULO5 Communicate public relations roles effectively to a professional audience using a combination of written and multimedia content

GLO2: Communication

GLO3: Digital literacy


Trimester 2:
Assessment Description Student output Grading and weighting
(% total mark for unit)
Indicative due week
Assignment 1 - Report 1600 words 40% Week 5
Assignment 2 - Public Relations Project 2400-word equivalent 60% 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

There is no prescribed text. Unit materials are provided via the unit site. This includes unit topic readings and references to further information.

Unit Fee Information

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