ALR214 - Lobbying, Advocacy and Public Opinion

Unit details


2024 unit information

Enrolment modes:Trimester 1: Burwood (Melbourne), Waurn Ponds (Geelong), Online
Credit point(s):1
EFTSL value:0.125
Unit Chair:Trimester 1: Deirdre Quinn-Allan

Any two ALR, AIE, AIP or AIR coded units at a level 1, 2 or 3

Incompatible with: ALR383
Typical study commitment:

Students will on average spend 150 hours over the trimester 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:

1 x 1-hour class per week (Online); 1 x 2-hour seminar per week

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

1 x 1-hour class per week (recording via the online unit site)

1 x 2-hour seminar per week


The public interest, which is sometimes quoted in professional codes of public relations practice and conduct, is a cliché and a myth; in fact, the civil society in which we live is an amalgam of competing interests. It is within this contested arena that public affairs practitioners operate to advocate for particular institutional views and resource allocations in the battle for favourable policy outcomes. So, this unit examines the ways in which public relations and communication professionals working within third sector, business sector, and government sector organisations seek to communicate via lobbying and campaigning in order influence public opinion and government policy.

ULO These are the Learning Outcomes (ULO) for this unit. At the completion of this unit, successful students can: Deakin Graduate Learning Outcomes
ULO1 Analyse the relationship between issues management, policy, and public opinion formation within the context of lobbying and advocacy

GLO1: Discipline-specific knowledge and capabilities

GLO4: Critical thinking
ULO2 Research and analyse an issue impacted by government decision-making from an organisational and stakeholder perspective

GLO1: Discipline-specific knowledge and capabilities

GLO3: Digital literacy

GLO4: Critical thinking

GLO5: Problem solving
ULO3 Work as an effective member of team using online means to plan, contribute to, and edit a lobbying project to a professional standard

GLO1: Discipline-specific knowledge and capabilities

GLO3: Digital literacy

GLO7: Teamwork
ULO4 Apply principles of ethical lobbying and advocacy to plan a persuasive lobbying and advocacy strategy

GLO1: Discipline-specific knowledge and capabilities

GLO2: Communication

GLO4: Critical thinking

GLO5: Problem solving


Trimester 1:
Assessment Description Student output Grading and weighting
(% total mark for unit)
Indicative due week
Assessment 1 (Group) -  Background Briefing 1200 words or equivalent 30% Week 5
Assessment 2 - Lobbying and Advocacy Strategy 2000 words or equivalent 50% Week 10
Assessment 3 - Online exercises 800-word equivalent 20%

Part a – week 6

Part b – 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

ALR214 Lobbying, Advocacy and Public Opinion 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 unit reading list, you should not rely on this list as you may miss learning activities and resources central to assessment.

Unit Fee Information

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