COMM12018 - Advanced Public Relations

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.


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 - 2021

Term 1 - 2021 Profile
Mixed Mode
Term 1 - 2022 Profile

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

To view Past Exams, please login
Previous Feedback

Term 1 - 2020 : The overall satisfaction for students in the last offering of this course was 4.5 (on a 5 point Likert scale), based on a 42.86% 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: Student Have Your Say feedback, and anecdotal feedback to the tutor.
There was confusion as to whether the campaign was meant to use a real client, and whether the campaign was to be actually implemented.
It is recommended that to confirm with students through individual contact of the nature of the assessment items.
Action Taken
Students were clearly advised that this was a real campaign, with a real client. There was no confusion.
Source: Anecdotal feedback to the tutor.
The selection of groups by topic was appreciated, as was the opportunity to select their own projects.
It is recommended to continue to allow students to select their own teams based on topic, and for students to pitch project ideas to the class.
Action Taken
Students came up with their own topics and pitched them to the class. Students then formed teams based on the topics selected.
Source: Anecdotal feedback and Have Your Say Survey
The real world application of an actual campaign was really appreciated by the students.
Allow students to pitch their own ideas for campaigns.
Action Taken
Source: Student direct feedback
The individual grading of team members was fair in those teams where some members did not contribute.
This is project based unit in teams. The grading will continue to be individual, fairly representing a grade based on individual contribution, rather than an overall grade.
Action Taken
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
1 - Oral Examination
2 - Group Work
3 - Written Assessment