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Introduction to Public Relations Theory and Practice

duration Duration: 1 Teaching Period

unit code Unit Code: PUB10001

contact hours Contact Hours: Recommended 10 hours of study per week

This unit introduces students to the principles, theories, models, roles and approaches of public relations by examining the basic definition(s), perceptions, relevant concepts, theories, and application fields of the profession.


  • The historical development of public relations
  • The nature of contemporary public relations activity
  • Application of theories of communication to public relations practice
  • The fields of practice of public relations, including business, government and non-government organisations
  • Roles and responsibilities of the public relations practitioner, including social, organisational, administrative, cultural, ethical and legal responsibilities
  • Examination of public relations practice through case studies