PUB30003 Public Relations Project and Campaign Planning

Unit code: PUB30003

Duration: 1 Teaching Period

Contact hours: Recommended 8 hours of study per week

About this unit

This unit introduces students to the application and benefits of a strategic approach to public relations, and how public relations activities can add strategic value to an organisation.


This unit involves understanding the elements of a public relations strategic plan and applying them to developing a public relations campaign. This includes:

  • How public relations fits into the strategic planning process of organisations of varying sizes (local community organizations to multinational corporations)
  • Frameworks and concepts for strategic planning
  • Visions and Mission Statements
  • Strategic public relations planning of campaigns
  • Relationship between Marketing and Public Relations Strategic Plans
  • Setting objectives and measuring performance
  • Models and measures of research and evaluation

This unit is found inĀ Bachelor of Media and Communication with a Major in Public Relations.