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Public Relations Project and Campaign Planning

duration Duration: 1 Teaching Period

unit code Unit Code: PUB30003

contact hours Contact Hours: Recommended 10 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 organisations 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.

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