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PRL1002 Principles and Practice of Public Relations

Semester 1, 2012 On-campus Toowoomba
Units : 1
Faculty or Section : Faculty of Arts
School or Department : School of Humanities and Communication
Version produced : 30 December 2013

Contents on this page


Examiner: Chris Kossen
Moderator: Barbara Ryan

Other requisites

Students will require access to e-mail and have internet access to UConnect for this course.


Public Relations* focuses on understanding and developing the relationship between an individual or more often, an organisation, and the "public" or "publics" with which that organisation must effectively co-exist. This course is designed to introduce students to Public Relations, the nature and history of the profession and the theoretical foundations of contemporary public relations practice. Within this framework, topics covered within the course include: definitions of public relations and other key terms and concepts; the identification of internal and external publics; descriptions of core public relations processes; and the tools of public relations. Finally, the student is introduced to programme design encompassing research, goals, objectives, strategies, tools and tactics and evaluation. * Public Relations remains a commonly used term, however, in many ways of business and government terms such as Corporate Communication and Public Affairs are perhaps more frequently used. We have elected to adhere to the more traditional term for the sake of simplicity and effective communication.


On completion of this course students will be able to:

  1. define and describe public relations;
  2. explore the foundations of public relations practice and its development to the present day;
  3. demonstrate academic and professional literacy skills by describing and applying the core theories underpinning contemporary public relations practice;
  4. demonstrate problem-solving skills appropriate to the discipline by integrating those theories into the analysis of a public relations case study;
  5. identify and differentiate the internal and external publics associated with an organisation;
  6. identify the methods and approaches used most frequently by public relations practitioners in designing and planning public relations initiatives;
  7. comprehend how to develop a basic public relations campaign proposal incorporating the core elements of research, goals, objectives, strategies, tools and tactics and evaluation;
  8. communicate in writing at a foundational level by planning and submitting an essay that conforms to disciplinary conventions;
  9. communicate orally at a foundational level by planning and delivering a short oral presentation;
  10. demonstrate ethical research and inquiry skills by comprehending and applying foundational principles of academic integrity.


Description Weighting(%)
1. Definitions of Public Relations 10.00
2. The Foundations of Public Relations practice 10.00
3. Understanding and integrating core theories 30.00
4. Understanding internal and external publics 10.00
5. Identification of the core public relations methods and approaches 20.00
6. Programme conceptualisation and design 20.00

Text and materials required to be purchased or accessed

ALL textbooks and materials available to be purchased can be sourced from USQ's Online Bookshop (unless otherwise stated). (

Please contact us for alternative purchase options from USQ Bookshop. (

  • PRL1002 Principles and practice of public relations: book of selected readings, University of Southern Queensland, Toowoomba.

Reference materials

Reference materials are materials that, if accessed by students, may improve their knowledge and understanding of the material in the course and enrich their learning experience.
  • Black, S 1993, The Essentials of Public Relations, Kogan Page, London.
  • Broom, GM & Dozier, DM 1990, Using Research in Public Relations: applications to program management, Prentice-Hall, Englewood Cliffs, New Jersey.
  • Capper, A & Cunard, P 1990, The Public Relations Case Book: Major Campaigns in Action, Kogan Page, London.
  • Cutlip, SM 1995, Public Relations History: From the 17th to the 20th Century: the antecedents, Lawrence Erlbaum, Hillsdale, New Jersey.
  • Cutlip, SM 2006, Effective Public Relations, 9th edn, Prentice-Hall, Englewood Cliffs, New Jersey.

Student workload requirements

Activity Hours
Directed Study 83.00
Examinations 3.00
Lectures 13.00
Private Study 40.00
Tutorials 26.00

Assessment details

Description Marks out of Wtg (%) Due Date Notes
ESSAY 100 30 30 Mar 2012
PRESENTATION 100 30 22 May 2012 (see note 1)
EXAMINATION (2 HOURS) 100 40 End S1 (see note 2)

  1. Times and dates for presentation will be allocated during the semester.
  2. Scheduled date of examination to be advised when timetables are finalised.

Important assessment information

  1. Attendance requirements:
    It is the students? responsibility to attend and participate appropriately in all activities (such as lectures, tutorials, laboratories and practical work) scheduled for them, and to study all material provided to them or required to be accessed by them to maximise their chance of meeting the objectives of the course and to be informed of course-related activities and administration. Students must attend and complete the requirements of the Workplace Health and Safety training program for this course where required.

  2. Requirements for students to complete each assessment item satisfactorily:
    To satisfactorily complete an individual assessment item a student must achieve at least 50% of the marks.

  3. Penalties for late submission of required work:
    If students submit assignments after the due date without (prior) approval of the examiner then a penalty of 5% of the total marks gained by the student for the assignment may apply for each working day late up to ten working days at which time a mark of zero may be recorded.

  4. Requirements for student to be awarded a passing grade in the course:
    To be assured of receiving a passing grade a student must achieve at least 50% of the total weighted marks available for the course.

  5. Method used to combine assessment results to attain final grade:
    The final grades for students will be assigned on the basis of the aggregate of the weighted marks obtained for each of the summative assessment items in the course.

  6. Examination information:
    Candidates are allowed to bring only writing and drawing instruments into the Closed examination.

  7. Examination period when Deferred/Supplementary examinations will be held:
    Any Deferred or Supplementary examinations for this course will be held during the next examination period.

  8. University Student Policies:
    Students should read the USQ policies: Definitions, Assessment and Student Academic Misconduct to avoid actions which might contravene University policies and practices. These policies can be found at

Assessment notes

  1. The due date for an assignment is the date by which a student must despatch the assignment to the USQ. The onus is on the student to provide proof of the despatch date, if requested by the Examiner.

  2. Students must retain a copy of each item submitted for assessment. This must be despatched to USQ within 24 hours if required by the Examiner.

  3. In accordance with University Policy, the Examiner may grant an extension of the due date of an assignment in extenuating circumstances.

  4. If electronic submission of assessments is specified for the course, students will be notified of this in the course Introductory Book and on the USQ Study Desk. All required electronic submission must be made through the Assignment Drop Box located on the USQ Study Desk for the course, unless directed otherwise by the examiner of the course. The due date for an electronically submitted assessment is the date by which a student must electronically submit the assignment. The assignment files must be submitted by 11.55pm on the due date using USQ time (as displayed on the clock on the course home page; that is, Australian Eastern Standard Time).

  5. If the method of assessment submission is by written, typed or printed paper-based media students should (i) submit to the Faculty Office for students enrolled in the course in the on-campus mode, or (ii) mail to the USQ for students enrolled in the course in the external mode. The due date for the assessment is the date by which a student must (i) submit the assessment for students enrolled in the on-campus mode, or (ii) mail the assessment for students enrolled in the external mode.

  6. The Faculty will NOT normally accept submission of assessments by facsimile or email.

  7. Students who do not have regular access to postal services for the submission of paper-based assessments, or regular access to Internet services for electronic submission, or are otherwise disadvantaged by these regulations may be given special consideration. They should contact the examiner of the course to negotiate such special arrangements prior to the submission date.

  8. Students who have undertaken all of the required assessments in a course but who have failed to meet some of the specified objectives of a course within the normally prescribed time may be awarded one of the temporary grades: IM (Incomplete - Make up), IS (Incomplete - Supplementary Examination) or ISM (Incomplete -Supplementary Examination and Make up). A temporary grade will only be awarded when, in the opinion of the examiner, a student will be able to achieve the remaining objectives of the course after a period of non directed personal study.

  9. Students who, for medical, family/personal, or employment-related reasons, are unable to complete an assignment or to sit for an examination at the scheduled time may apply to defer an assessment in a course. Such a request must be accompanied by appropriate supporting documentation. One of the following temporary grades may be awarded IDS (Incomplete - Deferred Examination; IDM (Incomplete Deferred Make-up); IDB (Incomplete - Both Deferred Examination and Deferred Make-up).

  10. Students may be assigned an "Incomplete" grade to signify that all the requirements of the course have not yet been met. Students who are graded "I" can pass the course by successfully completing such additional work as prescribed by the examiner by a given date. Students who have been awarded an IM, ISM, IDM or IDB grade must access information regarding further work to be completed, in the Student Centre of U Connect. The Grades Page in the Student Centre contains information about further work to be completed. Students who have not completed the additional work to the satisfaction of the examiner by the given date will receive the appropriate Failing grade.

Other requirements

  1. Students can expect that questions in assessment items in this course may draw upon knowledge and skills that they can reasonably be expected to have acquired before enrolling in the course. This includes knowledge contained in pre-requisite courses and appropriate communication, information literacy, analytical, critical thinking, problem solving or numeracy skills. Students who do not possess such knowledge and skills should not expect to achieve the same grades as those students who do possess them.