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PRL3002 Public Relations Project

Semester 2, 2015 External Toowoomba
Units : 1
Faculty or Section : Faculty of Business, Education, Law and Arts
School or Department : School of Arts and Communication

Contents on this page


Examiner: Andrew Mason
Moderator: Chris Kossen


Pre-requisite: PRL2000 or PRL3001

Other requisites

Students will require access to e-mail and have internet access to UConnect for this course.
This course should be completed during the student's last year in the program.


This course has been developed to provide students with industry experience in identifying a problem for a client, conducting research and then developing a public relations campaign to solve that problem and secure behaviour change amongst certain target publics.


This course provides advanced professional preparation for students in the planning of public relations campaigns. The course builds on theory and practice taught previously in the major. The course allows students to initiate an original campaign through the stages of research, planning, implementation and evaluation. Students are directed to develop a public relations campaign that demonstrates a concerted effort to build socially responsible relationships by achieving research based goals through the application of strategic planning and the measurement of outcomes. Fieldwork is designed to stimulate discussion and lateral thinking of public relations objectives.


At the end of this course students can:

  1. demonstrate academic and professional literacy skills by identifying and examining the strengths and weaknesses of key contemporary communication strategies in the context of their applicability to various industrial problems and needs
  2. design, apply and evaluate their incorporation of public relations theory and techniques to a project
  3. develop critical evaluation skills and a level of professional expertise in an organisational work environment that would be sufficient to justify their employment as public relations consultants
  4. communicate in writing at an advanced level appropriate to the profession by preparing and submitting a project report that targets a specific audience
  5. demonstrate management, planning and organisation skills by setting and achieving their own goals and judging their own performance
  6. demonstrate creativity, initiative and enterprise skills by acting on and solving problems without direction
  7. demonstrate ethical research and inquiry skills.


Description Weighting(%)
1. Research skills 45.00
2. Program development 40.00
3. Evaluation techniques 15.00

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. (

  • Austin, EW & Pinkleton, BE 2006, Strategic public relations management: planning and managing effective communication programs, 2nd edn, Lawrence Erlbaum & Associates, Mahwah, New Jersey.

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.
  • Course materials and readings from PRL3001 Public Relations Campaign Development will be a constant reference during this course.

Student workload requirements

Activity Hours
Directed Study 25.00
Private Study 140.00

Assessment details

Description Marks out of Wtg (%) Due Date Notes

Important assessment information

  1. Attendance requirements:
    Students must attend and complete the requirements of the Workplace Health and Safety training program for this course where required.

    External and Online:
    There are no attendance requirements for this course. However, it is the students? responsibility 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.

    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

  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:
    Students should refer to the Assessment Procedure (point 4.2.4)

  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:
    Not applicable

  7. Examination period when Deferred/Supplementary examinations will be held:
    Not applicable

  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

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.

  2. Students are strongly advised to maintain regular contact with their supervisor(s).

  3. It is imperative that Dissertation/Project students check with their supervisor(s) whether they need to obtain ethics clearance for their Dissertation/Project.