USQ Logo
The current and official versions of the course specifications are available on the web at https://www.usq.edu.au/course/specification/current.
Please consult the web for updates that may occur during the year.

PRL8003 Strategic Communication Planning

Units : 1
Faculty or Section : Faculty of Business, Education, Law and Arts
School or Department : School of Humanities & Communication
Student contribution band : Band 4
Grading basis : Graded
Version produced : 23 May 2022

Overview

Public relations practitioners often struggle to make the transition from technician to strategist, from officer to manager. This course provides practitioners with the skills and knowledge to step into a management role with responsibility for linking the activity of the public relations department to achievement of the organisation’s strategic aims. It will help practitioners move from a technician’s public relations viewpoint to one that allows development of the public relations function as a strategic organisational tool.

Strategic communication planning is a function of senior public relations practitioners and is critical in bringing all of the factors of reputation management together. This course provides advanced professional preparation for students who are at a high level in the field or are contemplating working at executive level in public relations. The course reviews public relations theory and how it relates to campaign planning, and takes the student through each step of developing a strategic communication plan for an organisation, including the communication audit and other methods of research, adaptation of the research into a strategy, implementation of the strategy and evaluation.

Course offers

Semester Mode Campus
Semester 1, 2022 Online
Date printed 23 May 2022