Public Relations and Communications

Subject MECM40006 (2016)

Note: This is an archived Handbook entry from 2016.

Credit Points: 12.5
Level: 4 (Undergraduate)
Dates & Locations:

This subject has the following teaching availabilities in 2016:

Semester 1, Parkville - Taught on campus.
Pre-teaching Period Start not applicable
Teaching Period 29-Feb-2016 to 29-May-2016
Assessment Period End 24-Jun-2016
Last date to Self-Enrol 11-Mar-2016
Census Date 31-Mar-2016
Last date to Withdraw without fail 06-May-2016

Semester 2, Parkville - Taught on campus.
Pre-teaching Period Start not applicable
Teaching Period 25-Jul-2016 to 23-Oct-2016
Assessment Period End 18-Nov-2016
Last date to Self-Enrol 05-Aug-2016
Census Date 31-Aug-2016
Last date to Withdraw without fail 23-Sep-2016

Timetable can be viewed here. For information about these dates, click here.
Time Commitment: Contact Hours: 30 hours: 12 x 1-hour lecture and a 1.5-hour tutorial per week throughout semester.
Total Time Commitment:

Total expected time commitment is 170 hours across the semester, including class time.


Admission to the postgraduate certificate, postgraduate diploma or fourth year honours in media and communication, Master of Global Media Communication, postgraduate diploma publishing and communications, or Master of Publishing and Communications.



Recommended Background Knowledge:


Non Allowed Subjects:

Students who have previously undertaken 100-419 Public Relations and Corporate Power are not eligible to enrol in this subject.

Core Participation Requirements:

For the purposes of considering request for Reasonable Adjustments under the disability Standards for Education (Cwth 2005), and Students Experiencing Academic Disadvantage Policy, academic requirements for this subject are articulated in the Subject Description, Subject Objectives, Generic Skills and Assessment Requirements of this entry.

The University is dedicated to provide support to those with special requirements. Further details on the disability support scheme can be found at the Disability Liaison Unit website:


Assoc Prof Robert Hassan


Subject Overview:

This subject provides students with an advanced understanding of relevant theory and practice in contemporary public relations. Lectures will introduce case studies and practical accounts from industry professionals dealing with public relations functions including stakeholder relations, media relations, government relations, investor relations and issues/crisis management. This will be complemented with theoretical perspectives and examination of ethical considerations to situate the key issues and challenges of public relations in a global context.

Learning Outcomes:

Students who complete this subject will:

  • understand the development of public relations in the context of the historical rise of large corporations;
  • recognise the various corporate and community functions of public relations practices;
  • apply different theoretical frameworks in critically examining the multiple facets of public relations in various industry contexts; and
  • evaluate the ethical considerations that may arise within various public relations practices.

A 15 minute class presentation equivalent to 1000 words 20% (due during the semester), a case study report of 2000 words 40% (due mid-semester), a written essay of 2000 words 40% (due in the examination period).

Students are required to attend a minimum of 80% (or 10 out of 12) classes in order to qualify to have their written work assessed. Any student who fails to meet this hurdle without valid reason will not be eligible to pass the subject. All required written work must be submitted in order to pass the subject. Essays submitted after the due date without an extension will be penalised 2% per day. Essays submitted after two weeks of the assessment due date without a formally approved application for special consideration or an extension will only be marked on a pass/fail basis if accepted.

Prescribed Texts:

A subject reader will be available.

Breadth Options:

This subject is not available as a breadth subject.

Fees Information: Subject EFTSL, Level, Discipline & Census Date
Generic Skills:

Students who successfully complete this subject will:

  • be able to demonstrate a high level of understanding of key communication issues in the industry;
  • be able to demonstrate skills in research procedures and critical evaluation;
  • be able to present ideas in both verbal and written form and in conformity to professional and academic conventions; and
  • be able to apply pro-active strategies in identifying and solving communication problems at various levels.
Related Course(s): Graduate Diploma in Publishing and Communications (Advanced)
Postgraduate Diploma in Arts (Editing and Communications)
Related Majors/Minors/Specialisations: 150 Point Master of Global Media Communication
150 Point Master of Publishing and Communications
150 point Master of Marketing Communications
200 Point Master of Global Media Communication
200 Point Master of Publishing and Communications
200 point Master of Marketing Communications
Governance, Policy and Communication
Governance, Policy and Markets
Graduate Certificate in Arts (Advanced) - Media and Communications
Graduate Diploma in Arts (Advanced) - Media and Communications
PC-ARTS Media and Communications

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