Staff profile

Staff image

Mrs Deirdre Quinn-Allan

Position: Assoc Hos (Teaching & Learning)
Faculty or Division: Faculty of Arts and Education
Department: SCCA Arts & Ed
Campus: Melbourne Burwood Campus
Phone: +61 3 52271363 +61 3 52271363


Biography summary

Deirdre has been a full-time member of the public relations teaching team within the Arts Faculty since February 2005. Commencing work in New Zealand in the 1980s, her career has been varied and interesting and she has worked for a range of organisations across four different countries. Deirdre's professional practice spans the disciplines of management, social marketing, public relations and education and training. 

In the last 10 years Deirdre has pursued positions which have allowed her to develop her expertise in the area of online marketing, advertising and public relations. Deirdre has been a keen observer of the growth of user-generated content (UGC) and the impact this has on practice within the fields of public relations and advertising and more broadly marketing.


  • Master of Marketing Management, Charles Sturt University, 2004
  • Graduate Certificate of Higher Education, Deakin University, 2007

Career highlights

Associate Head of School (Teaching and Learning) (August 2012 – current)
Course Director, Master of Communication  (2011 – August 2012)
Course Director, Bachelor of Arts (Public Relations) (2008 – July 2009; Acting - July 2011 – Dec 2011)
Discipline Convenor – Public Relations (2008; 2011 – July 2012)


Teaching Interests

  • Bachelor of Communication (Public Relations)
  • Bachelor of Communication (Honours)
  • Master of Communication

Subjects and units currently teaching

ALR310 Marketing Communication, ALR733 Advertising Theory and Practice

Knowledge areas

Changes in professional practice and strategic planning in response to environmental drivers (in particular online digital interactive media).  The majority of my publications contribute to scholarship within my field of marketing communication and public relations by examination and critique through case study. Another thread I have pursued is the impact of new digital technologies on learning and teaching.


Awards and prizes

2009 Dean’s Award for Excellence in teaching in recognition of my contribution to team development and delivery of the cross-disciplinary Journalism/Public Relations unit: ALR206 Media Relations.

2007, Fellow of the Deakin Institute of Teaching and Learning for Second Life project and research


Research projects

My current research focuses on consumer slactivism within social media and the ways in which it can be leveraged to effect strategic change.   Related activities to date:

Conference paper: Brown, A. Quinn-Allan D. 2015 ‘Bridging Empathy and Protective Indifference: Animal Welfare, Online Engagement, and the Activist-Slacktivist Divide’, paper presented to Australasian Animal Studies Association (AASA) 2015 Conference, The University of Melbourne, Melbourne, VIC,  July 15, 2015

Book Chapter: Quinn-Allan D. 2015 'Harnessing the power of slactivism:The boom and bust cycle of issues management and crisis', in Sheehan M. & Quinn-Allan D. (eds) Crisis Communication in a Digital World, Cambridge University Press, Australia, pp. 107-18

Research interests

Online communication, marketing communication, crisis communication, slactivism, advertising strategy




Quinn-Allan D (2015) 'Harnessing the Power of Slactivism:The boom and bust cycles of issues management and crisis', in Sheehan M and Quinn-Allan D, eds, Crisis Communication in a Digital World, Cambridge University Press, Australia, pp 107-18

Quinn-Allan D, (2014) 'Australia Post's Mobile Apps', in Belch, G; Belch, M; Kerr, G and Powell, I (eds), Advertising : an integrated marketing communication perspective, 3rd ed,  pp. 104-06, McGraw Hill, North Ryde, N.S.W

Quinn-Allan D, and Bennett E (2014),  'Social Media ' in  Johnston J and Sheehan M, eds, Public relations Theory and Practice, 4th ed, Allen and Unwin, Crows Nest

Quinn-Allan, D (2012) 'Telstra - the 3 Rs of social media engagement', in Belch, George; Belch, Michael; Kerr, Gayle and Powell, Irene (eds), Advertising : an integrated marketing communication perspective, pp. 78-81, McGraw Hill, North Ryde, N.S.W

Quinn-Allan, Deirdre (2012) EFTPOS : The building of a brand, Strategic communication : cases in marketing, public relations, advertising and media, pp. 103-113, Pearson Australia, Frenchs Forest, N. S. W.

Quinn-Allan, Deirdre (2010) Public relations, education, and social media : issues for professionalism in the digital age, Asia Pacific public relations journal, vol. 11, no. 1, pp. 41-55, Deakin University, Geelong, Vic

Quinn-Allan, Deirdre (2010) Book review : The 21st century media (r)evolution, Asia Pacific public relations journal, vol. 11, no. 2, pp. 97-98, Deakin University, Geelong, Vic.

Quinn-Allan, Deirdre (2009) Case study : Coke Zero, in Belch, George E.; Belch, Michael A.; Kerr, Gayle and Powell, Irene (eds), Advertising and promotion : an integrated marketing communications perspective, pp. 86-89, McGraw-Hill Australia, Sydney, N.S.W.

Quinn-Allan, Deirdre (2009) Campaign evaluation, in Sheehan, Mark and Xavier, Robina (eds), Public relations campaigns, pp. 65-80, Oxford University Press, South Melbourne, Vic.

Quinn, Stephen and Quinn-Allan, Deirdre (2008) Where is the business model for citizen journalism?, Australian journalism review, vol. 30, no. 2, pp. 75-84, Journalism Education Association, St Lucia, Qld.

Quinn-Allan, Deirdre and Kirby, Bronwyn (2007) Second life first hand: a teacher perspective, Asia Pacific public relations journal, vol. 8, pp. 149-161, University of Canberra, Canberra, A.C.T.

Quinn, Stephen and Quinn-Allan, Deirdre (2006) User-generated content and the changing news cycle, Australian journalism review, vol. 28, no. 1, pp. 57-70, Journalism Education Association, Brisbane, Qld

Quinn-Allan, Deirdre (2006) An exploration of massively multiplayer online role playing games : their application to public relations education and possible future public relations practice, Asia Pacific public relations journal, vol. 7, no. 1, pp. 235-246, School of Communication and Creative Arts, Deakin University, Burwood, Vic.

Quinn-Allan and Quinn-Allan, Deirdre (2005) The world-wide spread of journalism convergence, in Stockwell, Stephen and Isakhan, Ben (eds), Proceedings of the 2005 Journalism Education Association Conference, Griffith University, School of Arts, Griffith, Qld.

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