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ALR279 - Public Relations Management


2020 unit information

Important Update:

Classes and seminars in Trimester 2/Semester 2, 2020 will be online. Physical distancing for coronavirus (COVID-19) will affect delivery of other learning experiences in this unit. Please check your unit sites for announcements and updates one week prior to the start of your trimester or semester.

Last updated: 2 June 2020

Enrolment modes:

Trimester 2: Burwood (Melbourne), Waurn Ponds (Geelong), Cloud (online), CBD*

Credit point(s):1
EFTSL value:0.125
Unit Chair:Trimester 2: Mark Sheehan

One unit from: ALR103, ALR104, ALR276



Incompatible with:

ALC279, ALR479, ALR604

Typical study commitment:

Students will on average spend 150 hours over the teaching period undertaking the teaching, learning and assessment activities for this unit.

Scheduled learning activities - campus:

1 x 2-hour seminar per week

Scheduled learning activities - cloud:

Online independent and collaborative activities including seminar overview (recordings provided) and online seminar tasks (combined 2-hours per week equivalence)


This unit makes considerable use of information technology.  It is recommended that students have access to computer facilities. Online teaching methods require internet access. 

*CBD refers to the National Indigenous Knowledges, Education, Research and Innovation (NIKERI) Institute; Community Based Delivery


This unit examines how identities and reputations are formed, impacted and rebuilt with a focus on crisis communication and relationship management. Students are presented with the opportunity to critically explore a range of contemporary cases across a range of industries/sectors, including but not limited to, sport, tourism, entertainment, fashion and communications. A range of theories, tools and techniques will be introduced to help students effectively identify potential and emerging issues, monitor and manage communication, and conceptualise proactive and reactive strategies.


These are the Learning Outcomes (ULO) for this unit

At the completion of this unit, successful students can:

Deakin Graduate Learning Outcomes


Demonstrate the skills to research, analyse and evaluate public relations and organizational communication

GLO1: Discipline-specific knowledge and capabilities

GLO2: Communication

GLO4: Critical thinking


Identify ethical and responsible approaches to the practice of public relations

GLO1: Discipline-specific knowledge and capabilities

GLO8: Global citizenship


Evaluate approaches to relationship management

GLO1: Discipline-specific knowledge and capabilities

GLO4: Critical thinking


Enhance abilities in the area of oral presentations and critical reflection

GLO2: Communication

GLO6: Self-management

These Unit Learning Outcomes are applicable for all teaching periods throughout the year


Trimester 2:
Assessment Description Student output Grading and weighting
(% total mark for unit)
Indicative due week
Assessment 1 (Individual) - Report 1600 words or equivalent 40% Information not yet available
Assessment 2 Group of 3 - 4 students - Group Presentation 1200 words or equivalent 30% Information not yet available
Assessment 3 (Individual) - Examination 2 hours 30% Information not yet available

The assessment due weeks provided may change. The Unit Chair will clarify the exact assessment requirements, including the due date, at the start of the teaching period.

Learning Resource

The texts and reading list for the unit can be found on the University Library via the link below: ALR279 Note: Select the relevant trimester reading list. Please note that a future teaching period's reading list may not be available until a month prior to the start of that teaching period so you may wish to use the relevant trimester's prior year reading list as a guide only.

Unit Fee Information

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