ALR279 - Public Relations Management


2021 unit information

Enrolment modes:

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

Credit point(s): 1
EFTSL value: 0.125
Cohort rule:



One unit from: ALR103, ALR104, ALR276



Incompatible with:

ALC279, ALR479, ALR604

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)

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.

Unit Fee Information

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