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This course is essential to building your knowledge and skills as a public relations practitioner. Campaigns, whether big or small, are part of the practitioner鈥檚 professional role. Therefore, it is vital to understand how to develop a campaign plan effectively, undertake credible research and apply evaluation methods that will allow you to assess whether or not you have achieved your campaign goals and objectives.

Campaign development is focused on the RAISE theory of research, adaptation, implementation strategy and evaluation. The course examines each phase closely and relates this to the development stages in your own campaign plan.

The knowledge and skills gathered in this course will form the foundation for the final course in the public relations program, HMT3001/3002.

Public Relations Campaign Development provides advanced professional preparation for students in public relations. The course builds on theory and practice taught previously in the major. As public relations professionals, students need to understand salient public relations theories and practices, how public relations strategies originate and their usefulness and shortcomings in explaining, predicting and organising public relations campaigns.

On successful completion of this course students will be able to:

1. explain and apply key public relations and related theories;
2. describe, explain and apply public relations campaign planning processes;
3. describe the strengths and weaknesses of key contemporary public relations practices in the context of their applicability to various problems;
4. describe and apply research in the design, application and evaluation of an applied public relations project;
5. describe and apply public relations strategies and tools/tactics and be able to differentiate the strategic from the tactical;
6. develop a campaign in which the concepts and theories in this course are embedded;
7. communicate in writing at an advanced level by planning and delivering a theoretical discussion and a campaign plan;
8. demonstrate management, planning and organisational skills by planning and developing specific outcomes, applying their learning to a specific context, and judging their own performance;
9. ethical research and inquiry skills by planning a research methodology for their campaign;
10. work effectively as part of a team.