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This course ties together the skills and knowledge you have gained throughout your major and empowers you as a strategic public relations professional. Campaign frameworks are a methodical way of ensuring ‘communication for good’, prompting positive attitudes and behavioural change in key target publics. Successful PR campaigns genuinely connect with target publics and cut through a cluttered information environment, motivating people to learn more about an issue or organisation.

Effective public relations campaigns depend on a creative, perceptive and step-by-step approach. In this course you will work on a real-world problem for a real client. You will research a situation, an organisation and its environment to connect with and motivate its target publics. Insights from your research will help you participate in the development of a campaign including aims, objectives, detail of target groups, and creative connection strategies. As a final step, you will evaluate the success of the campaign. You will work closely with the course team and peers, as senior and junior consultants, throughout the campaign development process to pre-implementation stage.

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

1. apply key public relations and related theories and campaign planning processes;
2. critique strengths and weaknesses of key contemporary public relations practices in the context of their applicability to various problems;
3. use advanced PR research in the design, application and evaluation of a professional project;
4. create PR strategies and use advanced tools/tactics to differentiate the strategic from the tactical;
5. work collaboratively to plan and develop a campaign based on the concepts and theories in this course.