Outline

Overview

This core unit of study analyses corporate communication strategy selection in organisations to determine effectiveness. Students examine the strategic intent of a national or international corporation by studying its corporate communication tactics, specifically its annual reports and other marketing collateral. The unit will equip students to determine the effectiveness of the organisation's communication with stakeholders and strategic publics including customers, employees, environmental groups, governments and shareholders.

Unit details and rules

Academic unit	Media and Communications
Credit points	6
Prerequisites ?	None
Corequisites ?	None
Prohibitions ?	None
Assumed knowledge ?	None
Available to study abroad and exchange students	Yes

Teaching staff

Coordinator	Mitchell Hobbs, mitchell.hobbs@sydney.edu.au

Assessment

The census date for this unit availability is 31 March 2026

Details
Criteria

Type	Description	Weight	Due	Length	Use of AI
Presentation	PR tactics presentation Students will prepare and present a PR campaign	25%	Multiple weeks Closing date: 20 Jun 2026	20 minutes (1500 words per student)	AI allowed
Outcomes assessed:
Written work	Communication plan Industry Practical Assessment	20%	Week 04 Due date: 20 Mar 2026 at 23:59 Closing date: 14 May 2026	2000 words	AI allowed
Outcomes assessed:
Written test	Knowledge Test See Canvas for details	20%	Week 08	1 hour	AI prohibited
Outcomes assessed:
Written work	Essay Long-form essay	25%	Week 13 Due date: 25 May 2026 at 23:59 Closing date: 30 Jun 2026	1500 words	AI allowed
Outcomes assessed:
Contribution	Tutorial participation Weekly PR practicum and/or quiz	10%	Weekly Due date: 29 May 2026 at 23:59 Closing date: 19 Jun 2026	30 minutes	AI allowed
Outcomes assessed:
= group assignment ?

Assessment summary

Communication plan: Students need to prepare a strategic communications plan that could be successfully implemented in the Australian business and legal context. Students must identify a corporation or organisation that will be their ‘client’ (i.e. a case study) for this assessment.
PR tactics presentation: In groups of three, students will deliver a 20-minute presentation. The presentation builds on elements of Assignment 1 but focuses specifically on the messages, tactics, and communication materials to be used in the campaign. Students must select one corporation/organisation and scenario, and prepare a portfolio of public relations tactics (i.e., communication materials), which they will present to the class while explaining their messaging and distribution strategies. Each tactic must be clearly attributed to an individual student, and any use of AI in developing the tactic must be transparently explained during the presentation.
Knowledge Test (1 hour, 50 multiple choice questions).
Essay: A series of essay questions will be released (via Canvas). Students must answer one question only.
Tutorial participation: Expectations and grading of class participation will be discussed in the first seminar. Students will complete weekly quizzes or activities based on unit content.

All assessments must be attempted to pass this unit of study.

Assessment criteria

Use of Theory and Research (Guidance):

Students are expected to draw primarily on public relations and/or strategic communication theory. Relevant theories may include theories of publics and stakeholders, relationship management and dialogue, issues management, framing, strategic narratives and storytelling, and persuasive communication/organizational rhetoric, crisis communication, corporate social responsibility and corporate social advocacy, reputation management, and media relations. Students are encouraged to read ahead in the Unit Outline to familiarise themselves with these theories before they are discussed in class. High-quality work will demonstrate the ability to apply and analyse theory (DL2), and where appropriate integrate and synthesise theory (DL3), to justify strategic decisions, rather than merely referencing theory descriptively.

High Distinction (HD) 85–100% — “Excellent”
Professionalism in Stylistic Features: Impeccable professionalism; materials are exceptionally well-presented and adhere to the highest industry standards.
Understanding of Publics, Issues, Products, and Organizations: Demonstrates an excellent, nuanced, and theoretically informed understanding, with insightful and comprehensive analysis.
Messaging Strategies: Features highly creative, coherent, and strategically precise messaging that is clearly informed by relevant theory and perfectly aligned with campaign goals.
Application of Theory and Research: Sophisticated, integrated, and subtle use of relevant theories and research to inform best practice, while maintaining an excellent industry tone.
Originality and Ambition: Shows exceptional originality, creativity, and ambition, such as a distinctive campaign approach, innovative use of media, and appropriate storytelling grounded in strategic rationale.
Understanding of Media Relations: Demonstrates excellent, theoretically informed understanding and strategic use of media relations.
Understanding of Owned and Paid Media: Exhibits an advanced, best-practice understanding and application from a public relations perspective, informed by relevant concepts and models.
Use of Supporting Evidence: Excellent use of well-researched, highly relevant evidence that directly informs strategic decisions.
Awareness of Industry Ethics: Shows deep, critical understanding and integration of ethical considerations across all aspects of the campaign.
Professional Standards for Exhibition: Work is of outstanding quality and suitable for professional exhibition.

Distinction (DI) 75–84% — “Very Good but Not Perfect”
Professionalism in Stylistic Features: Very well-presented with minor areas for improvement.
Understanding of Publics, Issues, Products, and Organizations: Very good, theory-informed understanding with detailed analysis and minor gaps in insight.
Messaging Strategies: Highly creative and coherent, mostly aligned with campaign goals and informed by relevant theory, with minor inconsistencies.
Application of Theory and Research: Very good use of theory and research to support best practice, with minor lapses in integration or industry tone.
Originality and Ambition: Demonstrates significant originality, creativity, and ambition, with some scope for more innovative or distinctive approaches.
Understanding of Media Relations: Strong strategic use, with room for deeper theoretical engagement or creativity.
Understanding of Owned and Paid Media: Very good understanding and application, with minor areas for deeper integration.
Use of Supporting Evidence: Strong use of relevant evidence, with some opportunities for tighter strategic integration.
Awareness of Industry Ethics: Very good ethical consideration, with minor areas for deeper reflection.
Professional Standards for Exhibition: Very good quality, close to professional exhibition standard.

Credit (CR) 65–74% — “Good but Room for Improvement”
Professionalism in Stylistic Features: Good presentation, but noticeable areas for refinement.
Understanding of Publics, Issues, Products, and Organizations: Good understanding, though analysis is uneven and not always theoretically grounded.
Messaging Strategies: Generally creative and aligned, but coherence and theoretical justification require improvement.
Application of Theory and Research: Good application, but tends to be descriptive or surface-level rather than strategically integrated.
Originality and Ambition: Shows originality and creativity, but lacks ambition, innovation, or distinctive storytelling.
Understanding of Media Relations: Competent use, but limited strategic depth.
Understanding of Owned and Paid Media: Adequate understanding, with clear areas for improvement.
Use of Supporting Evidence: Adequate use of evidence, but limited integration into strategic reasoning.
Awareness of Industry Ethics: Shows awareness, but requires more consistent or critical integration.
Professional Standards for Exhibition: Suitable for internal review, but not ready for professional exhibition.

Pass (PS) 50–64% — “Satisfactory Attempt”
Professionalism in Stylistic Features: Basic presentation, requiring significant refinement.
Understanding of Publics, Issues, Products, and Organizations: Surface-level understanding with minimal analytical depth.
Messaging Strategies: Some creative elements, but weak coherence and limited alignment with goals and/or publics.
Application of Theory and Research: Basic or inconsistent application, often superficial or incorrect.
Originality and Ambition: Limited originality and minimal evidence of innovative thinking or storytelling.
Understanding of Media Relations: Basic strategic awareness, lacking impact.
Understanding of Owned and Paid Media: Basic understanding, requiring significant development.
Use of Supporting Evidence: Limited research and weak integration.
Awareness of Industry Ethics: Basic awareness, with limited application.
Professional Standards for Exhibition: Not ready for client viewing; substantial revision required.

Fail (FA) 0–49% — “Failed Attempt”
Professionalism in Stylistic Features: Poor presentation, lacking basic professionalism.
Understanding of Publics, Issues, Products, and Organizations: Insufficient understanding with major analytical gaps.
Messaging Strategies: Lacks creativity and coherence; misaligned with campaign goals and/or publics.
Application of Theory and Research: Little to no evidence of relevant theoretical or research engagement.
Originality and Ambition: Lacks originality, creativity, and ambition.
Understanding of Media Relations: Inadequate understanding and application.
Understanding of Owned and Paid Media: Poor understanding with significant deficiencies.
Use of Supporting Evidence: Minimal or inappropriate evidence.
Awareness of Industry Ethics: Little to no awareness of ethical considerations.
Professional Standards for Exhibition: Unsuitable for any professional context.

Essay grading criteria

HD 85-100% Work of outstanding quality, demonstrating an excellent standard of written English and of criticism, logical argument, interpretation of materials or use of methodology. Evidence of extensive research and use of primary sources, a thoughtful structure, substantial additional work and independent learning. This grade may be given to recognise particular originality or creativity.

DI 75-84% Work of superior quality, demonstrating a command of language, sound grasp of content, efficient organisation and selectivity. Evidence of relevant research, additional work and independent learning.

CR 65-74% A sound performance, competent and appropriate. Work that is well written and demonstrates good research skills. Demonstrates a clear grasp of the basic skills and knowledge. Work of good quality, showing more than satisfactory achievement.

PS 50-64% A satisfactory attempt to meet the demands of the assignment. Demonstrates understanding and command of basic skills and core knowledge. The assignment may have significant weaknesses, or may not be wholly successful or coherent, but shows at least satisfactory achievement in more important aspects.

FA 49% or less Work that does not meet the basic standards for
undergraduate work. A mark in this range indicates an inadequate understanding of the methodologies and subject matter of the field or fields studied, and significant deficiencies in argument and expression.

For more information see guide to grades.

Use of generative artificial intelligence (AI)

You can use generative AI tools for open assessments. Restrictions on AI use apply to secure, supervised assessments used to confirm if students have met specific learning outcomes.

Refer to the assessment table above to see if AI is allowed, for assessments in this unit and check Canvas for full instructions on assessment tasks and AI use.

If you use AI, you must always acknowledge it. Misusing AI may lead to a breach of the Academic Integrity Policy.

Visit the Current Students website for more information on AI in assessments, including details on how to acknowledge its use.

Late submission

In accordance with University policy, these penalties apply when written work is submitted after 11:59pm on the due date:

Deduction of 5% of the maximum mark for each calendar day after the due date.
After ten calendar days late, a mark of zero will be awarded.

This unit has an exception to the standard University policy or supplementary information has been provided by the unit coordinator. This information is displayed below:

Work not submitted on or before the due date is subject to a penalty of 5% per calendar day late. If work is submitted more than 10 days after the due date, or is submitted after the return date, the mark will be 0.

Academic integrity

The University expects students to act ethically and honestly and will treat all allegations of academic integrity breaches seriously.

Our website provides information on academic integrity and the resources available to all students. This includes advice on how to avoid common breaches of academic integrity. Ensure that you have completed the Academic Honesty Education Module (AHEM) which is mandatory for all commencing coursework students

Penalties for serious breaches can significantly impact your studies and your career after graduation. It is important that you speak with your unit coordinator if you need help with completing assessments.

Visit the Current Students website for more information on AI in assessments, including details on how to acknowledge its use.

Learning support

Simple extensions

If you encounter a problem submitting your work on time, you may be able to apply for an extension of five calendar days through a simple extension.  The application process will be different depending on the type of assessment and extensions cannot be granted for some assessment types like exams.

Special consideration

If exceptional circumstances mean you can’t complete an assessment, you need consideration for a longer period of time, or if you have essential commitments which impact your performance in an assessment, you may be eligible for special consideration or special arrangements.

Special consideration applications will not be affected by a simple extension application.

Using AI responsibly

Co-created with students, AI in Education includes lots of helpful examples of how students use generative AI tools to support their learning. It explains how generative AI works, the different tools available and how to use them responsibly and productively.

Support for students

The Support for Students Policy reflects the University’s commitment to supporting students in their academic journey and making the University safe for students. It is important that you read and understand this policy so that you are familiar with the range of support services available to you and understand how to engage with them.

The University uses email as its primary source of communication with students who need support under the Support for Students Policy. Make sure you check your University email regularly and respond to any communications received from the University.

Learning resources and detailed information about weekly assessment and learning activities can be accessed via Canvas. It is essential that you visit your unit of study Canvas site to ensure you are up to date with all of your tasks.

If you are having difficulties completing your studies, or are feeling unsure about your progress, we are here to help. You can access the support services offered by the University at any time:

Support and Services (including health and wellbeing services, financial support and learning support)
Course planning and administration
Meet with an Academic Adviser

Weekly schedule

WK	Topic	Learning activity
Week 01	Introduction: strategy and tactics in PR	Lecture (1 hr)
Week 01	Introduction: strategy and tactics in PR	Tutorial (1 hr)
Week 02	Organisational goals and communication plans	Lecture (1 hr)
Week 02	Organisational goals and communication plans	Tutorial (1 hr)
Week 03	Excellence in corporate public relations	Lecture (1 hr)
Week 03	Excellence in corporate public relations	Tutorial (1 hr)
Week 04	Grand strategies and contingencies	Lecture (1 hr)
Week 04	Grand strategies and contingencies	Tutorial (1 hr)
Week 05	Developing a messaging strategy	Lecture (1 hr)
Week 05	Developing a messaging strategy	Tutorial (1 hr)
Week 06	Media relations: strategy and tactics	Lecture (1 hr)
Week 06	Media relations: strategy and tactics	Tutorial (1 hr)
Week 07	Dialogic strategies for social media and the web	Lecture (1 hr)
Week 07	Dialogic strategies for social media and the web	Tutorial (1 hr)
Week 08	Strategies for community engagement	Lecture (1 hr)
Week 08	Strategies for community engagement	Tutorial (1 hr)
Week 09	Crisis communication and strategy	Lecture (1 hr)
Week 09	Crisis communication and strategy	Tutorial (1 hr)
Week 10	Strategies for issues management	Lecture (1 hr)
Week 10	Strategies for issues management	Tutorial (1 hr)
Week 11	Strategies for internal communication	Lecture (1 hr)
Week 11	Strategies for internal communication	Tutorial (1 hr)
Week 12	Ethics, persuasion and strategy selection	Lecture (1 hr)
Week 12	Ethics, persuasion and strategy selection	Tutorial (1 hr)
Week 13	Course conclusion	Lecture (1 hr)
Week 13	Course conclusion	Tutorial (1 hr)

Attendance and class requirements

Attendance: Students are expected to attend at least 90% of scheduled classes. The Unit Coordinator will monitor attendance and, where it falls below expectations, may refer the matter to the Associate Dean (or delegated authority) for determination of appropriate academic consequences, which may include additional assessment tasks or other penalties. Students who attend less than 50% of scheduled classes will be automatically referred to the relevant faculty examining body, which will determine whether the student will fail the unit (taking into account any mitigating circumstances).
Preparation: Students should commit to spend approximately three hours’ preparation time (reading, studying, homework, etc.) for every hour of scheduled instruction.

Study commitment

Typically, there is a minimum expectation of 1.5-2 hours of student effort per week per credit point for units of study offered over a full semester. For a 6 credit point unit, this equates to roughly 120-150 hours of student effort in total.

Required readings

Week 1 Introduction: Strategy and tactics in PR

Bernays, E. L. (1947). The engineering of consent. The Annals of the American Academy of Political and Social Science, 250(1), 113–120.

Davidson, S. (2025). Public relations theory: Conceptualising hegemonic communicative power as a continuum between expansive and neutralising strategies. Public Relations Inquiry, 14(2), 203–220. https://doi.org/10.1177/2046147X251326298

Week 2: Organisational goals and communication plans

Hallahan, K. (2015). Organizational goals and communication objectives in strategic communication. In D. Holtzhausen & A. Zerfass (Eds.), The Routledge handbook of strategic communication (pp. 244–266). New York: Routledge.

Harrison, K. (2011). Chapter 8: Introduction to communication plans. In Strategic public relations: A practical guide to success. Palgrave Macmillan.

Week 3: Excellence in corporate public relations

Grunig, L., Grunig, J., & Dozier, D. (2002). Models of public relations. In L. Grunig, J. Grunig, & D. Dozier, Excellent public relations and effective organizations (pp. 306–382). Mahwah, NJ: Lawrence Erlbaum Associates.

Week 4: Grand strategies and contingencies

Botan, C. (2006). Grand strategy, strategy and tactics in public relations. In C. Botan & V. Hazleton (Eds.), Public relations theory II (pp. 223–248). London: Routledge.

Pang, A., Jin, Y., Kim, S., & Cameron, G. T. (2020). Contingency theory: Evolution from a public relations theory to a theory of strategic conflict management. Crisis Communication, 23, 141.

Week 5: Developing a messaging strategy

Werder, K. P. (2015). A theoretical framework for messaging. In D. Holtzhausen & A. Zerfass (Eds.), The Routledge handbook of strategic communication (pp. 269–284). New York: Routledge.

Hobbs, M. (2020). Conflict ecology: Examining the strategies and rationales of lobbyists in the mining and energy industries in Australia. Public Relations Review, Article 101868. https://doi.org/10.1016/j.pubrev.2019.101868

Week 6: Media relations: strategy and tactics

Tsetsura, K. (2021). Public relations as media relations. In C. Valentini (Ed.), Public relations (pp. 141–158). De Gruyter Mouton. https://doi.org/10.1515/9783110554250

Zoch, L. M., & Molleda, J.-C. (2006). Building a theoretical model of media relations using framing, information subsidies, and agenda-building. In C. Botan & V. Hazleton (Eds.), Public relations theory II. Routledge.

Week 7: Dialogic strategies for social media and the web

Kent, M. L., & Taylor, M. (2021). Fostering dialogic engagement: Toward an architecture of social media for social change. Social Media + Society, 7(1), Article 2056305120984462. https://doi.org/10.1177/2056305120984462

Smith, B. G., Golan, G., & Freberg, K. (2023). Influencer relations: Establishing the concept and process for public relations. Public Relations Review, 49(2), 102305.

Week 8: Strategies for community engagement

Hurst, B., Johnston, K. A., & Lane, A. B. (2020). Engaging for a social licence to operate (SLO). Public Relations Review, 46(4), 101931. https://doi.org/10.1016/j.pubrev.2020.101931

Lane, A., & Kent, M. (2018). Dialogic engagement. In K. A. Johnston & M. Taylor (Eds.), The handbook of communication engagement (pp. 61–72). Medford, MA: John Wiley & Sons.

Week 9: Crisis communication and strategy

Benoit, W. L. (2015). Image repair theory in the context of strategic communication. In D. Holtzhausen & A. Zerfass (Eds.), The Routledge handbook of strategic communication (pp. 303–311). New York: Routledge.

Coombs, W. T. (2007). Protecting organization reputations during a crisis: The development and application of situational crisis communication theory. Corporate Reputation Review, 10(3), 163–176. https://doi.org/10.1057/palgrave.crr.1550049

Hobbs, M., & O’Keefe, S. (2024). Agonism in the arena: Analyzing cancel culture using a rhetorical model of deviance and reputational repair. Public Relations Review, 50(1), Article 102420. https://doi.org/10.1016/j.pubrev.2023.102420

Week 10: Strategies for issues management

Heath, R. L., & Ihlen, Ø. (2018). Public relations and rhetoric: Conflict and concurrence. In Ø. Ihlen & R. L. Heath (Eds.), Handbook of organizational rhetoric and communication (pp. 51–66). Malden, MA: Wiley Blackwell.

Ihlen, Ø., & Raknes, K. (2020). Appeals to “the public interest”: How public relations and lobbying create a social license to operate. Public Relations Review, 46(5), 101976. https://doi.org/10.1016/j.pubrev.2020.101976

McKnight, D., & Hobbs, M. (2017). Fighting for coal: Public relations and the campaigns against lower carbon pollution policies in Australia. In B. Brevini & G. Murdock (Eds.), Carbon capitalism and communication: Confronting climate crisis (pp. 115–129). Cham: Palgrave Macmillan.

Week 11: Strategies for internal communication

Marchiori, M., & Sergio, B. (2015). Strategy as communicational practice in organizations. In D. Holtzhausen & A. Zerfass (Eds.), The Routledge handbook of strategic communication (pp. 190–200). New York: Routledge.

Week 12: Ethics, persuasion and strategy selection

Heath, R. L. (2009). The rhetorical tradition: Wrangle in the marketplace. In R. L. Heath, E. L. Toth, & D. Waymer (Eds.), Rhetorical and critical approaches to public relations II (pp. 17–47). New York, NY: Routledge.

Fitzpatrick, K. (2006). Baselines for ethical advocacy in the “marketplace of ideas”. In K. Fitzpatrick & C. Bronstein (Eds.), Ethics in public relations: Responsible advocacy (pp. 2–14). Thousand Oaks: Sage Publications.

Week 13: AI and the Future of PR

Neyazi, T., Ng, S., Hobbs, M., & Yue, A. (2023). Understanding user interactions and perceptions of AI risk in Singapore. Big Data & Society, 10(2).

Learning outcomes

Learning outcomes are what students know, understand and are able to do on completion of a unit of study. They are aligned with the University's graduate qualities and are assessed as part of the curriculum.

Outcomes
Graduate qualities

At the completion of this unit, you should be able to:

LO1. Critically evaluate the effectiveness of diverse corporate communication strategies across various contexts.
LO2. Conduct research and design comprehensive communication plans aligned with organisational objectives.
LO3. Develop targeted public relations tactics that support and reinforce overarching communication strategies.
LO4. Cultivate advanced professional skills for integrated communication and public relations.
LO5. Develop an in-depth understanding of public relations theories to inform best practices and responsible advocacy.

Graduate qualities

The graduate qualities are the qualities and skills that all University of Sydney graduates must demonstrate on successful completion of an award course. As a future Sydney graduate, the set of qualities have been designed to equip you for the contemporary world.

GQ1	Depth of disciplinary expertise Deep disciplinary expertise is the ability to integrate and rigorously apply knowledge, understanding and skills of a recognised discipline defined by scholarly activity, as well as familiarity with evolving practice of the discipline.
GQ2	Critical thinking and problem solving Critical thinking and problem solving are the questioning of ideas, evidence and assumptions in order to propose and evaluate hypotheses or alternative arguments before formulating a conclusion or a solution to an identified problem.
GQ3	Oral and written communication Effective communication, in both oral and written form, is the clear exchange of meaning in a manner that is appropriate to audience and context.
GQ4	Information and digital literacy Information and digital literacy is the ability to locate, interpret, evaluate, manage, adapt, integrate, create and convey information using appropriate resources, tools and strategies.
GQ5	Inventiveness Generating novel ideas and solutions.
GQ6	Cultural competence Cultural Competence is the ability to actively, ethically, respectfully, and successfully engage across and between cultures. In the Australian context, this includes and celebrates Aboriginal and Torres Strait Islander cultures, knowledge systems, and a mature understanding of contemporary issues.
GQ7	Interdisciplinary effectiveness Interdisciplinary effectiveness is the integration and synthesis of multiple viewpoints and practices, working effectively across disciplinary boundaries.
GQ8	Integrated professional, ethical, and personal identity An integrated professional, ethical and personal identity is understanding the interaction between one’s personal and professional selves in an ethical context.
GQ9	Influence Engaging others in a process, idea or vision.

Outcome map

Learning outcomes	Graduate qualities
Learning outcomes

Responding to student feedback

This section outlines changes made to this unit following staff and student reviews.

Student feedback is always taken into consideration to ensure teaching excellence.

Additional information

Assessment 1: Communication Plan

Length: 2000 words
Due: Friday of Week 4

Students are required to prepare a Strategic Communication Plan that could be successfully implemented in the Australian business and legal context. Students must identify a corporation that will act as their “client” (i.e., a case study) for this assessment.

The goal of this assessment is to develop a strategic communication plan applicable to one of the following scenarios:

Publicity: Generate significant public interest in a new product, brand, or service using mostly earned and owned media.
Crisis Communication: Improve a company’s public image following a major crisis such as a product failure, social scandal, or environmental issue.
Corporate Social Activism (CSA): Persuade audiences to support social or environmental movements, political groups, or policies.
Two-Way Communication / Brand Repositioning/Relationship building: Refresh and reposition a product, brand, or service by using market research and dialogic, two-way communication strategies to build and strengthen relationships with key stakeholders, addressing declining relevance, negative perceptions, or shifting audience expectations.
Stakeholder Engagement / Issues Management: Assist a controversial multinational corporation in maintaining mutual understanding with strategic publics, including government regulators, investors, or other stakeholders.
Public Affairs / Issues Management: Influence legislative processes through internal and public lobbying campaigns (for example, working with an industry lobby group).
Corporate Social Responsibility (CSR): Create a CSR campaign that bolsters a company’s reputation through initiatives focused on environmental conservation and/or addressing a social issue. The campaign should demonstrate the organisation’s commitment to making a positive impact on the community in which it operates.
Internal Communication and Employee Engagement: Create an internal communication campaign to enhance employee engagement, align staff with organisational goals, and foster a positive corporate culture.

Once a corporation and scenario have been chosen, students must conduct research into the background, brands, products, publics, and issues relevant to their case study. For example, the database Factiva can be used to locate news coverage of a corporation and is therefore a valuable source of independent information. Annual reports are also an excellent source of information on a corporation’s values, operations, and finances. Primary research (for example, a small-scale survey or focus groups) may also be conducted with classmates and/or members of the public to test message strategies or explore public perceptions. Further guidance on these research methods will be provided in class.

The Communication Plan should be written in professional report format and must include a title page and table of contents. The report should include the following sections.

1. Introductory Information

Executive summary (introduce the organisation, the scenario, and the aims of the plan.

2. Research and Analysis

Background to the problem, issue, scenario, or brand
Situation analysis
Research findings (primary and secondary)

3. Campaign Strategy

Campaign goals and communication objectives (objectives must be measurable)
Publics (stakeholder groups and other relevant audiences)
Key messages (what you want to communicate to strategic publics and whether strategic storytelling is used)
Tactics (outline the PR tactics used to deliver messages and justify their inclusion)
Risk management (anticipated counter-arguments or potential problems)
Ethical considerations
Budgeting (be realistic and source current industry prices)

4. Implementation

Project management and timing (use a Gantt chart)

5. Evaluation and Adjustment

How the effectiveness of messages, media, and outcomes will be measured

6. References

References are not included in the word count.

Use of Theory

This is an industry-focused assessment. Relevant public relations and strategic communication theory should be embedded subtly to inform best practice (for example, in the justification of publics, messaging, and tactics), rather than discussed at length as in an academic essay. See the reading list for relevant academic sources. The tone of the report should be professional and client-facing, while still demonstrating theoretically informed strategic reasoning.

Use of AI Tools
This is an open assessment and the use of generative AI tools is permitted. Any use of AI must be ethical, responsible, and consistent with the University of Sydney’s Academic Integrity Policy. Students must clearly acknowledge and describe any use of AI in their submission, including the name of the tool, how it was used, and which parts of the assessment it contributed to. Students remain fully responsible for the accuracy, originality, and academic integrity of all submitted work. Unacknowledged or inappropriate use of AI may constitute a breach of academic integrity.

This is an industry-focused assessment. Bullet points and tables may be used where appropriate; however, fragmented expression should be avoided. Evidence must be used to support the strategic approach outlined in the Communication Plan. Students are required to provide in-text citations and a reference list using APA 7. Both academic and industry sources are appropriate and encouraged.

All Communication Plans must be submitted via Canvas.

Assessment 2: PR Tactics Presentation

Length: 20 minutes (per group)
Due: During class, Weeks 5–13

In groups of three, students will deliver a 20-minute presentation. This assessment builds on Assessment 1, but focuses on the practical execution of campaign strategy through professional public relations tactics. The presentation concentrates on the specific messages, tactics, and communication materials that would be used in the PR campaign.

For this assessment, groups must select one communication plan produced by a group member in Assessment 1 to serve as the background strategy for the tactics portfolio, or develop a new, group-devised campaign that is not based on any individual Assessment 1 submission. In either case, all tactics must be coherent, mutually reinforcing, and aligned to a single overarching communication campaign.

Student groups should complete 6–9 tactics (at least two per student) for their tactics portfolio. Each student must complete at least two written tactics of approximately 300 words each (for example, media release, media statement, backgrounder, feature article, crisis statement, CEO statement, op-ed, direct-mail letter), and at least one tactic that is not primarily text-based (for example, infographic, video, social media campaign plan, billboard, advertorial design, event plan, webinar plan, photographs, or similar).

Students are expected to read ahead in the Unit Outline and engage with relevant public relations and strategic communication theory that can subtly inform best practice. This may include theories of organisational rhetoric and persuasion, narrative and storytelling, and semiotics (how visual and design elements communicate meaning). While this is an industry-focused assessment, students must be able to explain and justify key strategic and creative choices using appropriate theoretical language. For example, during the presentation students should be able to explain the rhetorical strategy used in a given tactic, or identify a storytelling device that unifies the campaign and fosters engagement.

Each tactic must be clearly attributed to an individual group member in the presentation slides. In addition, during the presentation each student must explicitly identify their own contributions (e.g., “I wrote this media release” or “I designed this infographic”).

The list below provides examples of acceptable tactics. Students may also propose alternative PR tactics in consultation with the Unit Coordinator.

Tactics Portfolio Options

Media release(s) or media statement(s) (approximately 300 words each; groups may develop multiple releases/statements and should consider strategic timing to generate complementary stories across the campaign)
Backgrounder (approximately 300 words)
Fact sheet
Infographic
Pitch email for feature story
Pitch email for placing a speaker or stakeholder on breakfast television or talkback radio (with strategic storytelling)
Profile/feature article for owned media (e.g., website, annual report, About Us section, blog) (approximately 500 words)
Crisis statement for media conference (approximately 400 words)
Q&A talking points for media conference (approximately 400 words)
Rapid response and rebuttal plan (anticipating counter-arguments and specific lines of rhetorical attack from activists, publics, journalists, or competitors, mapping response frames, and providing example holding statements and rebuttals)
Newsletter (approximately 400 words)
Original photographs/images (5)
Media event plan including opening speech notes (approximately 600 words)
Issues pamphlet (Adobe InDesign or equivalent design software)
Direct-mail letter (approximately 300–400 words)
CEO statement (approximately 300 words)
Mission and/or vision statement (approximately 200 words)
Social media campaign plan (for example, platforms, content themes, sample posts, hashtags, distribution approach, and/or influencer engagement and briefing)
30-second social media video
Spot ad for print or online (Adobe InDesign or equivalent design software)
30-second radio advocacy advertisement
Advertorial (Adobe InDesign or equivalent design software)
Stakeholder testimonials (written or video) and distribution plan
Internet memes/GIFs
Billboard (Adobe InDesign/Photoshop or equivalent design software)
Webinar or online Q&A session plan with role-play component
Op-ed article with pitch email
Corporate blog post and content strategy
User-generated content campaign plan
Brand partnership proposal
Digital CSR report or statement in owned media format (approximately 500 words) with distribution plan
Podcast episode concept and run sheet (earned or owned media)
Media/press kit (a package of materials for an event or product launch, which may include items such as a media release, backgrounder, fact sheet, executive bio, images, and/or Q&A)

Proposed Presentation Format

Introduction
Objectives (informational and/or motivational)
Target publics and stakeholders
Key messages (messaging strategy, storytelling, positioning)
Tactics (minimum six, with justification)
Evaluation (how the effectiveness of messages, media, and outcomes will be measured)

As a guide, each group member should speak for approximately 6–7 minutes. The presentation is group work and involves all group members, followed by questions and answers from the class. PowerPoint (or similar software) must be used, with PR tactics embedded into the slides. While the presentation is time-limited, students must be sufficiently prepared to answer questions about their hypothetical campaign. Groups should rehearse their presentations prior to delivery.

Interpersonal conflicts or concerns regarding group contributions must be brought to the attention of the Unit Coordinator before the presentation. Where group members have not sufficiently contributed, students may be allocated an alternative assessment item and/or marked on an individual basis.

The final numerical score will reflect the quality of the presentation (public speaking, structure, professionalism, visual design) and the quality of the PR tactics (creativity, professionalism, strategic coherence, and potential effectiveness).

Use of AI Tools
This is an open assessment and the use of generative AI tools is permitted. Any use of AI must be ethical, responsible, and consistent with the University of Sydney’s Academic Integrity Policy. Students must clearly acknowledge and describe any use of AI in their presentation and materials, including the name of the tool, how it was used, and which parts of the assessment it contributed to. Students remain fully responsible for the originality, accuracy, and integrity of all submitted and presented work. Unacknowledged or inappropriate use of AI may constitute a breach of academic integrity.

Assessment 3: Knowledge Test (In-semester test)

Length: 50 multiple-choice questions (60 minutes)
Due: Week 8

This assessment is an in-semester in-class knowledge test designed to evaluate students’ understanding of key concepts, theories, and applied examples introduced in the first half of the unit.

The test will consist of 50 multiple-choice questions and will be conducted the Exams Office. The test will primarily focus on content from the prescribed readings from Weeks 1–7 but may also cover selected concepts and ideas presented on lecture slides during class time. Student’s will be notified regarding the time and place of this test in due course.

The purpose of this assessment is to ensure students are engaging with core theoretical frameworks, terminology, and foundational debates in public relations and strategic communication, and can apply this knowledge to practical scenarios.

Assessment 4: Essay

Length: 1500 words
Due: Monday of Week 13

A series of essay questions will be released via Canvas on Friday of Week 11. Students must answer one question only.

The essay requires students to develop a sustained, critical, and theoretically informed argument in response to the chosen question. Essays should demonstrate a strong understanding of relevant public relations and strategic communication theory and apply this theory to contemporary professional practice and/or case examples.

Essays must be written in an academic style and include appropriate in-text citations and a reference list using APA 7th edition. References are not included in the word count.

All essays must be submitted through Canvas.

Assessment 5: Tutorial Participation

Students are expected to actively participate in weekly tutorials and associated practical activities.

During the first six weeks of semester, students will complete a series of common public relations practice exercises in tutorials. These may include activities such as drafting media lists, media releases, backgrounders, talking points, speech notes, and other applied writing tasks. These exercises are designed to build core professional skills and to prepare students for the major assessment tasks in the unit.

Students must post their completed weekly exercises to the Canvas discussion board. At the end of semester, students will compile their discussion board posts into a single Word document and upload this file to Canvas for assessment.

Tutorial participation will be assessed on the basis of:

The quality of the submitted discussion board exercises
Evidence that each set task has been completed
Active participation in in-class discussions and activities (for example, contributing to group discussions, responding to questions, and engaging with peer work)

Marks are awarded cumulatively across the semester based on consistency, engagement, and the standard of work, rather than on attendance alone.

Disclaimer

Important: the University of Sydney regularly reviews units of study and reserves the right to change the units of study available annually. To stay up to date on available study options, including unit of study details and availability, refer to the relevant handbook.

To help you understand common terms that we use at the University, we offer an online glossary.

Current students

Overview

Overview

Unit details and rules

Teaching staff

Assessment

Assessment

Assessment summary

Assessment criteria

Use of generative artificial intelligence (AI)

Late submission

Academic integrity

Learning support

Learning support

Simple extensions

Special consideration

Using AI responsibly

Support for students

Weekly schedule

Weekly schedule

Attendance and class requirements

Study commitment

Required readings

Learning outcomes

Learning outcomes

Graduate qualities

Outcome map

Responding to student feedback

Responding to student feedback

Additional information

Additional information

Assessment 1: Communication Plan

Assessment 2: PR Tactics Presentation

Assessment 5: Tutorial Participation

Disclaimer

On this page

Useful links

MECO6908: Strategy Selection in Corporate PR

Semester 1, 2026 [Normal day] - Camperdown/Darlington, Sydney

Overview

Overview

Unit details and rules

Teaching staff

Assessment

Assessment

Assessment summary

Assessment criteria

Use of generative artificial intelligence (AI)

Late submission

Academic integrity

Learning support

Learning support

Simple extensions

Special consideration

Using AI responsibly

Support for students

Weekly schedule

Weekly schedule

Attendance and class requirements

Study commitment

Required readings

Learning outcomes

Learning outcomes

Graduate qualities

Outcome map

Responding to student feedback

Responding to student feedback

Additional information

Additional information

Assessment 1: Communication Plan

Assessment 2: PR Tactics Presentation

Assessment 5: Tutorial Participation

Disclaimer

On this page

Useful links