University of Technology Sydney

52660 Emergent Public Relations

Anti-requisite(s): 54042 Principles of Public Relations AND 58117 Principles of Public Relations


Public relations practitioners operate in a communication landscape that is increasingly dynamic, brought about by emerging platforms of communication and changing expectations of industries, organisations and their stakeholders. This subject introduces students to principles, models, and conceptual frameworks in public relations practice that explain the strategic role that communication practitioners play in different sectors such as government, corporate, and not-for-profit. Guided by theory, students examine domestic and international public relations campaigns to learn how sustainable and strategic relationships between organisations and their broader communities are developed. They learn about the relationship between public relations and other media practitioners in co-creating communication messages that address social issues, inform public opinion, and enact change. Students collaborate to examine public relations’ influence in news story development by analysing newsworthiness of media stories. They conduct research in developing communication plans and writing media releases in traditional and social media formats.

Typical availability

Autumn session, City campus

The subject is usually offered in these sessions. To confirm availability check the UTS Timetable Planner.

Detailed subject description.

Access conditions

Note: The requisite information presented in this subject description covers only academic requisites. Full details of all enforced rules, covering both academic and admission requisites, are available at access conditions and My Student Admin.