Aims

• To broaden understanding of the complexities of communicating across borders and through cultures within the NGO sector.

• To become knowledgeable about how public relations has developed and is practiced in other countries by critically assessing a public relations campaign.


• To deploy a range of techniques for PR campaign planning in an international, cross-cultural context.

• To articulate a creative, culturally, politically, and legally appropriate response to a PR brief.


This module will build on students' knowledge of strategic PR planning, media law, culture, society and politics in a global context they acquire in MCH8065 in Semesters 1 and will enable them to reflect on the expertise and skills they gain from MCH8060 taught in Semester 2.

At the end of the module, students will be required to submit a proposal outlining an international communications campaign in response to a brief from an NGO operating overseas. Individually, students will be required to submit a debate report evaluating the impact of the political system, media system, economic system and other variables on the development and practice of PR abroad.

Outline Of Syllabus

• Role of PR in NGO management
• PR in developing countries
• Client briefing
• Big Ideas
• How to write a PR proposal
• Competitive PR pitches
• Globalising strategies, localising tactics
• International media relations
• Alternative communication channels
• Measurement and evaluation in PR

Teaching Rationale And Relationship

The online interactive learning materials will focus on the examination and analysis of PR case studies within a variety of cultural and political contexts with the emphasis on the voluntary sector. To foster curriculum internationalisation and develop students’ global perspectives of the discipline, some of the sessions will be supported by guest speakers, including academics and PR practitioners from overseas.
Scheduled group-led sessions will give students the opportunity to critically reflect on the extent of the theory application in their campaigns planning.
The Guided Independent Study time will be dedicated to students’ work on their campaigns planning and group pitches delivery with guidance from tutors provided via Discussion Forums on Canvas.
The assessment strategy will be presented to students as a valuable PR experience that could serve as a showcase for future employment. It will give students the opportunity to apply their knowledge of and skills in PR through the completion of a report outlining differences in PR practice globally as well as through the delivery of a creative PR campaign proposal aimed at international publics.This will enhance their critical thinking, strategic planning and cross-cultural communication skills.

Assessment Rationale And Relationship

The assessment will be divided into two parts related to the project delivered by students.

In groups, students will be rewarded for their ability to deliver a creative and persuasive PR proposal with accompanying presentation slides in response to a client‘s brief (K1, K2, K3, S1, S2, S3, S4).

The proposal will be supported by individually written debate report outlining variations in PR practice in different political and cultural contexts. Students will be marked on their ability to identify relevant variables (political, cultural, economic) and critically assess their impact on public relations practice as well as offer recommendations for its future development. (K2, K3, S1, S2).