Public Relation Theory & Practice

Teaching two Public Relations Theory & Practice courses at the University of South Australia (Adelaide) provided an opportunity to introduce undergraduate students in Marketing, Media, Communications, and Business programs to the dynamic world of public relations and skills needed to become ethical and effective communicators. The course offered foundational knowledge of the PR industry, including its historical evolution and how organisations engage audiences, influence attitudes, and build and manage reputation.

In my role, I facilitated face-to-face tutorials to help students identify target publics and stakeholders, analyse communication strategies, research methods, sector roles, and apply PR principles across print and digital media. Students explored theories and techniques underpinning ethical and strategic practices, with teaching emphasising reputation and crisis management, and ways to meaningfully engage audiences. For example, weekly topics included:

• Introduction to Public Relations

• A Brief History of Public Relations

• Public Relations as a Profession

• Publics & Stakeholders

• Public Relations Theory

• Research & Planning for PR

• Crisis Communication

• Public Relations Strategies

• Public Relations Tactics

• Public Relations for the Government Sector

• Public Relations for the Private Sector

• Public Relations for the Not-For-Profit Sector

In addition, three assessments required students to submit a 1,350-word reflective essay applying public communication concepts and professional writing techniques; an 1,800-word critical essay analysing how course material and research inform public relations practices and communication theories in professional contexts; and a digital presentation with voice-over analysing a current campaign to exemplify real-world practices from the private, not-for-profit, or government sector.

Working collaboratively with the teaching team, I supported assessment grading with developmental feedback, curated weekly content, and refined presentation materials to enhance learning. In addition, pre-recorded lectures prepared students for tutorials, where concepts were conveyed through discussion, activities, and one-to-one or group mentoring.

Drawing on my professional experience, particularly across wine and tourism, I connected theory with real-world practice to demonstrate and support learning outcomes for professional development.