AMU3070 Public Relations: Cases and approaches
Faculty of Arts
AMU3070 Public Relations: Cases and approaches is a level 3, 6-credit-point, undergraduate unit from the Faculty of Arts, offered in 2026 in Semester 2 at Malaysia. It needs AMU1010.
- Credit points
- 6
- Offered in 2026
- Semester 2
- Malaysia
- Assessment
- No exam
- 4 tasks
- Workload
- 144 hours
- per semester
This is the 2026 handbook entry. See the 2027 entry.
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Requisites
Before AMU3070
Prerequisites
Pass these before you enrol.
After AMU3070
No unit lists AMU3070 as a prerequisite in the 2026 handbook.
Enrolment rules
Prerequisites: Twelve credit points of first-year Arts units.
Overview
This unit will introduce you to various contemporary practical challenges faced by the public relations and communications industry in a globalising world. You will be exposed to real life public relations cases that reveal how socio-political and cultural dynamics impact on public communication approaches and practices in a digitally-mediated world. You will learn how to develop appropriate strategies to address the challenges posed by political, cultural and social factors that shape the environment in which public relations practitioners work. In addition to developing advanced practical skills needed in the industry, you will also learn how to integrate ethical considerations into public relations approaches and practices.
Offerings in 2026
| Teaching period | Campus | Mode |
|---|---|---|
| Second semester | Malaysia | On campus |
Assessment
- Reflective writingWritten20%
- Case studyWritten40%
- Case studyWritten30%
- Presentation10%
Assessment details may change. Please refer to the assessment information in Moodle closer to the start of the teaching period.
Learning outcomes
When you finish this unit, you should be able to:
- 1
Understand potential challenges faced by public relations practitioners in the current social and political climate;
- 2
Identify culturally appropriate strategies to communicate issues in a restrictive political climate;
- 3
Design a public relations campaign for a specified issue taking into account intercultural and political perspectives;
- 4
Demonstrate effective group/team work by contributing to the planning, research and analysis of a group project;
- 5
Formulate and structure a logical and coherent argument that is well supported by relevant evidence;
- 6
Communicate perceptively, effectively and with cultural sensitivity;
- 7
Demonstrate ethical values as responsible and effective global citizens.
Workload and teaching
- Lectures12 hours
- Tutorials24 hours
- Teaching approachActive learning
Minimum total expected workload to achieve the learning outcomes for this unit is 144 hours per semester typically comprising a mixture of scheduled learning activities and independent study. Scheduled activities may include a combination of teacher directed learning, peer directed learning and online engagement.
Where it fits
AMU3070 is part of 2 areas of study in the 2026 handbook.
Contacts
- Chief Examiners
- Dr Rizwanah Souket Ali
- Unit Coordinators
- Dr Rizwanah Souket Ali
Common questions
What are the prerequisites for AMU3070?
You need AMU1010 before you enrol. Enrolment rules also apply.
When is AMU3070 offered?
In 2026, AMU3070 runs in Semester 2 at Malaysia.
How much work is AMU3070?
The handbook expects about 144 hours of study across the semester. No students have rated its difficulty yet.
Does AMU3070 have an exam?
No. AMU3070 has 4 assessment tasks and no exam.
Which majors and minors include AMU3070?
AMU3070 is part of Strategic public relations and Strategic public relations .