COM530 Responsibility, Reputation and Stakeholder Relations (16)


This subject examines the operating environment for public and private organisations, including societal trends and expectations of transparency and social responsibility. It critically examines challenges facing organisations, such as sustainability, engagement, reputation and gaining competitive advantage. It explores methods used by organisations to identify, meet and manage stakeholder expectations. The program includes public relations and marketing communication, community engagement and consultation, issues and reputation management, ethics systems, lobbying and public affairs.

+ Subject Availability Modes and Location

Session 1
Distance*Bathurst Campus
*This subject offering contains a residential school. Please view following information for further details.
Continuing students should consult the SAL for current offering details: COM530
Where differences exist between the Handbook and the SAL, the SAL should be taken as containing the correct subject offering details.

Subject information

Duration Grading System School:
One sessionHD/FLSchool of Communication and Creative Industries

Enrolment restrictions

Not available to students who have completed subject COM512.
Incompatible subject(s)

Learning Outcomes

Upon successful completion of this subject, students should:
- be able to identify the origins of pressures on organisations to demonstrate transparency and take responsibility for their impact on society and the environment
- be able to critically evaluate trends and challenges in transparency and social responsibility, and the place of social and environmental issues on organisational agendas in the public and private sectors
- be able to critically evaluate organisational communication strategies to identify and address stakeholder issues
- be able to critically evaluate strategies employed by organisations to address issues of transparency and responsibility, reputation management, and competitive advantage
- be able to demonstrate an ability to develop strategy that focuses organisational communication effort to support organisational objectives
- be able to demonstrate an ability to analyse situations, develop objectives and present strategic communication plans


The subject will cover the following topics:
- Social and environmental trends and expectations: societal and organisational imperatives
- Corporate Social Responsibility, corporate citizenship and organisational sustainability
- Ethics, organisational ethics and ethical communication
- The roles of public relations in organisational strategy: issues, reputation and relationships
- Stakeholder communication: consultation, engagment and adaptation
- Strategic communication planning; processes and models
- Cause related marketing, philanthropy and sponsorships
- Marketing communication: marketing public relations, branding and advertising, customer relationship management
- Influence: public affairs and lobbying

Residential School

This subject contains a optional 2 day residential school. The Residential School is used to review learning, analyse real cases, and explore current issues.


The information contained in the 2016 CSU Handbook was accurate at the date of publication: 06 September 2016. The University reserves the right to vary the information at any time without notice.