COM239 Relationship Management (8)

This subject explores the art of relationship building and its use to gain competitive advantage through initiating, developing, maintaining and terminating a range of relationships in professional practice contexts. It explores in detail the critical role effective relationships have in public relations, through exploring both the theory and practice. This subject also explores the interpersonal skills necessary to build relationships, including the art of listening, negotiation and persuasion, clear personal and written communication and to develop professional practice relationships.


Session 1 (30)
On Campus
Bathurst Campus
Bathurst Campus

Continuing students should consult the SAL for current offering details: COM239. Where differences exist between the Handbook and the SAL, the SAL should be taken as containing the correct subject offering details.

Subject Information

Grading System



One session


School of Communication and Creative Industries

Assumed Knowledge

It is assumed that students will have completed several introductory public relations specialisation subjects prior to enrolling in this subject.

Learning Outcomes

Upon successful completion of this subject, students should:
  • be able to describe the relational theoretical position;
  • be able to explain of relationships within public relations practice and identify relationships within contemporary practice;
  • be able to develop strategic communication to facilitate the identification, cultivation and maintenance of relationships in a range of practice contexts; and
  • be able to analyse the characteristics and nature of professional practice relationships.


This subject will cover the following topics:
  • Theoretical perspectives on managing relationships in contemporary communication, business and media contexts
  • Methods and activities applied to relationship development, cultivation and facilitation, both off and online
  • Formative and evaluative research
  • Strategic counsel and advice
  • Engagement strategies for building local, national and international relationships
  • The architecture of listening

Indicative Assessment

The following table summarises the assessment tasks for the online offering of COM239 in Session 1 2020. Please note this is a guide only. Assessment tasks are regularly updated and can also differ to suit the mode of study (online or on campus).

Item Number
Value %
Self-reflection on personal values
Building and maintaining effective relationships
Strategic plan

The information contained in the CSU Handbook was accurate at the date of publication: May 2021. The University reserves the right to vary the information at any time without notice.