Principles of Public Relations (8123.3)
|Level:||Undergraduate Second Year Level|
|Faculty:||Faculty of Arts and Design|
|Discipline:||Discipline of Communication|
This unit is no longer offered. Information may be available for Units in the following years:
- Version 1 - Start Date: 01/01/2009 End Date: 31/12/2010
- Version 2 - Start Date: 01/01/2011 End Date: 31/12/2012
- Version 3 - Start Date: 01/01/2013 End Date: 01/01/2013
The unit will extend the 1st year professional Major units by examining the communication principles that specifically underpin modern public relations practice. Students will study the current public relations practice paradigm (eg, Grunig, et al.; Seitel; Cutlip, et. al.) and the more recent arguments of critical scholars (eg, Heath; Motion and Leitch; Roper; Gregory; Fawkes; Moloney). The unit applies a case teaching method, using actual professional practice examples, to analyse the principles of informative and persuasive messaging; target public identification; the importance of public opinion to professional practice; and how professional ethics impact on practice.
1. Be able to express knowledge, ideas, arguments and opinions regarding Public Relations principles and practice in both oral and written form with confidence and clarity; actively listen and respond to the ideas of others; and create and present new ideas (this outcome addresses Graduate Attribute 1).
2. Be able to identify and analyse problems relating to Public Relations principles and practice, applying creative and critical problem solving methods (this outcome addresses Graduate Attribute 4).
3. Have a thorough understanding of ethical considerations in relation to Public Relations practice, and an appreciation of relevant social and cultural considerations (this outcome addresses Graduate Attributes 7 and 8).
4. Demonstrate a capacity to work with others, respect for personal differences, independence of thought, and confidence to challenge existing ideas (this outcome addresses Graduate Attributes 5 and 10).
3 hours per week.