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Public Relations Practice (7131.4)

Level: Level 3 - Undergraduate Advanced Unit
Credit Points: 6
HECS Bands:

Faculty: Faculty of Arts and Design
Discipline: Discipline of Journalism & Communication Studies




    This unit is no longer offered. Information may be available for Units in the following years:


    Students will examine the specialist contexts in which public relations is practised: corporate communication and public affairs; lobbying; interest, community group and not-for-profit communication; financial public relations; corporate social responsibility and ethics; crisis communication; professional counsel; and campaign management.
    Students are introduced to issues analysis as the basis for identifying organisational communication needs. Assignments include real public relations tasks, and the preparation of a portfolio based on practical exercises taken from award-winning cases to further develop professional skills.

    Learning Outcomes

    On completion of this unit, student will be able to:

    1. understand the professional contexts in which public relations is practised;

    2. demonstrate knowledge of public relations specialities;

    3. analyse the communication needs and practices of different organisations in the public, private and not-for-profit sectors;

    4. competently apply public relations methods, tools and techniques;

    5. write for various public relations tasks;

    6. manage, and budget for, public relations activities and events at beginning practitioner level.

    Contact Hours

    Four and a half hours per week in Weeks 2 to 14; One and a half hours per week in Weeks 1 and 15.


    Public Relations Writing.

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