Public Relations Practice (7131.4)
|Level:||Level 3 - Undergraduate Advanced Unit|
|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:
- Version 1 - Start Date: 01/07/2006 End Date: 31/12/2006
- Version 2 - Start Date: 01/01/2007 End Date: 31/12/2008
- Version 3 - Start Date: 01/01/2009 End Date: 31/12/2010
- Version 4 - Start Date: 01/01/2011 End Date: 31/12/2012
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.
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.
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.