Organisational Storytelling: Producing Earned and Owned Media (12083.1)

This unit introduces you to the art and strategy of storytelling on behalf of an organisation. The unit explores how organisations produce content to help them achieve their goals and communicate with internal and external audiences. You¿ll learn how to develop effective and ethical communication that reflects an organisation's identity, voice, and values. Additionally, you will discover how to strategically leverage earned media to build the organisation's reputation and strengthen relationships with its publics. By the end of the unit, you will have practical experience crafting written, visual, and multimedia content for a range of organisational uses.

Learning outcomes

Upon successful completion of this unit, students will be able to:
1. Analyse the strategic and ethical use of storytelling by organisations to achieve their goals, manage their reputation and maintain stakeholder relationships;
2. Apply theoretical knowledge and professional communication skills to create compelling content that aligns with an organisation¿s strategic objectives, voice and identity;
3. Collaborate to evaluate, revise, and publish high-quality stories and materials across a range of print and digital platforms; and
4. Develop media strategies and communication materials to engage with journalists, influencers, and key opinion leaders to gain earned media.

Graduate attributes

1. UC graduates are professional - communicate effectively
1. UC graduates are professional - employ up-to-date and relevant knowledge and skills
1. UC graduates are professional - take pride in their professional and personal integrity
1. UC graduates are professional - use creativity, critical thinking, analysis and research skills to solve theoretical and real-world problems
1. UC graduates are professional - work collaboratively as part of a team, negotiate, and resolve conflict
2. UC graduates are global citizens - adopt an informed and balanced approach across professional and international boundaries
3. UC graduates are lifelong learners - reflect on their own practice, updating and adapting their knowledge and skills for continual professional and academic development
3. UC graduates are lifelong learners - adapt to complexity, ambiguity and change by being flexible and keen to engage with new ideas
4. UC graduates are able to demonstrate Aboriginal and Torres Strait Islander ways of knowing, being and doing - use Indigenous histories and traditional ecological knowledge to develop and augment understanding of their discipline

Prerequisites

None.

Corequisites

None.

Incompatible units

None.

Equivalent units

None.

Assumed knowledge

None.