Public Relations Planning and Practice (9029.4)
|Available teaching periods||Delivery mode||Location|
|View teaching periods|
|0.125||3||Faculty Of Arts And Design|
|Discipline||Study level||HECS Bands|
|Discipline Of Communication And Media||Level 3 - Undergraduate Advanced Unit|| Band 2 2021 (Commenced Before 1 Jan 2021)
Band 4 2021 (Commenced After 1 Jan 2021)
Band 4 2021 (Commenced After 1 Jan Social Work_Exclude 0905)
Learning outcomesOn completion of this unit, students 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; and
6. Manage, and budget for, public relations activities and events at beginning practitioner level.
Graduate attributes1. UC graduates are professional - display initiative and drive, and use their organisation skills to plan and manage their workload
1. UC graduates are professional - use creativity, critical thinking, analysis and research skills to solve theoretical and real-world problems
3. UC graduates are lifelong learners - adapt to complexity, ambiguity and change by being flexible and keen to engage with new ideas
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 - evaluate and adopt new technology
2. UC graduates are global citizens - make creative use of technology in their learning and professional lives
2. UC graduates are global citizens - behave ethically and sustainably in their professional and personal lives
Prerequisites7130 Public Relations Writing OR 9497 Public Relations Writing
Incompatible unitsThis unit is not open to students who have passed 7131 Public Relations Practice
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Tench, R. and Yeomans, L. (2014). Exploring Public Relations, 3rd ed., Pearson Education, Harlow, England.
Mahoney, J. (2013). Public Relations Writing, 3rd ed., Oxford University Press, Melbourne.
Additional key readings will be listed on Moodle, as needed.
There is an expectation that students will attend and participate in all structured time: lectures, and tutorials. This is because participation through attendance is an important and significant component of learning. Not only is this relevant to gaining knowledge and skills appropriate to this unit but it also applies to your degree as a whole.
From our experience, a student's attendance/participation in structured time is significantly linked to the quality of their learning outcomes demonstrated by the submitted assessable project components.
Required IT skills
Required IT skills and equipment
Normal computing and word processing skills.
Students are expected to be able to send emails, use Moodle, use the library catalogue, use search functions such as Google, and bring along their own Internet enabled computing device to each tutorial.
Use of smartphone or tablet to record videos; use of Youtube to upload and publish video.
- It is the responsibility of students to provide a suitable Youtube account for assignment one purposes. To protect your privacy please publish the video as Unlisted (see Info and Settings). This will ensure only those provided with the video url will be able to view the work.
- Youtube is not a University owned and operated platform, therefore, changes may be made to learning or assessment materials at late notice as a consequence of changes to content or access to the social media platform.
- It is not the responsibility of the Unit Convener to resolve IT issues beyond the University's control.
- Due to past issues with uploading of assignments students are advised not to use the Safari browser. Please use Chrome as your preferred browser to access Moodle.
- For issues with Moodle please access the resources and help available through Student Help in the first instance.
- If you are experiencing problems uploading assignments, ITM is a useful place to look for university IT outages and problems. Place a notice on Chatspace that there is a problem and email IT. Do not email the Unit Convenor. URL http://www.canberra.edu.au/about-uc/itm-notifications/frequently-asked-questions
Work placement, internships or practicums
This unit deals with significant professional practice specialisations, most of which you'll need to work with from your first year out of university, or in your internship. Passing the unit requires engagement with the subject matter and in structured time.
For late submissions without approved extensions the following UC Assessment Policy and Procedure will apply: 9.12.39
When a student does not submit an assessment task on or before the due date and time, their mark will be reduced by five percentage points per day from the total mark available (e.g. if an assessment was submitted three days late a mark of 70% would be reduced to 55%, or put another way, if a student was awarded 21 out of 30 and submitted three days late their mark would be reduced to 16.5 out of 30), up to a maximum of seven days at which time the assignment will no longer be accepted, unless there are approved extenuating circumstances.