Digital PR and Media Relations (9034.4)

This unit explores public relations within the context of the changing media landscape. It examines the development of theories and ideas that inform and are informed by the changing patterns of media usage, including digital communication, and the theories and ethics surrounding the journalism/public relations juncture. The unit gives students opportunities to practise their writing and media relations skills in real-life scenarios.

Learning outcomes

On completion of this unit students will be able to:
1. Locate different types of media within their cultural, social and economic contexts, and critically analyse the ethical role of public relations within these environments;
2. Demonstrate a conceptual and practical understanding of the drivers and processes of different types of media, illustrated through appropriate, tailored oral and written communication;
3. Demonstrate an understanding of the changing media environment and the ability to develop and deliver appropriate public relations responses using excellent oral, written and technical skills; and
4. Work with others, develop respectful relationships and recognise and develop tailored news angles for a variety of different media.

Graduate attributes

1. UC graduates are professional - communicate effectively
1. UC graduates are professional - display initiative and drive, and use their organisation skills to plan and manage their workload
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
2. UC graduates are global citizens - behave ethically and sustainably in their professional and personal lives
2. UC graduates are global citizens - communicate effectively in diverse cultural and social settings
2. UC graduates are global citizens - make creative use of technology in their learning and professional lives
2. UC graduates are global citizens - think globally about issues in their profession
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 - evaluate and adopt new technology
3. UC graduates are lifelong learners - reflect on their own practice, updating and adapting their knowledge and skills for continual professional and academic development

Prerequisites

None

Incompatible units

None

Equivalent units

None

Assumed knowledge

None