Public Relations Strategy: Issues and Crisis Management (9038.3)

This unit examines the processes involved in developing and implementing a strategic public relations plan that will help an organisation to achieve its goals and includes the role of senior public relations counsellors in advising management on communication strategy. A strategic planning project and case history-based exercises provide students with practical, hands-on experience of working as a member of a project team to analyse the communication needs of an organisation and develop and implement communication strategies and tactics to address them.

Learning outcomes

On completion of this unit, students will be able to:
1. Analyse the communication needs of an organisation, including identifying issues;
2. Write a public relations strategy;
3. Manage crisis communication;
4. Manage the implementation of a public relations plan; and
5. Plan an effective evaluation process for the strategy.

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
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
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
2. UC graduates are global citizens - understand issues in their profession from the perspective of other cultures
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 - be self-aware
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

Must have passed 9029 Public Relations Planning and Practice and must have passed 7130 Public Relations Writing OR 9497 Public Relations Writing.

Corequisites

None.

Incompatible units

Restrictions: This unit is not open to students who have passed 7132 Public Relations Strategy.

Equivalent units

None

Assumed knowledge

None.