Public Relations Strategy: Issues and Crisis Management (9038.3)
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|0.125||3||Faculty Of Arts And Design|
|Discipline||Study level||HECS Bands|
|Discipline Of Communication And Media||Level 3 - Undergraduate Advanced Unit|| Band 4 2021 (Commenced After 1 Jan 2021)
Band 4 2021 (Commenced After 1 Jan Social Work_Exclude 0905)
Band 5 2021 (Commenced Before 1 Jan 2021)
Learning outcomesOn 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 attributes1. 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
PrerequisitesMust have passed 9029 Public Relations Planning and Practice and must have passed 7130 Public Relations Writing OR 9497 Public Relations Writing.
Incompatible unitsRestrictions: This unit is not open to students who have passed 7132 Public Relations Strategy.
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Required readings on Canvas.
Students are urged to regularly attend and participate in all structured time: lectures AND workshops. This is because participation through attendance is an important and significant component of learning design. Not only is this relevant to the gaining of knowledge and skills appropriate to this particular subject but it also applies to your degree as a whole.
From our experience, there is a significant link between a student's attendance/participation, and the quality of their learning outcomes demonstrated by the submitted assessable project components.
Required IT skills
Normal computing and word processing skills.
Work placement, internships or practicums