Public Relations Writing (9497.2)

Please note these are the 2018 details for this unit
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Public Relations Writing
Available teaching periods Delivery mode Location
View teaching periods
EFTSL Credit points Faculty
0.125 3 Faculty Of Arts And Design
Discipline Study level HECS Bands
Discipline Of Communication And Media Level 1 - Undergraduate Introductory 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)
Students will learn the professional writing skills expected of a beginning public relations practitioner. They will examine the different approaches required for the production of material specific to various communication environments, target publics and media.

Learning outcomes

On successful completion of this unit, students will be able to:
1. Access and evaluate information: identify information for inclusion in public relations materials; analyse, summarise and apply information to specific public relations activities;

2. Think critically: analyse basic public relations situations to generate creative solutions to communication opportunities; assess the application of different public relations approaches to various communication environments, target publics and media;
3. Apply knowledge: explain the contexts to which different public relations approaches are applied; synthesise and integrate information in to appropriate written formats; and
4. Communicate effectively: apply clear, concise and accurate writing techniques to producing public relations materials.


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 - 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 - 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 - 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 - reflect on their own practice, updating and adapting their knowledge and skills for continual professional and academic development
2. UC graduates are global citizens - understand issues in their profession from the perspective of other cultures


Prerequisites

None

Incompatible units

7130 Public Relations Writing.

Equivalent units

7130 Public Relations Writing.

Assumed knowledge

None
Year Location Teaching period Teaching start date Delivery mode Unit convener
Not available

Required texts

Core text for this unit (available at the Co-Op Bookshop):

Smith, R. D. (2017). Becoming a Public Relations Writer (5th ed.). New York, NY: Routledge.

 

You will also find this a useful resource for writing in this unit and others:

Fogarty, M. (2011). Grammar Girl Presents the Ultimate Writing Guide for Students. New York, NY: St Martin's Griffin.

 

Additional Required Readings are listed on the Weekly Modules and are available from the Reading List on the UC Learn (Canvas) site .

Participation requirements

Failure to attend tutorials in Week 5 and 6 will result in the award of a zero grade for the In-class Media Release & Editing (A1) assessment. Exceptions will only be possible if you have an approved Assignment Extension application.

Students are also required to participate as an audience member in the Discussion Panel (A2) assessment held in tutorials Wk 7, 9, 10, 11 and 12. Participation in the discussion and asking questions of panel members across the various weeks forms part of the assessment and is included in the marking criteria for this assessment.

Required IT skills

Required IT skills

  • Normal computing and word processing skills.
  • Students are expected to be able to send emails, use Canvas, use the library catalogue, use search functions such as Google.
  • Use of Canvas' Peer Review function will be required as part of the In-class Media Release + Editing (A1) assessment. Use of this tool will be covered in tutorials.

Work placement, internships or practicums

None.