Handbook : Unit informationEdith Cowan University

Faculty of Education and Arts

School: Communications and Arts

This unit information may be updated and amended immediately prior to semester. To ensure you have the correct outline, please check it again at the beginning of semester.

• Unit Title

  Public Relations Strategies

• Unit Code

  CMM5180

• Year

  2015

• Enrolment Period

  1

• Version

  1

• Credit Points

  20

• Full Year Unit

  N

• Mode of Delivery

  On Campus
  

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Description

This unit will introduce the strategic role of public relations in applying communication techniques in different settings to reach effective outcomes. Students will use information gathering and analysis as the foundation for communication planning and implementation. The unit also examines financial and budgetary aspects of public relations management as well as the ethical and social ramifications of public relations practice.

Learning Outcomes

On completion of this unit students should be able to:

1. Analyse and evaluate the role and application of public relations theory and practice in the commercial and public sectors.
2. Compare the characteristics of the main areas of public relations practice, including the public relations' role in addressing and responding to sustainability and cross-cultural issues.
3. Construct basic public relations plans to meet the requirements of actual organisations and situations while considering cultural and social needs of the audience.
4. Develop and apply problem-solving, decision-making and creativity skills in public relations activities.
5. Identify, analyse, and act on ethical and risk issues relevant to public relations practice.

Unit Content

1. Communication planning and development of persuasive messages and their implementation.
2. Creativity, problem-solving, decision-making and project management individually and in teams.
3. Ethics, risks, issues and crises as they apply to the field of public relations.
4. Public relations research, measurement and evaluation.
5. Relevant theories and principles from public relations, communication and the social sciences, and their application in PR practice.
6. The characteristics of public relations practice in the corporate, government, consulting and not-for-profit sectors.
7. The history and development of public relations as a discipline.

Additional Learning Experience Information

Lectures covering a variety of public relations specialties. Tutorials, including real life case studies. Assessments, requiring individual consideration of professional ethics and group work on community based organisations. Readings and research on current public relations activities and outcomes.

Assessment

GS1 GRADING SCHEMA 1 Used for standard coursework units

Students please note: The marks and grades received by students on assessments may be subject to further moderation. All marks and grades are to be considered provisional until endorsed by the relevant Board of Examiners.

Text References

• ^ Harrison, K. (2011). Strategic public relations: A practical guide to success. South Yarra: Palgrave MacMillan.
• Cutlip, S., Center, A., & Broom, G. (2006). Effective public relations. (9th ed.). London, United Kingdom: Prentice Hall.
• Guth, D. & Marsh, C. (2006). Public relations: A values-driven approach. (3rd ed.). Boston< MAS: Pearson Education.
• Heath, R. (2001). Handbook of public relations. Essex, United Kingdom: Pearson Education Limited.
• Tench, R., & Yeomans, L. (2006). Exploring public relations. Essex, United Kingdom: Pearson Education Limited.
• Wilcox, D., & Cameron, G. (2008). Public relations: Strategies and tactics. (9th ed.). Boston, MAS: Pearson Education.

Journal References

• Asia Pacific Public Relations Journal.
• Corporate Communications.
• Journal of Communications Management.
• Journal of Public Relations Research.
• PRism.
• Public Relations Quarterly.
• Public Relations Review.
• Australian Journal of Communication.

^ Mandatory reference

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