Handbook : Unit informationEdith Cowan University

School: Arts and Humanities

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

  Foundations of Public Relations

• Unit Code

  PRN2110

• Year

  2016

• Enrolment Period

  1

• Version

  2

• Credit Points

  15

• Full Year Unit

  N

• Mode of Delivery

  On Campus
  Online

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Description

This unit introduces students to the field of public relations and communication management in different types of groups, organisations and settings. Students develop their critical appraisal and creativity skills to sharpen their understanding of professional practice using case studies and current situations for reference. The main stages of communication plans are introduced in this unit which also examines the connection between theory and effective implementation. Ethical and risk issues in public relations practice are also reviewed.

Equivalent Rule

Unit was previously coded PRN0105, PRN2107, PRN2120

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. Apply basic principles and practice of financial management including cost estimation and budgeting.
3. Compare the characteristics of the main areas of public relations practice, including the public relations role in addressing sustainability issues.
4. Construct basic public relations plans to meet the requirements of actual organisations and situations while considering cultural and social needs of the audience.
5. Develop and apply problem-solving, decision-making and creativity skills in public relations activities.
6. Identify, analyse and act on ethical and risk issues relevant to public relations practice.

Unit Content

1. Communication planning and effective message implementation including distribution through the news media and social media.
2. Creativity, organising, problem-solving and decision-making individually and in teams.
3. Ethics, risks, issues and crises.
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, tutorials, case studies and guest presentations

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. Melbourne: Palgrave Macmillan.
• DCITA. (2002). Style manual for authors, editors and printers. (6th ed.). Milton, Qld: John Wiley & Sons Australia Ltd.
• Johnston, J., & Zawawi, C. (2009). Public relations: Theory and practice. (3rd ed.). Crows Nest, NSW: Allen & Unwin.
• Lattimore, D., Baskin, O., Heiman, E., & Toth, E. (2007). The profession and the practice. (2nd ed.). New York: McGraw-Hill.
• Tench, R., & Yeomans, L. (2006). Exploring public relations. Harlow, Essex: Pearson Education Limited.

Journal References

• Public Relations Review
• Asia Pacific Public Relations Journal
• Journal of Communication Management
• Journal of Public Relations Research
• PRism
• Public Relations Quarterly

^ Mandatory reference

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