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  2. Public Relations Techniques [PRN2123]

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 Techniques

  • Unit Code

    PRN2123

  • Year

    2015

  • Enrolment Period

    1

  • Version

    1

  • Credit Points

    15

  • Full Year Unit

     N

  • Mode of Delivery

    On Campus
    Online

Description

This unit focuses on controlled communication: a range of non media-based communication techniques used in public relations. Students learn the essentials of research and writing of speeches. Through case study analysis, students acquire skills in conducting communication audits to determine the effectiveness of existing public relations programs and to recommend improvements to programs. They learn how to plan and manage the production of public relations material, including cost estimation and budgeting aimed at encouraging numeracy skills development. The essentials of good design, layout and typography of print and electronic material produced for public relations is covered.

Non Standard Timetable Requirements

Now offered off-campus as well as on-campus

Equivalent Rule

Unit was previously coded PRN2104, PRN2121

Learning Outcomes

On completion of this unit students should be able to:

  1. Plan and estimate the cost of producing various public relations items.
  2. Plan and manage projects for the production of a range of printed and electronic material.
  3. Research and write effective speeches for different purposes.
  4. Understand and apply basic principles of good design, layout and typography to the production of print and electronic material.
  5. Understand the principles and application of project management.
  6. Using critical appraisal skills to plan and execute a communication audit to assess the effectiveness of an organisations communication and to recommend improvements.

Unit Content

  1. Basics of design, layout and typography for PR printed material, content of web pages, PowerPoint presentations and report documents, corporate identity basics while observing sustainability principles.
  2. Budgeting and estimating in the production process.
  3. Communication audits.
  4. Controlled communication versus uncontrolled communication.
  5. Introduction to Gantt charts and PERT charts for project management.
  6. Production of printed and electronic material, including media kits, newsletters, brochures, annual reports, display and exhibition material, digital videos within organisations and for clients.
  7. Speechwriting and copywriting with emphasis on English language skills development.

Additional Learning Experience Information

Lectures. Seminars. Internet research.

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.

ON CAMPUS
TypeDescriptionValue
AssignmentAssignment 1 *60%
AssignmentAssignment 240%

* Assessment item identified for English language proficiency

Text References

  • Dow, W., & Taylor, B. (2008). Project management communications bible. Indianapolis: Wiley Publishing.
  • Berkun, S. (2008). Making things happen: Mastering project management. Sebastopol, CA: O'Reilly Media.
  • Harrison, K. (2011). Strategic public relations: A practical guide to success. Melbourne: Palgrave Macmillan.

Journal References

  • Public Relations Review
  • Public Relations Journal
  • PR Week
  • Communication World

Disability Standards for Education (Commonwealth 2005)

For the purposes of considering a request for Reasonable Adjustments under the Disability Standards for Education (Commonwealth 2005), inherent requirements for this subject are articulated in the Unit Description, Learning Outcomes and Assessment Requirements of this entry. The University is dedicated to provide support to those with special requirements. Further details on the support for students with disabilities or medical conditions can be found at the Access and Inclusion website.

Academic Misconduct

Edith Cowan University has firm rules governing academic misconduct and there are substantial penalties that can be applied to students who are found in breach of these rules. Academic misconduct includes, but is not limited to:

  • plagiarism;
  • unauthorised collaboration;
  • cheating in examinations;
  • theft of other students' work;

Additionally, any material submitted for assessment purposes must be work that has not been submitted previously, by any person, for any other unit at ECU or elsewhere.

The ECU rules and policies governing all academic activities, including misconduct, can be accessed through the ECU website.

PRN2123|1|1

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 Techniques

  • Unit Code

    PRN2123

  • Year

    2015

  • Enrolment Period

    2

  • Version

    1

  • Credit Points

    15

  • Full Year Unit

     N

  • Mode of Delivery

    On Campus
    Online

Description

This unit focuses on controlled communication: a range of non media-based communication techniques used in public relations. Students learn the essentials of research and writing of speeches. Through case study analysis, students acquire skills in conducting communication audits to determine the effectiveness of existing public relations programs and to recommend improvements to programs. They learn how to plan and manage the production of public relations material, including cost estimation and budgeting aimed at encouraging numeracy skills development. The essentials of good design, layout and typography of print and electronic material produced for public relations is covered.

Non Standard Timetable Requirements

Now offered off-campus as well as on-campus

Equivalent Rule

Unit was previously coded PRN2104, PRN2121

Learning Outcomes

On completion of this unit students should be able to:

  1. Plan and estimate the cost of producing various public relations items.
  2. Plan and manage projects for the production of a range of printed and electronic material.
  3. Research and write effective speeches for different purposes.
  4. Understand and apply basic principles of good design, layout and typography to the production of print and electronic material.
  5. Understand the principles and application of project management.
  6. Using critical appraisal skills to plan and execute a communication audit to assess the effectiveness of an organisations communication and to recommend improvements.

Unit Content

  1. Basics of design, layout and typography for PR printed material, content of web pages, PowerPoint presentations and report documents, corporate identity basics while observing sustainability principles.
  2. Budgeting and estimating in the production process.
  3. Communication audits.
  4. Controlled communication versus uncontrolled communication.
  5. Introduction to Gantt charts and PERT charts for project management.
  6. Production of printed and electronic material, including media kits, newsletters, brochures, annual reports, display and exhibition material, digital videos within organisations and for clients.
  7. Speechwriting and copywriting with emphasis on English language skills development.

Additional Learning Experience Information

Lectures. Seminars. Internet research.

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.

ON CAMPUS
TypeDescriptionValue
AssignmentAssignment 1 *60%
AssignmentAssignment 240%

* Assessment item identified for English language proficiency

Text References

  • Harrison, K. (2011). Strategic public relations: A practical guide to success. Melbourne: Palgrave Macmillan.
  • Dow, W., & Taylor, B. (2008). Project management communications bible. Indianapolis: Wiley Publishing.
  • Berkun, S. (2008). Making things happen: Mastering project management. Sebastopol, CA: O'Reilly Media.

Journal References

  • Public Relations Review
  • Public Relations Journal
  • PR Week
  • Communication World

Disability Standards for Education (Commonwealth 2005)

For the purposes of considering a request for Reasonable Adjustments under the Disability Standards for Education (Commonwealth 2005), inherent requirements for this subject are articulated in the Unit Description, Learning Outcomes and Assessment Requirements of this entry. The University is dedicated to provide support to those with special requirements. Further details on the support for students with disabilities or medical conditions can be found at the Access and Inclusion website.

Academic Misconduct

Edith Cowan University has firm rules governing academic misconduct and there are substantial penalties that can be applied to students who are found in breach of these rules. Academic misconduct includes, but is not limited to:

  • plagiarism;
  • unauthorised collaboration;
  • cheating in examinations;
  • theft of other students' work;

Additionally, any material submitted for assessment purposes must be work that has not been submitted previously, by any person, for any other unit at ECU or elsewhere.

The ECU rules and policies governing all academic activities, including misconduct, can be accessed through the ECU website.

PRN2123|1|2