1. Home
  2. Public Relations Event Management [PRN2124]

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 Event Management

  • Unit Code

    PRN2124

  • Year

    2015

  • Enrolment Period

    1

  • Version

    1

  • Credit Points

    15

  • Full Year Unit

     N

  • Mode of Delivery

    On Campus
    Online

Description

This unit develops the knowledge and skills required by a public relations practitioner to design, stage and publicise a special event as part of a broader public relations program or as a stand-alone communication tool in its own right. The event could be a public relations tool in a campaign involving areas such as media relations, marketing communication, government relations, internal communication, issue management or international communication. Real-life case studies of commercial and community events enable students to understand better the realities of event management.

Equivalent Rule

Unit was previously coded PRN2105, PRN3105, PRN4115

Learning Outcomes

On completion of this unit students should be able to:

  1. Analyse the relationship between sponsorships and event management and be able to decide how to maximise value for sponsors.
  2. Design, plan and conduct a special event as part of a broader public relations plan or as a stand-alone communication tool in its own right.
  3. Estimate costs and budget for the staging of special events.
  4. Evaluate the value of special events, including sustainability factors.
  5. Plan the logistics of event management at a local, national or international level while taking account of cultural and social differences.
  6. Publicise and promote a special event.

Unit Content

  1. Finding and working with sponsors.
  2. Liabilities in special events: risks and ethics.
  3. Logistics of event management: venue selection, budgeting, speakers, registration, programming, scheduling and media relations.
  4. Planning and executing a media relations program.
  5. Publicity, marketing and communication strategies, including use of internet and mobile technology.
  6. Strategic planning and design of events and event programming.
  7. Teaming with volunteers.

Additional Learning Experience Information

Lectures. Tutorials.

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 160%
ExaminationExamination40%

Text References

  • ^ Masterman, G., & Wood, E. H. (2006). Innovative Marketing Communication: Strategies for the events industry. Oxford: Elsevier Butterworth-Heinemann.
  • Geldard, E., & Sinclair, L. (2002). The sponsorship manual: Sponsorship made easy. (2nd ed.). Upper Ferntree Gully, Victoria: Sponsorship Unit.
  • Grey, A., & Skildum-Reid, K. (2003). The Sponsorship seeker's toolkit. (2nd ed.). Sydney: McGraw-Hill.
  • Hagley, D. (2005). Writing winning proposals: PR cases. New York: Pearson Education.
  • Allen, J., O'Toole, W., McDonnell, I., & Harris, R. (2008). Festival and special event management. (3rd ed.). Milton: John Wiley.
  • Shone, A., & Parry, B. (2004). Successful event management. (2nd ed.).. London: Thomson Learning.
  • Stevens, R. (2005). Trade show and event marketing: Plan, promote and profit. Southbank, Victoria: Thomson Learning Australia.

Journal References

  • Communication World
  • Public Relations Review
  • Public Relations Journal
  • Public Relations Quarterly

^ Mandatory reference

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.

PRN2124|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 Event Management

  • Unit Code

    PRN2124

  • Year

    2015

  • Enrolment Period

    2

  • Version

    1

  • Credit Points

    15

  • Full Year Unit

     N

  • Mode of Delivery

    On Campus
    Online

Description

This unit develops the knowledge and skills required by a public relations practitioner to design, stage and publicise a special event as part of a broader public relations program or as a stand-alone communication tool in its own right. The event could be a public relations tool in a campaign involving areas such as media relations, marketing communication, government relations, internal communication, issue management or international communication. Real-life case studies of commercial and community events enable students to understand better the realities of event management.

Equivalent Rule

Unit was previously coded PRN2105, PRN3105, PRN4115

Learning Outcomes

On completion of this unit students should be able to:

  1. Analyse the relationship between sponsorships and event management and be able to decide how to maximise value for sponsors.
  2. Design, plan and conduct a special event as part of a broader public relations plan or as a stand-alone communication tool in its own right.
  3. Estimate costs and budget for the staging of special events.
  4. Evaluate the value of special events, including sustainability factors.
  5. Plan the logistics of event management at a local, national or international level while taking account of cultural and social differences.
  6. Publicise and promote a special event.

Unit Content

  1. Finding and working with sponsors.
  2. Liabilities in special events: risks and ethics.
  3. Logistics of event management: venue selection, budgeting, speakers, registration, programming, scheduling and media relations.
  4. Planning and executing a media relations program.
  5. Publicity, marketing and communication strategies, including use of internet and mobile technology.
  6. Strategic planning and design of events and event programming.
  7. Teaming with volunteers.

Additional Learning Experience Information

Lectures. Tutorials.

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 160%
ExaminationExamination40%

Text References

  • ^ Masterman, G., & Wood, E. H. (2006). Innovative Marketing Communication: Strategies for the events industry. Oxford: Elsevier Butterworth-Heinemann.
  • Geldard, E., & Sinclair, L. (2002). The sponsorship manual: Sponsorship made easy. (2nd ed.). Upper Ferntree Gully, Victoria: Sponsorship Unit.
  • Grey, A., & Skildum-Reid, K. (2003). The Sponsorship seeker's toolkit. (2nd ed.). Sydney: McGraw-Hill.
  • Hagley, D. (2005). Writing winning proposals: PR cases. New York: Pearson Education.
  • Allen, J., O'Toole, W., McDonnell, I., & Harris, R. (2008). Festival and special event management. (3rd ed.). Milton: John Wiley.
  • Shone, A., & Parry, B. (2004). Successful event management. (2nd ed.).. London: Thomson Learning.
  • Stevens, R. (2005). Trade show and event marketing: Plan, promote and profit. Southbank, Victoria: Thomson Learning Australia.

Journal References

  • Communication World
  • Public Relations Review
  • Public Relations Journal
  • Public Relations Quarterly

^ Mandatory reference

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.

PRN2124|1|2