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

  Communicating Through the Media

• Unit Code

  PRN2125

• Year

  2015

• Enrolment Period

  1

• Version

  2

• Credit Points

  15

• Full Year Unit

  N

• Mode of Delivery

  On Campus
  Online

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Description

The public relations profession has always communicated via the news media to reach large audiences at a local, national or international level. It still does. The advent of social media in the 21st century has created further opportunity, and greater complexity, for practitioners in their quest to reach and segment additional audiences and develop relationships with them. This unit examines how public relations practitioners work with the traditional news media by sending key messages to generate audience interest, and also the role of social media in revolutionising the communication process by turning messaging into two-way conversations in a community or network. Students will learn how to engage online communities, identify influencers, establish thought leadership, optimise content for search engines and measure performance of social media alternatives.

Equivalent Rule

Unit was previously coded PRN2121

Learning Outcomes

On completion of this unit students should be able to:

1. Apply techniques for keeping aware of emerging trends and developments in social media and communication technology.
2. Create optimised content for search engines, and create content on topics likely to attract search traffic.
3. Describe the broad features of the news media and their relationship with the public relations profession.
4. Devise innovative public relations strategies using social media and social networking sites.
5. Explain and contrast theories in communication and persuasion with the four models of public relations and the ethical implementation of public relations programs.
6. Identify news angles and write news material for pitching to journalists.
7. Monitor and evaluate coverage in the news media.
8. Monitor social media sites and social networks and engage with communities by responding to comments.
9. Plan and implement publicity activities in support of an organisations mission and goals.
10. Prepare a policy relating to spokespersons and media interviews.

Unit Content

1. Blogging, Twitter, optimised and social media releases.
2. Communication theory.
3. Media pitching techniques.
4. Media relations ethics.
5. Media relations policy.
6. Messaging.
7. Monitoring, analysis and evaluation of publicity in the news media and conversations in social media.
8. Nature of persuasion.
9. News angles, news writing, feature writing.
10. Options for reaching audiences.
11. Public relations models.
12. Social media and their application in public relations practice.
13. Social networks as a public relations tool: Facebook, LinkedIn.
14. Spokespersons roles and media interviews.
15. Structure and nature of the news media.
16. The agenda setting role of news media.
17. The function of news rooms.
18. The new rules of engagement between public relations and communities created by social media.
19. The strategic purpose of publicity pro-active and reactive.
20. What comprises news?
21. Writing news releases, fact sheets, backgrounders, producing media kits and visual material.

Additional Learning Experience Information

Lectures. Computer lab workshops. Field visit.

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

• ^ Smith, R. (2012). Becoming a public relations writer. (4th ed.). New York: Routledge.
• Newsom, D., & Haynes, J. (2005). Public relations writing: Form and style. (7th ed.). Belmont, CA: Thomson Wadsworth.
• Lattimore, D., Baskin, O., et al., (2007). Public relations: The profession and the practice. (2nd ed.). Boston: McGraw-Hill.

Journal References

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

^ Mandatory reference

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