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
Corporate CommunicationUnit Code
PRN3122Year
2015Enrolment Period
1Version
1Credit Points
15Full Year Unit
N
Mode of Delivery
Description
This unit focuses on how people relate to each other in organisational settings. It addresses communication up, down and across the organisation, among divisions and work units, among different professional and vocational specialties and within work teams. In addition to internal communication the unit addresses external communications with Government bodies, and with other significant publics. It examines the strategies and policies which must be in place to secure long-term harmonious relationships. The unit also looks at project management to achieve specific short-term objectives and the development of materials in support of organisational goals.
Prerequisite Rule
Students must pass 2 units from PRN2120, PRN2121
Equivalent Rule
Unit was previously coded PRN3109, PRN3123
Learning Outcomes
On completion of this unit students should be able to:
- Analyse the legislative and regulatory role of governments, and the appropriate areas of government to communicate with, and know when to communicate,, and how to tailor a communication program, targeting specific contact points to have input into the political decision-making process, using direct or indirect means, and to plan effective programs.
- Apply the latest human communication theory in an organisational communication context and identify the factors affecting interpersonal communication in management/administrative settings, with particular attention to organisational communication competence.
- Implement diagnostic tools, eg communication audits to assess communication health in an organisation and develop effective employee communication strategies for different types of organisations; and effectively demonstrate the benefits of such programs, including the need for conflict management and resolution in organisations.
- Tailor a communication program, targeting specific media outlets, to present the company's perspective effectively and control its image, including the development of appropriate information packages.
- Understand how ministerial offices work and their relationships with government departments.
Unit Content
- Factors influencing the nature of organisational communication, including the changing technological environment together with the impact of structural (formal/informal) variables on communication and new work practices such as devolution of bottom-line accounting and contracting out of services.
- How to present the companys viewpoint and control its image. What a good relationship entails; developing and maintaining effective policy to guide the building and maintaining of good relationships. What to do when things go wrong; crisis situations, misrepresentation, bias (and how to handle the in-house ramifications).
- Organisational diagnostic techniques, communication audits. Identifying different personal styles and exploring the ways to communicate with different types of people, particularly in the group or team environment. Involves negotiation, strategic lobbying and conflict resolution. Communication strategies for organisational renewal and developing a positive organisation culture. Discussion of current issues in organisational communication eg gender and equity issues, ethics and values.
- The role of the minister and distinctions between government and cabinet responsibilities.
- The structure of the parliamentary system, and the bureaucracy. Direct and indirect lobbying: lobbying politicians via community relations and media management. Project management: planning a program of contact, establishing objectives and timing, who to contact, the information to be provided, when to follow-up.
Additional Learning Experience Information
Lectures, tutorials, internet research, discussion groups and organisational fieldwork.
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| Type | Description | Value |
|---|
| Assignment | Assignment 1 | 30% |
| Assignment | Assignment 2 | 40% |
| Examination | Examination | 30% |
Text References
- ^ Unit Reader 2005 Edith Cowan University
- Baker,W.E. (1994). Networking smart: How to build relationships for personal and organisational success. New York: McGraw-Hill.
- Xeniteus, M. (1994). Communicating with employees. Victoria, Australia: Communication at Work.
- Sekuless,P. (1991). Lobbying Camberra in the nineties: The government relations game. North Sydney: Allen & Unwin.
- Richmond,V.P. & McCroskey,J.C. (1992). Organisational communication for survival. USA: Prentice-Hall.
- Ketchum,L.D. & Trist,E. (1992). All teams are not created equal: How employee empowerment works. United Kingdom: Sage.
- Kendall,R. (1992). Public relations campaign strategies. New York: Harper Collins Publishers Inc.
- Hudson, J. (1994). The media game: an insider?s guide to powerful publicity. Melbourne: Longman Professional.
- Heath,R.L. (1994). Management of corporate communications from interpersonal contact. USA: Lawrence Erlbaum Associates.
- Hawes,W. (1991). Television performing: News and information. Boston: Focal Press.
- Harris,T. (1992). Applied organisational communication: Perspectives, principles and pragmatics. USA: Lawrence Erlbaum Associates.
- Downs,C.W. (1988). Communication audits. Glenview, Illinois: Scott Foresman & Company.
- Dowling,G.R. (1994). Corporate reputations: Strategies for developing the corporate brand. USA: Longman Professional.
- Doty,D. (1990). Publicity and public relations. New York: Barrons.
- Culbertson, Jeffers, Stone & Terrell (1993). Social, political and economic contexts in public relations. USA: Lawrence Erlbaum Associates.
- Bell,P. & Van Leeuwen,T. (1994). The media interview: Confession, contest, conversation. University of New South Wales Press.
- Beauchamp,K. (1986). Fixing the government: Everybody?s guide to lobbying in Australia. Victoria, Australia: Penguin.
Journal References
- Public Relations Review
- Public Relations Week
- Public Relations Journal
- Organisational Communication: Abstracts, Analysis and Overview Organisational Dynamics
- Organisation Studies
- Marketing
- Management Communication Quarterly
- Journal of Business Communication
- Journal of Applied Communication Research
- International Public Relations Review
- Human Communication Research
- Communication Year Book
- Communication World
- Communication Research
- Administrative Sciences Quarterly
- 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.
PRN3122|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
Corporate CommunicationUnit Code
PRN3122Year
2015Enrolment Period
2Version
1Credit Points
15Full Year Unit
N
Mode of Delivery
Description
This unit focuses on how people relate to each other in organisational settings. It addresses communication up, down and across the organisation, among divisions and work units, among different professional and vocational specialties and within work teams. In addition to internal communication the unit addresses external communications with Government bodies, and with other significant publics. It examines the strategies and policies which must be in place to secure long-term harmonious relationships. The unit also looks at project management to achieve specific short-term objectives and the development of materials in support of organisational goals.
Prerequisite Rule
Students must pass 2 units from PRN2120, PRN2121
Equivalent Rule
Unit was previously coded PRN3109, PRN3123
Learning Outcomes
On completion of this unit students should be able to:
- Analyse the legislative and regulatory role of governments, and the appropriate areas of government to communicate with, and know when to communicate,, and how to tailor a communication program, targeting specific contact points to have input into the political decision-making process, using direct or indirect means, and to plan effective programs.
- Apply the latest human communication theory in an organisational communication context and identify the factors affecting interpersonal communication in management/administrative settings, with particular attention to organisational communication competence.
- Implement diagnostic tools, eg communication audits to assess communication health in an organisation and develop effective employee communication strategies for different types of organisations; and effectively demonstrate the benefits of such programs, including the need for conflict management and resolution in organisations.
- Tailor a communication program, targeting specific media outlets, to present the company's perspective effectively and control its image, including the development of appropriate information packages.
- Understand how ministerial offices work and their relationships with government departments.
Unit Content
- Factors influencing the nature of organisational communication, including the changing technological environment together with the impact of structural (formal/informal) variables on communication and new work practices such as devolution of bottom-line accounting and contracting out of services.
- How to present the companys viewpoint and control its image. What a good relationship entails; developing and maintaining effective policy to guide the building and maintaining of good relationships. What to do when things go wrong; crisis situations, misrepresentation, bias (and how to handle the in-house ramifications).
- Organisational diagnostic techniques, communication audits. Identifying different personal styles and exploring the ways to communicate with different types of people, particularly in the group or team environment. Involves negotiation, strategic lobbying and conflict resolution. Communication strategies for organisational renewal and developing a positive organisation culture. Discussion of current issues in organisational communication eg gender and equity issues, ethics and values.
- The role of the minister and distinctions between government and cabinet responsibilities.
- The structure of the parliamentary system, and the bureaucracy. Direct and indirect lobbying: lobbying politicians via community relations and media management. Project management: planning a program of contact, establishing objectives and timing, who to contact, the information to be provided, when to follow-up.
Additional Learning Experience Information
Lectures, tutorials, internet research, discussion groups and organisational fieldwork.
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| Type | Description | Value |
|---|
| Assignment | Assignment 1 | 30% |
| Assignment | Assignment 2 | 40% |
| Examination | Examination | 30% |
Text References
- ^ Unit Reader 2005 Edith Cowan University
- Baker,W.E. (1994). Networking smart: How to build relationships for personal and organisational success. New York: McGraw-Hill.
- Xeniteus, M. (1994). Communicating with employees. Victoria, Australia: Communication at Work.
- Sekuless,P. (1991). Lobbying Camberra in the nineties: The government relations game. North Sydney: Allen & Unwin.
- Richmond,V.P. & McCroskey,J.C. (1992). Organisational communication for survival. USA: Prentice-Hall.
- Ketchum,L.D. & Trist,E. (1992). All teams are not created equal: How employee empowerment works. United Kingdom: Sage.
- Kendall,R. (1992). Public relations campaign strategies. New York: Harper Collins Publishers Inc.
- Hudson, J. (1994). The media game: an insider?s guide to powerful publicity. Melbourne: Longman Professional.
- Heath,R.L. (1994). Management of corporate communications from interpersonal contact. USA: Lawrence Erlbaum Associates.
- Hawes,W. (1991). Television performing: News and information. Boston: Focal Press.
- Harris,T. (1992). Applied organisational communication: Perspectives, principles and pragmatics. USA: Lawrence Erlbaum Associates.
- Downs,C.W. (1988). Communication audits. Glenview, Illinois: Scott Foresman & Company.
- Dowling,G.R. (1994). Corporate reputations: Strategies for developing the corporate brand. USA: Longman Professional.
- Doty,D. (1990). Publicity and public relations. New York: Barrons.
- Culbertson, Jeffers, Stone & Terrell (1993). Social, political and economic contexts in public relations. USA: Lawrence Erlbaum Associates.
- Bell,P. & Van Leeuwen,T. (1994). The media interview: Confession, contest, conversation. University of New South Wales Press.
- Beauchamp,K. (1986). Fixing the government: Everybody?s guide to lobbying in Australia. Victoria, Australia: Penguin.
Journal References
- Public Relations Review
- Public Relations Week
- Public Relations Journal
- Organisational Communication: Abstracts, Analysis and Overview Organisational Dynamics
- Organisation Studies
- Marketing
- Management Communication Quarterly
- Journal of Business Communication
- Journal of Applied Communication Research
- International Public Relations Review
- Human Communication Research
- Communication Year Book
- Communication World
- Communication Research
- Administrative Sciences Quarterly
- 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.
PRN3122|1|2
