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  2. Corporate Communication [PRN3123]

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 Communication

  • Unit Code

    PRN3123

  • 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 how organisations communicate and develop relationships with internal and external stakeholders that aid the achievement of the organisational mission while balancing the needs of its stakeholders. The unit also examines the relationships that the public relations department needs to maintain for effective functioning.

Prerequisite Rule

Students must pass 2 units from PRN2110, PRN2125

Equivalent Rule

Unit was previously coded PRN3122

Learning Outcomes

On completion of this unit students should be able to:

  1. Analyse the legislative and regulatory role of governments, and the lobbying process.
  2. Formulate a program to strengthen relationships with key internal stakeholders.
  3. Implement diagnostic tools, eg communication audits, to assess communication health in an organisation.
  4. Plan and manage a change communication strategy.
  5. Understand and apply organisational theories and identify the factors affecting interpersonal communication in management/administrative settings.
  6. Write a communication plan to establish, maintain and strengthen an organisations reputation.

Unit Content

  1. Corporate and government communication in an uncertain environment.
  2. Current issues in organisational communication eg gender and equity issues, ethics and values.
  3. Developing public relations strategy.
  4. Factors influencing the nature of organisational communication, including the changing technological and management environment.
  5. How the public relations plan supports the achievement of organisational purpose.
  6. Internal communication with potential, current and past employees at all levels.
  7. Investor and financial relations.
  8. Managing external relationships - stakeholders, customers, NGOs. Reputation.
  9. Organisational diagnostic techniques and implementation of communication audits to formulate communication plans that support the strategic planning process.
  10. Relationships with government and industry groups. The structure of the parliamentary system, and the bureaucracy. Lobbying.
  11. Running a public relations department. Key performance indicators.
  12. Systems theory, complexity and chaos theory.
  13. The implications of corporate social responsibility.
  14. The public relations role in change management.
  15. Working with the organisational decision-makers: the CEO, executive committee and the dominant coalition. Power in relationships.

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 170%
ExaminationExamination30%

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.
  • Lattimore, D., Baskin, O., Heiman, E., & Toth, E. (2007). Public relations: The profession and the practice. (2nd ed.). New York: McGraw-Hill.
  • Young, S. (2007). (Ed.). Government communication in Australia. Port Melbourne: Cambridge University Press.
  • Tench, R., & Yeomans, L. (2006). Exploring public relations. Harlow, Essex: Pearson Education Limited.

Journal References

  • Public Relations Review
  • Public Relations Week
  • Journal of Public Affairs
  • Public Relations Quarterly
  • Public Relations Journal
  • Management Communication Quarterly
  • Corporate Communication
  • Journal of Applied Communication Research
  • Journal of Business Communication

^ 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.

PRN3123|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 Communication

  • Unit Code

    PRN3123

  • 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 how organisations communicate and develop relationships with internal and external stakeholders that aid the achievement of the organisational mission while balancing the needs of its stakeholders. The unit also examines the relationships that the public relations department needs to maintain for effective functioning.

Prerequisite Rule

Students must pass 2 units from PRN2110, PRN2125

Equivalent Rule

Unit was previously coded PRN3122

Learning Outcomes

On completion of this unit students should be able to:

  1. Analyse the legislative and regulatory role of governments, and the lobbying process.
  2. Formulate a program to strengthen relationships with key internal stakeholders.
  3. Implement diagnostic tools, eg communication audits, to assess communication health in an organisation.
  4. Plan and manage a change communication strategy.
  5. Understand and apply organisational theories and identify the factors affecting interpersonal communication in management/administrative settings.
  6. Write a communication plan to establish, maintain and strengthen an organisations reputation.

Unit Content

  1. Corporate and government communication in an uncertain environment.
  2. Current issues in organisational communication eg gender and equity issues, ethics and values.
  3. Developing public relations strategy.
  4. Factors influencing the nature of organisational communication, including the changing technological and management environment.
  5. How the public relations plan supports the achievement of organisational purpose.
  6. Internal communication with potential, current and past employees at all levels.
  7. Investor and financial relations.
  8. Managing external relationships - stakeholders, customers, NGOs. Reputation.
  9. Organisational diagnostic techniques and implementation of communication audits to formulate communication plans that support the strategic planning process.
  10. Relationships with government and industry groups. The structure of the parliamentary system, and the bureaucracy. Lobbying.
  11. Running a public relations department. Key performance indicators.
  12. Systems theory, complexity and chaos theory.
  13. The implications of corporate social responsibility.
  14. The public relations role in change management.
  15. Working with the organisational decision-makers: the CEO, executive committee and the dominant coalition. Power in relationships.

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 170%
ExaminationExamination30%

Text References

  • ^ Harrison, K. (2011). Strategic public relations: A practical guide to success. Melbourne: Palgrave Macmillan.
  • Lattimore, D., Baskin, O., Heiman, E., & Toth, E. (2007). Public relations: The profession and the practice. (2nd ed.). New York: McGraw-Hill.
  • DCITA. (2002). Style manual for authors,editors and printers. (6th ed.). Milton, Qld: John Wiley & Sons Australia Ltd.
  • Young, S. (2007). (Ed.). Government communication in Australia. Port Melbourne: Cambridge University Press.
  • Tench, R., & Yeomans, L. (2006). Exploring public relations. Harlow, Essex: Pearson Education Limited.

Journal References

  • Public Relations Review
  • Public Relations Week
  • Journal of Public Affairs
  • Public Relations Quarterly
  • Public Relations Journal
  • Management Communication Quarterly
  • Corporate Communication
  • Journal of Applied Communication Research
  • Journal of Business Communication

^ 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.

PRN3123|1|2