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  2. PR Issues and Crisis Management [PRN3124]

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

    PR Issues and Crisis Management

  • Unit Code

    PRN3124

  • Year

    2015

  • Enrolment Period

    1

  • Version

    1

  • Credit Points

    15

  • Full Year Unit

     N

  • Mode of Delivery

    On Campus
    Online

Description

This unit examines issues and crisis management from a systematic PR perspective, drawing on the life-cycle of issues, persuasion theory and outwards-in focus on the management of environmental and consumer interests. Through the analysis of case studies the theory and principles of public relations are integrated with the practice of public relations. The unit provides practical experience in problem definition, strategic planning and analysis, and includes implementation techniques. There is a focus on current public relations issues or crises at the local, national and international level.

Prerequisite Rule

Students must pass 2 units from PRN2110, PRN2125

Equivalent Rule

Unit was previously coded PRN0322, PRN0324, PRN3108, PRN3120, PRN3220

Learning Outcomes

On completion of this unit students should be able to:

  1. Analyse ways in which community interests (particularly in the environment and consumer areas) begin, grow and influence organisations.
  2. Apply an 'issues management' perspective to issues and crises represented in the media; assess the public relations impact of such issues and develop intelligent, workable solutions in terms of a public relations program.
  3. Conduct an environmental scan by using relevant research and data to aid in identifying and evaluating issues from a risk management perspective, to develop solutions and evaluate campaign or project results.
  4. Demonstrate an understanding of the theoretical basis of persuasion theories and implement their use in public relations.
  5. Develop and apply a range of strategies for the management of relations with internal and external publics (both supportive and hostile), to understand and apply techniques of media relations, to understand the role of journalists and to maintain professional relations in dealing with issues and crises.

Unit Content

  1. Case studies of relevant public relations issues at the local, national and international levels will be analysed including the growth and spread of public issues, and how organisations have managed their responses. Current issues will be assessed, along with strategies for relationship building and community consultation. Crisis management including the use of management strategy tools such as SWOT analysis.
  2. Environmental scanning to identify issues, evaluate data sources and the reliability of information; rights and responsibilities in terms of confidentiality and freedom of information; and research and monitoring strategies.
  3. Issues management and its component steps: identification, analysis, planning, action and evaluation.
  4. The role of journalists and the requirements for effective media relations.
  5. The role of public relations in the crisis management team.

Additional Learning Experience Information

Lectures and 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
AssignmentMajor Assignment70%
ExaminationExamination30%

Text References

  • Galloway, C., & Kwansah-Aidoo, K. (2005). Public Relations Issues and Crisis Management. Australia:Thomson Social Science Press.
  • Fearn-Banks, K. (2011). Crisis Communications: A Casebook Approach (4th ed.) New York: Routledge
  • Harrison, K. (2011). Strategic public relations: A Practical Guide to Success. South Yarra, VIC: Palgrave Macmillan.

Journal References

  • PR Week
  • Public Relations Review
  • International Public Relations Review: International Public Relations Association. Published quarterly: Mt Lawley library.
  • Public Relations Quarterly
  • Public Relations Journal

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.

PRN3124|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

    PR Issues and Crisis Management

  • Unit Code

    PRN3124

  • Year

    2015

  • Enrolment Period

    2

  • Version

    1

  • Credit Points

    15

  • Full Year Unit

     N

  • Mode of Delivery

    On Campus
    Online

Description

This unit examines issues and crisis management from a systematic PR perspective, drawing on the life-cycle of issues, persuasion theory and outwards-in focus on the management of environmental and consumer interests. Through the analysis of case studies the theory and principles of public relations are integrated with the practice of public relations. The unit provides practical experience in problem definition, strategic planning and analysis, and includes implementation techniques. There is a focus on current public relations issues or crises at the local, national and international level.

Prerequisite Rule

Students must pass 2 units from PRN2110, PRN2125

Equivalent Rule

Unit was previously coded PRN0322, PRN0324, PRN3108, PRN3120, PRN3220

Learning Outcomes

On completion of this unit students should be able to:

  1. Analyse ways in which community interests (particularly in the environment and consumer areas) begin, grow and influence organisations.
  2. Apply an 'issues management' perspective to issues and crises represented in the media; assess the public relations impact of such issues and develop intelligent, workable solutions in terms of a public relations program.
  3. Conduct an environmental scan by using relevant research and data to aid in identifying and evaluating issues from a risk management perspective, to develop solutions and evaluate campaign or project results.
  4. Demonstrate an understanding of the theoretical basis of persuasion theories and implement their use in public relations.
  5. Develop and apply a range of strategies for the management of relations with internal and external publics (both supportive and hostile), to understand and apply techniques of media relations, to understand the role of journalists and to maintain professional relations in dealing with issues and crises.

Unit Content

  1. Case studies of relevant public relations issues at the local, national and international levels will be analysed including the growth and spread of public issues, and how organisations have managed their responses. Current issues will be assessed, along with strategies for relationship building and community consultation. Crisis management including the use of management strategy tools such as SWOT analysis.
  2. Environmental scanning to identify issues, evaluate data sources and the reliability of information; rights and responsibilities in terms of confidentiality and freedom of information; and research and monitoring strategies.
  3. Issues management and its component steps: identification, analysis, planning, action and evaluation.
  4. The role of journalists and the requirements for effective media relations.
  5. The role of public relations in the crisis management team.

Additional Learning Experience Information

Lectures and 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
AssignmentMajor Assignment70%
ExaminationExamination30%

Text References

  • Galloway, C., & Kwansah-Aidoo, K. (2005). Public Relations Issues and Crisis Management. Australia:Thomson Social Science Press.
  • Fearn-Banks, K. (2011). Crisis Communications: A Casebook Approach (4th ed.) New York: Routledge
  • Harrison, K. (2011). Strategic public relations: A Practical Guide to Success. South Yarra, VIC: Palgrave Macmillan.

Journal References

  • PR Week
  • Public Relations Review
  • International Public Relations Review: International Public Relations Association. Published quarterly: Mt Lawley library.
  • Public Relations Quarterly
  • Public Relations Journal

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.

PRN3124|1|2