Handbook : Unit informationEdith Cowan University

School: Arts and Humanities

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, Issues and Crises

• Unit Code

  PRN3223

• Year

  2016

• Enrolment Period

  1

• Version

  1

• Credit Points

  15

• Full Year Unit

  N

• Mode of Delivery

  On Campus
  Online

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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. It examines the relationships that the public relations department needs to maintain for effective functioning within organisations. The unit also examines issues and crises in relation to organisational management, providing case study analysis in problem definition, strategic planning and implementation from a local, national and international perspective.

Prerequisite Rule

Students must pass have completed, or be actively studying PRN2110, PRN2125

Equivalent Rule

Unit is a combination of PRN3123 and PRN3124

Learning Outcomes

On completion of this unit students should be able to:

1. Understand and apply organisational theories and identify the factors affecting interpersonal communication in management/administrative settings.
2. Implement diagnostic tools, eg communication audits, to assess communication health in an organisation.
3. Write a communication plan to establish, maintain and strengthen an organisation's reputation.
4. Plan and manage a change communication strategy.
5. Formulate a program to strengthen relationships with key internal stakeholders.
6. Demonstrate an understanding of the theoretical basis of persuasion theories and implement their use in public relations.
7. Conduct an environmental scan to identify and evaluate issues from a risk management perspective.
8. Analyse ways in which community interests begin, grow and influence organisations.
9. Apply an issues management perspective to issues and crises represented in the media, assess the public relations impact of these issues and develop solutions through a public relations strategy.

Unit Content

1. Corporate and government communication in an uncertain environment.
2. Issues management and its component steps: identification, analysis, planning, action and evaluation.
3. The role of public relations in the crisis management team
4. Case studies of public relations issues at the local, national and international levels. Current issues will be assessed along with strategies for relationship building and community consultation.
5. Current issues in organisational communication eg gender and equity issues, ethics and values.
6. Developing public relations strategies.
7. Working with the organisational decision-makers: the CEO, executive committee and the dominant coalition. Power in relationships.
8. Running a public relations department. Key performance indicators.
9. Internal communication with potential, current and past employees at all levels.
10. Managing external relationships - stakeholders, customers, NGOs. Reputation.
11. The implications of corporate social responsibility.
12. Environmental scanning to identify issues, evaluate data sources and the reliability of information.

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.

Text References

• Lattimore, D., Baskin, O., Heiman, Toth. (2007). Public relations: The profession and the practice. (2nd ed.). New York, NY: McGraw Hill.
• Harrison, K. (2011). Strategic public relations: A practical guide to success. South Yarra, Australia: Palgrave Macmillan.
• Young, S. (2007). (Ed.). Government communication in Australia. Port Melbourne, Australia: Cambridge University Press.
• Tench, R., & Yeomans, L. (2006). Exploring public relations. Harlow, Essex: Pearson Education Limited.
• Lattimore, D., Baskin, O., Heiman, E., & Toth, E. (2007). Public relations: The profession and the practice. (2nd ed.). New York, NY: McGraw-Hill.
• DCITA. (2002). Style manual for authors, editors and printers. (6th ed.). Milton, Australia: John Wiley & Sons Australia Ltd.
• Regester, M., & Larkin, J. (2008). Risk issues and crisis management in Public Relations: A casebook of best practice. (4th ed.). London, United Kingdom & Philadelphia, PA: Kogan Page.
• Galloway, C., & Kwansah-Aidoo, K. (2005). Public Relations issues and crisis management. Australia:Thomson Social Science Press.
• Grunig, L., Grunig, J., & Dozier, D. (2002). Excellent public relations and effective organizations. New Jersey, NJ: Erlbaum Associates.

Journal References

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

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