Information on this page, including unit offerings, is from the 2019 academic year.
Public Relations: Contemporary Approaches (MCC204)
|Organisational Unit||Creative Media, Arts and Design|
|Description||This unit explores a range of contemporary theories of, and approaches to, public relations in key areas including corporate social responsibility, issues and crisis management, stakeholder engagement, community and employee relations. It provides a deepening of students' understanding of public relations theory and professional practice developed in previous units in the course and encourages a critical focus on ethical and rhetorical issues as these arise in the development and deployment of public relations strategies and tactics.|
|Unit Learning Outcomes|| On successful completion of the unit you should have refined your grasp of:
1. The theoretical approaches that inform practice in the international field of public relations
2. Public relations as a profession and strategic practice determined by cultural, political and economic frameworks
3. The centrality of ethics to socially valuable and responsible public relations activities.
You should also have honed your capacity to:
3. Research, plan, prepare and write effective public relations strategies - targeted at a range of publics.
4. Critically evaluate the rhetorical and discursive effects and the ethical implications of public relations materials and strategies in the public sphere
|Timetabled Learning Activities||Lectures: 1 hour; tutorials: 2 hours.|
|Unit Learning Experiences||The approach to learning in this unit is iterative in which students will learn and critique the process of researching, designing, writing and presenting a public relations campaign plan. Students will critique contemporary communications theory and interrogate its application to practice.
The lectures, tutorials and workshops involve analysis, critique and interrogation of local and global issues represented in the media in order to develop solutions to communications problems for organisations. Students will experience practice-oriented teaching based on real-world case studies that ensures an integration of theory and practice.
|Other Learning Experiences||Students are expected to read additional technical and academic articles, analyse contemporary communication campaigns and follow issues in the news and online media as part of their class and assessment preparation.|
|Assessment||Essay - 2,500 words, individual, summative, mid teaching period, 30%.
Communications plan - 2,000 words, formative and summative, early and end teaching period, 30%.
Exam - 1,500 words, summative, end teaching period, 30%.
Participation / Professionalism - In class and online participation including group class discussion leadership - Summative, individual, group work, throughout teaching period, 10%.
Students receive feedback through in class discussion, written assignments, group work and online assignment feedback and discussions.
|Prerequisites||MCC107 Introduction to Public Relations.|
|Exclusions||Students who have successfully completed MSC235 Public Relations: Principles and Writing Practice may not enrol in this unit for credit.|
|Internet Access Requirements|
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