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Unit (2020)

Information on this page, including unit offerings, is from the 2020 academic year.

Public Relations: Contemporary Approaches (MCC204)

Organisational Unit Creative Media, Arts and Design
Credit Points 4
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.
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 RequirementsMurdoch units normally include an online component comprising materials, discussions, lecture recordings and assessment activities. All students, regardless of their location or mode of study, need to have access to and be able to use computing devices with browsing capability and a connection to the Internet via Broadband (Cable, ADSL or Mobile) or Wireless. The Internet connection should be readily available and allow large amounts of data to be streamed or downloaded (approximately 100MB per lecture recording). Students also need to be able to enter into online discussions and submit assignments online.


Unit Coordinator
Mrs Deborah Williams
Associate Lecturer in Strategic Communication

Murdoch Campus
t: 9360 2850
e: Deborah.Williams@murdoch.edu.au
o: 450.4.060 - Education and Humanities, Murdoch Campus
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