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Unit (2019)

Information on this page, including unit offerings, is from the 2019 academic year.

Issues and Crisis Management (MCC345)

School School of Arts
Credit Points 4
Description This unit explores the theory and practice of issues and crisis management in public relations. It provides some important principles for communicating in a conflict or crisis situation, and offers a critical understanding of stakeholder engagement in both online and offline environments. In addition to learning about conflict, issues and crisis management from a critical communication perspective, students have the opportunity to develop negotiation, mediation and conflict resolution skills and apply them through workshops and role play.
Unit Learning Outcomes On successful completion of the unit you should be able to:
1. Understand and apply the principles of issues management and crisis communication to public relations strategy and planning;
2. Identify, evaluate and analyse issues and crisis situations in relation to public relations strategy and planning;
3. Understand and apply the roles of negotiation, mediation and conflict resolution in real life public relations scenarios;
4. Plan and pitch an effective communication strategy in response to an issue or crisis;
5. Develop and apply conflict management strategies in relation to team work; and
6. Develop and apply effective interpersonal communication skills in relation to working as a member of a public relations team.
Timetabled Learning Activities Lectures: 1 hour per week; workshops: 2 hours per week.
Unit Learning Experiences This unit requires you to work both independently and in teams. You will be required to draw on knowledge you have gained from previous units in the Public Relations programme at Murdoch University and/ or undertake background reading to ensure you are able to effectively engage with the concepts discussed in lectures and tutorials.
You need to read the essential readings outlined in the learning guide as a minimum. It is expected that you will do this reading in your own time before class.
You should also prepare answers to the weekly study questions, in conjunction with your reading, so you can take advantage of the class discussion time and engage with the lecture material. In doing so, you will also be preparing for the exam.
The learning activities are designed to provide a forum for direct application of the theoretical concepts discussed in the lectures and readings so it is important that you are aware of and adhere to the attendance requirements as outlined in this unit plan.
Assessment Tutorial and workshop participation 10%
Assignment 1A: Issue analysis research Plan. Individual assessment. 10%
Assignment 1B: Strategic issues management plan. Individual assessment. 25%
Assignment 2A: Group proposal and ground rules feedback only
Assignment 2B: Group presentation 15%
Assignment 2C: Evaluation of group processes 10%
Examination 30%
Prerequisites MCC204 Public Relations: Contemporary Approaches or PRO204 Public Relations Strategy (or MCC204 Public Relations: Theory and Writing or MSC235 Public Relations: Principles and Writing Practice).
Exclusions Students who have successfully completed MSC345/MCC345 Communication and Conflict Management 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.

Contacts

Unit Coordinator
MCC345
Dr Catherine Archer
Lecturer in Public Relations

Murdoch Campus
t: 9360 2188
e: C.Archer@murdoch.edu.au
o: 450.4.061 - Education and Humanities, Murdoch Campus
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