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Unit (2019)

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

Media Relations (PRO259)

Organisational Unit Creative Media, Arts and Design
Credit Points 3
Availability KAPLAN-SGP: TJA-internal, TSA-internal
Description This unit explores the theory and practice of organisational storytelling and develops writing and editing skills. Students learn to write for different purposes across different media., prepare for interviews and media conferences, and write effective media releases, backgrounders, and speeches. Students will also research and engage in social media.
Unit Learning Outcomes 1. Understand the theory and practice of storytelling for organisations across different media and platforms (online and offline)
2. Write media releases, interview notes, speeches and other public relations texts
3. Conduct a media interview and understand what skills and tactics are necessary for a media interviewee
4. Have an understanding of the dynamic media landscape including the ethical issues surrounding media relation
Timetabled Learning Activities Lectures: 1 hour per week; tutorials: 1.5 hours per week.
All offerings of this unit include the equivalent of 30 hours of structured learning.
Unit Learning Experiences You are expected to engage with news and current affairs through social media and print and broadcast media. The focus of this unit is the development of writing skills to be able to effectively tell an organisation's story - you are therefore expected to analyse and discuss different writing styles across different media.
You should engage with the unit material by reading the essential and recommended readings stated in each topic of the learning guide, reviewing lecture notes and preparing for each class. As the focus of this unit is the development of writing skills, you will gain the most benefit by completing the pre-tutorial activities and bringing draft exercises to class.
Assessment Tutorial participation: Participation and quality of contribution, including 10% for interview, 5% for class leadership (20%);
Assignment 1: Portfolio Part 1: (25%)
Assignment 2: Portfolio Part 2: (25%)
Exam (30%)
Prerequisites Nil.
Exclusions Students who have successfully completed MCC259 Media Relations cannot enrol for credit in this unit.
Appears in these Courses/Majors:
see individual structures for context
Public Relations (BA) [New in 2014]
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.


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