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Unit (2020)

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

Introduction to Public Relations (PRO107)

Organisational Unit Creative Media, Arts and Design
Credit Points 3
Description This unit introduces students to the practice and theory of public relations, including its history in Australia and internationally, and the development of communication strategies and tactics for publics. It allows students to begin to develop an understanding of ethical issues, professional values, campaign planning and writing techniques in the field of public relations as a global communications management profession. The unit also allows students to develop professional writing and presentation skills whilst working in a real-life client setting.
Unit Learning Outcomes On successful completion of the unit you should be able to:
1. Critically evaluate information and write an academic essay;
2. Write accurately and effectively in a variety of public relations contexts;
3. Evaluate the role and function of public relations; and
4. Prepare an oral presentation.
Timetabled Learning Activities Lectures: 1 hour; tutorials: 1.5 hours.
Unit Learning Experiences Students will learn and critique the process of researching, designing, writing and presenting a public relations campaign plan for a real-life client, in both an oral and written format, in teams. Students will critique contemporary communications theory and interrogate its application to practice through class discussion leadership and analysis theory.
The lectures and tutorials involve analysis, critique 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 Group client presentation - 1,000 words (oral and written), formative and summative, early and end teaching period, 30%.
Portfolio - 1,500 words, formative and summative, early, mid and end teaching period, 25%.
Exam - 1,000 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, 15%.

Each assessment is designed to develop the students' understanding of how theory is applied to the practical application of public relations strategies to achieve organisational goals through effective oral and written communication in various contexts.
Prerequisites Nil.
Exclusions Students who have successfully completed MCC107 Introduction to Public Relations cannot enrol for credit in this unit.
Previously 2013: MCC107
Appears in these Courses/Majors:
see individual structures for context
Public Relations (BA) [New in 2014]
Web Communication (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.


Unit Coordinator
Ms Maeve Berry
Lecturer in Strategic Communication

Murdoch Campus
t: 9360 7826
e: M.Berry@murdoch.edu.au
o: 450.4.067 - Education and Humanities, Murdoch Campus
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