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Unit (2020)

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

Public Relations in Society (PRO285)

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 public relations through the lenses of globalisation and culture. This socio-cultural approach represents a shift away from the functionalist and normative understandings of public relations, which historically, and until recently, have dominated the field. Rather than viewing public relations as an organisational or management function, this unit explores public relations as a cultural activity influenced by social, political and cultural contexts, and actively involved in the construction of meaning.
Unit Learning Outcomes On successful completion of the unit you should be able to:
1. Critically evaluate the relationship between culture and public relations, and between globalisation and public relations
2. Recognise the links between socio-cultural contexts and public relations practice
3. Understand the need for intercultural competence in public relations practice
4. Demonstrate awareness of specific cultural contexts in relation to public relations practice.
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 The approach to learning in this unit is to use lectures, tutorial discussion and activities and readings to engage students in current public relations research. You will develop skills in academic reading, research, evaluation, writing, presentation and critical thinking.
Other Learning Experiences N/A
Assessment Seminar participation (including reading summaries) (30%)
Seminar presentation and report (30%)
Essay (40%)
Prerequisites Nil.
Exclusions Students who have successfully completed MCC385 Public Relations in Society 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.


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
Unit Contacts

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

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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