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Unit (2020)

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

Issues and Crisis Management (PRO345)

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 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.
All offerings of this unit include the equivalent of 30 hours of structured learning.
Unit Learning Experiences The unit explores alternative theoretical approaches to public relations and draws on psychological perspectives of conflict management. It allows students to develop a critical understanding of negotiation, mediation, community relations, internal communication, stakeholder engagement and communication and conflict resolution in an issues and crisis management context.
Other 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 and/ or undertake background reading to ensure you are able to effectively engage with the concepts discussed. You need to read the essential readings outlined in the learning guide as a minimum. 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.
Assessment Tutorial and workshop participation (10%)
Assignment 1: Issue analysis research Plan. Individual assessment (25%)
Assignment 2A: Group proposal and ground rules (Feedback only)
Assignment 2B: Group presentation (25%)
Assignment 2C: Evaluation of group processes (10%)
Examination Assessment period (30%)
You must complete all assessment components to pass this unit. This ensures that you have adequately addressed all of the unit objectives.
Prerequisites PRO204 Public Relations Strategy or MCC204 Public Relations: Contemporary Approaches (or MCC204 Public Relations: Theory and Writing or MSC235 Public Relations: Principles and Writing Practice).
Exclusions Students who have successfully completed MSC345 or MCC345 Communication and Conflict Management may not enrol in this unit for credit.
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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