ALR731 - Public Relations Theory and Practice
Unit details
| Year: | 2020 unit information |
|---|---|
| Important Update: | Classes and seminars in Trimester 3, 2020 will be online. Physical distancing for coronavirus (COVID-19) will affect delivery of other learning experiences in this unit. Please check your unit sites for announcements and updates one week prior to the start of trimester. Last updated: 5 October 2020 |
| Enrolment modes: | Trimester 1: Burwood (Melbourne), Online Trimester 3: Online |
| Credit point(s): | 1 |
| EFTSL value: | 0.125 |
| Unit Chair: | Trimester 1: Sharyn McDonald Trimester 3: Ross Monaghan |
| Prerequisite: | Nil |
| Corequisite: | Nil |
| Incompatible with: | ALR631 |
| Typical study commitment: | Students will on average spend 150 hours over the teaching period undertaking the teaching, learning and assessment activities for this unit. |
| Scheduled learning activities - campus: | 1 x 2-hour seminar per week |
| Scheduled learning activities - cloud: | Online independent and collaborative activities including seminar overview (recordings provided), online seminar tasks (combined 2-hours per week equivalence) |
Content
This unit presents a broad overview of public relations from the history of the profession, contemporary practice and future considerations. Various theoretical concepts are examined to gain an understanding of how public relations has evolved over time and how this can influence forms of communication. You will examine the role of the public relations practitioner and the organisations/sectors in which they operate. The public relations process is examined in stages from research and planning to implementation and evaluation. There is a strong emphasis on professional codes and ensuring ethical considerations underpin communication tools and techniques used.
| These are the Learning Outcomes (ULO) for this unit At the completion of this unit, successful students can: | ||
| ULO1 | Critically analyse and explain the application of theory within communication professions | GLO1: Discipline-specific knowledge and capabilities GLO3: Digital literacy GLO4: Critical thinking GLO6: Self-management |
| ULO2 | Identify the diverse array of strategies and tactics used by public relations practitioners | GLO1: Discipline-specific knowledge and capabilities GLO3: Digital literacy GLO6: Self-management |
| ULO3 | Critically analyse and explain the importance of research in the public relations discipline | GLO4: Critical thinking GLO6: Self-management |
| ULO4 | Critically evaluate the importance of setting measurable objectives, identifying target audiences and, evaluation of the effectiveness of contemporary public relations campaigns | GLO2: Communication GLO4: Critical thinking GLO6: Self-management |
| ULO5 | Critically evaluate the use of ethical communication in diverse and global contexts | GLO1: Discipline-specific knowledge and capabilities GLO4: Critical thinking GLO8: Global citizenship |
These Unit Learning Outcomes are applicable for all teaching periods throughout the year
Assessment
Trimester 1:| Assessment Description | Student output | Grading and weighting (% total mark for unit) | Indicative due week |
|---|---|---|---|
| Assessment 1 (Individual) - Essay | 1000 words or equivalent | 20% | Information not yet available |
| Assessment 2 (Individual) – Essay | 1500 words or equivalent | 30% | Information not yet available |
| Assessment 3 (Individual) – Report | 2500 words or equivalent | 50% | Information not yet available |
The assessment due weeks provided may change. The Unit Chair will clarify the exact assessment requirements, including the due date, at the start of the teaching period.
Learning Resource
The texts and reading list for the unit can be found on the University Library via the link below: ALR731 Note: Select the relevant trimester reading list. Please note that a future teaching period's reading list may not be available until a month prior to the start of that teaching period so you may wish to use the relevant trimester's prior year reading list as a guide only.
Unit Fee Information
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