ALR103 - Introduction to Public Relations

Unit details

Year:

2023 unit information

Enrolment modes:

Trimester 1: Burwood (Melbourne), Waurn Ponds (Geelong), Online, CBD*

Trimester 3: Burwood (Melbourne), Online

Credit point(s):1
EFTSL value:0.125
Unit Chair:Trimester 1: Deirdre Quinn-Allan
Trimester 3: Vicki Hatton
Cohort rule:

Nil

Prerequisite:

Nil

Corequisite:

Nil

Incompatible with:

ALC103, ALR203, ALR403, ALRM103

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:

Trimester 1: 1 x 2-hour seminar per week

Trimester 3: 5 x 4.4-hour intensive workshops (weeks 1, 3, 6, 8 and 10)

Scheduled learning activities - online:

Online independent and collaborative learning activities including 2-hours of online engagement per week equivalent (including recorded classes, online activities and discussions)

Note:

*CBD refers to the National Indigenous Knowledges, Education, Research and Innovation (NIKERI) Institute; Community Based Delivery

Content

Beginning with an exploration of what public relations is (and what it is not), you’ll discover why it’s a communication field with many opportunities. The unit focuses on how businesses, non-profits and governments use public relations to solve communication problems, find opportunities, and forge successful relationships with internal and external stakeholders, target publics and audiences. You will also learn how to research and plan a simple public relations campaign. Whether you are interested in learning more about public relations or need a foundation for further study in the field of public relations, this unit provides a solid introduction.

ULO These are the Learning Outcomes (ULO) for this unit. At the completion of this unit, successful students can: Deakin Graduate Learning Outcomes
ULO1

Define different types of public relations in business, government and non-government organisations

GLO1: Discipline-specific knowledge and capabilities

GLO2: Communication

ULO2

Apply public relations scholarship and theories to examine public relations strategy and tactics

GLO1: Discipline-specific knowledge and capabilities

GLO2: Communication

GLO4: Critical thinking

ULO3

Use desk research to locate factors internal and external to an organisation to define target publics, set objectives, and inform decisions about public relations strategy and tactics

GLO1: Discipline-specific knowledge and capabilities

GLO3: Digital literacy

GLO4: Critical thinking

GLO5: Problem solving

ULO4

Critically analyse an issue and use a planning framework to develop a public relations plan to support informational, motivational, and behavioural objectives

GLO1: Discipline-specific knowledge and capabilities

GLO2: Communication

GLO3: Digital literacy

GLO4: Critical thinking

GLO5: Problem solving

Assessment

Assessment Description Student output Grading and weighting
(% total mark for unit)
Indicative due week
Assessment 1 - Essay 1200 words 30% Week 5
Assessment 2 - Planning Project 2000 words 50% Week 10
Assessment 3 - Online quiz   20% Weeks 6 & 11

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 ALR103
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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