ALR103 - Introduction to Public Relations
Unit details
Year: | 2023 unit information |
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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: Deirdre Quinn-Allan |
Cohort rule: | Nil |
Prerequisite: | Nil |
Corequisite: | Nil |
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 |
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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 |
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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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