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Monash University Handbook 2010 Undergraduate - Unit

6 points, SCA Band 3, 0.125 EFTSL

FacultyFaculty of Arts
OfferedBerwick Second semester 2010 (Day)
Caulfield Second semester 2010 (Day)


The primary aim of this unit is to introduce students to the range and depth of contemporary theory and practice of public relations in an organisational setting. Applications of stakeholder theory and communication theory. The contributions which public relations can make to an organisation's performance.


On successful completion of this unit, students will be able to demonstrate: a critical understanding of the context of the public relations industry and its theoretical base; the ability to interpret, analyse and critique current practices and issues for public relations organizational communication, practice and management; a capacity for critical reflection about the meaning and value of socially responsible and ethical public relations practice; knowledge and understanding about the legal implications for public relations activities; the ability to identify publics for public relations clients, issues and activities and; skills in the development and use of stakeholder mapping techniques.


Written work: 55%
Presentation: 15%
2 hour Exam: 30%

Contact hours

3 hours class contact or equivalent per week

This unit applies to the following area(s) of study

Public relations


Arts Students undertaking course 1275 and 0002 at Caulfield: COM1020 and (MKW1220 or PRJ1220) + All other Students: MGW1100 and (MKW1220 or PRJ1220)


This unit is only available to students enrolled in course codes 0002 (Caulfield students only), 1275 or 3793