units

AZA2031

Faculty of Arts

Undergraduate - Unit

This unit entry is for students who completed this unit in 2013 only. For students planning to study the unit, please refer to the unit indexes in the the current edition of the Handbook. If you have any queries contact the managing faculty for your course or area of study.

print version

6 points, SCA Band 3, 0.125 EFTSL

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LevelUndergraduate
FacultyFaculty of Arts
Organisational UnitSchool of Social Science, South Africa
OfferedNot offered in 2013
Coordinator(s)Dr Rose-Marie Bezuidenhout

Synopsis

The aim of the unit is describe public relations campaigns and explain their context in the greater communication strategy. The unit provides a framework for the research, development, implementation and evaluation of an integrative public relations campaign. The unit explains the different phases of the campaign from the client brief and/or organisational problem statement to the evaluation and debriefing stages. The unit also introduces students to the management of an event as part of a public relations campaign.

Outcomes

On completion of the unit, students will be expected to be able to:

  1. Identify and apply appropriate theoretical concepts to the development of an effective public relations campaign;
  2. Critically analyse and evaluate a range of case studies regarding public relations campaigns;
  3. Develop attainable and measurable objectives for public relations campaigns;
  4. Develop a public relations campaign to meet client or organisational needs, problems and strategic imperatives;
  5. Critically appreciate the research relevant to planning and evaluating public relations campaigns;
  6. Discuss the alignment of event goals and objectives to campaign aims and objectives;
  7. Develop an event budget and schedule;
  8. Develop a plan and master checklist for an event.

Assessment

Tutorial work: 10%
Project: 40%
Project: 20%
Examination: 30%

Chief examiner(s)

Contact hours

One 1-hour lecture and one 1-hour tutorial per week
Ten hours of review, self-assessment and preparation per week

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