units

ATS1356

Faculty of Arts

Undergraduate - Unit

This unit entry is for students who completed this unit in 2014 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

Refer to the specific census and withdrawal dates for the semester(s) in which this unit is offered, or view unit timetables.

LevelUndergraduate
FacultyFaculty of Arts
OfferedBerwick Second semester 2014 (Day)
Gippsland Second semester 2014 (Off-campus)
Coordinator(s)Richie Barker (Berwick); Elizabeth Hart (Gippsland)

Notes

Previously coded PRJ1220

Synopsis

Principles and processes involved in preparing publishable media releases, newsletters, speeches, fact sheets and brochures. Writing for diverse audiences, for promotional and persuasive purposes, and for different media and production environments. Persuasive techniques, readability research, language theory and communication philosophy.

Outcomes

On successful completion of this unit students will be able to demonstrate:

  1. a critical understanding of the meaning, nature and rationale of public relations;
  2. skills in preparing basic communication tools;
  3. comprehension of fundamental public relations theory;
  4. knowledge of the nature, diversity and changeability of public opinion;
  5. understanding about the ways that publics interpret and misinterpret communications, and a critical appreciation of the impact of current events on public relations.

Assessment

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

Chief examiner(s)

Workload requirements

3 hours class contact or equivalent per week

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

Prerequisites

ATS1897 or by permission

Prohibitions

MKW1220