units

ATS1356

Faculty of Arts

Undergraduate - Unit

This unit entry is for students who completed this unit in 2015 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.

LevelUndergraduate
FacultyFaculty of Arts
Organisational UnitSchool of Media, Film and Journalism
OfferedGippsland Second semester 2015 (Off-campus)
Coordinator(s)Ms Elizabeth Hart

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

Within semester assessment: 70%
Exam: 30%

Workload requirements

Minimum total expected workload to achieve the learning outcomes for this unit is 144 hours per semester typically comprising a mixture of scheduled learning activities and independent study. A unit requires on average three/four hours of scheduled activities per week. Scheduled activities may include a combination of teacher directed learning, peer directed learning and online engagement.

See also Unit timetable information

Chief examiner(s)

Prerequisites

ATS1897 or by permission

Prohibitions

MKW1220