MKW2221 - Public relations principles and practice

Offered

Not offered in 2009

Synopsis

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.

Objectives

The learning goals associated with this unit are to:

• describe the major public relations concepts, theories and contexts
• analyse and interpret current issues for business communication, public relations practice and relationship management issues
• identify the legal, social and ethical implications for public relations activities
• understand and identify publics for public relations clients, issues and activities
• develop and use stakeholder mapping techniques.

Assessment

Within semester assessment: 70%
Examination (2 hours): 30%

Contact hours

3 hours class contact or equivalent per week

Prerequisites

MGW1100 or students enrolled in Arts courses 0002 or 1275 must have passed COM1010 and MKW1220 to undertake this unit.