10855 (v.6) Public Relations (Principles) 102

Area:

School of Marketing

Credits:

25.0

Contact Hours:

3.0

Tutorial:

1 x 1.5 Hours Weekly

Seminar:

1 x 1.5 Hours Weekly

Syllabus:

An introduction to the principles and practice of public relations. The history and evolution of public relations. Identifying publics and the need for public relations programs. Planning and managing these programs and evaluating their effectiveness. Managing relations with relevant publics and applying the range of communication processes needed and used.

Unit Outcomes:

On successful completion of this unit students will have - An understanding of the principles of professional public relations. An overview of modern public relations practice in both the private, public and non-profit sectors. Appreciated the specialised ways in which communication skills and concepts must be applied in Public Relations. Understood the structure of a public relations operational plan. An insight into the application of public relations principles to real life business situations. Understood the relationship between Public Relations and other major business disciplines, especially marketing and management.

Text and references listed above are for your information only and current as of September 30, 2003. Please check with the unit coordinator for up-to-date information.

Unit References:

Baskin, O., Aronoff, C. and Lattimore, D. (1997). Public Relations - The Profession and the Practice, 4th ed., Dubuque, Brown and Benchmark. Cutlip, S.M., Center, A.H. and Broom, G.M., (2000), Effective Public Relations, 8th ed., New Jersey, Prentice Hall. Grunig, J.E. and Hunt, T., (1984), Managing Public Relations, Florida, Holt, Rinehart and Winston. Newson, D., Turk, J.V. and Kruckeberg, D., (1996), This Is Public Relations, 6th ed., California, Wadsworth. Wilcox, D.L., Cameron, G.T., Ault, P.H. and Agee, W.K., (2003), Public Relations Strategies and Tactics, 7th ed., Boston, Allyn and Bacon.

Unit Texts:

Johnston, J. and Zawawi, C. (2000). Public Relations - Theory and Practice, NSW, Allen and Unwin.

Unit Assessment Breakdown:

Class Participation 5%, Issues Paper 20%, Major Project - Class Presentation 10%, Final Report 25%, Final Examination 40%. This is done by grade/mark assessment.

Year	Location	Period	Internal	Area External	Central External
2004	Bentley Campus	Semester 1	Y		Y
2004	Bentley Campus	Semester 2	Y
2004	Bentley Campus	Summer Period	Y
2004	Joondalup Campus	Semester 1	Y
2004	Joondalup Campus	Semester 2	Y
2004	Metro College Malaysia	Semester 1	Y
2004	Metro College Malaysia	Semester 2	Y
2004	Metro College Malaysia	Summer Period	Y
2004	Miri Sarawak Campus	Semester 1	Y
2004	UHK SPACE Admiralty Ctr	Trimester 1A	Y
2004	UHK SPACE CIDP	Semester 1A	Y