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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. |
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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. |
Texts and references listed below are for your information only and current as of September 30, 2003. Some units taught offshore are modified at selected locations. Please check with the unit coordinator for up-to-date information and approved offshore variations to unit information before finalising study and textbook purchases. |
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. |
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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. |
Field of Education: | 80509 Public Relations | HECS Band (if applicable): | 2 |
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Extent to which this unit or thesis utilises online information: | Not Categorised | Result Type: | Grade/Mark |
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Availability
| 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 | | |
Area
External | refers to external course/units run by the School or Department, offered online or through Web CT, or offered by research. |
Central
External | refers to external course/units run through the Curtin Bentley-based Distance Education Area |
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