10854 (v.5) Public Relations (Techniques) 200

Area:

School of Marketing

Credits:

25.0

Contact Hours:

3.0

Laboratory:

1 x 2 Hours Weekly

Seminar:

1 x 1 Hours Weekly

Prerequisite(s):

10855 (v.6) Public Relations (Principles) 102 or any previous version

Syllabus:

Introduces students to key public relations techniques with particular emphasis on writing. It requires an understanding of underlying PR principles and concepts gained from the co-requisite unit Public Relations (Principles) 102. PR 102 provides an understanding of the scope and role of contemporary public relations practice. PR 200 builds on this understanding, introducing students to the skills actually needed to work in the public relations field. Outstanding writing skills are essential for anyoneinterested in a career in public relations. Public Relations (Techniques) 200 aims to lay the necessary foundations. An introduction to public relations techniques and their applications. Public relations writing, including - news releases, feature stories, newsletters, brochures and fliers, public relations advertising, speechwriting, electronic publishing. Newsletter design and production using a commercial desk top publishing application (Microsoft Publisher).

Unit Outcomes:

On successful completion of this unit students wil have- An overview of the wide range of techniques used in modern public relations practice. Understood the requirements of a variety of key public relations writing formats, including news and feature stories for print and electronic mass media, corporate newsletters, brochures and fliers, public relations advertising, speechwriting and electronic publishing. Made substantial progress towards mastering the application of these techniques. Appreciated the principles of good newsletter design and be able to apply those principles using a commercial desk top publishing program.

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:

No prescribed references.

Unit Texts:

Wilcox, D.L. (2001). Public Relations Writing and Media Techniques. (fourth editin). New York, Longman.

Unit Assessment Breakdown:

Media Release 1 10%, Media Release 2 10%, Speech 10%, Newsletter 10%, Tutorial Portfolio 10%, Final Examination 50%. This is done by grade/mark assessment.

Year	Location	Period	Internal	Area External	Central External
2004	Bentley Campus	Semester 1	Y
2004	Bentley Campus	Semester 2	Y
2004	Joondalup Campus	Semester 1	Y
2004	Joondalup Campus	Semester 2	Y
2004	UHK SPACE Admiralty Ctr	Trimester 2A	Y