12477 (v.4) Public Relations (Principles) 500

Area:

School of Marketing

Credits:

25.0

Contact Hours:

3.0

Seminar:

1 x 3 Hours Weekly

Syllabus:

The principles and an introduction to the practice of public relations. The history and evolution of public relations, how to identify publics and the need for public relations programs, how to plan and manage these programs and how to evaluate their effectiveness, how to manage relations with relevant publics, and how to apply the range of communications processes needed and used.

Unit Outcomes:

On successful completion of this unit students will have- 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:

Dozier, D.M., Grunig, L.A. and Grunig, J.E. (1995). Manager's Guide to Excellence in Public Relations and Communication Management. New Jersey, Lawrence Erlbaum Associates. Grunig, J.E. and Hunt, T. (1984). Managing Public Relations. Florida, Holt, Rinehart and Winston. Hunt, T.and Grunig, J.E. (1994). Public Relations Techniques. Fort Worth, Harcourt. Newson, D., Turk, J., Vanslyke and Kruckeberg, D. (1996). This Is Public Relations. (sixth edition). California, Wadsworth. Tucker, K., Derelian, D. and Rouner, D. (1996). Public Relations Writing - An Issue-Driven Behavioural Approach. (third edition). New Jersey, Prentice Hall. Wilcox, D.L., Cameron, G.T., Ault, P.H. and Agee, W.K. (2003). Public Relations Strategies and Tactics. (third edition). Boston, Allyn and Bacon. Wilcox, D.L. (2001). Public Relations Writing and Media Techniques. (fourth edition). New York, Longman.

Unit Texts:

Cutlip, S.M., Center, A.H. and Broom, G.M. (2000). Effective Public Relations. (eighth edition). New Jersey, Prentice Hall.

Unit Assessment Breakdown:

Participation 10%, Case Study 25%, Special Topic Paper 25%, Major Project - Class Presentation 10%, Final Report 30%. This is done by grade/mark assessment.

Year	Location	Period	Internal	Area External	Central External
2004	Bentley Campus	Semester 1	Y
2004	Bentley Campus	Short Period 9	Y