12530 (v.4) Public Relations (Advanced Techniques) 540

Area:

School of Marketing

Credits:

25.0

Contact Hours:

3.0

Seminar:

1 x 3 Hours Weekly

Prerequisite(s):

12477 (v.4) Public Relations (Principles) 500 or any previous version

Syllabus:

Equips students with the advanced writing skills necessary for upper-level public relations practitioners. It covers new communications technologies and other public relations techniques used to enhance communication in an organisational context.

Unit Outcomes:

On successful completion of this unit students will have- Overviewed a 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 storiesfor 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 edition). New York, Longman.

Unit Assessment Breakdown:

Assignment 1 10%, Assignment 2 10%, Assignment 3 10%, Assignment 4 10%, Assignment 5 10%, Final Examination 50%. This is done by grade/mark assessment.

Year	Location	Period	Internal	Area External	Central External
2004	Bentley Campus	Semester 2	Y