12536 (v.4) Public Relations (Theory) 570

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:

Students review and analyse research that comprises the body of knowledge in public relations, theories and models relevant to the practice of public relations, and how and why public relations strategies should be applied.

Unit Outcomes:

On successful completion of this unit students will have- Understanding of the body of theory influencing Public Relations theory and practice. Become aware of the major Public Relations theories of Western and non-Western society. Comprehended the relationship between Public Relations theory and practice. Demonstrated the ability to recognise the presence/absence of Public Relations theory application in cases studied and critically assess these cases. Demonstrated the ability to apply theory to practical Public Relations projects.

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:

Botan, C.H. and Hazleton, Jr.V. (1989). Public Relations Theory. New Jersey, Lawrence Erlbaum Associates. Dozier, D.M, Grunig, L.A. and Grunig, J.E. (1995). Manager's Guide to Excellence in Public Relations and Communication Management. New Jersey, LEA.Kelly, K.S. (1991). Fundraising and Public Relations: A Critical Analysis. New Jersey, LEA. Pavlik, J.V. (1997). Public Relations: What Research Tells Us. California, Sage. Toth, E.L. and Heath, R.L. (1992). Rhetorical and Critical Approaches to Public Relations. New Jersey, LEA. Heath, R.L. (2001). Handbook of Public Relations. California, Sage Publications. Johnston, J. and Zawawi, C. (2000). Public Relations. Theory and Practice. NSW, Allen and Unwin.

Unit Texts:

No prescribed texts.

Unit Assessment Breakdown:

Assignment 1 20%, Assignment 2 25%, Assignment 3 20%, In-Class Assessment 25%, Tutorial Preparation and Participation 10%. This is done by grade/mark assessment.

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