12596 (v.4) Public Relations (International) 240

Area:

School of Marketing

Credits:

25.0

Contact Hours:

3.0

Seminar:

1 x 3 Hours Weekly

Prerequisite(s):

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

Syllabus:

An introduction to the skills and concepts needed to practice public relations successfully in today's global business environment. It builds an awareness and understanding of cross-cultural communication in international public relations and develops anunderstanding of public relations and corporate communication in world economies, and those of specific regions, such as the Asia Pacific region.

Unit Outcomes:

On successful completion of this unit students will have- Defined, understood and applied public relations principles in an international context. Identified differences and similarities in nations, cultures and diverse groups and applied appropriate techniques of communicating public relations business needs across these borders, barriers and opportunities. Understood the fundamentals of setting up an international public relations practice, both at home and in a host country. Applied the understanding imparted in Public Relations 102, PC200 and other Public Relation units to the broader principles of international public relations practice. Discussed and applied the merits of cross-cultural communication and international public relations practice froma socio-economic and political viewpoint. Extended their knowledge and application of multicultural public relations and diversity of cultural groups in the workforce.

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:

Black, S. (1995). International Public Relations: Case Studies. (second edition). London, Kogan Page. Nally, M. (1999). International Public Relations in Practice. London, Kogan Page. Banks, S. (1995). Multicultural Public Relations: A Social Interpretive. California, Sage. Irwin, H. (1996). Communicating with Asia: Understanding People and Customs. St Leonard, Allen and Unwin. Dennis, L. (1996). Public Affairs in an Era of Change: A Communications Guide for Business, Government, College. USA, UniversityPress of America/Public Relations Society of America. Guy, V. and Mattock, J. (1995). The International Business Book: All the Tools, Tactics, Tips You Need for Doing Business Across Cultures. Lincolnwood, NTC Business Books. Kunczik, M. (1997). Images of Nations and International Public Relations. New Jersey, LEA.

Unit Texts:

Culbertson, H. and Chan, N. (1996). International Public Relations. New York, LEA. Murgolo-Poore, M. (2002 or 2003). International Public Relations 350: Book of Readings. Bently, Curtin Printing.

Unit Assessment Breakdown:

Group Project 25%, Individual Assignment 30%, End-Term Examination (closed book) 30%, Presentation 5%, Participation 10%. 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