301229 (v.3) Public Relations (Strategies) 420

Area:	School of Marketing
Credits:	25.0
Contact Hours:	3.0
Seminar:	1 x 3 Hours Weekly
Other Requisite(s):	Admission: to Marketing Honous Program.
Syllabus:	Strategic thinking and planning of public relations and communications strategies. Case studies - planning and implementation of a corporate image, design of a special event, strategic plan for a lobbying campaign and the strategy of a major media campaign. Strategies - time frames, budgets, financial and non-financial indicators and the writing and compilation of a strategy document.

Unit Outcomes:	On successful completion of this unit students will have- Defined, understood and applied strategies in terms of Public Relations principles. Identified the various ways Public Relations strategies fit into organisations, and the effect of corporate culture and ideology in the relationship. bcome able to develop effective strategic visions and missions. Understood the various straategic principles relevent to corporate reputation and ethics. Applied the knowledge of Public Relations strategies to projects and plans, crisis managment, corporate governmant affairs. Recognised the need for strategic evaluation and be capable of conducting audits and budget evaluation.
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:	Pattison, K. (2001). Strategic Public Relations: A Practical Guide to Success. (second edition). Guildford, Vineyard Publishing. Spicer, C. (1997). Organisational Public Relations: A Political Perspective. New Jersey, Lawrence Erlbaum Publishers. Johnson, J. and Zawawi, C. (2000). Public Relations: Theory and Practice. St Leonards, Allen and Unwin. Budd, J.F.Jr. (1993). CEO Credibility: The Management of reputation. Connecticut, Turtle Publishing Company. Culbertson, H., Jeffers, D., Besser Stone, D. and Terrell, M. (1993). Social, Political and Economic Contexts in Public Relations. New Jersey, Lawrence Erlbaum Publishers. D'Aprix, R. (1996). Communicating for Change: Connecting the Woorkplace with the Marketplace. San Francisco, Jossey Bass Publishers. Dennis, L.B. (1996). Practical Public Affairs in an Era of Change. Maryland, Public Relations Society of America and University Press of America. Dozier, D., Grunig, L. and Grunig, J. (1995). manager's Guide to Excellence in Public Relations and Communication Managment. New Jersey, Lawrence Erlbaum Publishers. Heath, R.L. (1994). Management of Corporate Communication. New Jersey, Lawrence Erlbaum Publishers.
Unit Texts:	Smith, R.D. (2002). Strategic Planning for Public Relations. New Jersey, LEA.

Unit Assessment Breakdown:	Assignment 1 30%, Assignment 2 30%, Assignment 3 50%, Class Participation/Presentation 20%. This is done by grade/mark assessment.