301232 (v.3) Public Relations (Theory) 470
| Area: | School of Marketing |
| Credits: | 25.0 |
| Contact Hours: | 3.0 |
| Seminar: | 1 x 3 Hours Weekly |
| Other Requisite(s): | Admission: to Marketing Honours Program
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| Syllabus: | A review and analysis of research comprising the body of knowledge in public relations. An appreciation of theories and models relevant to public relations. Public relations strategies and tactics and their application. |
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| 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 PR 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 Jersy, Lawrence Erlbaum Publishers. 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. Johnston, J. and Zawawi, C. (2000). Public Relations: Theory and Practice. NSW, Allen and Unwin. |
| Unit Texts: | No prescribed texts. |
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| 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. |
Current as of: February 2, 2004
CRICOS provider code 00301J
