302105 (v.3) Public Relations in an Electronic Environment 553

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:

The Internet and associated technologies provide challenging new media to communicate with stakeholders. The development of websites will provide exciting new weapons for the public relations professional and marketers alike.

Unit Outcomes:

On successful completion of this unit students will have understanding of the technologies available in the public relations environment. Explored and developed models of how the new media will not only impact, but also change public relations. Understanding of how to best utilize the technology in a practical applications approach to public relations.

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:

Phillips, D. (2001). On-Line Public Relations. London, Kogan Page. Haig, M. (2000). E-PR: The Essential Guide to Public Relations on the Internet. London, Kogan Page. Adams, T. and Clark, N. (2001). The Internet: Effective Online Communication. Forth Worth, Harcourt College Publishers. Rayport, J.F. and Jaworski, B.J. (2001). E-Commerce. Boston, McGraw-Hill. Witmer, D.F. (2000). Spinning the Web: A Handbook for Public Relations on the Internet. New York, Longman. Whiteley, D. (2000). E-Commerce: Strategy, Technologies and Applications. London, McGraw-Hill. Matera, F.R. and Artigue, R.J. (2000). Public Relations Campaigns and Techniques: Building Bridges into the 21st Century. USA, Allyn and Bacon. Forder, J. and Quirk, P. (2001). Electronic Commerce and the Law. Qld, John Wiley and Sons.

Unit Texts:

Holtz, S. (1999). Public Relations on the Net. 2nd ed. New York, Amacom.

Unit Assessment Breakdown:

Case Study (Individual) 50%. Group Presentations 30%. Participation (Individual) 20%. This is by grade/mark assessment.

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