3992 (v.7) Public Relations (Consultancy) 300

Area:

School of Marketing

Credits:

25.0

Contact Hours:

3.0

Seminar:

1 x 3 Hours Weekly

Prerequisite(s):

10851 (v.5) Public Relations (Media) 250 or any previous version

Syllabus:

Working with a live client, focusing on the topics of sponsorship, event management including risk management, program evaluation, public relations in the not-for-profit sector/fundraising, and promotion as well as consultancy management. Also included are client services, negotiation, mediation and selling skills in the context of pitch letters and client presentations.

Unit Outcomes:

On successful completion of this unit students will have - understanding of the strategic position of public relations within modern organisations, appreciated the central importance of ethics, professionalism and quality in Public Relations practice, developed the technical skills required for entry-level positions in Public Relations, also developed strategies and tactics in the context of a real life public relations case and become ready for employment as a public relations intern.

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:

Baskin, O., Aronoff, C. Lattimore, D. (1997). Public Relations: The Profession and the Practice. 4th ed. Dubuque, Brown and Denchmark. Cutlip, S.M., Center, A.H. and Broom, G.M. (1994). 7th ed. Effective Public Relations. New Jersey, Prentice Hall. Dozier, D.M., Grunig, L.A. and Grunig, J.E. (1995). Manager's Guide to Excellence in Public Relations and Communication Management. New Jersey, Lawrence Erlbaum Associates. Grunig, J.E. and Hunt, T. (1984). Managing Public Relations. Florida, Holt, Rinehart and Winston. Howard, C.M. and Mathews, W.K. (1994). On Deadline: Managing Media Relations. 2nd ed. Prospect Heights, Waveland Press. Hunt, T. and Grunig, J.E. (1994). Public Relations Techniques. Fort Worth, Harcourt Brace. Johnston, J. and Zawawi, C. (2000). Public Relations: Theory and Practice. Sydney, Allen and Unwin. Kendall, R.L. (1996). Public Relations Campaign Strategies: Planning for Implementation. 2nd ed. New York, Harper Collins. Newson, D., Turk, J.V. and Kruckeberg, D. (1996). This Is Public Relations. (sixth edition). California, Wadsworth. Seitel, F.P. (2001). The Practice of Public Relations. 8th ed. Sydney, Prentice Hall.

Unit Texts:

Harrison, K. (2002). Strategic Public Relations. 3rd ed. Guilford, Vineyard Publishing. Moss, D. and DeSanto, B. (2002). Public Relations Case Studies: International Perspectives. London, Routledge.

Unit Assessment Breakdown:

Class Participation (including interactive client workshop) 10%. Client Strategy Proposal 30%. Client Presentation 20%. Final Examination 40%. This is 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