3993 (v.8) Public Relations (Professional Practice) 393

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Area:	School of Marketing
Credits:	25.0
Contact Hours:	3.0
Seminar:	1 x 3 Hours Weekly
Anti Requisite(s):	12593 (v.4) Marketing - Professional Practice 300 or any previous version
Prerequisite(s):	3992 (v.7) Public Relations (Consultancy) 300 or any previous version     OR     12597 (v.4) Public Relations (Corporate) 360 or any previous version
Syllabus:	Public Relations (Professional Practice) 393 is an internship unit. The major requirement is for students to spend a minimum of one month full-time, or part-time equivalent, working with an employer in a public relations capacity. One month is defined for the purposes of this unit as 20 working days. The work experience may be undertaken during the semester, during the break prior to the semester in which the student is enrolled in the unit or a by combination of the two. The emphasis is on gaining anappreciation of the practical application of public relations principles in modern organisations. Students will be required to prepare a detailed report on their experiences including samples of work undertaken, an analysis of the organisation and the role of public relations within it, discussion of key public relations issues encountered, recommendations to the employer on the organisation's public relations policies and practices, and an up-to-date Curriculum Vitae including reference to the completed internship.
Unit Outcomes:	On successful completion of this unit students will have- Completed a minimum of one month's full-time work experience, or part-time equivalent, with an employer working in a public relations capacity. Gained an insight into the application of key publicrelations principles in the workplace. Developed the professional and personal attributes necessary to succeed in the PR field, including interpersonal skills, teamwork and an appreciation of business ethics. Prepared a portfolio of professional work undertaken and a CV for presentation to prospective employers. Become ready for employment in an entry-level public relations position.
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. and Lattimore, D. (1997). Public Relations The Profession and the Practice. (fourth edition). Dubuque, Brown and Benchmark. Cutlip, S.M., Center, A.H. and Broom, G.M. (1994). Effective Public Relations. (seventh edition). 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. Harrison, K. (2003). Strategic Public Relations: A Practical Guide to Success. (third edition). Guildford, Vineyard Publishing. Howard, C.M. and Mathews, W.K. (1994). On Deadline: Managing Media Relations. (second edition). 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. NSW, Allen and Unwin. Newson, D., Turk, J.V. and Kruckeberg, D. (1996). This Is Public Relations. (sixth edition). California, Wadsworth.
Unit Texts:	No prescribed texts.
Unit Assessment Breakdown:	Final Report, Appraisal Form 100%. 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