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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
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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. |
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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. |
Texts and references listed below are for your information only and current as of September 30, 2003. Some units taught offshore are modified at selected locations. Please check with the unit coordinator for up-to-date information and approved offshore variations to unit information before finalising study and textbook purchases. |
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. |
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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. |
Field of Education: | 80509 Public Relations | HECS Band (if applicable): | 2 |
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Extent to which this unit or thesis utilises online information: | Informational | Result Type: | Grade/Mark |
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Availability
| 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 | | |
Area
External | refers to external course/units run by the School or Department, offered online or through Web CT, or offered by research. |
Central
External | refers to external course/units run through the Curtin Bentley-based Distance Education Area |
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