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UNIT CODE: PRE101

INTRODUCTION TO PUBLIC RELATIONS

UNIT DESCRIPTION

This unit will introduce students to practical and theoretical underpinnings of the Public Relations Industry. Students will learn to understand the issues that face organisations which use Public Relations as a part of their overall communications strategy. Students will learn to define current practices in PR, understand the role of media and newsworthy storytelling plus how to identify audiences and the planning behind a PR Strategy.   Students will understand the roles and responsibilities of a communicator across various contexts in PR from government to political, corporate and internal. Further students will understand the many roles and practical applications of the role in social media, CSR and in ambassador influence.

STUDENT WORKLOAD + DELIVERY MODE

TIMETABLED HOURS

RECOMMENDED PERSONAL HOURS

TOTAL WORKLOAD HOURS

STUDY LOAD

3 Hours per week

5 Hours per week

8 Hours per week

Full time 

MODE OF DELIVERY

This unit will be offered to students in the following mode/s:

+ Face-to-face (Domestic and International) 

+ Online (Domestic)

OVERVIEW

Award Course

Bachelor of Business

Bachelor of Communications and Media

Area

Public Relations

Unit Duration

12 Weeks

Weekly Attendance Pattern

3 Hour Black Session

 

Unit Level

100

Unit Weighting

6 Credit Points

Unit Type

Core

Specialisation

Pre-Requisites

N/A

Co-Requisites

N/A

Work Integrated Learning

No

UNIT LEARNING OUTCOMES

  • Defend Public Relations as a communications strategy

  • Summarise the components of the Australian mass media and digital media environments

  • Explain the role of and responsibility of a PR practitioner in the context of integrated business communications

  • Explain the value of relationship building and its role in a Communications Strategy 

  • Distinguish the variety of strategic communications tools available to a public relations practitioner and their means of implementation in professional practice

ASSESSMENT STRUCTURE

ASSESSMENT TASK

  • Assessment 1: Changing the Narrative Presentation (Individual) 

  • Assessment 2: Report Media Analysis (Individual) 

  • Assessment 3: Presentation & Report PR Campaign (Group) 

  • Assessment 4: Engagement with the Process (Individual) 

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