UNIT CODE: PRE302
PUBLIC RELATIONS STRATEGY
UNIT DESCRIPTION
This Unit introduces students to steps required in creative strategy development for business in Public Relations. Students will analyse and evaluate creative ideas and strategies in response to a PR brief. The students will formulate concepts and make decisions on the best communication strategies to be used in the development of a professional PR strategy presentation and deliver this confidently in a meeting context. Students will be involved in a client pitch process with the outcome of delivering key messages and ideas with influence and confidence to win the business. Students develop applicable evaluation methodologies to analyse the success of campaigns and undertake research to identify audiences, behaviours and perceptions during the campaign process.
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
Area
Public Relations
Unit Duration
12 Weeks
Weekly Attendance Pattern
1 Hour Lecture +
2 Hour Tutorial
Unit Level
300
Unit Weighting
6 Credit Points
Unit Type
Specialisation
Pre-Requisites
Level 100 and 200 Specialisation Units
Co-Requisites
N/A
Work Integrated Learning
No
UNIT LEARNING OUTCOMES
-
Understand the planning process of objectives, messaging and problem identification as a formative tool in strategy development
-
Conduct and implement the research process which underpins strategy development
-
Compare and analyse a range of campaigns to identify successful PR tactics used in strategy development
-
Develop and understanding of crisis management principles and best practices in public relations
-
Develop a professional PR strategy that reflects contextual information from a range of PR strategies and present professionally
ASSESSMENT STRUCTURE
ASSESSMENT TASK
-
Assessment 1: Report - Brainstorm and Research Survey (Group)
-
Assessment 2: Report - Campaign Planning (Individual)
-
Assessment 3: Presentation & Report Creative PR Response (Individual)
-
Assessment 4: Engagement with the Process (Individual)
WEEK
Week 5
Week 9
Week 12
Weeks 1-12 (Weekly activities)