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UNIT CODE: PRE201

PUBLIC RELATIONS WRITING

UNIT DESCRIPTION

In this unit, students will learn how to develop specific Public Relations materials including newsletters, speeches, media alerts, fact sheets, Q&As and content for social media and blogs.   They will also identify and distinguish between paid and unpaid media channels while expanding their knowledge of pitching to the media, creating documents including brochures and reports and the creation of media kits.  In addition, students will learn how to interpret key messages and how to write persuasively and deliver information in an engaging and compelling manner, particularly for media – students will then use this knowledge in a practical manner to demonstrate how persuasive language can be used to sell and communicate ideas for a business or a brand. The delivery of the unit will incorporate a range of teaching and learning strategies including face-to-face lectures, tutorials, workshops, class discussions, collaborative group activities, student presentations, independent student research and blended learning.

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

200

Unit Weighting

6 Credit Points

Unit Type

Specialisation

Pre-Requisites

N/A

Co-Requisites

N/A

Work Integrated Learning

No

UNIT LEARNING OUTCOMES

  • Identify a range of written structures and models that are used to develop communication materials in public relations practice

  • Develop a range of informative and persuasive materials which also demonstrate the key elements of clear, concise, articulate and grammatically correct language

  • Produce content for a business through persuasive language and presentation of information on social media

  • Describe and define Public Relations writing approaches, structures and application in practice 

  • Evaluate various public relations material for key messages and writing techniques

ASSESSMENT STRUCTURE

ASSESSMENT TASK

  • Assessment 1: Ambassador Profile and Brief (Individual) 

  • Assessment 2: Media Kit (Individual) 

  • Assessment 3: Social Media Writing (Individual) 

  • Assessment 4: Engagement with the Process (Individual) 

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