ALR731 - Public Relations Theory and Practice

Unit details

Year:

2024 unit information

Enrolment modes:Trimester 1: Burwood (Melbourne), Online
Trimester 3: Online
Credit point(s):1
EFTSL value:0.125
Unit Chair:Trimester 1: Ross Monaghan
Trimester 3: Ross Monaghan
Prerequisite:

Nil

Corequisite:Nil
Incompatible with:

ALR631

Typical study commitment:

Students will on average spend 150-hours over the teaching period undertaking the teaching, learning and assessment activities for this unit.

This will include educator guided online learning activities within the unit site.

Educator-facilitated (scheduled) learning activities - on-campus unit enrolment:

1 x 2-hour seminar per week

Educator-facilitated (scheduled) learning activities - online unit enrolment:

Online independent and collaborative activities including seminar overview (recordings provided), online seminar tasks (combined 2-hours per week equivalence)

Content

This unit presents a broad overview of public relations from the history of the profession, contemporary practice and future considerations. Various theoretical concepts are examined to gain an understanding of how public relations has evolved over time and how this can influence forms of communication. You will examine the role of the public relations practitioner and the organisations/sectors in which they operate.

The public relations process is examined in stages from research and planning to implementation and evaluation. There is a strong emphasis on professional codes and ensuring ethical considerations underpin communication tools and techniques used.

ULO These are the Learning Outcomes (ULO) for this unit. At the completion of this unit, successful students can: Deakin Graduate Learning Outcomes
ULO1

Understand and explain the application of theory within communication professions

GLO1: Discipline-specific knowledge and capabilities

GLO3: Digital literacy

GLO6: Self-management

ULO2

Identify the diverse array of strategies and tactics used by public relations practitioners

GLO1: Discipline-specific knowledge and capabilities

GLO3: Digital literacy

GLO6: Self-management

ULO3

Critically analyse and explain the importance of research in the public relations discipline

GLO4: Critical thinking

GLO6: Self-management

ULO4

Critically evaluate the importance of setting measurable objectives, identifying target audiences and, evaluation of the effectiveness of contemporary public relations campaigns

GLO2: Communication

GLO4: Critical thinking

GLO6: Self-management

ULO5

Critically evaluate the use of ethical communication in diverse and global contexts

GLO1: Discipline-specific knowledge and capabilities

GLO4: Critical thinking

GLO8: Global citizenship

Assessment

Assessment Description Student output Grading and weighting
(% total mark for unit)
Indicative due week
Assessment 1 - Written assessment 2000 words
or equivalent
40% Week 6
Assessment 2 - Report 3000 words
or equivalent
60% Week 11

The assessment due weeks provided may change. The Unit Chair will clarify the exact assessment requirements, including the due date, at the start of the teaching period.

Learning Resource

The texts and reading list for the unit can be found on the University Library via ALR731
Note: Select the relevant trimester reading list. Please note that a future teaching period's reading list may not be available until a month prior to the start of that teaching period so you may wish to use the relevant trimester's prior year reading list as a guide only.

Unit Fee Information

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