ALR731 - Public Relations Theory and Practice
Unit details
Year | 2025 unit information |
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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 |
Educator-facilitated (scheduled) learning activities - on-campus unit enrolment: | 1 x 2-hour on-campus seminar per week |
Educator-facilitated (scheduled) learning activities - online unit enrolment: | 1 x 2-hour online seminar per week |
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. |
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.
Learning Outcomes
ULO | These are the Unit Learning Outcomes (ULOs) for this unit. At the completion of this unit, successful students can: | Alignment to Deakin Graduate Learning Outcomes (GLOs) |
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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 ALR731 can be found via the University Library.
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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