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ALR701 - Public Relations Writing and Tactics

Year:

2020 unit information

Important Update:

Classes and seminars in Trimester 2/Semester 2, 2020 will be online. Physical distancing for coronavirus (COVID-19) will affect delivery of other learning experiences in this unit. Please check your unit sites for announcements and updates one week prior to the start of your trimester or semester.

Last updated: 2 June 2020

Enrolment modes:Trimester 2: Burwood (Melbourne), Cloud (online)
Credit point(s):1
EFTSL value:0.125
Unit Chair:Trimester 2: Ross Monaghan
Prerequisite:

Nil

Corequisite:

Nil

Incompatible with: ALR601
Typical study commitment:

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

Scheduled learning activities - campus:

1 x 2-hour seminar per week

Scheduled learning activities - cloud:

Online independent and collaborative learning activities including 1 x 1-hour class per week (recordings provided), 1-hour online seminar per week

Content

Students learn to write by writing and rewriting. The unit blends the strategic with the practical in a range of public relations writing tasks including media releases, newsletters and speeches and web-writing. While strategic planning and thinking is a major component, creativity in developing and implementing communication solutions to PR problems is encouraged.

 

These are the Learning Outcomes (ULO) for this unit

At the completion of this unit, successful students can:

Deakin Graduate Learning Outcomes

ULO1

Demonstrate understanding of various communication theories through application to persuasive and informational public relations writing projects

GLO1: Discipline-specific knowledge and capabilities

ULO 2

Identify relevant information drawn from secondary research and desktop research to prioritise and construct key messages

GLO1: Discipline-specific knowledge and capabilities

GLO3: Digital literacy

GLO4: Critical thinking

GLO5: Problem solving

ULO3

Apply a writing process to develop key messages into written public relations tactics to support communication objectives

GLO1: Discipline-specific knowledge and capabilities

GLO2: Communication

GLO5: Problem solving

ULO4

Write clear and consistent public relations tactics in a tone and style appropriate for a specified audience and communication channel

GLO1: Discipline-specific knowledge and capabilities

GLO2: Communication

ULO5

Edit and evaluate written public relations tactics

GLO1: Discipline-specific knowledge and capabilities

GLO2: Communication

GLO4: Critical thinking

These Unit Learning Outcomes are applicable for all teaching periods throughout the year

Assessment

Trimester 2:
Assessment Description Student output Grading and weighting
(% total mark for unit)
Indicative due week

Assessment 1 - Planning and Writing Exercise

2500 words or equivalent 50% Week 5
Assessment 2 - Portfolio of Written Tactics 2500 words or equivalent 50% 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 the link below: ALR701 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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