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ALR701 - Public Relations Writing and Tactics

Year:

2022 unit information

Important Update:

Unit delivery will be in line with the most current COVIDSafe health guidelines. We continue to tailor learning experiences for each unit to achieve the best possible mix of online and on-campus activities that successfully blend our approaches to learning, working and research. Please check your unit sites for announcements and updates.

Last updated: 4 March 2022

Enrolment modes:Trimester 2: Burwood (Melbourne), Online
Credit point(s):1
EFTSL value:0.125
Unit Chair:Trimester 2: Ross Monaghan
Cohort rule:

Nil

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.

ULO 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
ULO2

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

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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