Introduction to Public Relations
CMM27
Overview
Level of study: What does Undergraduate Level 2 mean?
Undergraduate Level 2
EFTSL: What does EFTSL mean?
0.125
Delivery Method: What does delivery method mean?
Web Dependent
Prerequisites: What are the prerequisites?
Duration:
13 weeks
Government loans available:
FEE-HELP FEE-HELP
Domestic student fee:
$750.00 (AUD)
International student fee:
$975.00 (AUD)
Description
Learn the theory of PR while developing the research, planning and writing skills key to public relations practice. This unit explores the history and theories of public relations, plus relevant issues such as ethics, corporate social responsibility, the law, research, evaluation, planning, strategy, budgeting, tactics and new communication technologies. You will also learn about key practice areas of media relations, internal and community relations, government relations, issues and crisis management, event management and sponsorship. This unit introduces you to the theory and practice of public relations both as part of the media communication process and as a vital management function.
Assessment
- Essay (20%)
- Invigilated Exam (30%)
- Project (30%)
- Report (20%)
Learning Outcomes
This unit introduces you to some basic ideas behind the regulation of public speech in a national and international framework. It explores the tension between public and private concepts of information and knowledge. It includes specific knowledge of media law defamation and contempt copyright law and media ethics.
Topics
This unit addresses the following topics.
| Number | Topic |
|---|---|
| 1 | The fundamentals of public relations |
| 2 | Defining public relations |
| 3 | History & theories of public relations |
| 4 | Ethics, social responsibility & the law |
| 5 | Research & evaluation |
| 6 | Planning, strategy & budgeting |
| 7 | Tactics, skills & new communication technologies |
| 8 | Practical application |
| 9 | Media relations |
| 10 | Internal & community relations |
| 11 | Business & government |
| 12 | Issues & crisis management |
| 13 | Event management & sponsorship |
| 14 | Professional considerations - industry structure & expectations |
Study Resources
This unit is delivered using the following methods and materials:
Print based materials
- Book of Readings
- Study Guide
- Welcome Letter
Online materials
- Resources and Links
Textbook information for this unit is currently being updated and will be available soon. Please check back regularly for updates. Alternatively, visit the Unibooks website and enter the unit details to search for available textbooks.
Relevant Courses
This unit is a core requirement in the following courses:
- Certificate of Public Relations, Griffith University
- Bachelor of Business, Swinburne University of Tnlgy
This unit is part of a major, minor, stream or specialisation in the following courses:
- Bachelor of Communication, Griffith University
- Diploma of Media Communications, Griffith University
- Bachelor of Arts, Griffith University
This unit is an approved elective in the following courses:
- Bachelor of Behavioural Studies (Psychology), Swinburne University of Tnlgy
- Bachelor of Behavioural Studies, Swinburne University of Tnlgy
- Bachelor of Technology (Information Systems), Swinburne University of Tnlgy
- Bachelor of Arts (Librarianship and Corporate Information Management), Curtin University
- Certificate of Arts, Griffith University
- Diploma of Arts, Griffith University
This unit may be eligible for credit towards other courses:
- Many undergraduate courses on offer through OUA include 'open elective' where any OUA unit can be credited to the course. You need to check the Award Requirements on the course page for the number of allowed open electives and any level limitations.
- In other cases, the content of this unit might be relevant to a course on offer through OUA or elsewhere. In order to receive credit for this unit in the course you will need to supply the provider institution with a copy of the Unit Profile in the approved format, which you can download here. Note that the Unit Profile is set at the start of the year, and if textbooks change this may not match the Unibooks textbook list.
