Public Relations: Reputation to Risk
LMC605
Overview
To enrol in this unit, you must be accepted into a course from the provider.
Read before you start
Level of study: What does Postgraduate mean?
Postgraduate
EFTSL: What does EFTSL mean?
0.125
Delivery Method: What does delivery method mean?
Fully Online
Prerequisites: What are the prerequisites?
No
Duration:
13 weeks
Government loans available:
FEE-HELP FEE-HELP
Domestic student fee:
$2,000.00 (AUD)
International student fee:
$2,225.00 (AUD)
Description
This unit aims to provide students with an understanding of PR's role in reputation management, and to introduce appropriate methodologies for this task. It critiques PR's role in reputation management by comparing it to the responsibilities of other organisational functions. It identifies strategies to address ethical issues arising in corporate reputation management, providing students with the opportunity to apply methodologies to deal with issues, crisis and risk communication requirements in the context of reputation management. It also focuses on the contribution to public relations that sub-disciplines such as government and media relations make to reputation management.
Enrolment Restriction
In order to enrol in this unit, you must be accepted into one of the following courses:
If you wish to seek approval to enrol in this unit without being accepted in a course, please contact OUA regarding the process.
Assessment
- Case Study — Analysis (10%-20%)
- Exercises — Group problemsolving (10%-20%)
- Group Project — Report/presentation (30%-50%)
- Report — Individual report (30%-50%)
Learning Outcomes
At the completion of this unit students will be able to:
- demonstrate an understanding of PR's role in corporate reputation management
- recognise and address the ethical issues that arise in reputation management
- apply methodologies for dealing with issues, crisis and risk communication requirements
- appreciate reputation management through exploring a range of relevant public relations sub-disciplines such as government relations and media relations.
Topics
This unit addresses the following topics.
| Number | Topic |
|---|---|
| 1 | Public relations as reputation management |
| 2 | Ethical issues in reputation management |
| 3 | Critical perspectives on public relations |
| 4 | Positive strategies for building reputation: CSR; EOC; triple bottom line reporting; sustainability |
| 5 | Issue management |
| 6 | Crisis communication |
| 7 | Risk communication |
| 8 | Managing reputation across borders |
| 9 | Managing reputation online, including in social media |
| 10 | The role of public affairs in managing reputation |
| 11 | Media relations strategies for reputation management |
| 12 | Reputation management case studies |
| 13 | Future directions: diverse perspectives and the challenge of hyper-risk |
Study Resources
This unit is delivered using the following methods and materials:
Instructional Methods
- Audio/Video conferencing
- Chat rooms
- Discussion Forum/Discussion Board
- Embedded Multimedia
- Online Quizzes/Tests
- Online assignment submission
- Standard Media
- Streaming Multimedia
- Web links
- Wikis
Textbooks are subject to change within the academic year. Students are advised to purchase their books no earlier than one to two months before the start of a unit.
Click on the titles of the listed books below to find out more:
Required textbooks
Recommended textbooks
Relevant Courses
This unit is a core requirement in the following courses:
This unit is an approved elective in the following courses:
- Graduate Diploma of Commerce, Swinburne University of Tnlgy
- Master of Commerce, Swinburne University of Tnlgy
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.
