Public Relations: Reputation to Risk - 2016

To enrol in this unit, you must be accepted into a course from the provider. Read before you start

Unit summary


  • Level of Study: Postgraduate
  • Study load: 0.125 EFTSL
  • Delivery method: Fully Online
  • Prerequisites: No
  • Duration: 13 weeks
  • Government loans available: FEE-HELP
  • Availability for 2016: SP1
  • Availability for 2017: SP1
  • Assessment: Assignment - (30-40%) , Case Study - Group Analysis (10-20%) - Learn more

Unit provided by

2016 Fees
Domestic 3,050.00
Domestic continuing 2,512.00
International 3,300.00
International continuing 2,762.00

2016 Swinburne tuition fees are reduced for continuing postgraduate students.
Please login in to view the applicable amount.

The purpose of this unit is to examine public relations from a “reputation management” perspective and to help students develop the key skills they need to deliver reputation management counsel to clients and employers.

At the successful completion of this unit students will be able to:

  1. Demonstrate coherent and developed knowledgeof PR’s role in corporate reputation management
  2. Demonstrate integrity, ethical conduct and a developing awareness of ethical issues that arise in reputation management
  3. Apply problem solving solutions methodologies to deal with issues, crisis and risk communication requirements
  4. Demonstrate developed knowledgeof reputation management by exploring a range of relevant public relations sub-disciplines such as government relations and media relations
  5. Communicate proficiently to a variety of audiences and operate as an effective member or leader of a diverse team
  • Assignment — (30-40%)
  • Case Study — Group Analysis (10-20%)
  • Exercises — Group Problem Solving (10-20%)
  • Group Project — Report & Presentation (30-40%)

There are no prerequisites for this unit.

  • Additional materials
  • Broadband access

In order to enrol in this unit, you must be accepted into one of the following courses:

Please visit the course details page and read the Requirements tab for more information about eligibility.

This unit addresses the following topics.

1Public relations as reputation management
2Ethical issues in reputation management
3Critical perspectives on public relations
4Positive strategies for building reputation: CSR; EOC; Triple Bottom Line reporting; sustainability
5Issue management
6Crisis communication
7Risk communication
8Managing reputation across borders
9Managing reputation online, including in social media
10The role of public affairs in managing reputation
11Media relations strategies for reputation management
12Reputation management case studies
13Future directions: diverse perspectives and the challenge of hyper-risk

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

Print based materials

  • Welcome Letter

Online materials

  • Printable format materials

This unit is an approved elective in the following courses:

This unit may be eligible for credit towards other courses:

  1. 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.
  2. 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 Co-Op textbook list.
This unit does not have a prescribed textbook(s).

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