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Introduction to Public Relations
Undergraduate | GRF-CMM127 | 2021
Course information for 2021 intake
Cast an eye over public relations’ history and examine its development over the years. Analyse how ethics, strategy and new media come into play in this field. Put your writing skills into practice and produce a 10-point public relations plan.
- Study method
- 100% online
- Assessments
- 100% online
- Entry requirements
- No ATAR needed,
- No prior study
- Duration
- -
HECS-HELP and FEE-HELP available
Introduction to Public Relations
About this subject
At the completion of this subject you will:
- understand and critique the function of public relations and strategic communication in society.
- understand the role and responsibilities of a public relations practitioner in contemporary society.
- be able to apply strategic communication approaches such as the 10 Point plan model in public relations campaigns.
- develop skills in creating and tailoring such plans to the needs of various corporate, government, and non-profit organisation clients.
- understand the fundamental requirements of public writing and communication in a public relations context.
- The fundamentals of public relations
- Defining public relations
- History & theories of public relations
- Ethics, social responsibility & the law
- Research & evaluation
- Planning, strategy & budgeting
- Tactics, skills & new communication technologies
- Practical application
- Media relations
- Internal & community relations
- Business & government
- Issues & crisis management
- Event management & sponsorship
- Professional considerations - industry structure & expectations
Learn the theory of PR while developing the research, planning and writing skills key to public relations practice. This subject 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 subject introduces you to the theory and practice of public relations both as part of the media communication process and as a vital management function.
- Pitch (20%)
- Essay (20%)
- Final Plan (40%)
- Online Discussion (20%)
For textbook details check your university's handbook, website or learning management system (LMS).
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Entry requirements
No entry requirements
Equivalent subjects
You should not enrol in this subject if you have successfully completed any of the following subject(s) because they are considered academically equivalent:
GRF-CMM27 (Not currently available)
Study load
- 0.125 EFTSL
- This is in the range of 10 to 12 hours of study each week.
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