Undergraduate USA-COMM1076-2020

Public Relations Theory and Practice

Ever wondered how organisations control their public image? In this introduction to PR, you’ll debunk the myths others hold about the industry while covering fundamental theory. Understand why organisations represent themselves the way they do.

Duration

10 weeks

Study method

100% online

Available loans

FEE-HELP

Assessments

100% online

Prior study

Not required

The University of South Australia, UniSA, is ranked in the top 10 universities nationally and amongst the very best young universities in the world. They offer over 200 world-class degrees that are informed by industry and delivered with a highly practical approach to teaching and learning. In fact, they are South Australia’s number one university for graduate careers. They are a valuable partner with Open Universities Australia.

QS RANKING 2020

Times Higher Education Ranking 2020

2020

Subject details

What you'll learn

By the end of this 10-week course, you’ll be able to:

Demonstrate an understanding of Public Relations and organisational communication concepts, theories and contexts and the importance of professional ethics.
Demonstrate an understanding of the Public Relations and organisational communication industry and diversity of its practice.
Demonstrate skills in identifying Public Relations and organisational communication problems or opportunities.
Recognise and apply Public Relations and organisational communication theories to problems or opportunities.
Exercise foundational skills in writing for traditional and new media.

Topics covered

- Busting the myths: The history and practice of public relations
- Stakeholder, publics, and public opinion
- Grounding Public Relations in theory
- Corporate Public Relations and internal communication
- Not-for-profit PR and Corporate Social Responsibility
- Government Public Relations
- Issues and crisis communication management
- Public Relations campaigns: research and the planning process
- Media management and content management
- The impact of the changing landscape of public relations

Entry requirements

No eligibility requirements

Special requirements

No special requirements

Description

There are many misunderstandings of the role of public relations in society. This course debunks the myths and dispels commonly held beliefs people have of PR. The wide range of ideas, concepts and skills you’ll learn can be applied to any organisation, no matter what industry you choose to work in.

Learn about the specific functions of PR in a corporate context and outline the requirements of a crisis communication plan. During your course, you’ll have the opportunity to put your learning into practice by developing a PR campaign based on a real-life scenario.

UniSA Online’s 10-week short courses give you the flexibility to upskill in a certain area, stay current with developments in your field, diversify your knowledge, or even explore a new direction in your career – without having to commit to the time and cost of a full university degree.

Delivered 100% online, you’ll be able to study where and when it suits you. Access online academic and student support seven days a week, fit study around work and life commitments, view learning resources 24/7, and log in to the interactive online environment anywhere, any time and on any device.

This is a first-year course from UniSA Online’s Bachelor of Communication degree.

Assessments

Continuous Assessment (60%)
Project (40%)

Textbooks