PRL 1002 Principles and Practice of Public Relations

SubjectCat-NbrClassTermModeDescriptionUnitsCampus
PRL1002210411, 2003EXTPrinciples and Practice of Public Relations1.00TWMBA
Academic Group:FOART
Academic Org:FOA004
HECS Band:2
ASCED Code:080509

Contents


STAFFING:

Examiner: Chris Kossen
Moderator: Aidan Burke



SYNOPSIS:

Public Relations* focuses on understanding and developing the relationship between an individual or more often, an organisation, and the "public" or "publics" with which that organisation must effectively co-exist. This course is designed to introduce students to Public Relations, the nature and history of the profession and the theoretical foundations of contemporary public relations practice. Within this framework, topics covered within the course include: definitions of public relations and other key terms and concepts; the identification of internal and external publics; descriptions of core public relations processes; and the tools of public relations. Finally, through the use of case study analysis, the student is introduced to programme design encompassing research, goals, objectives, strategies, tools and tactics and evaluation. * Public Relations remains a commonly used term, however, in many ways of business and government terms such as Corporate Communication and Public Affairs are perhaps more frequently used. We have elected to adhere to the more traditional term for the sake of simplicity and effective communication.


OBJECTIVES:

On successful completion of this course students should be able to:

  • define and describe public relations;

  • describe the foundations of public relations practice and its development to the present day;

  • describe the core theories underpinning contemporary public relations practice;

  • integrate those theories into the analysis of a public relations case study;

  • identify and differentiate the internal and external publics associated with an organisation;

  • identify the methods and approaches used most frequently by public relations practitioners in designing and planning public relations initiatives;

  • develop an understanding of how to develop a simple public relations campaign proposal incorporating the core elements of research, goals, objectives, strategies, tools and tactics and evaluation.



    • TOPICS:


    DescriptionWeighting (%)
    1. Definitions of Public Relations
    		 10.00
    2. The Foundations of Public Relations practice
    		 10.00
    3. Understanding and integrating core theories
    		 30.00
    4. Understanding internal and external publics
    		 10.00
    5. Identification of the core public relations methods and approaches
    		 20.00
    6. Programme conceptualisation and design
    		 20.00

    TEXT and MATERIALS required to be PURCHASED or accessed:

    Books can be ordered by fax or telephone. For costs and further details use the 'Book Search' facility at http://bookshop.usq.edu.au by entering the author or title of the text.

    Baskin, O., Aronoff, C. & Lattimore, D. 1997, Public Relations: The Profession and the Practice, 4th edition, Brown and Benchmark Publishers, Madison, WI.




    REFERENCE MATERIALS:

    Reference materials are materials that, if accessed by students, may improve their knowledge and understanding of the material in the course and enrich their learning experience.

    Black, S. 1993, The Essentials of Public Relations/Sam Black, Kogan Page, London.

    Broom, G.M. 1990, Using Research in Public Relations, Prentice-Hall, Englewood Cliffs, NJ.

    Capper, A. 1990, The Public Relations Case Book: Major Campaigns in Action, Kogan Page, London.

    Cutlip, S.M. 2000, Effective Public Relations, 8th edition, Prentice-Hall, Englewood Cliffs, N.J.

    Cutlip S.M. 1995, Public Relations History: From the 17th to the 20th Century, Lawrence Erlbaum, Hillsdale, N.J.

    Gregory, A. 1996, Planning & Managing a Public Relations Campaign, Kogan Page, London.

    Grunig, J.E. 1984, Managing Public Relations, Holt Rinehart & Winston, New York.

    Hunt, T. 1994, Public Relations Techniques, Harcourt Brace College Publishers, Fort Worth.

    Jefkins, F.W 1994, Public Relations Techniques, 2nd edition, Butterworth Heinemann, Oxford.

    Kendall, R. 1996, Public Relations Campaign Strategies: Planning for Implementation, 2nd edition, Harper Collins College Publishers, New York.

    Lesly, P. 1997, Lesly's Handbook of Public Relations and Communications, 5th edition, AMACOM, New York.

    Newsom, D. 2000, This is PR: The Realities of Public Relations, 7th edition, Wadsworth, Belmont, California.

    Quarles, J. & Rowlings, B. 1993, Practising Public Relations: A Case Study Approach, Longman Cheshire, Melbourne.

    Seital, F.P. 2001, The Practice of Public Relations, Prentice Hall, Englewood Cliffs, N.J.

    Tymson, C. & Sherman, B. 1996, The New Australian and New Zealand Public Relations Manual, Millenium Books, Birkenhead, N. Alexandria, NSW.

    Wilcox, D.L. 2000, Public Relations: Strategies and Tactics, Longman, New York.




    STUDENT WORKLOAD REQUIREMENTS:

    ACTIVITYHOURS
    Assessment45
    Directed Study60
    Private Study60


    ASSESSMENT DETAILS:

    DescriptionMarks Out ofWtg(%)RequiredDue Date
    ESSAY100.0020.00Y11 Apr 2003
    CASE STUDY100.0040.00Y19 May 2003
    EXAMINATION (3 HOURS)100.0040.00YEND S1(see note )
    NOTES:
    .
    Scheduled date of examination to be advised.

    OTHER REQUIREMENTS:

    1. Submission of ALL pieces of assessment is compulsory.
    2. Requests for assignment extensions must be made to the course examiner in writing BEFORE the due date. Extensions will not be granted on or after the due date. Assignment extensions will not be granted except on medical or compassionate grounds and only with the provision of appropriate medical or other documentation (such as a letter of referral from a qualified counsellor). Workload, or failure of computer equipment will not be considered grounds for extension.
    3. Assignments submitted after the due date will be penalised by 10% per working day late for the first five working days late, after which a zero grade will be awarded.
    4. The final grade is based on the aggregate of all assessment items and is assigned as follows: HD = 90-100, A = 80-89, B = 65-79, C = 50-64, F = 0-49