PRL 3000 Public Relations Project
| Subject | Cat-Nbr | Class | Term | Mode | Description | Units | Campus |
| PRL | 3000 | 21069 | 1, 2003 | EXT | Public Relations Project | 1.00 | TWMBA |
| Academic Group: | FOART |
| Academic Org: | FOA004 |
| HECS Band: | 2 |
| ASCED Code: | 080509 |
Contents
STAFFING:
Examiner: Elizabeth Dougall
Moderator: Aidan Burke
PRE-REQUISITES:
Pre-requisite: PRL2001 and PRL2000
OTHER-REQUISITES:
Prerequisites 97508
SYNOPSIS:
This course provides advanced professional preparation for students in the planning of public relations campaigns. The course builds on theory and practice taught previously in the major. The course allows students to initiate an original campaign through the stages of research, planning, implementation and evaluation. Students are directed to develop a public relations campaign that demonstrates a concerted effort to build socially responsible relationships by achieving research based goals through the application of strategic planning and the measurement of outcomes. Fieldwork is designed to stimulate discussion and lateral thinking of public relations objectives.
OBJECTIVES:
The objectives of this course are:
That students will become familiar with the strengths and weaknesses of key contemporary communitication strategies in the context of their applicability to various industrial problems and needs.
That students will gain field experience in the design, application and evaluation of a project requiring the incorporation of public relations theory and techniques.
That students will have developed critical skills and a level of professional expertise in an organisational work environment that would be sufficient to justify their employment as public relations consultants.
TOPICS:
| Description | Weighting (%) |
1. Research Skills
| 20.00 |
2. Program Development
| 40.00 |
3. Evaluation Techniques
| 40.00 |
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.
Australian Journalism Review
Canadian Journal of Communication
Communication Research
Critical Studies in Mass Communication
Human Communication Research
European Journal of Communication
Journalism and Mass Communication Quarterly
Media, Culture and Society
Media International Australia
Public Opinion Quarterly
Journal of Broadcasting and Electronic Media
Ball-Rokeach, S. & Cantor, M. 1986, Media, Audience and Social Structure, Sage, Beverly Hills, CA.
Bormann, E. 1989, Communication Theory, Sheffield Publishing, Salom, Wis.
Fisher, B. 1978, Perspectives on Human Communication, Macmillan, New York.
Fiske, J. 1990, Introduction to Communication Studies, 2nd edition, Routledge, London.
Littlejohn, S. 1996, Theories of Human Communication, 5th edition, Wadsworth, Belmont, CA.
Mortensen, C.D. 1973, Basic Readings in Communication Theory, Harper & Row, New York.
Narula, U. & Pearce, W. 1986, Development as Communication, Southern Illinois University Press, Carbondale, Illinois.
STUDENT WORKLOAD REQUIREMENTS:
| ACTIVITY | HOURS |
| Directed Study | 25 |
| Private Study | 140 |
ASSESSMENT DETAILS:
| Description | Marks Out of | Wtg(%) | Required | Due Date |
| PROJECT WRITTEN REPORT | 100.00 | 100.00 | Y | 13 Jun 2003 | |
OTHER REQUIREMENTS:
- Penalties for late submission of assignment; Projects submitted after the due date, and without prior approval of an extension from the examiner, will be penalised at the rate of 10% per working day up to 5 days, after which a grade of zero will be awarded.
