PRL5000 Corporate Communication

Contents

• Staffing
• Synopsis
• Objectives
• Topics
• Texts
• Reference materials
• Student workload
• Assessment details
• Important assessment information
• Assessment notes
• Other requirements
• Production date
• PDF version

STAFFING

SYNOPSIS

This course is designed to introduce students to the theory and practice of Public Relations at the advanced level. Topics covered include the nature and history of public relations, the tools of public relations, the identification of internal and external publics, the design of public relations programmes and methods of assessing their effectiveness. The student is introduced to the various types of public relations, including corporate communication, community relations, employee relations, financial or investor relations and government relations. The concept of public relations as a management function is explored and the student is introduced to the fundamentals of public relations campaign or programme proposals, the use of objectives, strategies and tactics in public relations planning, and issues management. The course also introduces students to an examination of ethical issues in public relations and the ethical responsibilities of the public relations professional. This course cannot be taken as an elective.

OBJECTIVES

On successful completion of this course students should:

1. be able to evaluate the foundations of public relations and its development to the present day and be aware of its likely future directions
2. understand the range of functions, activities and specialist areas encompassed by the public relations profession, including corporate communications
3. have an elementary knowledge of the various organisational settings for the public relations function, including `in- house' and consultancy or agency
4. identify the range of communication tools used by public relations practitioners (variously known as Communication Managers, Public Relations Managers, Marketing Communication Managers and so on)
5. be able to prepare a simple Corporate Communication plan on behalf of a client, encompassing initial and evaluative research, objectives, strategy, tools, implementation schedules and a budget
6. be aware of the knowledge and skills necessary to plan, implement and evaluate effective Communication campaigns or programmes
7. be aware and able to identify the broad scope of public relations and communication beyond stereotypical and functionalist views of publicity, promotion and information dissemination
8. have an elementary knowledge of the ethical issues faced by the public relations profession

TOPICS

TEXT and MATERIALS required to be PURCHASED or accessed

ALL textbooks and materials are available for purchase from USQ BOOKSHOP (unless otherwise stated). Orders may be placed via secure internet, free fax 1800642453, phone 07 46312742 (within Australia), or mail. Overseas students should fax +61 7 46311743, or phone +61 7 46312742. For costs, further details, and internet ordering, use the 'Textbook Search' facility at http://bookshop.usq.edu.au click 'Semester', then enter your 'Course Code' (no spaces).

Newsom, D, Turk, J V & Kruckeberg, D 2007, This is PR!: the realities of public relations, 9th edn, Wadsworth/Thomson Learning, Belmont, CA.

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.

Baskin, OW, Aronoff, C & Lattimore, D 1997, Public Relations: the profession and the practice, Brown & Benchmark Publishers, Madison, WI.

Botan, CH & Hazleton, V (eds) 1989, Public relations theory, Erlbaum Associates, Hillsdale, NJ.

Cutlip, SM, Center, AH & Broom, GM 2006, Effective Public Relations, 9th edn, Prentice-Hall, Upper Saddle River,NJ.

Harrison, K 2001, Strategic Public Relations: a practical guide to success, 2nd edn, Vineyard Publishing, Guildford, WA.

Johnston, J & Zawawi, C (eds) 2000, Public relations: theory and practice, Allen & Unwin, St Leonards, NSW.

Macnamara, JR 2000, Jim Macnamara's public relations handbook: a practical guide to the planning, management and measurement of modern public relations, 4th edn, Information Australia, Melbourne.

Moss, D & DeSanto, B (eds) 2002, Public Relations cases: international perspectives, Routledge, New York.

Seitel, FP 2003, The practice of public relations, 9th edn, Prentice-Hall, Upper Saddle River, NJ.

Tymson, C 2002, The New Australian and New Zealand Public Relations Manual, Tymson Communications, Chatswood, NSW.

STUDENT WORKLOAD REQUIREMENTS

ASSESSMENT DETAILS

NOTES

1.

(1500 - 2000 words). This assessment item relates to Objectives 1, 2, 3, 7 & 8.

2.

(2000-2500 words). This assessment item relates to Objectives 2, 3, 4, 6 & 7.

3.

(3000 words). This assessment item relates to Objectives 4, 5, 6 & 7.

IMPORTANT ASSESSMENT INFORMATION

1. Attendance requirements:
   There are no attendance requirements for this external course. However, it is the student's responsibility to study all material provided to them or required to be accessed by them to maximise their chance of meeting the objectives of the course and to be informed of course-related activities and administration.
2. Requirements for students to complete each assessment item satisfactorily:
   To successfully complete an individual assessment item, a student must achieve at least 50% of the marks or a grade of at least C-. This statement must be read in conjunction with Statement 4 below.
3. Penalties for late submission of required work:
   If students submit assignments after the due date without prior approval, then a penalty of 5% of the total marks available for the assignment will apply for each of the first FIVE working days late, after which a zero mark will be given.
4. Requirements for student to be awarded a passing grade in the course:
   To be assured of receiving a passing grade, a student must achieve at least 50% of the total weighted marks available for the course.
5. Method used to combine assessment results to attain final grade:
   The final grades for students will be assigned on the basis of the aggregate of the weighted marks / grades obtained for each of the summative assessment items in the course.
6. Examination information:
   There is no exam for this course.
7. Examination period when Deferred/Supplementary examinations will be held:
   Given the details under (6) above, there are no deferred exams for this course. However, if any deferred/makeup work is granted, it would have to be submitted by a date set by the examiner.
8. University Regulations:
   Students should read USQ Regulations 5.1 Definitions, 5.6 Assessment, and 5.10 Academic Misconduct for further information and to avoid actions which might contravene University Regulations. These regulations can be found at the URL http://www.usq.edu.au/corporateservices/calendar/part5.htm

ASSESSMENT NOTES

OTHER REQUIREMENTS

1. Students can expect that questions in assessment items in this course may draw upon knowledge and skills that they can reasonably be expected to have acquired before enrolling in the course. This includes knowledge contained in pre-requisite courses and appropriate communication, information literacy, analytical, critical thinking, problem solving or numeracy skills. Students who do not possess such knowledge and skills should not expect to achieve the same grades as those students who do possess them.
2. Students will require access to email and have internet access to USQConnect for this course.

This version produced 27 May 2008.