97940 CORPORATE COMMUNICATION

Year	No.	Offer	Mode	Description			Cred. Pts
97	97940 	S1  	X 	CORPORATE COMMUNICATION   	1.00

Contents

• Staffing
• Synopsis
• Objectives
• Topics
• Texts
• Recommended References
• Student Workload
• Assessment Details
• Other Requirements

STAFFING:

SYNOPSIS:

The  unit  is  designed  to  introduce students  to  the  concepts  of
corporate  communications  and  the integration  of  public  relations
practice to the management function. By defining a systems approach to
organisational communication the unit identifies the prerequisites  of
research,  action, communication and evaluation as  well  as  elements
necessary  for  the proper dissemination of information  and  campaign
planning.

Subjects  covered include the development of corporate communications,
public  relations tools, the interaction of corporate publics both  in
internal   and   external,   design  and   evaluation   of   corporate
communication  strategies  and the application  of  issues  management
procedure.

OBJECTIVES:

On successful completion of this unit 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. be able to articulate and apply public relations theory to
   case studies in practice;
   
4. have an elementary knowledge of the various organisational
   settings for the public relations function, including `in-
   house' and consultancy or agency;
   
5. 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);
   
6. 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.
   
7. be aware of the knowledge and skills necessary to plan,
   implement and evaluate effective Communication campaigns or
   programmes;
   
8. 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;
   
9. have an elementary knowledge of the ethical issues faced by
   the public relations profession.
   

TOPICS:

 Description                                                    Weighting(%)

The History of Public Relations                                       5.00

The Nature of Public Relations                                        10.00

Public Relations Theory and its Application                           15.00

Publics - Internal and External                                       15.00

Objectives, Strategies and Tools                                      15.00

Planning,   proposing  and  evaluating   the   Corporate              35.00
Communication Plan

Research fundamentals                                                 5.00

TEXT and MATERIALS to be PURCHASED:

RECOMMENDED REFERENCE MATERIALS:

Tymson C. & Shermann B. 1996, The New Australian and New Zealand
Public Relations Manual, Millennium Books, Alexandria.

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

Cutlip, S.M., Center, A.H. & Broom G.M. 1994, Effective Public
Relations, 7th edn, Prentice Hall Inc, New Jersey.

Wilcox, D.L., Ault, P.H. & Agee, W.K. 1995, Public Relations
Strategies and Tactics, 4th edn, Harper Collins College Publishers,
New York.

Newsom, D., Vanslyke Turk, J. & Kruckeberg, D. 1996, This is PR, 6th
edn, Thomas Nelson Australia, South Melbourne.

Dowling, G.R. 1994, Corporate Reputations, Strategies for Developing
the Corporate Brand, Longman Professional, Melbourne.

Severin, W.J.& Tankard, J.W.Jr 1988, Communication Theories, Origins,
Methods, Uses, 2nd edn, Longman Cheshire, Melbourne.

Dozier, D.M., Grunig, L.A. & Grunig, J. E. 1995, Manager's Guide to
Excellence in Public Relations and Communiation Management, Lawrence
Erlbaum Associates Inc, New Jersey.

STUDENT WORKLOAD REQUIREMENTS:

	ACTIVITY				HOURS
Directed Study                                	70
Private Study                                 	65
Assessments                                   	30

ASSESSMENT DETAILS:

No  *F/S Marks     Due        Description                              Wtg(%)    LBL
1   S    25.00     10/04/97  CASE STUDIES                              25.00     Y
2   S    35.00     28/05/97  PUBLIC RELATIONS CAMPAIGN                 35.00     Y
3   S    40.00     END S1    END SEMESTER EXAMINATION 3 HOURS          40.00     N

OTHER REQUIREMENTS:

Due to the number of students undertaking these courses and our desire
to  provide  you with quality feedback as soon as possible by  marking
and  returning your assessment quickly, students undertaking this unit
are  advised to note that extensions of assignments may be granted  in
extenuating  circumstances only, for example, a medical condition.  If
students  submit  assignments after the  due  date  without  providing
evidence  of such circumstances, THEN A PENALTY OF 20% OF THE ASSIGNED
MARK  SHALL  BE  APPLIED  FOR  EACH WORKING  DAY  LATE.  Please  note,
application  for an extension must be made in writing to the  examiner
and  that application must be received within five working days of the
assignment's  due  date.  An explanation by phone  call  will  not  be
considered sufficient.