97940 CORPORATE COMMUNICATION

Year	No.	Offer	Mode	Description			Cred. Pts
00	97940 	S1  	X 	CORPORATE COMMUNICATION   	1.00

Contents

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

STAFFING:

SYNOPSIS:

This unit 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 unit also introduces students to an examination
of ethical issues in public relations and the ethical responsibilities
of  the public relations professional. This unit cannot be taken as an
elective.

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.

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 Communication 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 WWW
1   S    25.00     13/03/00  ESSAY                                     25.00     Y   N
2   S    25.00     03/04/00  CASE STUDY                                25.00     Y   N
3   S    50.00     05/06/00  PUBLIC RELATIONS CAMPAIGN PROPOSAL        50.00     Y   N

OTHER REQUIREMENTS:

1    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.
2    The  final  grade is based on the aggregate of the marks  of  all
     assessment items.