Year No. Offer Mode Description Cred. Pts 01 97507 S2 D REPUTATION MANAGEMENT 1.00
An organisation's most valuable commodity is its reputation. The effective management of that reputation is one of the most pervasive and persistent challenges of contemporary organisations. The boundary spanning role of the public relations professional demands the knowledge and skills to understand, embrace and effectively communicate the strategic thinking of the organisation's management together with the directions and aspirations of its internal and external stakeholders. Within the theoretical foundations and frameworks of contemporary public relations practice the student will be introduced to the cross section of the specialist areas which constitute the practice of public relations. In addition to the unit's primary focus, reputation management, these include financial or investor relations, government relations, public affairs, marketing communications, community relations, employee relations, and special interest group communications. The concept of public relations as a management function is explored. The unit also introduces students to an examination of the complex ethical issues associated with public relations and the ethical responsibilities of the public relations professional.
On successful completion of this unit students should be able
to:
Description Weighting(%)
- The context of reputation management: public relations as 5.00 a management function
- The boundary spanning role of public relations and 10.00 applicable organisational theories
- Reputation management defined and its presence in 10.00 corporate, Consultancy and government environments
- Specialist public relations practices which are essential 30.00 to reputation management
- Core public relations and communications theories 15.00 applicable to reputation management and other specialist practices
- Issues concerned with managing, maintaining and changing 15.00 corporate images and reputations
- The major ethical issues associated with the processes 15.00 and practices of reputation management
Unit 97507 Selected Readings
Reference materials are materials that, if accessed by students, may improve their knowledge and understanding of the material in the unit and enrich their learning experience.
Arfin, F.N. 1994, Financial Public Relations, Pitman Publishing,
London.
Baker, L.W. 1993, Credibility Factor: Putting Ethics to Work in
Public Relation, Business One Irwin, Homewood, Ill.
Center, A.H. 1995, Public Relations Practices: Managerial Case
Studies, 5th edn, Prentice-Hall, Englewood Cliffs, N.J.
L'Etang, J. 1997, Critical Perspectives in Public Relations,
International Thomson Business Press, Boston.
Cutlip, S.M. 2000, Effective Public Relations, 8th edn, Prentice-
Hall, Englewood Cliffc, N.J.
Dowling, G. 1994, Corporate Reputations, Longman Cheshire,
Melbourne.
Dozier, D.M. 1995, Manager's Guide to Excellence in Public Relations
and Communication, Lawrence Erlbaum, Hillsdale, N.J.
Grunig J. (ed.) 1992, Excellence in Public Relations and
Communication Management, L Erlbaum Associates, Hillsdale, N.J.
Fearn-Banks, K. 1995, Crisis Communications: A Casebook Approach,
Lawrence Erlbaum, Hillsdale, N.J.
Fombrun, C.J. 1996, Reputation: Realizing Value From The Corporate
Image, Harvard Business School Press, Boston, Mass.
Haywood, R. 1994, Managing Your Reputation, McGraw-Hill Book Co,
London, New York.
Kruckeberg, D. 1988, Public Relations and Community: A Reconstructed
Theory, Greenwood Publishing Group, New York.
Lesly, P. 1997, Lesly's Handbook of Public Relations and
Communications, 5th edn, AMACOM, New York. NY.
Macnamara, J.R. 2000, Public Relations Handbook, Prentice Hall, New
York, Sydney.
McElreath, M.P. 1993, Managing Systematic and Ethical Public
Relations, WCB Brown & Benchmark Publishers, Madison.
Nager, N.R. 1991, Public Relations Management by Objectives,
University Press of America, Lanham, Md.
Nager, N.R. 1991, Strategic Public Relations Counseling, University
Press of America, Lanham, Md.
Newsom, D. 2000, This is PR: The Realities of Public Relations, 7th
edn, Wodsworth, Belmont, California.
Spicer, C. 1996, Organizational Public Relations: A Political
Perspective, Lawrence Erlbaum Associates, Mahwah, NJ.
Tucker, K. 1994, Public Relations Writing: An Issue-Driven Behavioral
Approach, Prentice Hall, Englewood Cliffs, NJ.
Wilcox, D.L. 1998, Public Relations: Strategies and Tactics, 5th
edn, Harper Collins College Publishers, New York.
ACTIVITY HOURS Lectures 13 Tutorials/Workshops 13 Directed Study 40 Private Study 40 Assessments 45
No *F/S Marks Due Description Wtg(%) LBL WWW 1 S 100.00 24/08/01 CMA 20.00 N N 2 S 100.00 T.B.A. DISCUSSION CONTRIBUTIONS/PAPER 40.00 N N 3 S 100.00 END S2 EXAMINATION 3 HOURS 40.00 N N
1 All pieces of assessment must be submitted and completed to a
minimum satisfactory standard
2 The final grade is based on the aggregate of all assessment
items.
3 (i) Assignments 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. (ii) Since it is a requirement of the
unit that all items of assessment must be submitted, any
assignments which are beyond the five working day limit will not
be eligible for a grade, but must be of an acceptable standard.
The assignments must be submitted by the examination date.
4 Extensions on the due dates for assignments will be granted in
extenuating circumstances only. Application for extension must be
made in writing prior to the due date of the assignment.
Applications must be supported by appropriate documentation, such
as a medical certificate or a letter of referral from a qualified
counsellor. Workload or failure of computer equipment will not be
considered grounds for extension.