97940/PRL5000 CORPORATE COMMUNICATION

Year	No.		Offer	Mode	Description			Cred. Pts
02	97940/PRL5000 	S1  	X 	CORPORATE COMMUNICATION   	1.00

Contents

• Staffing
• Synopsis
• Objectives
• Topics
• Texts
• Reference Materials
• Student Workload
• Assessment Details
• Other Requirements

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. 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                                35.00
Corporate  Communication plan

Research fundamentals                                                 5.00

TEXT and MATERIALS required to be PURCHASED or accessed:

REFERENCE MATERIALS:

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.

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, SM, Center, AH & Broom, GM, 2000, Effective Public
Relations, 8th edn, Prentice Hall Inc, New Jersey.

Newsom, D, Vanslyke Turk, J & Kruckeberg, D, 2000, This is PR, 7th
edn, Wadsworth, Belmont CA.

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

Severin, WJ.& Tankard, JW Jr, 1997, Communication Theories, Origins,
Methods and Uses in the Mass Media, 4th edn, Longman, White Plains,
NY .

Dozier, DM , Grunig, LA & Grunig, JE, 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    20.00     29/03/02  CMA TEST                                  20.00     Y   N
2   S    30.00     03/05/02  CASE STUDY                                30.00     Y   N
3   S    50.00     03/06/02  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 course 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 10% of the assigned  mark  shall
     be  applied for each working day late for the first five  working
     days,  after which a grade of zero shall be awarded. 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. The final grade will be awarded in accord  with
     Faculty guidelines.