|Faculty or Section :||Faculty of Business, Education, Law and Arts|
|School or Department :||School of Humanities & Communication|
|Student contribution band :||2021 Grandfather Funding Cl 1|
|Grading basis :||Graded|
|Version produced :||18 May 2022|
The world is more connected today than it has ever been, and the role of digital media in our daily lives continues to expand. Digital media is also now a crucial tool used by public relations (PR) practitioners. This practice-focused course focuses on the power of digital media – including social media - in PR, and the interactions that define contemporary communication. It brings together social theory and contemporary digital media platforms from the PR professional’s perspective to produce a range of PR components, including digital aspects of communication campaigns.
Students in this course plan and implement the digital component of a public relations (PR) campaign. Through an examination of social theory and contemporary digital media platforms, students use best practice PR engagement techniques to produce contemporary forms of a range of digital communications for individual and organisational purposes. Students learn how to implement the digital media planning process of a PR campaign and develop knowledge of its place in achieving a communications campaign's overall strategy.