AMU1010 · Introduction to public relations

Overview

This unit will introduce you to the field of public relations. It will provide you with an understanding of the value of public relations to different types of organisations such as corporations, governments and not-for-profit entities as well as enable appreciation of how different modes of media can be used as tools for public relations to reach different audiences in a digitally-mediated world. In addition to developing key practical skills needed in the industry, you will also learn about the importance of ethics in public relations.

Areas of study: Public relations

Offerings

Assessment

The Handbook does not list a final examination among the assessment items. That is not a guarantee there is none.

Within semester assessment: 100%

Assessment details may change. Please refer to the assessment information in Moodle closer to the start of the teaching period.

Requisites

The Handbook lists no prerequisite, corequisite or prohibition for this unit.

Learning outcomes

1. Identify the function of public relations in a digitally-mediated world;
2. Develop writing and communication skills required in the public relations industry;
3. Write a report targeted at influencing external stakeholders;
4. Develop research and analytical skills relevant to the public relations industry;
5. Communicate perceptively, effectively and with cultural sensitivity;
6. Demonstrate ethical values as responsible and effective global citizens in the public relations workplace.

Workload

Minimum total expected workload to achieve the learning outcomes for this unit is 144 hours per semester typically comprising a mixture of scheduled learning activities and independent study. Scheduled activities may include a combination of teacher directed learning, peer directed learning and online engagement.

Student experience, not official rules. Nothing here changes what the Handbook says.