AMU2814 · Transforming community: Project design and public relations for social campaigns

Overview

In this unit, students will explore collaboratively with their peers the practical side of developing a strategic campaign plan for community improvement. In doing so, students will apply appropriate theoretical concepts to develop a public relations campaign taking into account intercultural and communicative perspectives. Consequently, students will learn how to develop a campaign proposal for a not-for-profit or government organisation.

Areas of study: Global studies in communication and media

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

Learning outcomes

1. critically analyse historical, cultural, political, and economic factors influencing public relations campaigns within a given national, regional, or organisational context;
2. develop effective public relations campaign plan for identified clients or contexts applying key public relations theories and models;
3. design measurable objectives, appropriate strategies and tactics, and key messages for effective public relations campaigns;
4. apply strategic and creative thinking to produce effective public relations campaign collateral, ensuring alignment with client objectives and target audiences;
5. collaborate effectively with peers to plan, research, analyse, and report on the components of a group-based public relations project.

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.