AMU3070 · Public Relations: Cases and approaches

Overview

This unit will introduce you to various contemporary practical challenges faced by the public relations and communications industry in a globalising world. You will be exposed to real life public relations cases that reveal how socio-political and cultural dynamics impact on public communication approaches and practices in a digitally-mediated world. You will learn how to develop appropriate strategies to address the challenges posed by political, cultural and social factors that shape the environment in which public relations practitioners work. In addition to developing advanced practical skills needed in the industry, you will also learn how to integrate ethical considerations into public relations approaches and practices.

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

Learning outcomes

1. Understand potential challenges faced by public relations practitioners in the current social and political climate;
2. Identify culturally appropriate strategies to communicate issues in a restrictive political climate;
3. Design a public relations campaign for a specified issue taking into account intercultural and political perspectives;
4. Demonstrate effective group/team work by contributing to the planning, research and analysis of a group project;
5. Formulate and structure a logical and coherent argument that is well supported by relevant evidence;
6. Communicate perceptively, effectively and with cultural sensitivity;
7. Demonstrate ethical values as responsible and effective global citizens.

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.