ATS1125 · Public relations foundations

Overview

What is public relations? Is it simply spin, a professional practice, a global industry, or all of these? How can you be an ethical communicator when representing your client or employer? This unit explores the fundamentals of public relations practice in a dynamic communication environment. You will learn about public relations history, the relationship between PR and the media, the influence of social media, intercultural relations, ethics and professionalism within contemporary public relations debates. You will learn to respond to a real-world issue and develop your presentation skills. You will also develop public relations writing skills to produce a range of materials to meet professional standards.

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. Define "public relations" from industry and multidisciplinary perspectives;
2. Identify and discuss major challenges for contemporary and ethical public relations practice;
3. research a successful PR campaign and develop an oral presentation;
4. write a media release and define key publics;
5. develop a media kit in response to a public initiative.

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.