ATS2455 · Public relations strategy

Overview

In this unit, you learn to research, plan, write, and evaluate a public relations strategy. You will develop and apply your understanding of strategic and socially responsible communication by working through contemporary case studies and authentic industry briefs and reflecting on the challenges of contemporary industry practice. They learn to develop critical and effective approaches to producing strategies based on sound research and analysis of issues and publics and understanding of organisational goals. In addition to learning about developing communication strategies in a dynamic media environment, you will develop your presentation skills and learn to write professional communication materials. You will also engage with the ethical and legal dimensions of public relations activity to understand the impact on society.

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. Research and develop a communication strategy to support organisational goals;
2. Explain ethical, societal and legal implications of public relations activity;
3. Produce informative and persuasive communication materials;
4. Evaluate the impact of a communication plan.

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.