ATS2996 · Public relations and society

Overview

In this unit you will explore the theory and practice of public relations through the lenses of society and culture. Drawing on recent public relations scholarship you will learn diverse theoretical approaches to understanding public relations and its role in society. These socio-cultural approaches represent a shift away from the functionalist and normative understandings of public relations. Rather than viewing public relations as an organisational or management function, you will discovers public relations as a cultural activity influenced by social, political and cultural contexts, and actively involved in the construction of meaning.

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. critically evaluate the relationship between culture and public relations, and between public relations and society;
2. explain the links between socio-cultural contexts and public relations practice;
3. discuss the need for intercultural competence and social responsibility in public relations practice;
4. assess the impact of specific cultural and societal contexts on public relations practice.

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.