ATS2996 · Public relations and society

Overview

This unit explores the theory and practice of public relations through the lenses of society and culture. It draws on recent public relations scholarship to present 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, which historically, and until recently, have dominated the field. Rather than viewing public relations as an organisational or management function, this unit explores public relations as a cultural activity influenced by social, political and cultural contexts, and actively involved in the construction of meaning. The unit is structured around three broad themes: 1. Theories of public relations, introducing culture, globalisation and public relations history 2. Cultures of public relations, introducing organisational culture, popular culture and social change 3. Public relations in international and specific cultural contexts.

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. Critically evaluate the relationship between culture and public relations, and between globalisation and public relations;
2. Explain the links between socio-cultural contexts and public relations practice;
3. Discuss the need for intercultural competence in public relations practice;
4. Assess the impact of specific cultural 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.