Public Relations Theory and Practice

Course aim

To introduce students to the principles of public relations by examining the concepts, theories and contexts of professional practice.

Course content

Students will be introduced to public relations principles, concepts and contexts, and public relations and communication theory.  Diversity of practice through analysis of award winning campaigns and programs will be examined, and analysis undertaken of communication issues in current affairs and communication processes in public relations practice. Students will identify strategies and tactics essential to ethical, best practice public relations for internal and external communication management; trends affecting the development of the profession and practical use of new media. They will also be introduced to the practical elements of media relations.

 

Textbook(s)

Johnstone, J. & Sheehan, M (eds) 2014, Public Relations: Theory and Practice, 4th edn, Allen and Unwin, Crows Nest, NSW

Prerequisite(s)

Nil

Corequisite(s)

Nil

Teaching method

Component	Duration
INTERNAL, MAGILL
Lecture	1 hour x 13 weeks
Tutorial	1.5 hours x 13 weeks
INTERNAL, OFFSHORE, HELP COLLEGE OF ARTS AND TECHNOLOGY
Lecture	1 hour x 13 weeks
Tutorial	1.5 hours x 13 weeks
INTERNAL, MAGILL (INTENSIVE)
Lecture	1.5 hours x 10 sessions
Tutorial	1.5 hours x 10 sessions
Tutorial (Online Discussion)	1 hour x 5 sessions
INTERNAL, CITY WEST
Lecture	1 hour x 13 weeks
Tutorial	1.5 hours x 13 weeks
INTERNAL, OFFSHORE, HONG KONG BAPTIST UNIVERSITY
Lecture	1 hour x 10 weeks
Tutorial	1.5 hours x 10 weeks
INTERNAL, OFFSHORE, M2 EDUCATION (SINGAPORE) PTE LTD
Lecture	1 hour x 10 weeks
Tutorial	1.5 hours x 10 weeks

Note: These components may or may not be scheduled in every study period. Please refer to the timetable for further details.

Assessment

Essay, Learning log/Journal, Project

Fees

EFTSL*: 0.125
Commonwealth Supported program (Band 3)
To determine the fee for this course as part of a Commonwealth Supported program, go to:
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Fee-paying program for domestic and international students
International students and students undertaking this course as part of a postgraduate fee paying program must refer to the relevant program home page to determine the cost for undertaking this course.

Non-award enrolment
Non-award tuition fees are set by the university. To determine the cost of this course, go to:
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Not all courses are available on all of the above bases, and students must check to ensure that they are permitted to enrol in a particular course.

* Equivalent Full Time Study Load. Please note: all EFTSL values are published and calculated at ten decimal places. Values are displayed to three decimal places for ease of interpretation.