CMNS3510

Advanced Public Relations Studies

Faculty of Science and Information Technology School of Design, Communication and IT

10 Units 3000 Level Course

Available in 2014

Callaghan Campus	Semester 2
UoN Singapore	Trimester 1

Previously offered in 2013, 2012, 2011, 2010, 2009

This course contributes to the student's depth and breadth of knowledge in the public relations field by examining the nexus between public relations theory and practice. Students integrate theoretical frameworks with contemporary public relations practice. A unifying concept is the exploration of the way meaning is socially constructed and enacted and what interests are served. Central themes that are covered are: the construction of publics, functionalist approaches to public relations and co-creational approaches to public relations. The course builds on previous courses at 1000 and 2000 level to further examine public relations and its role in society, both in an Australian and in an international context.

Objectives

On successful completion of the course, the student will be able to:

1. describe the historical development of public relations theory;
2. discuss the main theoretical frameworks for public relations practice;
3. demonstrate the application of public relations theory to practice through class exercises;
4. discuss the implications of emerging critical scholarship for public relations.

Content

Topics will include:
1. The evolution of public relations theory and its impact on practice
2. The publics in public relations – theory and practice
3. The examination of public relations practice using functionalist public relations theory
4. The examination of public relations practice using co-creational public relations theoretical perspectives
5. Critical scholarship in public relations

Replacing Course(s)

10 units of 20-unit course CMNS3290 - Applied Public Relations

Transition

In the Public Relations Major, if a student needs to complete CMNS3290 to fulfil the requirements of the major they should enrol in CMNS3500 - Communication Internship and CMNS3510 - Advanced Public Relations to complete the required 20 units.

Industrial Experience

Assumed Knowledge

Completion of all 1000-level and 2000-level courses within the Public Relations Major.

Modes of Delivery

Internal Mode

Teaching Methods

Lecture
Workshop

Assessment Items

Essays / Written Assignments
Group/tutorial participation and contribution
Presentations - Class

Contact Hours

Workshop: for 2 hour(s) per Week for Full Term
Lecture: for 1 hour(s) per Week for 10 weeks

Compulsory Components

Requisite by Enrolment	Compulsory Program Component: This course is only available to students enrolled in the Bachelor of Communication and associated combined degree programs.

Timetables