Public Relations Strategy

Course code CMNS3530Units 10Level 3000Faculty of Science and Information TechnologySchool of Design, Communication and IT

This course will provide students with an understanding of the fundamental communication and relational concepts and processes that underpin public relations strategy. The course focuses on strategic communication and positioning; risk, issues and crisis communication; organisational communication; community relations and government relations. Students will develop a strategic communication plan and responses to address contemporary public relations issues focusing on public consultation and community engagement.

Available in 2015

Callaghan CampusSemester 1
UoN SingaporeTrimester 3
Previously offered in 2014
ObjectivesOn successful completion of this course, students will be able to:
1. Explain and discuss the fundamental concepts of public relations strategy and positioning.
2. Evaluate and compare theories of strategy, stakeholders and publics.
3. Identify key trends in traditional and social media strategic communication practice.
4. Critically evaluate the role of public relations in society and organisational responsibilities to stakeholders/publics.
5. Prepare a public relations strategy plan and a strategic response.
ContentTopics will include:
1. Fundamental concepts of strategy and strategic communication
2. Thematic engagement through the examination of key publics: for example, government relations; media relations; employee relations; community relations; and consumer relations.
3. Developing strategic responses, effective media relations plans, and how to integrate social media/Web 2.0 technologies.
4. Developing applied communication skills needed to produce strategic public relations materials
5. The ethical dimensions of public relations strategies.
Replacing Course(s)CMNS2290
TransitionStudents who have successfully completed CMNS2290 can not count CMNS3530 towards their degree.
Industrial Experience0
Assumed KnowledgeCompletion of all 1000-level and 2000-level courses within the Public Relations Major.
Modes of DeliveryInternal Mode
Teaching MethodsLecture
Self Directed Learning
Student Projects
Assessment Items
Examination: ClassSchool Examination - Viva Week 14
Essays / Written Assignments
Group/tutorial participation and contribution
Presentations - Individual
Contact HoursLecture: for 1 hour(s) per Week for 10 weeks
Workshop: for 2 hour(s) per Week for Full Term
Timetables2015 Course Timetables for CMNS3530