Public Relations Strategy

Description

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.

Availability

Callaghan Campus

  • Semester 1 - 2015

UoN Singapore

  • Trimester 3 - 2015 (Singapore)

Learning Outcomes

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.

Content

Topics 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)

This course replaces the following course(s): CMNS2290. Students who have successfully completed CMNS2290 are not eligible to enrol in CMNS3530.

Assumed Knowledge

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

Assessment Items

Journal: Learning & Project Journal

Presentation: Presentation of Draft Audit

Written Assignment: Communication Audit Document

Presentation: Communication Audit Client Presentation

Contact Hours

Lecture

Face to Face On Campus 1 hour(s) per Week for 10 Weeks

Workshop

Face to Face On Campus 2 hour(s) per Week for Full Term