The University of Newcastle, Australia
Available in 2020

Course handbook

Description

This course contributes to the student's depth and breadth of knowledge of the evolving media landscape and the role traditional and emerging communication channels play in public relations. It is a detailed examination of the array of channels utilized by public relations professionals including traditional media, digital media, social media, earned and owned media. These are explored and assessed from a theoretical, strategic and tactical perspective. Knowledge and skills including the design, implementation and measurement of promotional, persuasive and social media engagement strategies are developed through case studies and projects. The course builds on previous courses at 1000 and 2000 level to further students’ understanding of public relations theory and practice, both in an Australian and in an international context.


Availability2019 Course Timetables

Newcastle City Precinct

    PSB Singapore

    • Trimester 1 - 2020 (Singapore)

    Learning outcomes

    On successful completion of the course students will be able to:

    1. Demonstrate a sound understanding of the evolving media landscape and the role traditional and emerging communication channels play in public relations.

    2. Demonstrate how the array of communication and media channels utilized by public relations professionals are used strategically and tactically.

    3. Demonstrate ability to develop, implement and measure promotional, persuasive and social media engagement activities to a level typically required in an entry-level professional public relations position.

    4. Discuss the strengths and weaknesses of public relations theory in underpinning and informing approaches to contemporary practice.


    Content

    Topics will include:

    1. Examining the evolving media landscape and the role traditional and emerging communication channels play in public relations
    2. Exploring the array of communication and media channels utilized by public relations professionals are used strategically and tactically
    3. How to design, implement and measure promotional, persuasive and social media engagement activities to a level typically required in an entry-level professional public relations position
    4. The examination of the strengths and weaknesses of public relations theory in underpinning and informing approaches to contemporary practice

    Requisite

    This course is only available to students enrolled in the Bachelor of Communication and the Bachelor of Creative Industries, and associated combined degree programs.


    Assumed knowledge

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


    Assessment items

    Written Assignment: Written Assignment

    Portfolio: Portfolio

    Presentation: Group Presentation


    Contact hours

    Newcastle City Precinct and PSB Singapore

    Online Activity

    Online 1 hour(s) per Week for 10 Weeks

    Tutorial

    Face to Face On Campus 2 hour(s) per Week for 12 Weeks