The University of Newcastle, Australia
Available in 2019

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

  • Semester 2 - 2019

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