PRL2002

Public Relations Research and Techniques ( 6 points, SCA Band 1, 0.125 EFTSL)

Leader: Chris Galloway

Offered:
Gippsland Second semester 2005 (Day)
Gippsland Second semester 2005 (OCL)

Synopsis: This unit is meant to equip students with both the conceptual and practical tools necessary for conducting research and planning campaigns. Students will gain an understanding of social processes and the motivation of people while learning how to use appropriate tools and methods for conducting and interpreting public relations research. The unit will also introduce students to planning techniques with opportunities to put those techniques to practical use. Students will learn the techniques and strategies for developing, presenting and executing a wide-range of public relations campaign plans in an efficient manner.

Objectives: On successful completion of this subject students should be able to: 1. Demonstrate a critical understanding of the rationale and need for research in public relations. 2. Identify meaningful criteria for selecting appropriate methods in doing public relations research. 3. Demonstrate skills in conducting and interpreting research. 4. Skills in utilising research for the purposes of campaign planning. 5. Skills in preparing and executing a campaign plan. 6. Skills in evaluating public relations campaigns.

Assessment: <On-campus> Tutorial attendance and participation: 10% + Research Project (1500 words): 30% + Campaign plan (1500 words): 30% + Exam (1500 words): 30% <Off-campus> Research Proposal (500 words): 10% + Research Project (1500 words): 30% + Campaign plan (1500 words): 30% + Exam (1500 words): 30%

Contact Hours: 3 hours (1 x 1 hour lecture and 1 x 2 hour tutorial) per week

Prerequisites: PRL1001, PRL1002 and PRL2001 or equivalents or permission