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COM2036 - Strategic Communication/Public Relations Practice

6 points, SCA Band 1, 0.125 EFTSL

Undergraduate Faculty of Arts

Leader: Dr Linda Venter, South Africa


Not offered in 2007


This unit deals with the fundamentals of strategic communication/public relations practice, including key critical constructs and concepts, definitions, history, scope, and the underlying theories of its study and practice. Ethical issues and laws that affect the practice of strategic communication/public relations are covered in addition to basic competencies in planning, implementing and evaluating a programme. Introducing actual management processes there is a focus on effective interpersonal and cross-cultural communication, and crisis management the unit also includes an exploration of internal/employee, government, media and industrial relations.


The unit provides students with an understanding of the nature, scope, and functions of strategic communication / public relations practice within societal settings in South Africa and globally; a comprehension of how strategic communication / public relations practitioners build and maintain relationships in changing environments; and competencies to formulate and plan strategic communication / public relations programmes, including research, communication and evaluation processes. It focuses on the role of values, laws and ethical principles in the industry and the opportunities and challenges that new communication technologies offer.


Tutorial component (oral presentation, attendance and participation):20%;
Individual Case study/assignment(1150 words): 25%;
Compilation of practical work portfolio 10%;
Examination (2 hours, 2000 words): 45%