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Monash University

Monash University Handbook 2010 Undergraduate - Unit

6 points, SCA Band 1, 0.125 EFTSL

FacultyFaculty of Arts
OfferedGippsland First semester 2010 (Day)
Gippsland First semester 2010 (Off-campus)
Singapore First semester 2010 (Off-campus)
Coordinator(s)David Wolstencroft


This unit is meant to equip students with both the conceptual and practical tools necessary for managing an organisation's communication in a strategic manner. It discusses the nature of crises and opportunities and how these relate to organisational survival. Offers students the necessary knowledge and tactics in how to use communication tools to bring about harmony for the benefit of organisations and their publics.


On successful completion of this subject students should be able to demonstrate:

  1. A critical understanding of the value of strategic communications management to organisations.

  1. Identify what potentially constitutes a crisis in a wide range of situations and among varying publics.

  1. Identify what potentially constitutes an opportunity in a wide range of situations and among varying publics.

  1. Skills in forecasting and planning for unexpected situations.

  1. Skills in managing opportunities and crises from a strategic communications point of view.


Tutorial participation and exercises: 20%
Strategic management plan (1500 words): 30%
Exam: 50%

Chief examiner(s)

David Wolstencroft

Contact hours

2 hours (1 x 1 hour lecture and 1 x 1 hour tutorial) per week

This unit applies to the following area(s) of study

Public relations


PRL1001 and PRL1002 or equivalents.