Monash University Handbook 2011 Undergraduate - Unit

Refer to the specific census and withdrawal dates for the semester(s) in which this unit is offered.

Notes

Synopsis

Principles and processes involved in preparing publishable media releases, newsletters, speeches, fact sheets and brochures. Writing for diverse audiences, for promotional and persuasive purposes, and for different media and production environments. Persuasive techniques, readability research, language theory and communication philosophy.

Objectives

On successful completion of this unit students will be able to demonstrate: a critical understanding of the meaning, nature and rationale of public relations; skills in preparing basic communication tools; comprehension of fundamental public relations theory; knowledge of the nature, diversity and changeability of public opinion; understanding about the ways that publics interpret and misinterpret communications, and a critical appreciation of the impact of current events on public relations.

Assessment

Written work: 55%
Presentation: 15%
2 hour Exam: 30%

Chief examiner(s)

Dr James Gomez

Contact hours

3 hours class contact or equivalent per week

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

Public relations

Prohibitions

MKW1220