Monash University Handbook 2011 Undergraduate - Unit

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

Synopsis

The primary aim of this unit is to introduce students to the range and depth of contemporary theory and practice of public relations in an organisational setting. Applications of stakeholder theory and communication theory. The contributions which public relations can make to an organisation's performance.

Objectives

On successful completion of this unit, students will be able to demonstrate:

1. A critical understanding of the context of the public relations industry and its theoretical base;
2. The ability to interpret, analyse and critique current practices and issues for public relations organizational communication, practice and management;
3. A capacity for critical reflection about the meaning and value of socially responsible and ethical public relations practice;
4. Knowledge and understanding about the legal implications for public relations activities;
5. The ability to identify publics for public relations clients, issues and activities and;
6. Skills in the development and use of stakeholder mapping techniques.

Assessment

Short written assignment (450 words): 10%
Short essay (900 words): 20%
Long essay (1350 words): (30%)
Tutorial participation: 10%
Examination: (2 hours): 30%

Chief examiner(s)

Antionette Eklund

Contact hours

One x 1 hr lecture/week
One x 1 hr tutorial/week

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

Public relations

Prohibitions

PRL1001, PRJ2221