Faculty of Arts

Monash University

Undergraduate - Unit

This unit entry is for students who completed this unit in 2012 only. For students planning to study the unit, please refer to the unit indexes in the the current edition of the Handbook. If you have any queries contact the managing faculty for your course or area of study.

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6 points, SCA Band 3, 0.125 EFTSL

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

FacultyFaculty of Arts
OfferedBerwick First semester 2012 (Day)
Gippsland First semester 2012 (Day)
Gippsland First semester 2012 (Off-campus)
Coordinator(s)Karen Sutherland


This unit is designed to provide students with the knowledge, understanding, skills and experience in applying new media technologies to public relations. Students are introduced to the developments in new media technologies, and shown how these are applied towards enhancing public relations efforts. Students will learn how new media technologies are used by PR professionals to develop online strategies, such as building personal or company profiles, expanding existing networks, communicating more effectively with key publics, gaining media attention, managing online reputations and attracting sponsorship


On successful completion of the unit students will:

  1. Acquire sound knowledge of how new media technologies are changing PR practices;
  2. understand how new media technologies are applied to PR activities such as managing campaigns, managing online reputations, and crisis communications;
  3. use online tools for PR activities;
  4. evaluate the relevance of various new media technologies for PR applications.


Essay 1 (1000 words): 25%
Report (1500 workds): 35%
Tutorial participation (on-campus students)/ Online tutorial participation (OCL students): 10%
Examination (2 hours): 30%

Chief examiner(s)

Karen Sutherland

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


ATS1356 and ATS1897 or PRJ2221 or PRL1001 and PRL1002