This unit entry is for students who completed this unit in 2016 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.

AZA3031 - Public relations campaigns and events

6 points, SCA Band 3, 0.125 EFTSL

Undergraduate - Unit

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

Faculty

Arts

Organisational Unit

South Africa School of Social Sciences

Coordinator(s)

Dr Rose-Marie Bezuidenhout

Offered

South Africa

First semester 2016 (Day)

Synopsis

The aim of the unit is to describe public relations campaigns and explain their context in the greater communication strategy. The unit provides a framework for the research, development, implementation and evaluation of an integrative public relations campaign. The unit explains the different phases of the campaign from the client brief and/or organisational problem statement to the evaluation and debriefing stages. The unit also introduces students to the management of an event as part of a public relations campaign.

Outcomes

On completion of the unit, students will be expected to be able to:

Identify and apply appropriate theoretical concepts to the development of an effective public relations campaign;
Critically analyse and evaluate a range of case studies regarding public relations campaigns;
Develop attainable and measurable objectives for public relations campaigns;
Develop a public relations campaign to meet client or organisational needs, problems and strategic imperatives;
Critically appreciate the research relevant to planning and evaluating public relations campaigns;
Discuss the alignment of event goals and objectives to campaign aims and objectives;
Develop an event budget and schedule;
Develop a plan and master checklist for an event.

Assessment

Within semester assessment: 70%
Exam: 30%

Workload requirements

Minimum total expected workload to achieve the learning outcomes for this unit is 144 hours per semester typically comprising a mixture of scheduled learning activities and independent study. A unit requires on average three/four hours of scheduled activities per week. Scheduled activities may include a combination of teacher directed learning, peer directed learning and online engagement.