AZA3031 - Public relations campaigns and events - 2017

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.

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

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

Within semester assessment: 70% + Exam: 30%

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.

See also Unit timetable information

Dr Rose-Marie Bezuidenhout

Communication and media studies - South Africa

Public relations practice - South Africa

AZA2031