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.
- First semester 2019 (On-campus)
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:
- 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.
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