Authorised by Academic Registrar, April 1996
Objectives To provide students with (i) a clear understanding of appropriate objectives for promotion through publicity; (ii) tools for and experience in creating publicity for organisations, products and individuals; (iii) the ability to develop and evaluate publicity programs; (iv) the ability to understand the productive relationships which can be forged between publicity and other forms of promotion; and (v) the ability to use and commission appropriate research to monitor the effects of publicity programs.
Synopsis The subject will cover the role of promotion within - public relations, marketing; the role of publicity in a promotional context; developing a publicity program; the processes of publicity and the communication theory which underlie them - written releases to the media, personal contact to invoke coverage of issues/products, visual publicity techniques, creating `events', arranging interviews with the media, press briefings, press conferences, press tours; targeting publicity - direct media approaches, `grass-roots' action through interested third parties; producing newsletters; promotional video production and distribution; organising exhibitions, displays and conferences; the need for program integration - understanding target group behaviour, attitude and feelings as a prerequisite for promotional activity; researching publicity/promotion effectiveness.
Assessment Ten weekly individual assignments (5000 words): 50% + Group assignments (2000 words): 20% + Examination (2 hours): 30%