Authorised by Academic Registrar, April 1996
Objectives To provide students with (i) the inductive learning from a process of executing a significant program to the brief of a real client; (ii) an opportunity to reflect on the integration of all the public relations theory and practice received during the course; (iii) the ability to perform supervised roles in public relations departments and consultancies; and (iv) the ability to contribute substantially to PR program development.
Synopsis This subject is predominantly a supervised practicum. Three hours are scheduled, within which four major lectures and briefs are included over the semester. It will provide students with an integrative, inductive learning experience in their final semester. Further, through exposure to clients in business, it will sensitise students to work after graduation. The subject will cover public relations planning - conceptual tools, organisational tools; planning a major one-off event; taking the brief - dealing with faulty brief, adding to the brief, building the agency/client relationship; managing the campaign development process; integrating information into the brief; presenting the public relations plan - techniques, consultancy/client management.
Assessment Minor group assignment (2000 words): 20% + Major group assignment (5000 words): 50% + Examination (2 hours): 30%