Authorised by Academic Registrar, April 1996
Objectives Students who complete this subject will be able to apply mass communication theory to the solution of public relations problems; demonstrate the roles which different PR tools might perform in any particular circumstances; use various methods to determine a PR budget; identify the kinds of formal research and information which might be needed to focus PR planning decisions.
Synopsis This subject introduces students to the range and depth of public relations concepts and practice. Stakeholder theory provides a conceptual foundation for further study in the field. Students will apply this and broader communication theory and will be able to demonstrate their understanding of the contributions which public relations can make to an organisation's performance.
Assessment Seven assignments (total 3000 words): 30% + Major assignment (3000 words): 30% + Examination (2 hours): 40%