Public relations principles and practice
Dr Carol Steiner
6 points * One 1-hour lecture and one 2-hour tutorial per week * Second semester * Berwick * Prerequisite: GSC2901
Objectives Students who complete this subject should be able to apply human communication theory to solve public relations problems; demonstrate the roles different PR professionals might perform in any particular circumstances; identify and select appropriate ethical models; identify appropriate research techniques; obtain reliable information; support 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: Six analytic reports (4000 words): 30% * Learning journal: 20% * Class participation: 10% * Examination (2 hours): 40%
Prescribed texts
Baskin and Arnoff Public relations: The profession and the practice WCB, 1993
Wilcox, Ault and Agee Public relations: Strategies and tactics 4th edn, Harper Collins, 1994
| Published by Monash University, Clayton, Victoria
3168 Copyright © Monash University 1996 - All Rights Reserved - Caution Authorised by the Academic Registrar December 1996 |