MKB1221

Public relations principle and practice

Dr Carol Steiner

6 points
* One 1-hour lecture and one 2-hour tutorial per week
* Second semester
* Berwick
* Prerequisite: MKB1220

Objectives Students who successfully complete this subject will be able to use philosophical and psychological concepts to understand public relations stakeholders; identify and understand different approaches to moral reasoning used by themselves and stakeholders; conduct insightful analyses of issues and stakeholder interests reflected in media coverage; and explain the role of public relations and PR professionals in modern organisations.

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: Four analytic reports (4000 words): 40%
* Learning journal: 20%
* Class participation: 10%
* Examination (2 hours): 30%