MKB1221

Public relations principles and practice

Ms Corrine Clarke

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 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%