Course Title: Specialist PR Practice and Writing
Part A: Course Overview
Course Title: Specialist PR Practice and Writing
Credit Points: 12.00
Terms
Course Code |
Campus |
Career |
School |
Learning Mode |
Teaching Period(s) |
COMM2144 |
City Campus |
Undergraduate |
335H Applied Communication |
Face-to-Face |
Sem 2 2006, Sem 2 2007 |
COMM2380 |
RMIT University Vietnam |
Undergraduate |
335H Applied Communication |
Face-to-Face |
Viet2 2009, Viet3 2009 |
COMM2380 |
RMIT University Vietnam |
Undergraduate |
345H Media and Communication |
Face-to-Face |
Viet1 2010, Viet2 2010, Viet3 2010, Viet1 2011, Viet2 2011, Viet3 2011, Viet1 2012, Viet2 2012, Viet3 2012, Viet1 2013, Viet2 2013, Viet3 2013, Viet1 2014, Viet2 2014, Viet3 2014, Viet1 2015, Viet2 2015, Viet3 2015 |
Course Coordinator: Ms Olivia Guntarik
Course Coordinator Phone: 9925 1911
Course Coordinator Email: olivia.guntarik@rmit.edu.au
Course Coordinator Location: 6:02:03
Course Coordinator Availability: Tuesdays 12 noon - 3pm. All other times by appointment.
Pre-requisite Courses and Assumed Knowledge and Capabilities
COMM 2284 PR Practice and Writing
COMM1161 Introduction to Public Relations
Course Description
This course will build on the concepts introduced and skills developed in PR Practice and Writing while also introducing more specialised written communication tools available to PR practitioners. Particular emphasis will be given to explaining these communication methods in an industry context.
You will be reminded of the most important rules necessary for PR practitioners to communicate effectively in plain English; develop a deeper understanding of why and how to target designated publics/audiences; how to convey key messages to these target audiences using the appropriate tools and media; and gain a greater understanding of some of the specialised areas of public relations practice.
Objectives/Learning Outcomes/Capability Development
Students will develop writing skills vital for professional public relations practice within an industry context. Student’s will also develop a deeper understanding of the importance of being able to identify key publics and how to write for them.
On completing this course you will:
- understand the importance of accurately identifying specific target publics/audiences for written communication to be effective.
- understand the different tools and writing styles used to communicate with these various audiences.
- be able to apply the basic writing tools introduced in PR Practice and Writing and those introduced in this course to different specialised areas of PR practice.
- have a greater appreciation of a number of important specialist areas of public relations
Overview of Learning Activities
A weekly lecture will give you a greater understanding of concepts introduced in PR Practice and Writing within an industry context while introducing more specialised methods of written communication with designated audiences.
Weekly tutorials will build on concepts covered in lectures and you will be given an opportunity to practise writing documents. Exercises will be based on "real world" scenarios which you can expect to find in industry.
Overview of Learning Resources
Public Relations students are expected to be keen consumers of news media. You will be expected to read daily and weekly newspapers and on-line news websites and watch and listen to a selection of news programs.
Required readings for the course will be from the prescribed texts. (You will already have the three texts set for this course as they were prescribed texts in previous compulsory courses: Newsom and Haynes and Style (PR Practice and Writing); Snook’s & Co (Style Manual).
Overview of Assessment
Assessment for this course will consist of tutorial participation and exercises and a major assignment. These tasks will assess your ability to creatively apply the skills and competencies covered in the lecture and tutorial program in a recognised public relations framework and structure.