Course Title: Public Relations Theory and Practice

Part A: Course Overview

Course Title: Public Relations Theory and Practice

Credit Points: 12


Course Code

Campus

Career

School

Learning Mode

Teaching Period(s)

COMM1175

City Campus

Postgraduate

335H Applied Communication

Face-to-Face

Sem 1 2006,
Sem 1 2007,
Sem 1 2008,
Sem 1 2009

COMM1175

City Campus

Postgraduate

345H Media and Communication

Face-to-Face

Sem 1 2010,
Sem 1 2012,
Sem 1 2013,
Sem 1 2014

Course Coordinator: Dr Emsie Arnoldi

Course Coordinator Phone: +61 3 9925 3623

Course Coordinator Email:Email: emsie.arnoldi@rmit.edu.au

Course Coordinator Location: 9.5.39

Course Coordinator Availability: By appointment



Course Description

The course introduces you to the theoretical foundation and professional practice of communication management and public relations. You will examine the history and development of communication management, the four-step process of public relations planning and execution, and the major areas of public relations practice. the course will investigate current perspectives and debate in communication management and public relations scholarship.

You will analyse organisational issues and develop strategies to resolve communication management and public relations problems or opportunities.


Objectives/Learning Outcomes/Capability Development

In this course you will develop the following program capabilities:

  • forge mutually beneficial relationships and engagement between stakeholders/communities based on two-way communication
  • follow a critical approach to research, develop and implement strategic communication programs internally/externally
  • reflect on the broader socio-cultural, political and economic implications of pr and its role and responsibility
  • think critically, creatively and strategically in analysing problems and applying communication solutions in an ethical and responsible manner.


Upon successful completion of this course, you will be able to:

  • define and analyse the history, principles and practice of public relations;
  • identify and interpret communication theories and their application to public relations practice;
  • compare and contrast the contexts - global, social, political, intellectual, cultural, environmental, economic and technological - in which public relations and communication management practitioners operate; and 
  • examine and evaluate public relations practice through relevant case studies and contemporary issues.


Overview of Learning Activities



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Overview of Learning Resources


 
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RMIT will provide you with resources and tools for learning in this course through our online systems.

A list of recommended learning resources will be provided by your lecturer, including books, journal articles and web resources. You will also be expected to seek further resources relevant to the focus of your own learning.


Overview of Assessment

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You will be assessed on how well you meet the course’s learning outcomes and on your development against the program capabilities.

Assessment will cover both theoretical and practical aspects of your learning. You will be able to develop your work in relation to your own specific areas of interest in your professional practice.

Assessment will occur during the course and at the end of the course. Methods may include any combination of assessment tasks such as reports, critiques, journals, tests, group work, discussion and presentations.

Feedback will be given on all assessment tasks.

If you have a long-term medical condition and /or disability  it may be possible to negotiate to vary aspects of the learning or assessment methods.  You can contact the program director or the Disability Liaison Unit if you would like to find out more.

An assessment charter summarises your responsibilities as an RMIT student as well as those of your teachers.

Your course assessment conforms to RMIT assessment principles, regulations, policies and procedures which are described and referenced in a single document.