Course Title: Public Relations Techniques
Part A: Course Overview
Course Title: Public Relations Techniques
Credit Points: 12.00
Terms
Course Code |
Campus |
Career |
School |
Learning Mode |
Teaching Period(s) |
COMM1177 |
City Campus |
Postgraduate |
345H Media and Communication |
Face-to-Face |
Sem 2 2010, Sem 2 2011, Sem 2 2012, Sem 2 2013, Sem 2 2014 |
Course Coordinator: Tracy O'Shaughnessy
Course Coordinator Phone: (03) 9925 3155
Course Coordinator Email: tracy.oshaughnessy@rmit.edu.au
Course Coordinator Location: 9.5.43
Course Coordinator Availability: By appointment
Pre-requisite Courses and Assumed Knowledge and Capabilities
None
Course Description
This course is designed to present and broaden your framework on when and how to implement contemporary ’marcomms’ and public relations techniques for maximum campaign impact. Particular emphasis will be placed on the role of creativity in developing strategic communication solutions to suit the diverse requirements of organisations and target publics. Both traditional and new media techniques will be examined as will essential controlled media writing skills and design principles. The course explores the role and technical requirements for both traditional media and emerging new media as well as introduce you to design concepts that are central to the execution of both online and traditional media forms.
Objectives/Learning Outcomes/Capability Development
You will be assessed on your development of the following program capabilities:
- To better understand how organisations dealing with public relations practitioners perceive various practices, activities and behaviours and to discuss expectations of sectors including not-for-profits, corporates, consultancies and government;
- To provide students with the opportunities to reflect on, discsuss and present issues surrounding contemporary public relations practice in changing environment, social and political spheres; the broader socio-cultural, political and economic implications of pr and its role and responsibility
Upon successful completion of this course, you will be able to:
- Analyse, critique and apply public relations and marketing communication components and techiques in addressing a communication problem
- Utilise traditional and electronic controlled media techniques and apply basic design principles
- Present ideas and arguments in both controlled/uncontrolled communication techniques
Overview of Learning Activities
The course will take a blended approach in its delivery with learning activities that involves a range of activities including lectures, tutorials, group activities, class discussion and studio work. Guest lecturers will provide insights from a range of perspectives.
Overview of Learning Resources
RMIT will provide you with resources and tools for learning in this course through online systems.
Overview of Assessment
Assessment consideration
The course is graded using the RMIT University scale.
Please note:
- Guidance on individual assessment tasks will be provided during semester
- Professional presentation is integral to the assessment of all submitted work
- Deadlines for submission/presentation of work must be strictly observed
- Assignments must be submitted with the appropriate cover sheet to the School of Media and Communication office on level 4, building 9 at the RMIT city campus