Course Title: Advocacy and Voice in Public Relations

Part A: Course Overview

Course Title: Advocacy and Voice in Public Relations

Credit Points: 12.00

Terms

Course Code	Campus	Career	School	Learning Mode	Teaching Period(s)
COMM2920	City Campus	Undergraduate	345H Media and Communication	Face-to-Face	Sem 2 2024

Course Coordinator: Shima Saniei

Course Coordinator Phone: +613 9925 1721

Course Coordinator Email: shima.saniei@rmit.edu.au

Course Coordinator Location: Building 9

Course Coordinator Availability: By appointment

Pre-requisite Courses and Assumed Knowledge and Capabilities

None.

Course Description

In this course you will explore the different types of voice, the power of narrative, and how to effectively use your own voice in public relations. You will develop the skills and knowledge to effectively communicate and advocate for a cause, organisation or individual. You will explore community engagement and advocacy which are central to ethical public relations and the role of effective communication in shaping public opinion and attitudes. You will analyse how to effectively engage with policymakers and other decision-makers. You will develop content related to activism and social responsibility in both local and international contexts.

Objectives/Learning Outcomes/Capability Development

Program Learning Outcomes 

This course contributes to the following BP354 Bachelor of Professional Communication Program Learning Outcomes: 

• PLO1: Practise professional communication in multiple contexts while actively contributing to a more sustainable world and engaging with diverse cultures and globally inclusive perspectives. 
• PLO2: Collaborate respectfully with diverse stakeholders, both locally and globally, to problem solve within and across a range of professional contexts. 
• PLO3: Employ intellectual agility, knowledge, and skills to develop creative solutions for an unpredictable world and to adapt to professional and personal change. 

Course Learning Outcomes 

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

1. Examine the role of advocacy in public relations and identify its various forms  
2. Apply principles of voice, engagement and public relations advocacy to local and global real-world situations. 
3. Analyse and develop effective advocacy strategies for different stakeholders. 
4. Develop content to advocate and respond to issues raised by activist, community groups, and key stakeholders. 

Overview of Learning Activities

You will be actively engaged in a range of learning activities such as lectures, tutorials, seminars, project work, class discussion, individual and group activities.  

Overview of Learning Resources

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

There are services and resources available to support your learning through the University Library. The Library provides guides on academic referencing and subject specialist help as well as a range of study support services. For further information, please visit the Library page on the RMIT University website and the RMIT student website. 

Overview of Assessment

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

Assessment Tasks 

Assessment Task 1: Environmental scanning for advocacy communications: Identifying stakeholders and their voices, Individual, 1500 words (30%), CLOs 1, 2 Assessment Task 2: Case Study Individual, 2000 words (40%), CLOs 2, 3 Assessment Task 3: Advocacy for social change Group, 1500 words (30%) CLOs 2, 3, 4

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 coordinator or Equitable Learning Services if you would like to find out more. 

Your course assessment conforms to RMIT assessment principles, regulations, policies, procedures and instructions.