PUBR71-102: Public Relations Masterclass

Description

Students are introduced to public relations from a management perspective as a critical function in all industries across corporate, government and not-for-profit organisations. Public Relations Masterclass delivers a comprehensive conceptual, theoretical, and practical framework demonstrating how public relations managers develop communication processes and manage relationships with organisational publics and stakeholders. Students will critically evaluate present structure and future directions of public relations in the context of a global society, including key concepts such as ethical practice, public interest, media and social media, community engagement, and issues and crisis management. You will apply this knowledge to creating and pitching an authentic campaign for the semester client. 

Subject details

Learning outcomes

1. Understand and evaluate public relations theory and practice as a critical management function.
2. Critically appraise and articulate the roles and responsibilities of professional and ethical public relations in corporate, government and not-for-profit organisations and its intersection with other professional communication disciplines.
3. Demonstrate theoretical and practical public relations knowledge and skills through analysing, creating and pitching authentic campaigns.

Enrolment requirements

Subject outlines

• January 2021 [Standard]
• January 2020 [Intensive]
• January 2019 [Intensive]
• January 2018 [Intensive]

Subject dates