Overview

This unit introduces students to the principles, theories, models, roles and approaches of public relations by examining the basic definition(s), perceptions, relevant concepts, theories, and application fields of the profession.

Teaching periods
Location
Start and end dates
Last self-enrolment date
Census date
Last withdraw without fail date
Results released date
Semester 1
Location
Hawthorn
Start and end dates
26-February-2024
26-May-2024
Last self-enrolment date
10-March-2024
Census date
31-March-2024
Last withdraw without fail date
12-April-2024
Results released date
02-July-2024

Learning outcomes

Students who successfully complete this unit will be able to:

  • Demonstrate a familiarity with the history of modern public relations
  • Articulate knowledge of public relations models and theories
  • Articulate awareness of the different approaches to public relations, as well as the need for socially responsible and ethical public relations practices
  • Demonstrate a fundamental knowledge and understanding against which practice can be benchmarked and understood
  • Demonstrate an understanding of public relations planning and presentation
  • Understand public relations problems and issues

Teaching methods

Hawthorn

Type Hours per week Number of weeks Total (number of hours)
Online
Lecture
1.00 12 weeks 12
On-campus
Class
2.00 12 weeks 24
Specified Activities
Various
3.00 12 weeks 36
Unspecified Activities
Various
6.50 12 weeks 78
TOTAL150

All Applicable Locations

Type Hours per week Number of weeks Total (number of hours)
Online
Directed Online Learning and Independent Learning
12.50 12 weeks 150
TOTAL150

Assessment

Type Task Weighting ULO's
Case Study ReportIndividual 25% 1,2,3,4 
PortfolioIndividual 45% 1,2,3,4,5,6 
Preliminary PlanGroup 30% 2,3,5,6 
Case Study DemonstrationIndividual 20% 1,2,3,4 
Portfolio of WorksheetsIndividual 25% 1,2,3,4,5,6 
Preliminary PlanGroup 35% 2,3,5,6 
TestIndividual 20% 1,2,3,4 

Content

  • The historical development of public relations
  • The nature of contemporary public relations activity
  • Application of theories of communication to public relations practice
  • The fields of practice of public relations, including business, government and non-government organisations
  • Roles and responsibilities of the public relations practitioner, including social, organisational, administrative, cultural, ethical and legal responsibilities
  • Examination of public relations practice through case studies

Study resources

Reading materials

A list of reading materials and/or required textbooks will be available in the Unit Outline on Canvas.