Public Relations Project and Campaign Planning
Duration
- One Semester or equivalent
Contact hours
- 36 hours over the semester, normally 3 hours per week
2021 teaching periods
Hawthorn
Higher Ed. Semester 2 | ||
---|---|---|
Dates: Results: Last self enrolment: Census: Last withdraw without fail: |
Swinburne Online
Teaching Period 3 | ||
---|---|---|
Dates: Results: Last self enrolment: Census: Last withdraw without fail: |
Prerequisites
Aims and objectives
Students who successfully complete this unit will be able to:
1. Critically analyse innovative and effective approaches to planning sustained communication activity
2. Research, plan, implement and evaluate communication projects and campaigns
3. Analyse the use and value of different media in professional communication
4. Demonstrate planning and implementing a communication plan
5. Effectively identify approaches to working with clients on communication opportunities
6. Analyse appropriate methods of evaluating the success of communication plans
Courses with unit
BA-MCMN PROF Bachelor of Media and Communication (Professional)
BB-MCMNBUS Bachelor of Business/Bachelor of Media and Communication
Unit information in detail
- Teaching methods, assessment, general skills outcomes and content.
Teaching methods
This unit will involve up to 150 hours of work including:
On-campus
Type | Hours per week | Number of Weeks | Total |
Face to Face Contact Lecture Tutorial |
1 2 |
12 12
|
12 24
|
Online Contact Not Applicable |
|
|
|
Specified Learning Activities Readings |
3 |
12 |
36 |
Unspecified Learning Activities independent study |
|
| 78 |
TOTAL |
|
| 150 hours/12.5cp |
SOL
Type | Hours per week | Number of Weeks | Total |
Face to Face Contact |
|
|
|
Online Contact Not Applicable |
|
|
|
Specified Learning Activities Readings Online Activities |
3 3 |
12 12 |
36 36 |
Unspecified Learning Activities independent study |
|
| 78 |
TOTAL |
|
| 150 hours/12.5cp |
Assessment
Types | Individual or Group task | Weighting | Assesses attainment of these ULOs |
Communication Plan | Group | 30% | 1,2,3,4,5,6 |
Class Exercises Portfolio | Individual | 30% | 1,2,3,6 |
Assignments (2) | Individual | 40% | 2,3,4,5,6 |
General skills outcomes
• Teamwork Skills
• Analysis Skills
• Problem Solving Skills
• Communication Skills
• Ability to tackle unfamiliar problems
• Ability to work independently
Content
• Introduction to PR planning processes
• Creative problem solving applied to PR projects
• Identifying PR problems / opportunities
• Applying ethical principles to PR work
• Developing the client brief
• The PR planning process: frameworks and application
• Research for PR plans
• Target publics
• Goals and objectives
• Strategy and tactics
• Writing up and selling-in the PR plan; managing the client relationship
• Evaluating PR work
• Social media and PR
• Issues, crisis and risk PR
Study resources
- Reading materials.