Public Relations: Reputation to Risk
Duration
- One semester
Contact hours
- 36
On-campus unit delivery combines face-to-face and digital learning.
2024 teaching periods
| Hawthorn Higher Ed. Semester 1 |
||
|---|---|---|
Dates: Results: Last self enrolment: Census: Last withdraw without fail: |
Aims and objectives
This unit provides students with an understanding of Public Relation's role in reputation management, and it provides students with appropriate methodologies for this task.
1. Critically evaluate PR's role in corporate reputation management
2. Analyse and identify ethical issues that arise in corporate reputation management
3. Critically apply methodologies for dealing with issues, crisis and risk communication requirements
4. Formulate reputation management through exploring a range of public relations sub-disciplines such as government and media relations.
Unit Learning Outcomes
On successful completion of this unit students will be able to:
1. Critically evaluate PR's role in corporate reputation management
2. Analyse and identify ethical issues that arise in corporate reputation management
3. Critically apply methodologies for dealing with issues, crisis and risk communication requirements
4. Formulate reputation management through exploring a range of public relations sub-disciplines such as government and media relations.
Unit information in detail
- Teaching methods, assessment and content.
Teaching methods
This unit will involve up to 150 hours of work including:
| Type (On-campus) | Hours per week | Number of Weeks | Total |
| Face to Face Contact Lecture Tutorial |
1 2 |
12 12 |
12 24 |
| Unspecified Learning Activities Independent study | 9.5 | 114 | 114 |
| TOTAL |
|
| 150 hours/12.5cp |
Assessment
| Types | Individual or Group task | Weighting | Assesses attainment of these ULOs |
| Public Relations Plan | Individual | 30% | 1, 2, 3, 4 |
| Assignments (2) | Group | 50% | 1, 2, 3, 4 |
| Case studies portfolio | Individual | 20% | 1, 2 |
Content
• Public relations context, theories and models
• The public relations environment
• Public relations as reputation management
• Ethical issues in reputation management
• Critical perspectives on public relations
• Sustainability strategies and corporate reputation
• Managing issues
• Communicating in crisis
• Dealing with risks
• Managing reputation across borders
• Managing reputation online – including in social media
• Corporate identity and reputation management
• The public relations environment
• Public relations as reputation management
• Ethical issues in reputation management
• Critical perspectives on public relations
• Sustainability strategies and corporate reputation
• Managing issues
• Communicating in crisis
• Dealing with risks
• Managing reputation across borders
• Managing reputation online – including in social media
• Corporate identity and reputation management
Study resources
- Reading materials.
Reading materials
Students are advised to check the unit outline in the relevant teaching period for appropriate textbooks and further reading.