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

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)
Face to Face Contact (Phasing out)
Lecture		1.00 12 weeks 12
Face to Face Contact (Phasing out)
Tutorial		1.00 12 weeks 12
Online Contact (Phasing out)
Online Learning Activities		1.00 12 weeks 12
Specified Learning Activities (Phasing out)
Readings		3.00 12 weeks 36
Unspecified Learning Activities (Phasing out)
Independent Learning		6.50 12 weeks 78
TOTAL150

Swinburne Online

Type Hours per week Number of weeks Total (number of hours)
Online Contact (Phasing out)
Online Learning Activities		3.00 12 weeks 36
Specified Learning Activities (Phasing out)
Readings		3.00 12 weeks 36
Unspecified Learning Activities (Phasing out)
Individual Study		6.50 12 weeks 78
TOTAL150

Assessment

Type Task Weighting ULO's
PortfolioIndividual 60% 1,2,3,4,5,6 
Preliminary PlanGroup 20% 2,3,5,6 
PresentationIndividual 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.