Public Relations and Corporate Power

This subject has the following teaching availabilities in 2010:

This subject examines the practice of public relations in a globally corporatised environment and pays special attention to its historical and theoretical development in the context of large business corporations. The role of public relations as a human agency in sustaining a balance between competing and opposing forces in complex environments is explored. Lectures will present a critical assessment of the reactive and unethical approaches of selected business corporations towards various publics and inform students of corrective and pro-active forms of building corporate culture, managing (media) relationships, designing corporate campaigns and community sponsorships, analysing risks and issues and networking through coalitions in global terms. Students will debate mainstream and critical theoretical perspectives and engage with actual public relations cases by critically investigating problems and issues in the contemporary practice of corporate public relations.

• be able to recognise the development of public relations in relation to the historical rise of large corporations;
• be able to understand the expansion of public relations in the context of contemporary forms of media practices;
• be able to apply different theoretical frameworks in critically examining the practice in a global corporate context; and
• be able to design and implement a public relations program of action and evaluate issues and problems in relation to corporate citizenry and community development.

A written essay of 2500 words 45% (due mid-semester), a case study report of 2500 words 45% (due at the end of the semester), a 20-minute oral team presentation of a news story or campaign 10% (commencing mid-semester). Students must attend at least 80% of classes to be eligible for assessment.

A subject reader will be available.

This subject is not available as a breadth subject.

• be able to demonstrate a high level of understanding of key communication issues in the industry;
• be able to demonstrate skills in research procedures and critical evaluation;
• be able to present ideas in both verbal and written form and in conformity to professional and academic conventions; and
• be able to apply pro-active strategies in identifying and solving communication problems at various levels.