Note: This is an archived Handbook entry from 2010.
|Dates & Locations:|| |
This subject has the following teaching availabilities in 2010:Semester 2, Parkville - Taught on campus.
Timetable can be viewed here. For information about these dates, click here.
|Time Commitment:||Contact Hours: 2 |
Total Time Commitment: 120
|Recommended Background Knowledge:||None|
|Non Allowed Subjects:||None|
|Core Participation Requirements:||None|
CoordinatorDr Umi Manickam Khattab
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.
|Objectives:||Students who complete this subject will: |
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.
|Prescribed Texts:|| |
A subject reader will be available.
|Breadth Options:|| |
This subject is not available as a breadth subject.
|Fees Information:||Subject EFTSL, Level, Discipline & Census Date|
|Generic Skills:||Students who successfully complete this subject will: |
Bachelor of Arts (Honours)(Media and Communications) |
Master of Arts (Science, Communication and Society)
Master of Global Media Communication
Master of Publishing and Communications
Postgraduate Diploma in Arts (Editing and Communications)
Postgraduate Diploma in Arts (Media and Communication)
Media and Communication |
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