Public Relations and Communications

This subject is not offered in 2013.

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Admission to the postgraduate certificate, postgraduate diploma or fourth year honours in media and communication, Master of Global Media Communication, postgraduate diploma publishing and communications, or Master of Publishing and Communications.

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Students who have previously undertaken 100-419 Public Relations and Corporate Power are not eligible to enrol in this subject.

For the purposes of considering request for Reasonable Adjustments under the disability Standards for Education (Cwth 2005), and Students Experiencing Academic Disadvantage Policy, academic requirements for this subject are articulated in the Subject Description, Subject Objectives, Generic Skills and Assessment Requirements of this entry.

The University is dedicated to provide support to those with special requirements. Further details on the disability support scheme can be found at the Disability Liaison Unit website: http://www.services.unimelb.edu.au/disability/

This subject provides theoretical insights into and practical accounts of public relations today. Lectures begin with a practical account from an industry professional of a public relations function, such as stakeholder relations, media relations, government relations, investor relations and issues/crisis management. This is followed by an examination from a theoretical perspective and in relation to ethical considerations. With the help of case studies and theoretical frameworks, we will situate the role, issues and challenges of public relations in a historical, socio-political and global context.

Students who complete this subject will:

• understand the development of public relations in the context of the historical rise of large corporations;
• recognise the various corporate and community functions of public relations practices;
• apply different theoretical frameworks in critically examining the multiple facets of public relations in various industry contexts; and
• evaluate the ethical considerations that may arise within various public relations practices.

A 15 minute class presentation equivalent to 1000 words 20% (due during the semester), a case study report of 2000 words 40% (due mid-semester), a written essay of 2000 words based on the case plan 40% (due in the examination period). Students are required to attend a minimum of 80% (or 10 out of 12) classes in order to qualify to have their written work assessed. Any student who fails to meet this hurdle without valid reason will not be eligible to pass the subject. All required written work must be submitted in order to pass the subject. Essays submitted after the due date without an extension will be penalised 2% per day. Essays submitted after two weeks of the assessment due date without a formally approved application for special consideration or an extension will only be marked on a pass/fail basis if accepted.

A subject reader will be available.

This subject is not available as a breadth subject.

Students who successfully complete this subject will:

• 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.