Public Relations and Communications (MECM40006)
HonoursPoints: 12.5On Campus (Parkville)
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This subject provides students with an advanced understanding of relevant theory and practice in contemporary public relations. Lectures will introduce case studies and practical accounts from industry professionals dealing with public relations functions including stakeholder relations, media relations, government relations, investor relations and issues/crisis management. This will be complemented with theoretical perspectives and examination of ethical considerations to situate the key issues and challenges of public relations in a global context.
Intended learning outcomes
On successful completion of this subject, students should be able to:
- 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.
At the completion of this subject, students should gain the following generic skills:
- the ability to demonstrate a high level of understanding of key communication issues in the industry;
- the ability to demonstrate skills in research procedures and critical evaluation;
- the ability to present ideas in both verbal and written form and in conformity to professional and academic conventions; and
- the ability to apply pro-active strategies in identifying and solving communication problems at various levels.
Last updated: 3 November 2022