COM116 Principles and Practices of Public Relations (8)
CSU Discipline Area: Communication (COMUN)
Duration: One session
Abstract:
This subject introduces students to contemporary Australian and international public relations and organisational communication practice. Students develop an understanding of contemporary public relations in the context of internal and external organisational communication and the relationship between practice and theory.
+ Subject Availability Modes and Locations
| Session 1 | |
|---|---|
| Internal | Bathurst | Session 3 |
| Distance | Bathurst |
Continuing students should consult the SAL for current offering details: COM116
Where differences exist between the Handbook and the SAL, the SAL should be taken as containing the correct subject offering details.
Objectives:
Upon successful completion of this subject, students should:
- be able to demonstrate an understanding of the relationship between theory and practice.
- be able to demonstrate an understanding of the major historical, societal and cultural trends underlying contemporary public relations and organisational communication practice in Australia and internationally.
- be able to demonstrate an understanding of the techniques for the analysis, research and management of the internal and external communication, for differing organisations, and for a variety of publics.
- be able to demonstrate an understanding of the communication tools used in public relations and organisational communication and demonstrate the ability to write a comprehensive communication strategy.
Syllabus:
The subject will cover the following topics:
History and development of organisational communication and public relations concepts and practices. Contexts of public relations practice, internal and external, in differing organisations such as: government, not-for-profit, corporate or private sector. The variety of roles within differing organisations, such as: employee, investor, political and corporate relations; specialist areas of public relations practice such as: political, environmental and international relations. Organisations and social change; theories of social responsibility. Historical and current trends in organisational communication and public relations. Agenda setting, issues and crisis management, and communication management. An introduction to media relationships. Ethical organisational communication practices in Australia and to professional bodies such as: the AIPC, SBC, PRIA, ITVA.
The information contained in the 2013 CSU Handbook was accurate at the date of publication: 24 April 2013. The University reserves the right to vary the information at any time without notice.