COM232 Strategic Public Relations Practice (8)

CSU Discipline Area: Communication (COMUN)

Duration: One session

Abstract:

This subject considers strategic public relations practice in which students gain experience in developing a comprehensive public relations project for a real client, within the operating environment of the on-campus consultancy. The fundamentals of public relations strategy and planning are studied in depth and as well as insights are being provided into corporate and consultancy environments.

+ Subject Availability Modes and Locations

Session 1
Internal	Bathurst

Continuing students should consult the SAL for current offering details: COM232

Where differences exist between the Handbook and the SAL, the SAL should be taken as containing the correct subject offering details.

Prerequisite(s):

COM215

Objectives:

Upon successful completion of this subject, students should:

- be able to identify the roles and functions of the various members of a Public Relations team
- be able to explain the client/public relations professional relationship
- be able to discuss strategies for developing and maintaining effective relationships between the client and the public relations professional
- be able to follow the public relations campaign process
- be able to effectively define and respond to a client brief
- be able to make effective contributions to a team project
- be able to apply selected software packages when working in a professional workplace

Syllabus:

The subject will cover the following topics:

- the nature and structure of corporate, not-for-profit and consultancy operations in public relations practice, including client/consultancy relationships - the application of strategic planning to public relations campaigns - the use of planning, research and evaluation (PRE) methodology in developing and monitoring effective campaigns - developing and participating in campaign teams to undertake public relations projects - campaign case studies

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