Introducing to Public Relationship

School of Marketing Curtin Business School www.business.curtin.edu.au

Public Relations (Principles) 500 Semester 1, 2011 (Sydney)

Unit study package number: Mode of study: Tuition pattern summary: Credit value: Pre-requisite units: Co-requisite units: Anti-requisite units: Additional Requirements: Core Unit Status: Result type: 12477 Internal 3-hour seminar 25 None None None None Core Unit in Master of Marketing degree Grade/Mark

Unit Coordinator:

Name: Phone: Email: Building: Room:

Marie-Louise Sinclair (08) 9266 3887 or 0438 935 970 M.sinclair@curtin.edu.au 408:2012 (Bentley Campus)

Learning Management System: FLECS - Blackboard (oasis.curtin.edu.au)

Publication Date: 24 February 2011

Page 1 of 9 CRICOS Provider Code WA 00301J, NSW 02637B

Syllabus

An introduction to the principles and practice of public relations. The history and evolution of public relations. The importance of ethical practice. Identifying publics and the need for public relations programs. Planning and managing these programs and evaluating their effectiveness. Managing relations with relevant publics and applying the range of communication processes needed.

Introduction

Public relations (PR) has grown exponentially in recent times to become one of the most influential fields in contemporary society. It plays a major, though often misunderstood, role in many aspects of modern life including business, government, NGOs (such as charities and activist groups), sport, entertainment and the arts. The practice of public relations is inextricably linked with the mass media, although PR professionals are often responsible for building direct relationships with stakeholders and do not always work through the media. Public relations specialists are skilled communicators and wordsmiths who help business and political leaders, corporations and NGOs to get their message across in the ‘court of public opinion’. This unit provides an introduction to the diverse world of public...