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PRL1005 Digital Public Relations

Semester 2, 2022 Toowoomba On-campus
Units : 1
Faculty or Section : Faculty of Business, Education, Law and Arts
School or Department : School of Humanities & Communication
Grading basis : Graded
Course fee schedule : /current-students/administration/fees/fee-schedules

Staffing

Examiner:

Overview

The world is more connected today than it has ever been, and the role of digital media in our daily lives continues to expand. Digital media is also now a crucial tool used by public relations (PR) practitioners. This practice-focused course focuses on the power of digital media – including social media - in PR, and the interactions that define contemporary communication. It brings together social theory and contemporary digital media platforms from the PR professional’s perspective to produce a range of PR components, including digital aspects of communication campaigns.

Students in this course plan and implement the digital component of a public relations (PR) campaign. Through an examination of social theory and contemporary digital media platforms, students use best practice PR engagement techniques to produce contemporary forms of a range of digital communications for individual and organisational purposes. Students learn how to implement the digital media planning process of a PR campaign and develop knowledge of its place in achieving a communications campaign's overall strategy.

Course learning outcomes

On successful completion of this course students should be able to:

  1. identify a range of appropriate digital communication strategies, applications and platforms for given scenarios and articulate how these affect decision-making from an operational perspective:
  2. identify and segment target publics:
  3. use digital analytics as part of campaign measurement and evaluation;
  4. ethically apply discipline-specific written communication and creative problem-solving skills for a stated professional outcome.

Topics

Description Weighting(%)
1. Digital media practice in public relations 30.00
2. Planning and creating effective digital strategies 30.00
3. Writing for social media and other digital platforms 15.00
4. Influencers, bloggers, and traditional media 10.00
5. Creativity and economy in digital media 15.00

Text and materials required to be purchased or accessed

Kim, Carolyn Mae 2020, Social Media campaigns: strategies for public relations and marketing, 2nd edn, Routledge, New York NY.

Student workload expectations

To do well in this subject, students are expected to commit approximately 10 hours per week including class contact hours, independent study, and all assessment tasks. If you are undertaking additional activities, which may include placements and residential schools, the weekly workload hours may vary.

Assessment details

Approach Type Description Group
Assessment
Weighting (%) Course learning outcomes
Assignments Written Quiz No 15 1,2
Assignments Written Essay No 15 1,2,3,4
Assignments Practical Practical 1 No 30 1,2,3,4
Assignments Practical Practical 2 No 40 1,2,3,4
Date printed 10 February 2023