| Semester 2, 2023 Springfield On-campus | |
| Units : | 1 |
| School or Department : | School of Humanities & Communication |
| Grading basis : | Graded |
| Course fee schedule : | /current-students/administration/fees/fee-schedules |
Staffing
Course Coordinator:
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 鈥� 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鈥檚 perspective to produce a range of PR components, including digital aspects of communication campaigns.
In this course, you will begin to develop digital engagement techniques for public relations (PR) using best-practice protocols. You will plan and implement digital components of PR campaigns including purpose-specific written communication. Through developing knowledge in the use analytics for campaign measurement, you will make responsive adjustments and evaluation for a specific purpose. You will also use creative problem-solving skills to begin to create digital connections for campaigns.
Course learning outcomes
On successful completion of this course students should be able to:
- select appropriate digital communication strategies, applications and platforms for given scenarios and explain their impacts on decision-making;
- identify and segment target publics;
- ethically use digital analytics in PR campaign creation;
- apply discipline-appropriate communication and creative problem-solving skills for a specified professional outcome.
Topics
| Description | Weighting(%) | |
|---|---|---|
| 1. | Digital media practice in public relations | 30.00 |
| 2. | Planning and creating effective digital PR strategies | 25.00 |
| 3. | Producing PR content digital platforms | 15.00 |
| 4. | Influencers, bloggers, and traditional media | 20.00 |
| 5. | Creativity and economy | 10.00 |
Text and materials required to be purchased or accessed
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
| Description | Group Assessment |
Weighting (%) | Course learning outcomes |
|---|---|---|---|
| Quiz | No | 10 | 1,2 |
| Essay | No | 20 | 1,2,3,4 |
| Practical 1 | No | 30 | 1,2,3,4 |
| Practical 2 | No | 40 | 1,2,3,4 |