| Semester 1, 2023 Online | |
| 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
Public relations teams are directly responsible for an organisation鈥檚 reputation, foreseeing contentious issues, and managing crises. The strategies and tools you will use to develop and protect reputation, and deal with problems and emergencies, can help prevent or resolve a crisis. Acquiring the ability to genuinely connect with affected stakeholders and predict how they will react will be critical for you as a PR professional in mitigating the effect of a crisis.
In this course you will be equipped with the skills and knowledge to build and protect the reputation of your organisation or individual client. You will apply relevant contemporary skills in communication and relationship-building to build trust and manage emerging issues based on real-life scenarios. You will learn how to implement responsive PR ideas to develop proactive and reactive strategies that will support the client you represent and authentically engage their target publics.
Course learning outcomes
On successful completion of this course students should be able to:
- Evaluate the core elements of reputation, and investigate how issues and crisis can affect (and are affected by) reputation;
- Identify types of issue and crisis and create an appropriate communication response to prevent these from developing or amplifying;
- Critically analyse and evaluate existing reputation management approaches;
- Construct and implement reputation, issues and crisis communication plans.
Topics
| Description | Weighting(%) | |
|---|---|---|
| 1. | Challenges for contemporary organisations | 10.00 |
| 2. | Theories and frameworks | 25.00 |
| 3. | Reputational communication | 20.00 |
| 4. | Issues communication and planning | 20.00 |
| 5. | Crisis communication and planning | 25.00 |
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 |
|---|---|---|---|
| Case 精东传媒app | No | 35 | 1,3,5,6 |
| Practical 1 | No | 50 | 1,2,5,6 |
| Practical 2 | No | 15 | 1,2,4 |