58116 The Ecology of Public Communication

Students explore the field of public communication and the major areas of practice. They gain an understanding of the role of communication in the public sphere, of audiences, environments and contexts of communication, including professional communication practices and issues around integration and convergence. Students learn how public communication, public relations and advertising are conceptualised and practised in various types of organisations and interest groups including organisational communication and marketing communication. They explore issues and controversies in the field such as social representations, agendas and advocacy. Students also begin to produce their own work in advertising, public relations and organisational communication including using new media.