50159 Public Relations Principles

Handbook description

This subject introduces students to the principles of public relations by examining the concepts, theories and contexts of professional practice. The subject traces the historical development of public relations from technical orientations to strategic management roles and functions. Students critique current practices and issues with reference to contemporary case studies and professional industry representatives. They develop their understanding of socially responsible, ethical public relations practice through a critique of contemporary public relations models. They continue to enhance their research skills and ability to write across a wider range of appropriate media.

Subject objectives/outcomes

At the completion of this subject, students are expected to be able to:

1. compare theories and contexts of professional public relations practice and literature
2. demonstrate an understanding of the public relations industry through critique of current practices
3. identify and critically assess current issues for public relations practice
4. demonstrate an understanding of the value of socially responsible, ethical public relations practice
5. develop an understanding of legal implications for public relations practitioners
6. identify publics and set goals and objectives for public relations clients, issues and activities
7. write a media strategy and media release to effectively communicate information to predetermined users.

Contribution to graduate profile

This subject provides students with:

• an interdisciplinary and coherent knowledge of public relations to inform ethical, creative and socially responsible practice
• an ability in critical analysis, multiple perspective-taking and strategic and creative problem solving to achieve a thorough and critical understanding of public communication processes and industries and their social, economic and political contexts
• specific skills associated with successful professional work in public relations including research and writing skills necessary for professional practice
• an understanding of the range of public communication industry contexts that include public relations
• the ability to interact with, assess and coordinate information across the range of technological platforms in a critical, innovative and ethical manner
• the competency in researching, diagnosing and addressing communication problems and possessing highly developed oral and written communication skills.

Teaching and learning strategies

Experiential learning techniques are employed in this subject, in combination with lectures. Students review and critique professional materials for their workshop activities. Video and audio resources are used when appropriate. Guest speakers provide students with the opportunity to discuss and debate issues for public relations practice.

Content

• Introduction to public relations as a communication process. Concepts associated with communicating to publics and maintenance of relationships.
• Models for viewing public relations practice.
• The role of public relations practitioners: technical practitioner vs strategic manager.
• The public relations professional: roles and responsibilities. Legal issues affecting public relations practice. Ethics. Industry associations.
• Introduction to public relations strategies and techniques: identifying problems and opportunities; setting goals and objectives; media relations and publicity; understanding the nature of news and media needs; preparing basic media releases (content and form) and the role of interviews.

Assessment

Assessment item 1: Analysis of current practice against theoretical models

Assessment item 2: Identification and discussion of major issues in public relations practice in a report

Assessment item 3: Participation in editing exercise

Assessment item 4: Writing for the media (in class test)

Minimum requirements

Students are expected to read the subject outline to ensure they are familiar with the subject requirements. Since class discussion and participation in activities form an integral part of this subject, you are expected to attend, arrive punctually and actively participate in classes. If you experience difficulties meeting this requirement, please contact your lecturer. Students who have a reason for extended absence (e.g. illness) may be required to complete additional work to ensure they achieve the subject objectives.

Attendance is particularly important in this subject because it is based on a collaborative approach which involves essential workshopping and interchange of ideas. Students who attend fewer than ten classes are advised that their final work will not be assessed and that they are likely to fail the subject.

Recommended text(s)

Johnston, J., Zawawi, C. (Eds.) 2009, Public relations theory and practice, 3rd edn. St. Leonards, Australia, Allen & Unwin

Indicative references

(This is not a complete list)

Alysen, B., Sedorkin, G., Oakham, M. & Patching, R. 2003, Reporting in a multimedia world, Allen and Unwin, Australia, Sydney.

Banks, S. 2000, Multicultural public relations: A social interpretive approach, 2nd edn., Ames: Iowa State University Press.

Bivins, T. 2008, Public relations writing, 6th edn, McGraw-Hill Companies Inc., NY.

Cameron, G.T., Wilcox, D.L., Reber, B.H, Shin, J, 2008, Public Relations Today: Managing Competition and Conflict. Pearson Education Inc., Boston , MA.

Centre, A.H, Jackson, P, Smith, S, Stansberry, F. 2008, Public Relations Practices- managerial case studies and problems. 7th edn Pearson, NJ.

Cranny-Francis, A. 2005, Multimedia. Sage Publications, London UK.

Cutlip, S.M., Center, A.H. & Broom, G.M. 2000, Effective public relations, 8th edn, Prentice-Hall, Upper Saddle River, NJ.

Dozier, D. with Grunig, J. & Grunig, L. 1995, Manager's guide to excellence in public relations and communication management, Lawrence Erlbaum Associates, Hillsdale, NJ.

Freitag, A, & Stokes, A. Q., 2009, Global public relations- spanning boarders, spanning cultures. Routledge, Oxon.

Grunig, J.E. (Ed.) 1992, Excellence in public relations and communication management. Lawrence Erlbaum Associates, Hillsdale, NJ.

Grunig, J. & Hunt, T. 1984, Managing public relations, Holt, Rinehart & Winston, NY.

Heath, R.L. & Vasquez, G.M. (Eds.) 2001, Handbook of public relations, Sage, London.

Hendrix, J.A. & Hayes, D.C. 2007, Public relations cases, 7th edn, Thompson Wadsworth, Belmont, CA.

Holmes, D.2005, Communication Theory – media technology and society, Sage, London.

Hunt, T. & Grunig, J.E. 1994, Public relations technique,. Harcourt Brace College Publishers, Fort Worth.

Kendall, R. 1999, Public relations campaign strategies, 3rd edn, Harper Collins College Publishers, New York.

Lattimore, D., Baskin, O., Heiman, S & Toth, E., 2007, Public relations: The profession and the practice, 2nd edn., McGraw-Hill Companies Inc., NY.

L'Etang, J. 2008, Public Relations- concepts, practice and critique. Sage Publications, Thousand Oakes CA.

Macnamara, J. 2000, Jim Macnamara's public relations handbook, Information Australia, Melbourne, Australia.

Newsom, D., Vanslyke Turk, J. & Kruckeberg, D. 2004, This is PR: The realities of public relations, 7th edn, Wadsworth, Belmont, CA.

Sriramesh, K., 2004, Public Relations in Asia - an anthology. Thompson, Singapore.

Toth, E. & Heath, R. 1992, Rhetorical and critical approaches to public relations, Lawrence Erlbaum Associates, Hillsdale, NJ.

Treadwell, D & Treadwell, J. 2005, Public relations writing- principles in practice, Sage. London UK.

Wilcox, D.L. & Cameron, G.T. 2009, Public relations: Strategies and tactics, 9th edn, Longman, New York.

Wilcox, D.L 2009, Public relations writing and media techniques, 6th edn, Longman, New York.

Journals
Journal of Public Relations Research
Public Relations Journal
Public Relations Quarterly
Public Relations Review
Public Relations Research Annual
Public Relations Strategist
Public Relations Tactics