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Unit of study_

MECO2603: Public Relations

This unit of study introduces students to strategic public relations: the use of effective communication to build mutual understanding and positive relationships between organisations (or individuals) and their publics. Students learn to develop a public relations campaign using appropriate strategies and tactics, and objective measurement metrics. Core topics include: media relations, issues management, crisis communication, communication plans, public relations strategies and ethical practice.

Code MECO2603
Academic unit Media and Communications
Credit points 6
Prerequisites:
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12 credit points at 1000 level in Media and Communications
Corequisites:
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None
Prohibitions:
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MECO2003

At the completion of this unit, you should be able to:

  • LO1. produce written and multimedia public relations texts to advanced industry standards using the latest software and applications
  • LO2. design and evaluate public relations campaigns for organisations for a range of contexts and publics
  • LO3. demonstrate the application of scholastic knowledge to professional practices and new situations in the rapidly changing communications landscape
  • LO4. plan and undertake primary and secondary research relevant to communications campaigns and research reports
  • LO5. develop communication strategies and techniques to support transparency and accountability in corporate social responsibility and democractic systems of governance.