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Public Relations Theories - MAS389
This unit is a critical introduction to the theory and practice of public relations (PR). In it, students are asked to question the dominant perceptions of PR, and at the same time investigate its ubiquitous presence in everyday life. The first half of the unit examines various theories of persuasion; comparison of PR and propaganda; the relationship between PR and the media; as well as the role of PR in crisis management. In the second half, the focus is on ethics in Australian PR; the use of new technologies; government and international PR; and internal communication in organisations. Rather than being solely critical or solely prescriptive in its scope, the unit advocates viewing PR from a variety of perspectives. In so doing, it gives students strong conceptual and analytical foundations to proceed with designing a PR campaign in later units, or to be an informed critic of the role that PR plays in our social, political and cultural environments. The unit develops effective verbal and written communication capabilities.
| Credit Points: | 3 |
| When Offered: | D1 - Day; Offered in Session 1, North Ryde |
| Staff Contact(s): | MMCCS staff |
| Prerequisites: |
30cp |
| Corequisites: | |
| NCCW(s): | MAS395 |
| Unit Designation(s): | |
| Unit Type: | |
| Assessed As: | Graded |
| Offered By: | Department of Media, Music, Communication and Cultural Studies Faculty of Arts |
Timetable Information
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