Public Relations Management
Queensland University of Technology
Area of Study
Business, Business Management, Public Relations
Taught In English
PrerequisitesAMB372 and AMB373, or AMB360
Course Level Recommendations
ISA offers course level recommendations in an effort to facilitate the determination of course levels by credential evaluators.We advice each institution to have their own credentials evaluator make the final decision regrading course levels.
Recommended U.S. Semester Credits3 - 4
Recommended U.S. Quarter Units4 - 6
Hours & Credits
OverviewSynopsis:Public Relations Management develops student knowledge and skills in the development and management of public relations programs in an organisational setting. Key concepts relevant to the practice of public relations include corporate reputation, internal communication, organisational culture and change programs, corporate social responsibility, and issues and crisis management.Learning OutcomesUpon completion of this unit, you should be able to:
ContentPublic Relations Management introduces students to the practice of public relations in an organisational setting, examining and evaluating specific content areas including the context for public relations in an organisational setting; internal communication and change management; corporate reputation; stakeholder and community relationships; organisational culture and change communication; corporate social responsibility and ethical decision making; and evaluating practice.Approaches to Teaching and LearningThis unit is run as a workshop-style format. The workshop will take a variety of formats including lectures with embedded activities, case studies, learning exercises and time for assessment preparation. In-class discussion will establish and extend student knowledge of theories and models for the development and analysis of public relations strategy, presented as a public relations program. Students are expected to have read the prescribed readings before the class in order to maximise the workshop situation. Case studies and learning exercises are designed for critical analysis and application of these concepts. Students will work in learning teams and individually to apply their understanding of organisational issues that affect communication.AssessmentAssessment name: Examination (written)Description: Students will be required to complete short answer questions that demonstrate their acquistion of knowledge of disciplinary theory and critical thinking.Length or Duration: 2 hoursFormative or Summative: Formative and SummativeRelates to objectives:1 and 3Weight: 35Internal or external: InternalGroup or individual: IndividualDue date: Week 7Assessment name: PortfolioDescription: Assessment Name: Portfolio: CEO speech and internal newsletter item You will be provided with a range of organisational information relating to a key organisational topic. With consideration of organisational goals, organisational culture and management, you are to synthesise this information to prepare two communication tactics A) an internal staff (ezine) newsletter item for the CEO to report to staff on the topic B) A three minute speech to a staff forumLength or Duration: 1250 wordsFormative or Summative: SummativeRelates to objectives: 2, 3, 4 and 5Weight: 25Internal or external: InternalGroup or individual: IndividualDue date: Week 10Assessment name: EssayDescription: Using academic literature from relevant public relations and communication disciplines, students will be required to respond to a set question.Length or Duration: 2,000 wordsFormative or Summative: SummativeRelates to objectives: 2, 3, 4 and 5Weight: 40Internal or external: InternalGroup or individual: IndividualDue date: Week 13
- build and apply professional and personal skills in public relations management
- research and analyse contemporary challenges in business and demonstrate how they affect public relations practice
- use research and public relations theory to formulate and justify public relations recommendations
- demonstrate the ability to communicate effectively to different audiences using a range of genres
- demonstrates social and ethical understanding of public relations programs.
Courses and course hours of instruction are subject to change.
Eligibility for courses may be subject to a placement exam and/or pre-requisites.
Some courses may require additional fees.
Credits earned vary according to the policies of the students' home institutions. According to ISA policy and possible visa requirements, students must maintain full-time enrollment status, as determined by their home institutions, for the duration of the program.