ATS2455 Public relations strategy

In this unit, students learn to research, plan, write, implement and evaluate a public relations strategy. Students will develop and apply their understanding of strategic and socially responsible communication by working through contemporary case studies and authentic industry briefs and reflecting on the challenges of contemporary industry practice. They learn to develop critical and effective approaches to producing strategies based on sound research and analysis of issues and publics and understanding of organisational goals. In addition to learning about developing communication strategies in a dynamic media environment, students will devise and produce a range of public relations tactics, such as a media release, feature story and social media posts for different audiences and platforms, in support of their broader communication strategy. Students will also be introduced to the ethical and legal dimensions of public relations activity and its impact on society.