Global Public Relations Practice

Aims and objectives

This unit provides an introduction to the working knowledge of international communication as practised by Australian and foreign multi-national corporations, consultancies, Government agencies and not-for-profit organisations. The course will demonstrate the strategic requirements of different approaches and types of communication programs in different countries and markets (including Asia Pacific, Europe, the Americas, Africa and the Middle East).

Teaching methods

This unit is delivered fully online based around a model of participatory online learning.

Assessment

Global Public Relations plan 25 - 35%
Tutorial contribution 25 - 35%
Presentation 15 - 25%
Topic tests 15 - 25%

Generic skills outcomes

This unit will provide discipline-based knowledge and professional capabilities and experiences contributing to students' progress in attaining generic skills such as:
• Display teamwork through small-team tutorial exercises
• Exercise analytical and critical thinking skills required to complete tutorial scenarios and assignments on organisational Public Relations issues and events
• Problem-solve to provide Public Relations solutions to tutorial scenarios and assignment questions
• Display communication skills through Public Relations-related report writing, oral presentations and reviews
• Breakdown and provide solutions to unfamiliar problems presented in tutorial scenarios and assignment questions
• Work independently to complete all assessment tasks, which require some form of research

Content

• The development of intercultural communication for a global society
• The nature of contemporary public relations activity and new technology on a global scale
• Application of theories of multicultural communication to public relations practice in global arenas
• The fields practice of public relations, including business, government and non-government organisations
• Roles and responsibilities for global public relations practitioner, addressing social, organisational, administrative, cultural, ethical and legal responsibilities across borders
• Examination of public relations practice through connectivity of global organisational relationships
• Theoretical framework for global public relations practice and research