Global Public Relations Practice
Unit code: SLPR202
|Credit points||12.5 Credit Points|
1 Teaching Period
|Contact hours||Recommended 8 hours of study per week|
Related course(s)This unit if offered as part of Swinburne Online programs.
Aims and objectivesThis 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 methodsThis unit is delivered fully online based around a model of participatory online learning.
AssessmentGlobal Public Relations plan 25 - 35%
Tutorial contribution 25 - 35%
Presentation 15 - 25%
Topic tests 15 - 25%
Generic skills outcomesThis 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
Reading materialsSriramesh, K. & Vercic, D. (eds) (2003) The Global Public Relations Handbook: Theory, Research and Practice. NJ: Lawrence Erlbaum Associates.
L’Etang, J. (2008) Public Relations Concepts, Practice and Critique. London: Sage.
Cutlip, SM (2006) Effective public relations 9th edn., NJ: Pearson Prentice Hall.
Seitel, FP (2003) The practice of public relations, 9th edn., NJ: Pearson Prentice Hall.
Morley, M. (2002) How to manage your Global Reputation. Hampshire: Palgrave
Global Alliance for PR and Communications Management: http://www.globalpr.org/