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We are pleased to announce that the Sydney City School of Business will now be operating under a new name: Australian National Institute of Management and Commerce (IMC). This name change is an important part of a larger strategy to redirect the School in a way that aligns with future models of education that incorporate innovation and new technologies into learning and teaching that is integrated within a smart campus model.   Read more >

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TPRS401 Public Relations Theories and Applications

TPRS401 Public Relations Theories and Applications
 Campus:  Australian Technology Park, Eveleigh, NSW 2015
 Units of Credit:  6
 Prerequisite or Corequisite:  There is no required prerequisite for this unit.
 EFTSL*:  0.125
 Indicative Contact Hours per Week:  3
 Tuition Fee  See Tuition Fee Schedule
 Application Date:  See Key Dates
 Unit Overview:

This unit introduces students to the theoretical principles of Public Relations (PR), as part of the managerial strategy, and will help them to apply this theoretical knowledge in the context of PR practice in business, not-for-profit, and government sectors. This unit will introduce students to the main PR theoretical concepts, and will help them understand the roles and responsibilities of PR practitioners. It will further provide a historical overview of PR practices from early days, and its function in the industrialised world and global economy. Students will learn basic researching skills, media planning, media monitoring, and audience segmentation. The concepts of ethics, public responsibility, liability, government regulations, and legal responsibility will be explained in the context of the PR profession. The application of PR strategic management will be emphasised in the practical segment of this unit, where students will learn how to apply the above mentioned frameworks in the context of a PR campaign. Students will need to select proper media vehicles and communication channels, develop tactics and apply PR techniques to successfully deliver different types of PR campaigns.
 *EFTSL = Equivalent full-time study load