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PRN2125 Communicating Through the Media
Credit Points: 15

The public relations profession has always communicated via the news media to reach large audiences at a local, national or international level. It still does. The advent of social media in the 21st century has created further opportunity, and greater complexity, for practitioners in their quest to reach and segment additional audiences and develop relationships with them. This unit examines how public relations practitioners work with the traditional news media by sending key messages to generate audience interest, and also the role of social media in revolutionising the communication process by turning messaging into two-way conversations in a community or network. Students will learn how to engage online communities, identify influencers, establish thought leadership, optimise content for search engines and measure performance of social media alternatives.

Full Unit Outline
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Last Updated - Higher Education: 12/07/2011 VET: 12/07/2011