UNIT INFORMATION

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PRN2125 Communicating Through the Media
SCHOOL OF COMMUNICATIONS AND ARTS
Credit Points: 15
 
Description:

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

This Unit is part of the following Courses / Unit Sets
Y99Bachelor of Marketing, Advertising and Public Relations
MABUTCPublic Relations Major
MIAAGBPublic Relations Minor
 
 
Disability Standards for Education (Commonwealth 2005)
For the purposes of considering a request for Reasonable Adjustments under the Disability Standards for Education (Commonwealth 2005), inherent requirements for this subject are articulated in the Unit Description, Learning Outcomes, Graduate Attributes and Assessment Requirements of this entry. The University is dedicated to provide support to those with special requirements. Further details on the support for students with disabilities or medical conditions can be found at the Student Equity, Diversity and Disability Service website:
http://intranet.ecu.edu.au/student/support/student-equity

Last Updated - Higher Education: 15/03/2013 VET: 20/05/2013