CU2021 - Public Relations Campaigns

The of CU2021 is to develop a theoretical and technical understanding of public relations and public relations campaigns.

To explore components of a campaign. To provide a critical analysis of different types of campaigns - elections, protests, corporate, etc (Why they succeed or how they fail?)

To examine and evaluate some of the critical planks of public relations.

Crisis management; issues management; media relations; PR writing.

To develop and execute a program of public relations using effective PR tools.

Public relations tools and activities

By using proven public relations (PR) tools and activities, you can promote positive attitudes and behaviours towards your business that will help convert interested consumers into customers. Read more at business.qld.gov.au.

Requirements in this subject: 

• A media release - 15% 
• A media alert - 3% 
• 75 word or rationale on why you chose the particular angle you chose - 28 of March 2014. 

Assignment 2 - The Longest - Due 28 of May - Planning a full media campaign, strategies, goals, objectives together with the two tools based on the media campaign you are planning. 

Final Exam - 2 hours - 40% - Case study with some requirement to produce practical PR tools. Revision available in final lectures and tutorials. 

Tutorials - 10% - Do the readings, listen, read and keep up with the news. Tape part in class discussions. Contribute ideas and insights into the PR cases to be discussed. 

Course Campaigns - What are the components of a successful PR campaign? (Best job in the world - QLD Tourism, 2008 US Presidential campaign, Oprah, Elen, Yes we can - The 2008 US Presidential campaign)

How important is the relationship between an organisation and it's publics? (Marketing, Advertising, Communications) - Strategies - Apologise or deny responsibility... etc. 

How are these relationships fostered and maintained, particularly in times of crises? How would you address the aftermath of an environmental event... i.e. Townsville City Council, PR campaign on preparedness. 

Formative Research - Formative research looks at the community in which an agency is situated, and helps agencies understand the interests, attributes and needs of different populations and persons in their community. Formative research is research that occurs before a program is designed and implemented, or while a program is being conducted. Formative research can help. 

Read chapters 1, 2, 3 and 5 of textbook.