This unit examines the characteristics of the aligned industries of public relations, corporate and strategic communication and public affairs and how they support the private, public and not-for-profit sectors. You explore the fundamental theories underpinning these industries and their relationships with society and political and economic institutions; you are introduced to the core skills needed by professionals across a range of contexts and will master the core principles of clear communication through visual and written language.

Learning outcomes

After successful completion of this unit, students will be able to:
1. Analyse the basic theoretical paradigms that govern modern corporate and public communication practice and explore how they might fit within diverse political, cultural and social contexts;
2. Understand and apply core principles of writing and developing content for different formats; and
3. Explore the relevance of various ethical and moral codes to the ethos and practice of professional communication, including equality of voice and access, social and civic responsibility.

Graduate attributes

1. UC graduates are professional - communicate effectively
1. UC graduates are professional - display initiative and drive, and use their organisation skills to plan and manage their workload
1. UC graduates are professional - employ up-to-date and relevant knowledge and skills
1. UC graduates are professional - take pride in their professional and personal integrity
1. UC graduates are professional - use creativity, critical thinking, analysis and research skills to solve theoretical and real-world problems
1. UC graduates are professional - work collaboratively as part of a team, negotiate, and resolve conflict
2. UC graduates are global citizens - behave ethically and sustainably in their professional and personal lives
2. UC graduates are global citizens - communicate effectively in diverse cultural and social settings
2. UC graduates are global citizens - think globally about issues in their profession
2. UC graduates are global citizens - understand issues in their profession from the perspective of other cultures
3. UC graduates are lifelong learners - adapt to complexity, ambiguity and change by being flexible and keen to engage with new ideas
3. UC graduates are lifelong learners - be self-aware
3. UC graduates are lifelong learners - reflect on their own practice, updating and adapting their knowledge and skills for continual professional and academic development
4. UC graduates are able to demonstrate Aboriginal and Torres Strait Islander ways of knowing, being and doing - communicate and engage with Indigenous Australians in ethical and culturally respectful ways

Prerequisites

None.

Corequisites

None.

Incompatible units

None.

Equivalent units

9363 Principles of Public Relations.

Assumed knowledge

None.