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AZA3031: Public relations campaigns and events

6 points, SCA Band 3, 0.125 EFTSL

Undergraduate – Unit

Refer to the specific census and withdrawal datesfor the semester(s) in which this unit is offered.

Faculty

Arts

Coordinators(s)

Ms Helena van Wyk

Offered

South Africa

  • First semester 2018 (On-campus)

Prohibitions

AZA2031

Synopsis

The aim of the unit is to describe public relations campaigns and explain their context in the greater communication strategy. The unit provides a framework for the research, development, implementation and evaluation of an integrative public relations campaign. The unit explains the different phases of the campaign from the client brief and/or organisational problem statement to the evaluation and debriefing stages. The unit also introduces students to the management of an event as part of a public relations campaign.

Outcomes

On completion of the unit, students will be expected to be able to:

  1. Identify and apply appropriate theoretical concepts to the development of an effective public relations campaign;
  2. Critically analyse and evaluate a range of case studies regarding public relations campaigns;
  3. Develop attainable and measurable objectives for public relations campaigns;
  4. Develop a public relations campaign to meet client or organisational needs, problems and strategic imperatives;
  5. Critically appreciate the research relevant to planning and evaluating public relations campaigns;
  6. Discuss the alignment of event goals and objectives to campaign aims and objectives;
  7. Develop an event budget and schedule;
  8. Develop a plan and master checklist for an event.

Assessment

Within semester assessment: 70% + Exam: 30%

Workload requirements

Minimum total expected workload to achieve the learning outcomes for this unit is 144 hours per semester typically comprising a mixture of scheduled learning activities and independent study. A unit requires on average three/four hours of scheduled activities per week. Scheduled activities may include a combination of teacher directed learning, peer directed learning and online engagement.

Chief examiner(s)

Ms Helena van Wyk

This unit applies to the following area(s) of study

Communication and media studies – South Africa
Public relations practice – South Africa

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