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Public Relations: Reputation to risk

Unit Code: LMC605




Duration

Contact Hours

Campus

Prerequisite

Corequisite

One semester

36 hours over the study/teaching period (normally 3 hours per week)

Prahran

Nil

Nil

Credit Points: 12.5 Credit Points

Related Course/s:

A unit in the Graduate Diploma of Commerce and nested programs
This unit is co-badged with MBM603

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Aims & Objectives:

The purpose of this unit is to examine public relations from a “reputation management” perspective and to help students develop the key skills they need to deliver reputation management counsel to clients and employers.

The aims are:
· To provide students with an understanding of PR’s role in corporate reputation management
· To help students recognise and address the ethical issues that arise in reputation management
· To provide students with methodologies for dealing with issues, crisis and risk communication requirements
· To help students develop a multi-dimensional understanding of reputation management by exploring a range of relevant public relations sub-disciplines such as government relations and media relations

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Teaching Methods:

Seminars, guest speakers, workshops, case study analysis

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Assessment:

Individual assignment/report 30-50%
Group assignment report and presentation 30-50%
Case study analysis 10-20%
Group problem-solving exercises 10-20%

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Generic Skills Outcomes:

Study of this unit will help students develop the following generic skills:

• Teamwork skills
• Analytical skills
• Business research skills appropriate to addressing managerial challenges and problem solving
• Problem solving and decision making skills
• Ability to develop and adapt business models
• Project management skills
• Communication skills
• Reporting and presentation skills
• Strategic thinking skills
• Ability to work independently
• Ability to address unfamiliar problems
• Ability to engage in critical enquiry and discussion
• Ability to identify and address ethical matters in business

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Content:

  • Public relations as reputation management
  • Ethical issues in reputation management
  • Critical perspectives on public relations
  • Positive strategies for building reputation: CSR; EOC; Triple Bottom Line reporting; sustainability
  • Issue management
  • Crisis communication
  • Risk communication
  • Managing reputation across borders
  • Managing reputation online, including in social media
  • The role of public affairs in managing reputation
  • Media relations strategies for reputation management
  • Reputation management case studies
  • Future directions: diverse perspectives and the challenge of hyper-risk

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Reading Materials:

Beal, A. & Strauss, J. (2008). Radically Transparent: Monitoring and managing reputations online. Sybex.

Doorley, J. & Garcia, H.F. (2006). Reputation Management. The key to successful public relations and corporate communications. Routledge.

Freitag, A.R. & Stokes, A.Q. (eds.). Global Public Relations. Spanning borders, spanning cultures. Routledge.

Griffin, A. (2008). New strategies for reputation management. Gaining control of issues, crises and corporate social responsibility. Kogan Page.

Heath, R.L. & O’Hair, H.D. (2009) Handbook of Risk and Crisis Communication. Routledge

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