1997 QUT Handbook

■ COB325 PUBLIC RELATIONS THEORY &
PRACTICE
This subject introduces the theory and practice of public relations.
The history, theories, models and management of public
relations activities and processes are covered including methods
of communicating with different groups within society. Students
are introduced to areas of specialisation including employee
relations, corporate identity development, community
relations, financial relations, media liaison and government relations.
Courses: BS50, BS56
Prerequisites: BSB117, COB216 or 96 credit points of
approved prior study
Credit Points: 12 Contact Hours: 3 per week
Incompatible with: MKB124
■ COB326 PUBLIC RELATIONS WRITING
This subject develops students’ abilities to plan, write and
manage written and oral communication in the public relations
context. It builds on earlier writing subjects to enable
students to respond to specialist communication settings,
media and audiences, increasing their ability to evaluate communication
requirements and their flexibility in meeting these
varying requirements. The subject offers a broad perspective
on organising and developing writing functions in corporate
settings, particularly with respect to corporate speechwriting
and house newsletters and magazines, as well as providing
the opportunity to advance public relations writing abilities.
Courses: BS50, BS56 Corequisites: COB327
Credit Points: 12 Contact Hours: 3 per week
Incompatible with: MKB120
■ COB327 PUBLICATION MANAGEMENT
This subject analyses the steps involved in communicating in
print and managing this process. It focuses on the role of the
communication consultant to negotiate tension between a client’s
specifications and an audience’s requirements, and oversee
the management of resources to produce a tangible print
product, as a valuable element in a communication program.
The subject offers students the opportunity to produce a ‘real
life’ brochure for a client. Desktop publishing training is an
adjunct to this subject, and is required for assignments.
Courses: BS50, BS56 Prerequisites: COB329
Credit Points: 12 Contact Hours: 3 per week
Incompatible with: MKB123
■ COB328 PUBLICITY & PROMOTION –
ELECTRONIC
This unit examines opportunities for public relations practitioners
using electronic media. These include public relations
opportunities using radio and television, corporate videos,
video news releases, videoconferencing, community service
announcements and the Internet/multimedia. Students produce
a video news release for a client organisation, including scripting,
presenting and production management.
Courses: BS50, BS56 Prerequisites: COB329
Credit Points: 12 Contact Hours: 3 per week
Incompatible with: MKB130
■ COB329 PUBLICITY METHODS
This subject focuses on the tools and methods public relations
practitioners use to obtain publicity for their organisation or
client. Students are taught to write media releases, media alerts
and material for media kits for both print and electronic media.
Integral to all elements of the subject is the identification of
newsworthiness and how this differs for different audiences and
media. The students work ‘hands on’ in tutorials with various
scenarios. ‘Real World’ clients are used for student assessment.
Courses: BS50, BS56 Prerequisites: COB217
Corequisites: COB325
Credit Points: 12 Contact Hours: 3 per week
Incompatible with: MKB129
■ COB332 ISSUES IN PUBLISHING
The processes involved in book and magazine publishing;
changing media habits and literacy skills of consumers; the
impact of technology and business; strategic positioning; edi-
torial concepts and steps in production.
Courses: BS50, BS56
Prerequisites: COB217 or 96 credit points of approved prior
study
Credit Points: 12 Contact Hours: 3 per week
Incompatible with: COB109
■ COB333 PUBLICITY & PROMOTION – PRINT
This subject focuses on communication with the print media.
Students are given the background, techniques and skills
needed to work with newspapers, magazines and trade press.
Producing and evaluating communication materials such as
news releases, features and media kits form the core of the
subject. Guest lecturers join the class to discuss aspects of
media relations, news photography and publicity planning.
Courses: BS50, BS56 Prerequisites: COB325
Credit Points: 12 Contact Hours: 3 per week
Incompatible with: MKB129
■ CON401 ADVANCED ORGANISATIONAL
COMMUNICATION
Organisational communication focuses how people relate with
each other in modern organisational settings, from small businesses
to multi-national organisations in the public and private
sector. Drawing together theories of communication as
they apply to workplace settings, the subject provides the opportunity
to analyse and reflect on the role of communication
in constructing the conditions for achieving productivity for
organisations and rewards for employee participation.
Courses: BS93, BS88 Prerequisites: PG only
Credit Points: 12 Contact Hours: 3 per week
Incompatible with: CON102
■ CON402 CASE STUDY DEVELOPMENT
This unit teaches the individual how to develop an effective
and provocative case study. The development consists three
phases: (a) researching and analysing, (b) writing and strategically
preparing, and (c) presenting. The case study development
enhances the individual’s critical thinking and builds
one’s presentational skills. The person will research a business,
industry, or campaign to identify the critical problems
or innovative solutions. Based on the research, the person will
construct a report that emphasises significant issues. The report
will incorporate appropriate presentational formats to
highlight the issues.
Courses: BS93, BS88
Prerequisites: PG only; CON406 or CON420
Credit Points: 12 Contact Hours: 3 per week
■ CON403 COMMUNICATING BREAKTHROUGH
SERVICE
Breakthrough service goes beyond merely ‘good’ service to
reach the point of ‘having no second’ as a competitor. The
world’s best practice companies reach this point and become
the benchmark for their respective industries. This course
shows individuals the relationship between breakthrough service
and increased profit, productivity and morale. The course
demonstrates how the organisation can communicate the importance
of profitability related to service, customer satisfaction
that makes a difference, corporate cultures that motivate
employees to engage in breakthrough service, and corporate
values that lay the foundation for breakthrough service.
Courses: BS93 Prerequisites: PG only
Credit Points: 12 Contact Hours: 3 per week
■ CON404 COMMUNICATION PRACTICE FOR
PROFESSIONALS
This unit covers key theoretical principles and practical applications
of presentation and writing skills in the workplace. Topics
include theories of language and communication, structuring
and designing for an audience, analysis of documents and
speech presentations, managing and mentoring the writing and
presentation skills (including media interviews) of staff, and
preparation for staff training and consulting in these roles.
Courses: BS88 Prerequisites: PG only
Credit Points: 12 Contact Hours: 3 per week
Incompatible with: COB217, COB213
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UNIT SYNOPSES