BJC3213 - Digital Public Relations

Year of Study:4
Credit Units: 4
Duration: 45hours
Prerequisites: Nil
Module Description
This module aims to provide students with a conceptual and applied overview of how digital and social media tools/services are transforming the field of public relations. Through in-class exercises and discussions, individual assignments, blog posts/critiques of campaigns and the group project, students will gain knowledge of how digital and social media tools/services can be used for PR purposes, such as conducting environmental scanning, informing, persuading, or building dialogic relationships between an organisation and the public.
Learning Outcomes
Upon completion of this module, students should be able to:
  1. understand the emerging practice of digital public relations, how and which social media tools and services are being incorporated into PR programs and campaigns;
  2. comprehend a wide range of free social media tools and services for public relations purposes;
  3. plan and orchestrate public relations campaigns via new media and social media; and
  4. examine the ethical and professional responsibilities that come with practicing digital PR.