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Unit Content and Structure
This unit aims to provide students with the theoretical and practical foundations to analyse and critically evaluate current issues affecting contemporary organisations in the practice context of corporate communication. Corporate Communication and PR provides students with the opportunity to build on and apply their knowledge of public relations practice in a corporate setting. Using an issues management framework, students will develop essential critical thinking, decision making and evaluation skills relevant to a public relations practitioner working in a corporate environment.
1. Student Learning Outcomes
On completion of this unit, students should be able to:
Analyse and evaluate the role of public relations in a corporate setting and the influences on decision-making in corporate communication.
Plan and manage a communication strategy to establish, maintain and strengthen an organizations reputation.
Formulate a program to strengthen relationships with key internal stakeholders.
Analyse the legislative and regulatory role of governments, and the lobbying process.
Synthesize the critical links between strategic issues of an organization and corporate communication.
Evaluate current issues in corporate communication and apply ethical, social and intercultural perspectives to practice judgments.
2. Development of Graduate Attributes
In this unit, students will develop the graduate attributes of:
Knowledge Skills: To be able to reason, question and analyse information regarding public relations in a corporate setting, and commit to continuous learning in the changing corporate environment.
Problem Solving Skills: To be able to integrate and synthesise learning and knowledge from a range of sources and environments in order to develop creative solutions to corporate communication strategies.
Communication Skills: High level written communication skills in a range of formats, considering audience needs and appropriate to real world business situations, and oral communication skills in a range of contexts and considerate to audience needs .
Ethic/Social Responsibility: Apply ethical, social and intercultural perspectives in corporate communication practice.
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