This online unit from the Swinburne University of Technology, delivered by Open Universities Australia, explores public relations (PR) in terms of reputation management, with the aim of equipping students with the necessary skills to deliver reputation management for clients and employers.
In Public Relations: Reputation to Risk, you will analyse and address the kind of ethical issues that can arise in the field of corporate reputation management, and study different methodologies for dealing with various issues, as well as crisis management and risk communication needs.
You will gain a multi-dimensional understanding of PR, through examining a range of PR sub-disciplines, including government relations and media relations, and understand the varying factors and expectations that contribute to successful reputation management strategies within the different sectors.
Assessment for this unit is conducted in four ways: via an individual report, a case study analysis, group problem solving exercises and a group report and presentation.
In order to enrol in this unit, you must be accepted into one of the following courses:
Graduate Certificate of Commerce, Swinburne University
Graduate Diploma of Commerce, Swinburne University
Master of Commerce, Swinburne University
Areas of study
In this Public Relations: Reputation to Risk unit, the topics you will study include:
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
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
This unit is an approved elective in the following courses:
Graduate Certificate of Commerce, Swinburne University of Technology
Graduate Diploma of Commerce, Swinburne University of Technology
Master of Commerce, Swinburne University of Technology
Content may also be relevant to other courses, and could qualify you for Recognition of Prior Learning (RPL) for a course offered by another institution.
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Want more information about this unit? Fill out the enquiry form to the right and a study consultant will contact you with the details you need.
OUA has done away with traditional semesters to give you the flexibility you need. Find out more.
Upon successful completion of this online unit, you will have gained the necessary expertise required to carry out corporate reputation management. You will understand how public relations functions as reputation management, and the ethical issues related to reputation management.
You will know how to design and implement positive strategies for building and managing corporate reputation, including corporate social responsibility policies, sustainability, triple bottom line reporting and media relations management. You will be able to address a number of critical public relations scenarios, including crisis management and risk communications. You will have examined a range of critical perspectives on PR and gained practical knowledge from the analysis of various case studies.
This unit will equip you with the necessary skills to carry out offline and online corporate reputation management, including through the channels of social media, as well as how to manage corporate reputations for both domestic and international markets.
How else will I benefit from this unit?
Upon successful completion of this unit you will receive credit for competencies in Public Relations: Reputation to Risk from Swinburne University of Technology.
Studying online means you can study where you want, at your own pace.
Gain industry-relevant skills and transferrable knowledge.
Government financial support through FEE-HELP may be available.
Studying single units allows you the flexibility to work towards a qualification at your own pace.
Receive Recognition of Prior Learning (RPL) for this unit across a number of OUA’s full degree programs.
Get more information
Want more information about the career benefits of this unit? Fill out the enquiry form to the right and a study consultant will contact you with the details you need.
If you are an Australian citizen, you may be eligible to receive a government FEE-HELP loan, meaning you can defer payment of your fees.
Get more information
Want more information about financial and student support? Fill out the enquiry form to the right and a study consultant will contact you with the details you need.
You may be eligible to receive FEE-HELP for this course!
This course can be paid for through the FEE-HELP government loan scheme. If you are an Australian citizen or hold a permanent humanitarian visa, this means you don’t need to pay upfront.
Instead, the Australian government will pay your course fees on your behalf. You’ll begin repaying your loan through the tax system once you start earning more than the minimum threshold of $54,869 (2016-17 income year).
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