1. Develop an understanding of key issues in contemporary public relations.
2. Develop an appreciation of the social, cultural, and organisational contexts of public relations practice and the role of the public relations practitioner within these contexts.
Assessment Overview
Your boss at XYZ Public Relations has asked you to prepare a summary of some of the key debates in contemporary public relations. You have decided to prepare an annotated bibliography of 4 peer-reviewed journal articles that cover some of the ‘hot topics’ in the industry. You will need to source one high quality academic journal article, which is not on the required reading list or the course reserve / short loans online list on each of the following topics:
• The role of public relations
• Ethics and professionalism
• Public relations and social media/new media
• Measurement and evaluation in public relations
The underlying theme for the articles is to be an exploration of some of the current debates in the discipline. When reviewing the literature keep in mind how these issues may affect a public relations practitioner when undertaking public relations planning for an organisation– such as you will be doing later this semester.
You must include a short introduction explaining the scope of your investigation and providing a rationale for your selection of sources, and a conclusion that summarises your findings (are there linkages between the articles, why/why not?) and provides a recommendation how these issues should be considered in public relations planning.
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