1. Certificate IV in Public Relations BSBBPUB401A Develop and apply knowledge of the public relations industry

2. INTRODUCTION This unit is primarily designed to cover the underpinning knowledge needed by public relations (PR) people to perform their job. It will convey a considerable amount of that knowledge via lectures; however, not all the knowledge will be given to you in class and therefore you will need to back up the lectures with research of your own. This research can be conducted on-line and through hard copy texts. Our library has a considerable number of books on PR.

3. INTRODUCTION Session 1: What is PR? Can we define it? PRESENTED BY: Tina Smitherman Learning Needs?

4. ASSESSMENTS Assignment 1: Essay Your first assignment is to answer the question. Is PR an honourable profession? Due: Week 8. 8 th September, 2010 Assignment 2: Presentation Develop a network file and identify important information for at least three (one must be the media) key stakeholders. Due Week 16, 17 & 18 Commencing 10 th November, 2010

5. What Public Relations is NOT Events. Long Lunches. Misinformation and half truths. Marketing or Advertising. What Public Relations Is Not

6. VIDEO No offence - Absolute Power - BBC comedy – Stephen Fry http://www.youtube.com/watch?v=4kV2iyHjWeg

7. VIDEO Spinning Bin Laden - Absolute Power - BBC comedy http://www.youtube.com/watch?v=jZPpvO8HsqE

8. VIDEO CLIP THE HOLLOW MEN TV COMEDY ABC “The Crackdown” http://www.youtube.com/watch?v=9EyxAtKmWOQ The Hollow men: Leaked ABC Funding Submission http://www.youtube.com/watch?v=yY4r0Co__R8 "The Hollowmen" - Episode 1 ("Fat Chance") http://www.youtube.com/watch?v=7XeQin9abx4

9. The Public Relations Institute of Australia defines it as: Public relations is the deliberate, planned and sustained effort to establish and maintain mutual understanding between an organisation (or individual) and its (or their) publics. What Public Relations is!

10. Question u What do you think PR is? While you were applying to do this course you might have had an idea of what PR is all about. u In pairs discuss your thoughts. SHARE YOUR THOUGHTS.

11. 1.WHAT DO PUBLIC RELATIONS PEOPLE DO? 2.PUBLIC RELATION SKILLS 3.COMMUNICATION PROCESS NEXT WEEK SESSION 2 4.COMMUNICATION THEORIES

12. Questions? End of presentation. Any questions?