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| Faculty of HumanitiesDepartment of Strategic Communication| | | | |
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| Learning Guide| |
| DIPLOMA PUBLIC RELATIONS AND COMMUNICATIONNDCOM 1/ D7001QPublic Relations 3A SKW3A1/PRL3AA3

Mrs D R Benecke and Dr N Levy
February 2013
Public Relations 3A
SKW3A1/PRL3AA3

Mrs D R Benecke and Dr N Levy
February 2013
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| Copyright © University of Johannesburg, South AfricaPrinted and published by the University of Johannesburg| | © All rights reserved. Apart from any fair dealing for the purpose of research, criticism or review as permitted under the Copyright Act 98 of 1978, no part of this material may be reproduced, stored in a retrieval system, transmitted or used in any form or be published, redistributed or screened by any means electronic, photocopying, recording or otherwise without the prior written permission of the University of Johannesburg.|

TABLE OF CONTENTS
Contents
INTRODUCTION3
1.Welcome3
2.Contact information3
2.1Consultation hours4
3.General information5
3.1Rights and responsibilities of students5
3.2Class attendance6
3.3Plagiarism7
3.4Assessments7
3.4.1Test information8
3.4.2Assignments and practical work9
3.4.3Examination9
Section A: Module information11
4.Purpose of the module11
5.Prescribed and recommended resources, e.g. Textbook/ CD, etc.12
6.Tutor(s)12
7.Edulink (Online learning support)13
8.Assessment guidelines13
8.1Assignments13
8.2Structural guidelines13
8.3Assignment submissions13
8.4Feedback/marking grid/rubrics14
9.MODULE OVERVIEW15
9.1Learning Unit 1: Models and theories of public relations15
9.2Learning Unit 2: Relationship and stakeholder management16
9.3Learning Unit 3: PR as a management and strategic communication function16
9.4Learning Unit 4: Elementary public relations research17
9.5Learning Unit 5: The Strategy17
9.6Learning Unit 6: Implementation: Building a Brand18
9.7Learning 7: Implementation: Integrated Communication18 APPENDIX A: STATEMENT OF AGREEMENT21
FRONT COVER FOR ASSIGNMENTS22
ASENTEEISM FORM1

INTRODUCTION
1.Welcome
Welcome to Public Relations 3A! This module aims to equip you with the necessary strategic, managerial and research skills to cope with the demands of the public relations industry and to ensure that you are able to become the Public Relations Professional you would like to be.

This study guide provides you with all the crucial information you will need, such as your lecturers’, tutors’ and student assistants’ contact details, lecture times and venues, test dates, assignment dates, study material, rules and regulations, and so forth. We suggest that you familiarise yourself with this information as soon as possible so that you can start your studies with confidence and enthusiasm.

If you have any inquiries, after reading through the study guide, please contact any of us so that we can assist you immediately.

2.Contact information
Lecturer: Mrs D R Benecke|
Office| K Green 4 (APB Campus)|
Phone| (011) 559-1261|
Email| rbenecke@uj.ac.za|
Lecturer: Dr N Levy|
Office| B Ring 616 (School of Communication)|
Phone| (011) 559-4571|
Email| neill@uj.ac.za|

Academic co-ordinator: Phumzile Sibeko / Laurinda van den Berg| Office| K Green 2 (APB Campus)C Ring 3 (Faculty of Humanities)| Phone| (011) 559-1569(011) 559-4625|
Email| pr.admin@uj.ac.za|

As class attendance is essential:
1. The academic coordinator and the assistants will NOT repeat any announcements made in the lectures. 2. Class notes will not be available from the School or lecturer.

2.1Consultation hours
During consultation times learners can see the lecturer without an appointment. During these hours learners have the opportunity to come and discuss any problems they are experiencing in terms of the work. Learners are encouraged to ask questions...
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