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COM239 Relationship Management

This subject explores the art of relationship building and its use to gain competitive advantage through initiating, developing, maintaining, and terminating a range of relationships in professional practice contexts. It explores in detail the critical role effective relationships have in public relations, through exploring both the theory and practice. This subject also explores the interpersonal skills necessary to build relationships, including the art of listening, negotiation, and persuasion, clear personal and written communication, and to develop professional practice relationships.

Subject Information

Grading System

HD/FL

Duration

One session

School

School of Communication and Creative Industries

Assumed Knowledge

It is assumed that students will have completed several introductory public relations specialisation subjects prior to enrolling in this subject.

Learning Outcomes

Upon successful completion of this subject, students should:

• be able to describe the relational theoretical position
• be able to explain relationships within public relations practice and identify relationships within contemporary practice
• be able to develop strategic communication to facilitate the identification, cultivation, and maintenance of relationships in a range of practice contexts
• be able to analyse the characteristics and nature of professional practice relationships

Syllabus

This subject will cover the following topics:

• Theoretical perspectives on managing relationships in contemporary communication, business, and media contexts
• Methods and activities applied to relationship development, cultivation, and facilitation, both off and online
• Formative and evaluative research
• Strategic counsel and advice
• Engagement strategies for building local, national, and international relationships
• The architecture of listening