In general terms, as full a spectrum as possible of communication and public relations theory will be taught in this subject. These include theories of relationships, theories of communication, theories of social influence and received response and theories and models of practice. One of central ideas behind the subject is that practitioners inform their work with both an understanding of theoretical concepts and research practices and principles. This follows the ideas expressed by Cornelissen (2000) who see strong advantages in practitioners being more reflective rather than intuitive. Modern society demands an integrated approach to managing communication. It looks more to the use of theory, rather than a traditional problem solving approach to issues and problems. It believes that practitioners who are constantly reviewing and questioning their practice, in the end provide superior service and can also provide a more sophisticated interpretation of events in a period of change.

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