Course outline. Code: CMN120 Title: Public Relations: Contemporary Perspectives

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1 Course outline Code: CMN120 Title: Public Relations: Contemporary Perspectives Faculty of: Arts and Business School of: and Creative Industries Teaching Session: Semester 1 Year: 2015 Course Coordinator: Karen Sutherland Office: D1.40 Phone No: (07) [email protected] 1. What is this course about? 1.1 Course description Public Relations influence on society is accelerating in a local-global environment that is changing with new media, new audiences and new opportunities. This course introduces the values, ethos, ethics, history and theories of public relations engaging you with the challenges of the practice in the twenty-first century. Via local and international case studies you will develop a critical and analytical understanding of theory and practice gaining insights into how the ethical practice of public relations contributes to the sustainability of organisations, addresses the needs of communities and builds public and corporate citizenship. 1.2 Course content Public Relations Today: Changes and Challenges Public Relations ethics, ethos, values and socio-cultural responsibility Theoretical developments and debates Emerging media and audience power Public relations and news sources Research in public relations Public relations problem-solving process Proactive management: issues-crises in the corporate sector Political and government communication and public affairs Local-global crises and humanitarian public relations Internet, global public and corporate citizenship 2. Unit value 12 units

2 Page 2 3. How does this course contribute to my learning? Specific Learning Outcomes Assessment Tasks Graduate Qualities On successful completion of this course you should be able to: Identify and describe key concepts, principles and theories that inform professional public relations practice. Recognise theoretical debates, contestations and contemporary perspectives in public relations literature. Deploy ethical principles in the critical analysis of public relations cases. Evaluate public relations problems and issues in a sustainable and culturally responsible manner. You will be assessed on the learning outcome in task/s: 1, 2a and 2c Knowledgeable. 1, 2a and 2c Knowledgeable. 2a, 2b and 3 Ethical. Completing these tasks successfully will contribute to you becoming: 2a, 2b and 3 Sustainability-focussed. 4. Am I eligible to enrol in this course? Refer to the Coursework Programs and Awards - Academic Policy for definitions of pre-requisites, corequisites and anti-requisites 4.1 Enrolment restrictions 4.2 Pre-requisites 4.3 Co-requisites 4.4 Anti-requisites CMN250 or CMN Specific assumed prior knowledge and skills 5. How am I going to be assessed? 5.1 Grading scale Standard High Distinction (HD), Distinction (DN), Credit (CR), Pass (PS), Fail (FL)

3 Page Assessment tasks Task No. Assessment Tasks Individual or Group 1 Journal article summary 2a Workshop activity: Blackboard journal 2b Workshop activity: Case study brief - oral presentation 2c Workshop activity: Online quiz 3 Case study report Weighting % What is the duration / length? When should I submit? Individual 15% 250 words Week 4, Friday, 5pm Individual 15% About 100 Week words per 12 week from week 2-12 Group 15% 10 slides Oral: Week 8 during lab session Powerpoint slides: Week 8, Friday, 5pm Where should I submit it? SafeAssign Blackboard Oral presentation in lab session and Powerpoint slides submitted online via Blackboard Individual 20% 45 minutes Week 13 Blackboard during lab session Group 35% 1800 words Week 12, Friday, 5pm 100% SafeAssign Assessment Task 1: Journal article summary Goal: This task is designed to enable you to identify and summarise an academic peerreviewed journal article in the field of public relations. Product: Journal article summary Format: You will individually choose one article from a list on Blackboard and offer a succinct summary of the key ideas in 250 words only. Criteria Your article will be assessed on the following: Thesis Method/approach Key literature Key findings Conclusion Limitations Assessment Task 2a: Workshop activity: Blackboard journal Goal: This task is designed for you to reflect on weekly lectures and readings and skilfully evaluate public relations problems and cases.. Product: Journal developed on Blackboard from week 2-12.

4 Page 4 Format: Each week during lab sessions, you will be given questions or case studies from lectures and readings. In small groups you will first discuss the questions or case studies referring to lecture notes and readings and then write individual responses in your Blackboard journal in about 100 words.this task is to be completed during lab sessions from week 2 to 12 and submitted at the end of week 12. Criteria You will be assessed on your competency in the following: Understanding of weekly readings and lectures Active participation in weekly lab discussions Application of theories, concepts, ethics and principles to questions and cases Sophisticated analysis of cases Collaboration Information literacy Assessment Task 2b: Workshop activity: Case study brief-oral presentation Goal: This task is designed to develop your analytical, oral and team work skills.. Product: Case study brief in Powerpoint slides presented orally as a team during lab session Format: You will make a team oral presentation of an identified public relations case in not more than 10 Powerpoint slides during your lab session in week 8. Your tutor will advise you on the appropriateness of the selected case for your final case study report. Criteria You will be assessed on your competency in the following: 10 slides with clear and neat outline of content Appropriate case and sophisticated analysis Correct use of English Sources correctly attributed Creative presentation - audience engagement, verbal and non-verbal skills, time management Team commitment and contribution Collaboration Problem solving Assessment Task 2c: Workshop activity: Online Quiz Goal: This task is designed to build and enhance your theoretical and conceptual knowledge of public relations. Product: Online Quiz Format: You will complete a 45-minute multiple choice quiz of 30 questions on blackboard during your lab session in week 13. Questions will cover all lecture topics and readings. Criteria You will be assessed as follows: Good knowledge and understanding of week 1-13 lectures and readings on public relations concepts, theories, principles, ethics, functions, strategies and methods Each correct answer will be awarded one mark totalling 20% You will have one opportunity only to take this test in class. Information literacy

5 Page 5 Assessment Task 3: Case study report Goal: This task is designed for you to deconstruct an identified public relations case. Product: Team case study report Format: Following your oral presentation of an identified public relations case in week 8, you will develop your tutor-approved case into a professional report. This task is to be submitted in written report form in 1800 words. Task template and details on Blackboard. Criteria You will be assessed on your competency in the following: Ability to offer history and context to the selected case Good analysis of sector and client reputation Good secondary research Application of relevant theories, principles and concepts Clear identification of target publics, messages, strategies, tactics Excellent evaluation of ethical implications Sophisticated analysis of case impact on reputation of client Excellent team collaboration Problem solving Collaboration 5.3 Additional assessment requirements SafeAssign In order to minimise incidents of plagiarism and collusion, this course may require that some of its assessment tasks are submitted electronically via SafeAssign. This software allows for text comparisons to be made between your submitted assessment item and all other work that SafeAssign has access to. If required, details of how to submit via SafeAssign will be provided on the Blackboard site of the course. Eligibility for Supplementary Assessment Your eligibility for supplementary assessment in a course is dependent of the following conditions applying: a) The final mark is in the percentage range 47% to 49.4% b) The course is graded using the Standard Grading scale c) You have not failed an assessment task in the course due to academic misconduct 5.4 Submission penalties Late submission of assessment tasks will be penalised at the following maximum rate: 5% (of the assessment task s identified value) per day for the first two days from the date identified as the due date for the assessment task. 10% (of the assessment task s identified value) for the third day 20% (of the assessment task s identified value) for the fourth day and subsequent days up to and including seven days from the date identified as the due date for the assessment task. A result of zero is awarded for an assessment task submitted after seven days from the date identified as the due date for the assessment task. Weekdays and weekends are included in the calculation of days late. To request an extension you must contact your course coordinator to negotiate an outcome. 6. How is the course offered? 6.1 Directed study hours On campus Lecture: 2 hours per week On campus Computer Lab: 1 hour per week

6 Page Teaching semester/session(s) offered Semester Course activities Teaching What key concepts/content will I Week / learn? Module What activities will I engage in to learn the concepts/content? Directed Study Independent Study Activities Activities 1 Public Relations Today: changes and challenges to theory and practice 2 Emerging Profession: ethics, values, history and traditional understanding - demystifying the practice 3 Theoretical Developments: from prescriptive models to critical inquiry 4 Multi-paradigmatic Approach: transdisciplinary influence on public relations thinking 5 Friday, 3 rd April Good Friday Public Holiday Publics, social responsibility and relationship building Mid Semester Break 6 News Media: owners, sources, stories, agendas and relations in the public sphere Article Summary due this week Friday 5pm via safe assign Chapter two Chapters one and four Readings on blackboard Readings on blackboard Chapters seven and eight.

7 Page 7 7 Social Media: challenges and opportunities - integrating and networking via traditional and new media outlets in an expanding public sphere 8 Research in Public Relations: media and audience analysis 9 Public Relations Problem Solving Process: research, objectives, strategies, tactics, target publics, evaluation 10 Reputation Building and Proactive Management: issues-crises in the corporate sector 11 Government and Political Campaigns, Lobbying, and Public Affairs 12 International Context of Public Relations: the Asian scene Team case study brief oral presentation and BB submission of ppt. slides during lab session this week (Case study report due this week by 5.00 pm Friday via SafeAssign) Chapter thirteen Chapter fourteen Chapter five and additional reading on blackboard Chapter ten Chapters nine and twelve Chapter eleven

8 Page 8 13 Revision Online quiz to be completed during lab session this week Please note that the course activities may be subject to variation. Chapter six No readings this week. 7. What resources do I need to undertake this course? 7.1 Prescribed text(s) Please note that you need to have regular access to the resource(s) listed below: Author Year Title Publisher 2012 An Introduction to Public Relations and Management. South University Press. 7.2 Required and recommended readings Lists of required and recommended readings may be found for this course on its Blackboard site. These materials/readings will assist you in preparing for tutorials and assignments, and will provide further information regarding particular aspects of your course. 7.3 Specific requirements 7.4 Risk management There is minimal health and safety risk in this course. It is your responsibility to familiarise yourself with the Health and Safety policies and procedures applicable within campus areas. 8. How can I obtain help with my studies? In the first instance you should contact your tutor, then the Course Coordinator. Student Life and Learning provides additional assistance to all students through Peer Advisors and Academic Skills Advisors. You can drop in or book an appointment. To book: Tel: or [email protected] 9. Links to relevant University policies and procedures For more information on Academic Learning & Teaching categories including: Assessment: Courses and Coursework Programs Review of Assessment and Final Grades Supplementary Assessment Administration of Central Examinations Deferred Examinations Student Academic Misconduct Students with a Disability

9 Page Faculty specific information LOCATING JOURNAL ARTICLES If you have been notified that the journal articles in this course are available on e-reserve, use the on-line library catalogue to find them. For journal articles not on e-reserve, click on the "Journals and Newspapers" link on the Library Homepage. Enter the journal title e.g. History Australia, then search for the volume and issue or keyword as needed. ASSIGNMENT COVER SHEETS The Faculty of Arts and Business assignment cover sheet can be found on Blackboard or on the USC Portal at: Faculty of Arts and Business (Students) > Forms. It must be completed in full identifying student name, assignment topic, tutor and tutorial time. This must be attached securely to the front of each assessment item prior to submission. Claims of loss of assignments will not be considered unless supported by a receipt. HELP: If you are experiencing problems with your studies or academic work, consult your tutor in the first instance or the Course Coordinator as quickly as possible. DIFFICULTIES: If you are experiencing difficulties relating to teaching and assessment you should approach your tutor in the first instance. If not satisfied after that you should approach in order your Course Coordinator, Program Coordinator then Head of School. General enquiries and student support Faculty Student Centre Tel: Fax: [email protected]