Unit Outline

Recent global events and a dynamic media landscape have highlighted the importance of public relations (PR) practitioners as a central component of contemporary strategic communications practice. This unit will develop your understanding of historical, theoretical, and practical approaches to public relations management and strategy. You will be able to apply these concepts and principles to your public relations practice, through the design, implementation and evaluation of a public relations strategy. This unit will equip you with the skills to interact professionally with senior executives, media and other stakeholders.

Intended Learning Outcomes

As per the Assessment and Results Policy 1.3, your results will reflect your achievement against specified learning outcomes.

On completion of this unit, you will be able to:


1.	Critically analyse and evaluate the social, economic, and political implications of public relations in the private and public sector at a local and global level.
2.	Integrate and apply these concepts to design and produce public relations material for culturally diverse audiences.
3.	Communicate public relations concepts and strategies effectively and ethically.
4.	Reflect critically on your professional and research development in the field of public relations

Requisites


REQUISITE TYPE	REQUISITES
Anti-requisite (mutual excl)	HEJ507

Alterations as a result of student feedback

How will I be Assessed?

For more detailed assessment information please see MyLO.

Assessment schedule


ASSESSMENT TASK #	ASSESSMENT TASK NAME	DATE DUE	WEIGHT	LINKS TO INTENDED LEARNING OUTCOMES
Assessment Task 1:	Media Conference Invitation	See the MyLO site for the due date	10 %	LO2, LO3
Assessment Task 2:	Media Conference Simulation and reflexive essay	See the MyLO site for the due date	40 %	LO1, LO2, LO3, LO4
Assessment Task 3:	Public Relations Strategy	See the MyLO site for the due date	50 %	LO1, LO2, LO3, LO4

Assessment details

Assessment Task 1: Media Conference Invitation

Task Description:

Media releases often precede a media conference, but there is usually supplementary material available for journalists and others attending. For this assessment, choose an organisation and select a media release published by them in the past year. Put yourself in the shoes of the public relations officer for your selected organisation and a) assume your chosen media release has not yet been issued and b) your manager has asked you to write an invitation to attend a media conference supported by the publication of the media release.

You will need to identify, from the media release, a media opportunity and news angle, and write a one-page invitation which answers all the important questions (who, what, when?) that a journalist receiving your invitation may have. Include important logistical information, for example, time, location and format and indicate any possibilities for visual opportunities.

Your email invitation can be tailored for general release; however, you will need to pitch the media conference based on news value.

Task Length:

500 words

Due Date:

See the MyLO site for the due date

Weight:

10 %

CRITERION #

CRITERION

MEASURES INTENDED

LEARNING OUTCOME(S)


1	Apply public relations concepts and strategies to communicate effectively and ethically	LO3
2	Integrate and apply these concepts to design and produce public relations material.	LO2

Assessment Task 2: Media Conference Simulation and reflexive essay

Task Description:

Students will stage a mock online media conference to experience how to effectively communicate and disseminate information using this media relations approach.
By applying media relations concepts from the unit, students will create a 750-word media pack that offers in-depth analysis of the group’s standpoint.

Students will also write an individual 750-word exegesis describing the process of planning the media conference and your contributions. Students will need to refer to key concepts and readings in public relations

Task Length:

1500 words plus group media conference recording

Due Date:

See the MyLO site for the due date

Weight:

40 %

CRITERION #

CRITERION

MEASURES INTENDED

LEARNING OUTCOME(S)


1	Developed a succinct and well-researched media pack, including a persuasive argument for the value of covering the story.	LO2, LO3
2	Develop a persuasive and detailed outline to support how the media conference will run with logistics, key roles and timings made clear.	LO2
3	Produced an industry-standard media conference, with clarity of presentation including content, organisation, and communication during the role-play.	LO1, LO3
4	Present a thoughtful and critical reflection of professional practice, citing relevant media relations concepts and public relations theory.	LO4

Assessment Task 3: Public Relations Strategy

Task Description:

During semester, you will receive a creative brief from an organisation from which you are asked to prepare a public relations strategy to address an identified need or challenge from the organisation. You will also receive a public relations program layout with suggested elements you could include in your strategy.
Your task is to design a public relations strategy addressing a need or problem identified in the creative brief. Your strategy should cover a 6-month period and indicate an understanding of the presented problem, a summary of the brief, and your solution. It is your task to provide solutions to resolve any issue(s) or to capitalise on any opportunities that may arise from the situation analysis (SWOT) and stakeholder analysis for the organisation. It is up to you as a PR practitioner to decide on the best tactics to communicate your message.
Your strategy should include: research findings (including SWOT and stakeholder analysis); target public(s) and key message; aim and objectives; strategic approach (such as a trigger event/initiative; tactics (including media relations, events, sponsorships/community relations); materials (such as videos or written materials and social media); internal communications; public affairs; issues management; evaluation; budgeting; and, timeline elements. Your strategy should indicate when you undertake public relations, such as monthly, bi-monthly, or quarterly during the 6-month strategy.
In your conclusion, reflect on what you have learned as part of the PR planning process. You can include in the appendices, media releases or other material relevant to the plan if required.

Task Length:

Due Date:

See the MyLO site for the due date

Weight:

50 %

CRITERION #

CRITERION

MEASURES INTENDED

LEARNING OUTCOME(S)


1	Provide a clear and sophisticated advanced diagnosis of public relations and communications problems and opportunities.	LO1
2	Apply appropriate strategic and tactical solutions for complex public relations challenges.	LO2, LO3
3	Develop a PR strategy with measurable objectives and appropriate strategies/tactics, informed by complementary research and best-practice PR approaches.	LO2, LO3
4	Critically reflect on one’s own professional and research development in the field of public relations	LO1, LO4

How your final result is determined

To pass this unit, you need to demonstrate your attainment of each of the Intended Learning Outcomes, achieve a final unit grade of 50% or greater, and pass any hurdle tasks.

Submission of assignments

Where practicable, assignments should be submitted to an assignment submission folder in MYLO. You must submit assignments by the due date or receive a penalty (unless an extension of time has been approved by the Unit Coordinator). Students submitting any assignment in hard copy, or because of a practicum finalisation, must attach a student cover sheet and signed declaration for the submission to be accepted for marking.

Requests for extensions

If you are unable to submit an assessment task by the due date, you should apply for an extension.

A request for an extension should first be discussed with your Unit Coordinator or teaching support team where possible. A request for an extension must be submitted by the assessment due date, except where you can provide evidence it was not possible to do so. Typically, an application for an extension will be supported by documentary evidence: however, where it is not possible for you to provide evidence please contact your Unit Coordinator.

The Unit Coordinator must notify you of the outcome of an extension request within 3 working days of receiving the request.

Late penalties

Assignments submitted after the deadline will receive a late penalty of 5% of the original available mark for each calendar day (or part day) that the assignment is late. Late submissions will not be accepted more than 10 calendar days after the due date, or after assignments have been returned to other students on a scheduled date, whichever occurs first. Further information on Late Penalties can be found on the Assessments and Results Procedure.

Review of results and appeals

You are entitled to ask for a review of the marking and grading of your assessment task if there is an irregularity in the marking standards or an error in the process for determining the outcome of an assessment. Details on how to request a review of a mark for an assignment are outlined in the Review and Appeal of Academic Decisions Procedure.