Unit Outline

Advocacy or the ability to influence decisions within political, economic, and social institutions is perhaps one of the most powerful ways in which public relations today influences the world. Success for any brand, business, government or social enterprise relies on public perception. In this context advocacy can help to win elections, change laws and policy, help brands connect with their audiences as well as make for compelling changes in consumer behaviour. In this unit you will develop the capacity to advocate by creating narratives and campaigns that influence key publics to actively support an idea or cause. Further, you will learn how to engage with the media as a strategic communicator.

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	Describe the purpose of advocacy and public relations in the field of media and communication
2	Create communications collateral on behalf of a client for the media
3	Compare strategic approaches to campaign development
4	Organise and disseminate media material in a professional context

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	See the MyLO site for the due date	30 %	LO2, LO4
Assessment Task 2:	Campaign Analysis	See the MyLO site for the due date	30 %	LO1, LO3
Assessment Task 3:	Digital Media Kit	See the MyLO site for the due date	40 %	LO2, LO3

Assessment details

Assessment Task 1: Media Conference

Task Description:

This team-based exercise requires you to plan and execute an in-person media conference launching a hypothetical communications campaign. You will issue a media release inviting your peers (as representatives of the media) to attend your media conference. You will perform the role of either journalist or media spokesperson.

Task Length:

1000 words equivalent

Due Date:

See the MyLO site for the due date

Weight:

30 %

CRITERION #

CRITERION

MEASURES INTENDED

LEARNING OUTCOME(S)


1	Write media release	LO2
2	Prepare for media conference	LO4
3	Work as part of a team	LO4
4	Follow conventions of a media conference	LO4

Assessment Task 2: Campaign Analysis

Task Description:

Choose a communication campaign on a topical issue. Describe this campaign in terms of objectives, strategic, and tactics. Analyse its impact, proposing recommendations for enhancing its impact and effectiveness.

Task Length:

1500 words

Due Date:

See the MyLO site for the due date

Weight:

30 %

CRITERION #

CRITERION

MEASURES INTENDED

LEARNING OUTCOME(S)


1	Choose campaign and issue	LO1
2	Describe campaign	LO3
3	Analyse impact and recommendations	LO3
4	Structure report	LO3

Assessment Task 3: Digital Media Kit

Task Description:

Create a digital media kit for a client advocating for a cause or issue. Your kit should contain a media release, backgrounder, fact sheet, visual assets, and spokesperson biographies.

Task Length:

1800 words in total

Due Date:

See the MyLO site for the due date

Weight:

40 %

CRITERION #

CRITERION

MEASURES INTENDED

LEARNING OUTCOME(S)


1	Provide elements of media kit	LO2
2	Choose client and issue as focus for media kit	LO3
3	Communicate information through elements of a media kit	LO2
4	Present the elements in your media kit	LO2

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.

Academic progress review

The results for this unit may be included in a review of your academic progress. For information about progress reviews and what they mean for all students, see Academic Progress Review in the Student Portal.

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.

Academic integrity

Academic integrity is about acting responsibly, honestly, ethically, and collegially when using, producing, and communicating information with other students and staff members.

In written work, you must correctly reference the work of others to maintain academic integrity. To find out the referencing style for this unit, see the assessment information in the MyLO site, or contact your teaching staff. For more detail about Academic Integrity, see Important Guidelines & Support.

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.