General Information
This subject provides a comprehensive conceptual framework that demonstrates how public relations practitioners work in industry, government & institutional organisations. Public relations is dealt with from a management perspective as a positive force in society. Four elements are covered: present structure of the profession & industry; concepts of public relations management;applications of concepts to programs; public relations techniques & practices.
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Details
Academic unit: Faculty of Society & Design Subject code: PUBR11-100 Subject title: Public Relations Principles and Practice Subject level: Undergraduate Semester/Year: September 2018 Credit points: 10.000 -
Delivery & attendance
Timetable: https://bond.edu.au/timetable Delivery mode: Standard Workload items: - Lecture: x12 (Total hours: 24) - Weekly Lecture
- Tutorial: x12 (Total hours: 12) - Weekly Tutorial
- Personal Study Hours: x12 (Total hours: 84) - Recommended Study Hours
Attendance and learning activities: Each week, in lectures and tutorials, students will participate in multiple theoretical and practical activities based around the weekly topics. Students will develop their knowledge for assessment pieces through this activity. Punctual and prepared attendance at ALL classes is expected. Groups find it difficult to function when members are absent from class sessions in which relevant issues are discussed and time for group work is allocated. Prepared attendance, that is having all assigned quizzes and readings completed before each weekly lecture is needed for understanding lecture material, participating in group activities and peer review. -
Resources
Prescribed resources: Books
- Jane Johnston,Mark Sheehan (2014). Public Relations. 4th, Allen & Unwin 440
iLearn@Bond & Email: iLearn@Bond is the online learning environment at Bond University and is used to provide access to subject materials, lecture recordings and detailed subject information regarding the subject curriculum, assessment and timing. Both iLearn and the Student Email facility are used to provide important subject notifications. Additionally, official correspondence from the University will be forwarded to students’ Bond email account and must be monitored by the student. To access these services, log on to the Student Portal from the Bond University website as www.bond.edu.au
| Academic unit: | Faculty of Society & Design |
|---|---|
| Subject code: | PUBR11-100 |
| Subject title: | Public Relations Principles and Practice |
| Subject level: | Undergraduate |
| Semester/Year: | September 2018 |
| Credit points: | 10.000 |
| Timetable: | https://bond.edu.au/timetable |
|---|---|
| Delivery mode: | Standard |
| Workload items: |
|
| Attendance and learning activities: | Each week, in lectures and tutorials, students will participate in multiple theoretical and practical activities based around the weekly topics. Students will develop their knowledge for assessment pieces through this activity. Punctual and prepared attendance at ALL classes is expected. Groups find it difficult to function when members are absent from class sessions in which relevant issues are discussed and time for group work is allocated. Prepared attendance, that is having all assigned quizzes and readings completed before each weekly lecture is needed for understanding lecture material, participating in group activities and peer review. |
| Prescribed resources: | Books
|
|---|---|
| iLearn@Bond & Email: | iLearn@Bond is the online learning environment at Bond University and is used to provide access to subject materials, lecture recordings and detailed subject information regarding the subject curriculum, assessment and timing. Both iLearn and the Student Email facility are used to provide important subject notifications. Additionally, official correspondence from the University will be forwarded to students’ Bond email account and must be monitored by the student. To access these services, log on to the Student Portal from the Bond University website as www.bond.edu.au |
Enrolment requirements
| Requisites: |
Nil |
|---|---|
| Assumed knowledge: |
Assumed knowledge is the minimum level of knowledge of a subject area that students are assumed to have acquired through previous study. It is the responsibility of students to ensure they meet the assumed knowledge expectations of the subject. Students who do not possess this prior knowledge are strongly recommended against enrolling and do so at their own risk. No concessions will be made for students’ lack of prior knowledge.
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| Restrictions: |
Nil |
Assurance of learning
Assurance of Learning means that universities take responsibility for creating, monitoring and updating curriculum, teaching and assessment so that students graduate with the knowledge, skills and attributes they need for employability and/or further study.
At Bond University, we carefully develop subject and program outcomes to ensure that student learning in each subject contributes to the whole student experience. Students are encouraged to carefully read and consider subject and program outcomes as combined elements.
Program Learning Outcomes (PLOs)
Program Learning Outcomes provide a broad and measurable set of standards that incorporate a range of knowledge and skills that will be achieved on completion of the program. If you are undertaking this subject as part of a degree program, you should refer to the relevant degree program outcomes and graduate attributes as they relate to this subject.
Subject Learning Outcomes (SLOs)
On successful completion of this subject the learner will be able to:
- Understand and evaluate the public relations process.
- Appreciate the role and responsibilities of professional and ethical public relations in the context of industry, government and not for profit institutions.
- Apply theoretical knowledge within a practical context.
- Identify and apply strategic public relations planning techniques and practices.
Generative Artificial Intelligence in Assessment
The University acknowledges that Generative Artificial Intelligence (Gen-AI) tools are an important facet of contemporary life. Their use in assessment is considered in line with students’ development of the skills and knowledge which demonstrate learning outcomes and underpin study and career success. Instructions on the use of Gen-AI are given for each assessment task; it is your responsibility to adhere to these instructions.
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Assessment details
Type Task % Timing* Outcomes assessed Computer-Aided Examination (Closed) Exam 30.00% Final Examination Period 1,2,3,4 Essay Essay (Individual); 1000 word, referenced essay 20.00% Week 6 1,2,3,4 *Campaign§ Public relations campaign (in pairs/groups) including oral presentation and written campaign plan 30.00% Week 11 1,2,3,4 *Class Participation Weekly quizzes (10%); Discussion posting and presentation and participation in tutorial exercises (10%) 20.00% Weekly 1,2,3,4 - § Indicates group/teamwork-based assessment
- * Assessment timing is indicative of the week that the assessment is due or begins (where conducted over multiple weeks), and is based on the standard University academic calendar
- C = Students must reach a level of competency to successfully complete this assessment.
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Assessment criteria
Assessment criteria
High Distinction 85-100 Outstanding or exemplary performance in the following areas: interpretative ability; intellectual initiative in response to questions; mastery of the skills required by the subject, general levels of knowledge and analytic ability or clear thinking. Distinction 75-84 Usually awarded to students whose performance goes well beyond the minimum requirements set for tasks required in assessment, and who perform well in most of the above areas. Credit 65-74 Usually awarded to students whose performance is considered to go beyond the minimum requirements for work set for assessment. Assessable work is typically characterised by a strong performance in some of the capacities listed above. Pass 50-64 Usually awarded to students whose performance meets the requirements set for work provided for assessment. Fail 0-49 Usually awarded to students whose performance is not considered to meet the minimum requirements set for particular tasks. The fail grade may be a result of insufficient preparation, of inattention to assignment guidelines or lack of academic ability. A frequent cause of failure is lack of attention to subject or assignment guidelines. Quality assurance
For the purposes of quality assurance, Bond University conducts an evaluation process to measure and document student assessment as evidence of the extent to which program and subject learning outcomes are achieved. Some examples of student work will be retained for potential research and quality auditing purposes only. Any student work used will be treated confidentially and no student grades will be affected.
| Type | Task | % | Timing* | Outcomes assessed |
|---|---|---|---|---|
| Computer-Aided Examination (Closed) | Exam | 30.00% | Final Examination Period | 1,2,3,4 |
| Essay | Essay (Individual); 1000 word, referenced essay | 20.00% | Week 6 | 1,2,3,4 |
| *Campaign§ | Public relations campaign (in pairs/groups) including oral presentation and written campaign plan | 30.00% | Week 11 | 1,2,3,4 |
| *Class Participation | Weekly quizzes (10%); Discussion posting and presentation and participation in tutorial exercises (10%) | 20.00% | Weekly | 1,2,3,4 |
- § Indicates group/teamwork-based assessment
- * Assessment timing is indicative of the week that the assessment is due or begins (where conducted over multiple weeks), and is based on the standard University academic calendar
- C = Students must reach a level of competency to successfully complete this assessment.
Assessment criteria
| High Distinction | 85-100 | Outstanding or exemplary performance in the following areas: interpretative ability; intellectual initiative in response to questions; mastery of the skills required by the subject, general levels of knowledge and analytic ability or clear thinking. |
|---|---|---|
| Distinction | 75-84 | Usually awarded to students whose performance goes well beyond the minimum requirements set for tasks required in assessment, and who perform well in most of the above areas. |
| Credit | 65-74 | Usually awarded to students whose performance is considered to go beyond the minimum requirements for work set for assessment. Assessable work is typically characterised by a strong performance in some of the capacities listed above. |
| Pass | 50-64 | Usually awarded to students whose performance meets the requirements set for work provided for assessment. |
| Fail | 0-49 | Usually awarded to students whose performance is not considered to meet the minimum requirements set for particular tasks. The fail grade may be a result of insufficient preparation, of inattention to assignment guidelines or lack of academic ability. A frequent cause of failure is lack of attention to subject or assignment guidelines. |
Quality assurance
For the purposes of quality assurance, Bond University conducts an evaluation process to measure and document student assessment as evidence of the extent to which program and subject learning outcomes are achieved. Some examples of student work will be retained for potential research and quality auditing purposes only. Any student work used will be treated confidentially and no student grades will be affected.
Study Information
Submission procedures
Students must check the iLearn@Bond subject site for detailed assessment information and submission procedures.
Policy on late submission and extensions
A late penalty will be applied to all overdue assessment tasks unless an extension is granted by the subject coordinator. The standard penalty will be 10% of marks awarded to that assessment per day late with no assessment to be accepted seven days after the due date. Where a student is granted an extension, the penalty of 10% per day late starts from the new due date.
Academic Integrity
University’s Academic Integrity Policy defines plagiarism as the act of misrepresenting as one’s own original work: another’s ideas, interpretations, words, or creative works; and/or one’s own previous ideas, interpretations, words, or creative work without acknowledging that it was used previously (i.e., self-plagiarism). The University considers the act of plagiarising to be a breach of the Student Conduct Code and, therefore, subject to the Discipline Regulations which provide for a range of penalties including the reduction of marks or grades, fines and suspension from the University.
Bond University utilises Originality Reporting software to inform academic integrity.Feedback on assessment
Feedback on assessment will be provided to students within two weeks of the assessment submission due date, as per the Assessment Policy.
Accessibility and Inclusion Support
If you have a disability, illness, injury or health condition that impacts your capacity to complete studies, exams or assessment tasks, it is important you let us know your special requirements, early in the semester. Students will need to make an application for support and submit it with recent, comprehensive documentation at an appointment with a Disability Officer. Students with a disability are encouraged to contact the Disability Office at the earliest possible time, to meet staff and learn about the services available to meet your specific needs. Please note that late notification or failure to disclose your disability can be to your disadvantage as the University cannot guarantee support under such circumstances.
Additional subject information
Subject curriculum
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Week 1: Introduction to public relations
This week we explore concepts around public relations: what is public relations; what do PR professionals do; and careers in public relations. We will also review the semester content and assessment.
SLOs included
- Understand and evaluate the public relations process.
- Appreciate the role and responsibilities of professional and ethical public relations in the context of industry, government and not for profit institutions.
- Apply theoretical knowledge within a practical context.
- Identify and apply strategic public relations planning techniques and practices.
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Week 2: Public relations research and evaluation
The focus this week is on the importance of research to all public relations activity. We will cover: why research is important; terminology, methodologies and techniques; and research in PR. Students will develop a small research activity and data collection during class.
SLOs included
- Understand and evaluate the public relations process.
- Appreciate the role and responsibilities of professional and ethical public relations in the context of industry, government and not for profit institutions.
- Apply theoretical knowledge within a practical context.
- Identify and apply strategic public relations planning techniques and practices.
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Week 3: Public relations strategy and planning
This week we look at crucial areas of public relations management: developing a strategy; and designing a plan. Students will be brainstorming PR campaign plan ideas.
SLOs included
- Understand and evaluate the public relations process.
- Appreciate the role and responsibilities of professional and ethical public relations in the context of industry, government and not for profit institutions.
- Apply theoretical knowledge within a practical context.
- Identify and apply strategic public relations planning techniques and practices.
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Week 4: Public relations tactics
This week looks at the diverse PR and communication tactics used in public relations campaigns. As the tangible things publics see as part of the campaign, tactics are crucial to success. Topics include: role of tactics in PR campaigns; and how diverse tactics are developed to achieve success.
SLOs included
- Understand and evaluate the public relations process.
- Appreciate the role and responsibilities of professional and ethical public relations in the context of industry, government and not for profit institutions.
- Apply theoretical knowledge within a practical context.
- Identify and apply strategic public relations planning techniques and practices.
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Week 5: Media relations
Media relations is an important part of public relations. This week we focus on its role in strategy and planning, addressing questions including: what is media relations and why is it an important PR strategy; and how to design and implement media relations tactics.
SLOs included
- Understand and evaluate the public relations process.
- Appreciate the role and responsibilities of professional and ethical public relations in the context of industry, government and not for profit institutions.
- Apply theoretical knowledge within a practical context.
- Identify and apply strategic public relations planning techniques and practices.
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Week 6: Public relations and social media
Social media has had a huge impact on all communication. This week we look at social media and public relations, addressing questions including: why is social media important to strategic public relations; does this mean traditional media is dying; and how to incorporate social media into campaign planning. Students will brainstorm a social media campaign during class.
SLOs included
- Understand and evaluate the public relations process.
- Appreciate the role and responsibilities of professional and ethical public relations in the context of industry, government and not for profit institutions.
- Apply theoretical knowledge within a practical context.
- Identify and apply strategic public relations planning techniques and practices.
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Week 7: Public relations and integrated marketing communication
Integrated marketing communication (IMC) has been defined as: Aligning symbols, messages, procedures and behaviours in order for an organisation to communicate with consistency, coherence, clarity and continuity within and across formal organisational boundaries (Christensen et al in Moss & Powell, 2010, p129). This week we consider: what is IMC; the public relations role in the mix; benefits and issues; in practice.
SLOs included
- Understand and evaluate the public relations process.
- Appreciate the role and responsibilities of professional and ethical public relations in the context of industry, government and not for profit institutions.
- Apply theoretical knowledge within a practical context.
- Identify and apply strategic public relations planning techniques and practices.
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Week 8: Internal communication
This week the focus is on internal communication: understanding internal publics and why they are important; what does internal communication involve; the public relations role in internal communication; and best practice.
SLOs included
- Understand and evaluate the public relations process.
- Appreciate the role and responsibilities of professional and ethical public relations in the context of industry, government and not for profit institutions.
- Apply theoretical knowledge within a practical context.
- Identify and apply strategic public relations planning techniques and practices.
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Week 9: Crisis and issues management
The focus this week is on risk, issues and crisis, including: defining crisis; preventing crises; managing crises; communication in a crisis; recovering; and the role of public relations. Students will run through a crisis scenario to determine how to respond and communicate.
SLOs included
- Understand and evaluate the public relations process.
- Appreciate the role and responsibilities of professional and ethical public relations in the context of industry, government and not for profit institutions.
- Apply theoretical knowledge within a practical context.
- Identify and apply strategic public relations planning techniques and practices.
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Week 10: Legal and ethical issues
Week 10 topics include law and ethics for public relations. We will look at key issues for public relations practitioners in these areas including: laws affecting PR; legal issues PR practitioners must negotiate; ethics for PR practitioners; and ethical dilemmas.
SLOs included
- Understand and evaluate the public relations process.
- Appreciate the role and responsibilities of professional and ethical public relations in the context of industry, government and not for profit institutions.
- Apply theoretical knowledge within a practical context.
- Identify and apply strategic public relations planning techniques and practices.
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Week 11: Group campaign presentations
Each group will present its campaign during the lecture this week.
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Week 12: Corporate, government and community; semester review and exam
This final week of lectures focuses on the three areas where public relations is practiced and where public relations graduates may expect to get jobs:corporate/business; government; and the third sector (not for profit organisations).
SLOs included
- Understand and evaluate the public relations process.
- Appreciate the role and responsibilities of professional and ethical public relations in the context of industry, government and not for profit institutions.
- Apply theoretical knowledge within a practical context.
- Identify and apply strategic public relations planning techniques and practices.