General Information
This subject introduces you to a comprehensive conceptual framework demonstrating how public relations practitioners work in all industries across corporate, government, and not-for-profit organisations. We view public relations from a management perspective as a positive force in society. As a student in the subject, you will evaluate the profession’s present structure and future directions, learn concepts of public relations management, discuss ethical practices, and learn public relations strategies and techniques. You will apply this knowledge to creating and pitching an authentic public relations campaign.
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Details
Academic unit: Faculty of Society & Design Subject code: PUBR11-100 Subject title: Introduction to Public Relations Subject level: Undergraduate Semester/Year: May 2022 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: Students will participate in multiple theoretical and practical activities based on the weekly topics and develop their knowledge for assessment pieces through these activities. Prepared attendance, that is having all assigned activities and readings completed before each weekly class, is needed for understanding lecture material, participating in group activities, peer review, and assessment. -
Resources
Prescribed resources: Books
- Jane Johnston,Leanne Glenny (2020). Strategic Communication. 1st, Routledge 336
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: | Introduction to Public Relations |
| Subject level: | Undergraduate |
| Semester/Year: | May 2022 |
| Credit points: | 10.000 |
| Timetable: | https://bond.edu.au/timetable |
|---|---|
| Delivery mode: | Standard |
| Workload items: |
|
| Attendance and learning activities: | Students will participate in multiple theoretical and practical activities based on the weekly topics and develop their knowledge for assessment pieces through these activities. Prepared attendance, that is having all assigned activities and readings completed before each weekly class, is needed for understanding lecture material, participating in group activities, peer review, and assessment. |
| 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 public relations theory and practice through case study analysis and application.
- Appraise and articulate the roles and responsibilities of professional and ethical public relations in corporate, government and not-for-profit organisations.
- Demonstrate theoretical and practical public relations knowledge and skills through creating and pitching an authentic campaign.
- Demonstrate effective oral and written presentation skills.
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 Analysis Students will use current examples to analyse professional public relations practice, supported with academic references 30% Week 5 1,2,4 Design Project§ Strategic communication plan in three parts: Presentation (group - 20%) and Critical Reflection (individual - 20%) in Week 11; Written plan (group - 30%) in Week 12 70% Week 11 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 |
|---|---|---|---|---|
| Analysis | Students will use current examples to analyse professional public relations practice, supported with academic references | 30% | Week 5 | 1,2,4 |
| Design Project§ | Strategic communication plan in three parts: Presentation (group - 20%) and Critical Reflection (individual - 20%) in Week 11; Written plan (group - 30%) in Week 12 | 70% | Week 11 | 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 student who has not established a basis for an extension in compliance with University and Faculty policy either by 1) not applying before the assessment due date or 2) by having an application rejected due to failure to show a justifiable cause for an extension, will receive a penalty on assessment submitted after its due date. The penalty will be 10% of marks awarded to that assessment for every day late, with the first day counted after the required submission time has passed. No assessment will be accepted for consideration seven calendar days after the due date. Where a student has been granted an extension, the late penalty starts from the new due date and time set out in the extension.
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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Introducing public relations and strategic communication at work
Exploring concepts around public relations and strategic communication: what is public relations/strategic communication; what professionals do; and diversity of careers in the field.
SLOs included
- Understand and evaluate public relations theory and practice through case study analysis and application.
- Appraise and articulate the roles and responsibilities of professional and ethical public relations in corporate, government and not-for-profit organisations.
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Research, measurement, and evaluation
Focusing on the importance of research in all public relations activity, from creation to implementation and evaluation. We investigate industry measurement and evaluation frameworks and the role of metrics and analytics to support strategy.
SLOs included
- Understand and evaluate public relations theory and practice through case study analysis and application.
- Appraise and articulate the roles and responsibilities of professional and ethical public relations in corporate, government and not-for-profit organisations.
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Importance of strategy
Delving into crucial areas of big picture organisational strategy and ensuring public relations strategy aligns.
SLOs included
- Understand and evaluate public relations theory and practice through case study analysis and application.
- Appraise and articulate the roles and responsibilities of professional and ethical public relations in corporate, government and not-for-profit organisations.
- Demonstrate effective oral and written presentation skills.
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Planning and campaign development
Applying your research and strategy to developing plans with actionable steps to acheive goals and objectives.
SLOs included
- Understand and evaluate public relations theory and practice through case study analysis and application.
- Appraise and articulate the roles and responsibilities of professional and ethical public relations in corporate, government and not-for-profit organisations.
- Demonstrate theoretical and practical public relations knowledge and skills through creating and pitching an authentic campaign.
- Demonstrate effective oral and written presentation skills.
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Choosing tactics and content creation
Understanding 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 content can be created to achieve goals.
SLOs included
- Understand and evaluate public relations theory and practice through case study analysis and application.
- Appraise and articulate the roles and responsibilities of professional and ethical public relations in corporate, government and not-for-profit organisations.
- Demonstrate theoretical and practical public relations knowledge and skills through creating and pitching an authentic campaign.
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Public relations client campaign brief
Taking the client brief to kick-start developing a strategic public relations campaign.
SLOs included
- Understand and evaluate public relations theory and practice through case study analysis and application.
- Appraise and articulate the roles and responsibilities of professional and ethical public relations in corporate, government and not-for-profit organisations.
- Demonstrate theoretical and practical public relations knowledge and skills through creating and pitching an authentic campaign.
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Working in a media-dominated world
Developing mainstream, news and social media strategies are important functions of public relations. This topic focuses on their role in public relations planning, with insights into designing and implementing media strategies and tactics in a media-dominated world.
SLOs included
- Understand and evaluate public relations theory and practice through case study analysis and application.
- Appraise and articulate the roles and responsibilities of professional and ethical public relations in corporate, government and not-for-profit organisations.
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Campaign planning workshop
Brainstorming and planning workshop to fine tune the strategic public relations campaign plans for the major project.
SLOs included
- Understand and evaluate public relations theory and practice through case study analysis and application.
- Appraise and articulate the roles and responsibilities of professional and ethical public relations in corporate, government and not-for-profit organisations.
- Demonstrate theoretical and practical public relations knowledge and skills through creating and pitching an authentic campaign.
- Demonstrate effective oral and written presentation skills.
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Issues, risk, and crises
Understanding the role of public relations in risk, issues, and crisis, and connections with corporate social responsibiity including: defining crisis; preventing crises; managing crises; communication in a crisis; and recovering.
SLOs included
- Understand and evaluate public relations theory and practice through case study analysis and application.
- Appraise and articulate the roles and responsibilities of professional and ethical public relations in corporate, government and not-for-profit organisations.
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Informing public relations through legal and ethical practice, and theoretical frameworks.
Understanding key issues in strategic communication including legal and ethical issues public relations practitioners must negotiate. We also recap on theories to provide a strong framework for professional practice.
SLOs included
- Understand and evaluate public relations theory and practice through case study analysis and application.
- Appraise and articulate the roles and responsibilities of professional and ethical public relations in corporate, government and not-for-profit organisations.
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Public relations at work
Drawing from semester experiences, we explore where public relations is practiced, strategic and functional roles, and where graduates may expect to work.
SLOs included
- Understand and evaluate public relations theory and practice through case study analysis and application.
- Appraise and articulate the roles and responsibilities of professional and ethical public relations in corporate, government and not-for-profit organisations.