General Information
This subject deals with the use of the media by public relations professionals. It includes the development of professional skills in such areas as news releases, media kits and media delivery.
-
Details
Academic unit: Faculty of Society & Design Subject code: PUBR12-235 Subject title: Media Relations Subject level: Undergraduate Semester/Year: September 2019 Credit points: 10.000 -
Delivery & attendance
Timetable: https://bond.edu.au/timetable Delivery mode: Standard Workload items: - Computer Lab: x12 (Total hours: 12) - Laboratory
- Lecture: x12 (Total hours: 24) - Weekly Lecture
- 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 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 & Katie Rowney Media Strategies. n/a, Crows Nest, NSW Allen & Unwin
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: | PUBR12-235 |
| Subject title: | Media Relations |
| Subject level: | Undergraduate |
| Semester/Year: | September 2019 |
| 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 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. Assumed Prior Learning (or equivalent):
|
| 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:
- Understanding the media environment and role of media relations in public relations practice;
- Effective written communication in a media environment;
- Teamwork;
- Critical evaluation and problem solving;
- Effective oral communication;
- Creativity and innovation.
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.
-
Assessment details
Type Task % Timing* Outcomes assessed Computer-Aided Examination (Closed) End of semester exam 30% Final Examination Period 1,2,4,6 *Media Release One media release plus one other media piece. 20% Week 6 1,2,4,6 *Campaign Group media strategy (presentation and written) including and individual portfolio. 50% Week 11 1,2,3,4,5,6 - * 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
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) | End of semester exam | 30% | Final Examination Period | 1,2,4,6 |
| *Media Release | One media release plus one other media piece. | 20% | Week 6 | 1,2,4,6 |
| *Campaign | Group media strategy (presentation and written) including and individual portfolio. | 50% | Week 11 | 1,2,3,4,5,6 |
- * 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
-
Week 1: The changing media environment
We introduce media relations in a transmedia environment; consider mainstream and social media platforms and developing relationships. We will also review the semester content and assessment.
-
Week 2: What makes news; media theories and working with the media
The focus this week is understanding frameworks for how news works; and applying this to working with journalists and influencers.
-
Week 3: Social networks
Social networks are explored to gain an understanding of how to incorporate into media strategies.
-
Week 4: Media relations and social media tools
The strategic use of fundamental media relations and social media tools are explored.
SLOs included
- Understanding the media environment and role of media relations in public relations practice;
- Effective written communication in a media environment;
- Teamwork;
- Critical evaluation and problem solving;
- Effective oral communication;
- Creativity and innovation.
-
Week 5: Client Briefing
Students will be briefed by the semester client for the major campaign.
SLOs included
- Understanding the media environment and role of media relations in public relations practice;
- Effective written communication in a media environment;
- Teamwork;
- Critical evaluation and problem solving;
- Effective oral communication;
- Creativity and innovation.
-
Week 6: Creating content; videography
The power of visual content, what to create, when and how, and incorporating in media strategy is the focus for this week. Students will learn techniques for creating powerful videos.
SLOs included
- Understanding the media environment and role of media relations in public relations practice;
- Effective written communication in a media environment;
- Teamwork;
- Critical evaluation and problem solving;
- Effective oral communication;
- Creativity and innovation.
-
Week 7: Multiplatform storytelling
This week we investigate the narrative; how powerful storytelling across media platforms is vital to media relations.
SLOs included
- Understanding the media environment and role of media relations in public relations practice;
- Effective written communication in a media environment;
- Teamwork;
- Critical evaluation and problem solving;
- Effective oral communication;
- Creativity and innovation.
-
Week 8: Translating expertise
This week we continue the narrative, with a focus on complex topics, technical knowledge and experts; and how to 'make the complicated uncomplicated'.
SLOs included
- Understanding the media environment and role of media relations in public relations practice;
- Effective written communication in a media environment;
- Teamwork;
- Critical evaluation and problem solving;
- Effective oral communication;
- Creativity and innovation.
-
Week 9: Media events
Media events including when and how to organise media conferences, 'pressers', interviews and other media events, as well as preparation and training.
SLOs included
- Understanding the media environment and role of media relations in public relations practice;
- Effective written communication in a media environment;
- Teamwork;
- Critical evaluation and problem solving;
- Effective oral communication;
- Creativity and innovation.
-
Week 10: Media practice - in issues and crisis management; and law and ethics
Media is often key to managing issues and crises and this week we consider the key concepts for best practice. We also look at the impact of law and ethics on media practice.
SLOs included
- Understanding the media environment and role of media relations in public relations practice;
- Effective written communication in a media environment;
- Teamwork;
- Critical evaluation and problem solving;
- Effective oral communication;
- Creativity and innovation.
-
Week 11: Group media strategies - Client pitch
This week students pitch their media strategies to the client.
-
Week 12: Semester review and exam preparation
In the final week we review semester learnings and outcomes. We will discuss the exam, to be held during exam week.