General Information
In this subject, you are introduced to public relations from a management perspective as a critical function in all industries across corporate, government, and not-for-profit organisations. Public Relations Masterclass delivers a comprehensive conceptual, theoretical, and practical framework demonstrating how public relations managers develop communication processes and manage relationships with organisational publics and stakeholders. Throughout the subject, you will critically evaluate present structure and future directions of public relations in the context of a global society, including key concepts such as ethical practice, public interest, media and social media, community engagement, and issues and crisis management. You will apply this knowledge to creating and pitching an authentic campaign for the semester client.
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Details
Academic unit: Faculty of Society & Design Subject code: PUBR71-102 Subject title: Public Relations Masterclass Subject level: Postgraduate Semester/Year: January 2025 Credit points: 10.000 -
Delivery & attendance
Timetable: https://bond.edu.au/timetable Delivery mode: Standard Workload items: - Seminar: x12 (Total hours: 36) - Weekly Seminar
- Personal Study Hours: x12 (Total hours: 84) - Recommended Study Hours
Attendance and learning activities: Students will participate in multiple theoretical and practical activities based around the weekly topics while developing 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 (2021). Strategic Communication. n/a,
iLearn@Bond & Email: iLearn@Bond is the Learning Management System at Bond University and is used to provide access to subject materials, class 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: | PUBR71-102 |
| Subject title: | Public Relations Masterclass |
| Subject level: | Postgraduate |
| Semester/Year: | January 2025 |
| 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 around the weekly topics while developing 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 Learning Management System at Bond University and is used to provide access to subject materials, class 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.
|
| 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 as a critical management function.
- Critically appraise and articulate the roles and responsibilities of professional and ethical public relations in corporate, government and not-for-profit organisations and its intersection with other professional communication disciplines.
- Demonstrate theoretical and practical public relations knowledge and skills through analysing, creating and pitching authentic campaigns.
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 Critical analysis of a global campaign: Students analyse a strategic public relations campaign and creatively present findings. 30.00% Week 6 1,2,3 Creative Project§ Students develop a strategic public relations campaign for the semester client including a group presentation and a group written campaign plan. 50.00% Week 11 1,2,3 Exercise Individual critical reflection on semester learnings and the campaign planning process and outcomes 20.00% Week 12 1,2,3 - § 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 | Critical analysis of a global campaign: Students analyse a strategic public relations campaign and creatively present findings. | 30.00% | Week 6 | 1,2,3 |
| Creative Project§ | Students develop a strategic public relations campaign for the semester client including a group presentation and a group written campaign plan. | 50.00% | Week 11 | 1,2,3 |
| Exercise | Individual critical reflection on semester learnings and the campaign planning process and outcomes | 20.00% | Week 12 | 1,2,3 |
- § 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
Bond University‘s Student Code of Conduct Policy , Student Charter, Academic Integrity Policy and our Graduate Attributes guide expectations regarding student behaviour, their rights and responsibilities. Information on these topics can be found on our Academic Integrity webpage recognising that academic integrity involves demonstrating the principles of integrity (honesty, fairness, trust, professionalism, courage, responsibility, and respect) in words and actions across all aspects of academic endeavour.
Staff are required to report suspected misconduct. This includes all types of plagiarism, cheating, collusion, fabrication or falsification of data/content or other misconduct relating to assessment such as the falsification of medical certificates for assessment extensions. The longer term personal, social and financial consequences of misconduct can be severe, so please ask for help if you are unsure.
If your work is subject to an inquiry, you will be given an opportunity to respond and appropriate support will be provided. Academic work under inquiry will not be marked until the process has concluded. Penalties for misconduct include a warning, reduced grade, a requirement to repeat the assessment, suspension or expulsion from the University.
Feedback on assessment
Feedback on assessment will be provided to students according to the requirements of the Assessment Procedure Schedule A - Assessment Communication Procedure.
Whilst in most cases feedback should be provided within two weeks of the assessment submission due date, the Procedure should be checked if the assessment is linked to others or if the subject is a non-standard (e.g., intensive) subject.
Accessibility and Inclusion Support
Support is available to students where a physical, mental or neurological condition exists that would impact the student’s capacity to complete studies, exams or assessment tasks. For effective support, special requirement needs should be arranged with the University in advance of or at the start of each semester, or, for acute conditions, as soon as practicable after the condition arises. Reasonable adjustments are not guaranteed where applications are submitted late in the semester (for example, when lodged just prior to critical assessment and examination dates).
As outlined in the Accessibility and Inclusion Policy, to qualify for support, students must meet certain criteria. Students are also required to meet with the Accessibility and Inclusion Advisor who will ensure that reasonable adjustments are afforded to qualifying students.
For more information and to apply online, visit BondAbility.
Additional subject information
Subject curriculum
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Public relations and society
Explores concepts of public relations and strategic communication in society, investigating critical perspectives in both theory and practice.
SLOs included
- Understand and evaluate public relations theory and practice as a critical management function.
- Critically appraise and articulate the roles and responsibilities of professional and ethical public relations in corporate, government and not-for-profit organisations and its intersection with other professional communication disciplines.
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Legal and ethical perspectives in public relations practice
Discusses key issues and impacts of legal and ethical frameworks for professional public relations practice.
SLOs included
- Understand and evaluate public relations theory and practice as a critical management function.
- Critically appraise and articulate the roles and responsibilities of professional and ethical public relations in corporate, government and not-for-profit organisations and its intersection with other professional communication disciplines.
- Demonstrate theoretical and practical public relations knowledge and skills through analysing, creating and pitching authentic campaigns.
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Research, measurement, and evaluation
Focuses on the importance of research in all public relations activity, from creation to implementation and evaluation; investigates 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 as a critical management function.
- Critically appraise and articulate the roles and responsibilities of professional and ethical public relations in corporate, government and not-for-profit organisations and its intersection with other professional communication disciplines.
- Demonstrate theoretical and practical public relations knowledge and skills through analysing, creating and pitching authentic campaigns.
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Campaign development: Strategy and planning
Applies research to strategic public relations and campaign planning to ensure alignment with organisational goals and strategy.
SLOs included
- Understand and evaluate public relations theory and practice as a critical management function.
- Critically appraise and articulate the roles and responsibilities of professional and ethical public relations in corporate, government and not-for-profit organisations and its intersection with other professional communication disciplines.
- Demonstrate theoretical and practical public relations knowledge and skills through analysing, creating and pitching authentic campaigns.
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Campaign development: Publics, goals, and objectives
Students apply research and strategy to develop plans with actionable steps to achieve goals and objectives. This session investigates publics, goals and measurable objectives.
SLOs included
- Understand and evaluate public relations theory and practice as a critical management function.
- Critically appraise and articulate the roles and responsibilities of professional and ethical public relations in corporate, government and not-for-profit organisations and its intersection with other professional communication disciplines.
- Demonstrate theoretical and practical public relations knowledge and skills through analysing, creating and pitching authentic campaigns.
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Public relations client brief
Introduces the semester client and takes the brief to kick-start developing the strategic public relations campaign.
SLOs included
- Understand and evaluate public relations theory and practice as a critical management function.
- Critically appraise and articulate the roles and responsibilities of professional and ethical public relations in corporate, government and not-for-profit organisations and its intersection with other professional communication disciplines.
- Demonstrate theoretical and practical public relations knowledge and skills through analysing, creating and pitching authentic campaigns.
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Campaign development: Tactics, messages, channels and platforms
Considers diverse public relations and communication tactics to share organisational stories and create content that connects with audiences to achieve goals. As the tangible things publics see as part of the campaign, tactics are crucial to success. Topics include: role of tactics in PR campaigns; developing messages and content, and choosing channels and platforms to achieve goals.
SLOs included
- Understand and evaluate public relations theory and practice as a critical management function.
- Critically appraise and articulate the roles and responsibilities of professional and ethical public relations in corporate, government and not-for-profit organisations and its intersection with other professional communication disciplines.
- Demonstrate theoretical and practical public relations knowledge and skills through analysing, creating and pitching authentic campaigns.
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Public relations in a media-dominated world
Investigates the impact of a converged media world on public relations practice. News and social media strategies are important functions of public relations. We focus on the role of these functions 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 as a critical management function.
- Critically appraise and articulate the roles and responsibilities of professional and ethical public relations in corporate, government and not-for-profit organisations and its intersection with other professional communication disciplines.
- Demonstrate theoretical and practical public relations knowledge and skills through analysing, creating and pitching authentic campaigns.
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Campaign planning workshop
Participate in a brainstorming and planning workshop to progress the strategic public relations campaign before pitching to the client.
SLOs included
- Understand and evaluate public relations theory and practice as a critical management function.
- Critically appraise and articulate the roles and responsibilities of professional and ethical public relations in corporate, government and not-for-profit organisations and its intersection with other professional communication disciplines.
- Demonstrate theoretical and practical public relations knowledge and skills through analysing, creating and pitching authentic campaigns.
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Issues, risk, and crises
Considers the role of public relations in risk, issues, and crises, and connections with corporate social responsibility, including issues management, and risk and crisis communication.
SLOs included
- Understand and evaluate public relations theory and practice as a critical management function.
- Critically appraise and articulate the roles and responsibilities of professional and ethical public relations in corporate, government and not-for-profit organisations and its intersection with other professional communication disciplines.
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Campaign pitches
Students present campaign strategies to the semester.
SLOs included
- Understand and evaluate public relations theory and practice as a critical management function.
- Critically appraise and articulate the roles and responsibilities of professional and ethical public relations in corporate, government and not-for-profit organisations and its intersection with other professional communication disciplines.
- Demonstrate theoretical and practical public relations knowledge and skills through analysing, creating and pitching authentic campaigns.