MDIA5023_S110 - Course
Unit
Outline
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 1....

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Unformatted text preview: Course
Unit
Outline
Template
 1. Location
 FACULTY
 SCHOOL
or
DEPARTMENT
 COURSE
CODE
 COURSE
NAME
 SESSION
 Arts
and
Social
Sciences
 English,
Media
and
Performing
Arts
 MDIA
5023
 Public
relations
strategy
 One
 YEAR
 
 2010
 
 2. Table
of
contents
 Page
 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 
 Location



2.


3.




4.

 Table
of
contents
 Staff
contact
details
 Course
details
 Rationale
 Teaching
strategies
 Assessment
 Academic
honesty
and
plagiarism
 Expected
resources
for
students
 Course
evaluation
and
development
 Other
information
 Page
one
 Page
one
 Page
one
 Page
one
 Page
two

 Page
two
 Page
two
 Page
three
 Page
four
 Page
four
 Page
five
 3. Staff
contact
details
 1. Course
Convener
 Name
 Phone
 Office
 Email
address
 Contact
time
and
availability
 
 
 Professor
Judy
Motion
 93854857
 Room
122
Robert
Webster
Building
 j.motion@unsw.edu.au
 Monday
2.
00
‐
4.00
 4. Course
details
 Credit
Points
 
 6
Units
of
Credit
 
 
 
 This
core
public
relations
course
within
the
Masters
of
Public
Relations
and
 Advertising
provides
a
foundation
understanding
of
public
relations
and
the
role
 that
it
may
play
in
building
meaningful,
beneficial
relationships
between
 organizations,
markets,
audiences
and
publics,
particularly
in
times
of
change.
This
 course
will
provide
students
with
an
understanding
of
the
fundamental
 communication
and
relational
concepts
and
processes
that
underpin
public
 relations
strategies
and
campaigns.
The
course
focuses
on
strategic
communication
 planning;
risk,
issues
and
crisis
communication;
organizational
communication;
 community
relations;
government
relations;
and
ethics.
Students
will
develop
a
 strategic
communication
plan
to
address
contemporary
public
relations
issues.
 1.
 The
aim
is
to
introduce
students
to
key
concepts
and
practices
of
public
relations
 and
current
approaches
for
strategically
communicating
change
and
resolving
 conflict.

 2.
 Students
will
be
able
to
explain
and
discuss
the
fundamental
concepts
of
public
 relations
planning,
devise
alternative
strategies
and
responses
to
public
relations
 issues
and
learn
how
to
communicate
within
a
variety
of
socio‐political
and
 economic
discourses
and
contexts.
 1.
 Students
will

 Understand
the
range
of
approaches
and
debates
about
the
nature,
role
and
 Summary
of
the
Course
 
 Aims
of
the
Course
 
 Student
Learning
Outcomes
 Revised
Course
Unit
Outline
Template
.
.
.
12th
December
2008
 
 Course
Unit
Outline
Template
 
 Graduate
Attributes

 value
of
public
relations
 2.
 Understand
why
the
planning
process
is
important,
identify
research
 approaches,
determine
strategic
objectives,
select
and
justify
strategies
and
 campaign
tactics
 3.
 Apply
communication
and
strategy
concepts
to
campaign
planning
and
prepare
 public
relations
communication
texts
and
materials
 4.
 Appreciate
the
importance
of
ethical
public
relations
practice
and
social
 responsibility
 1.
 In‐depth
engagement
with
public
relations
concepts
and
debates
 2.
 The
capacity
for
analytical
and
critical
thinking
and
for
creative
problem
solving
 in
relation
to
the
public
relations
planning
process
 3.
 Information
literacy
‐
the
skills
to
locate,
evaluate
and
use
relevant
information
 for
strategic
planning
purposes
 4.
 A
respect
for
ethical
public
relations
practice
and
social
responsibility
 5.
 
An
appreciation
of
and
respect
for
diversity
 
 
 
 5. Rationale
for
the
inclusion
of
content
and
teaching
approach
 This
course
will
be
taught
face
to
face
in
a
seminar
environment
so
that
student
participation
can
enhance
the
 learning
process.
Students
will
engage
in
strategy
development
and
analysis,
discuss
contemporary
scenarios
and
 develop
communication
texts.
The
learning
process
will
emphasize
'real
world'
public
relations
problems,
 challenges
and
opportunities
to
assist
students
to
navigate
the
theory‐
practice
nexus
by
relating
theoretical
 concepts
to
the
practice
of
public
relations.
 
 
 
 6. Teaching
strategies
 Interactive
and
reflective
teaching
approaches
will
be
prioritized
along
with
conceptual
frameworks
and
 applied
methods.

 
 7. Assessment
 Assessment
task
 Length
 Weight
 Brand
analysis
 1000
words
 20
 
 Campaign
 1200
words
 30
 1,2,3,4
 1,
2,
3,
4,
5
 28
April
 proposal
 
 Campaign
 2000
words
 Portfolio:
30
 1,
2,
3,
4
 1,
2,
3,
4,
5
 31
May
 portfolio

 Report:
20
 and
plan
 
 Submission
of
Assessment
Tasks
 
 
 All
students
must
submit
both
printed
and
electronic
copies
of
their
essays.
Please
submit
a
hard
copy
of
 your
assignments
to
the
assignment
drop‐off
box
outside
the
EMPA
School
Office,
Room
311U,
Level
3
 Robert
Webster
building,
with
a
cover
sheet
securely
attached
and
your
details
clearly
marked
(available
 from
the
EMPA
School
office)
by
4
pm
on
the
due
date.
Note
that
only
hard
copies
will
be
marked
–
do
not
 email
your
assignments
to
Professor
Motion.

 
 You
are
also
required
to
email
an
electronic
copy
to
empa.assessment@unsw.edu.au.
You
will
receive
an
 Learning
outcomes
 Graduate
attributes
 Due
date
 assessed
 assessed
 1,
2,
3,
4
 1,
2,
4
 22
March
 Revised
Course
Unit
Outline
Template
.
.
.
12th
December
2008
 
 Course
Unit
Outline
Template
 auto
response
acknowledging
the
receipt
of
the
assignment.
It
is
your
responsibility
to
keep
a
copy
of
the
 assignment
and
the
acknowledgment
email.
Only
hard
copies
of
your
assignment
will
be
marked
‐
 electronic
versions
are
only
accessed
as
evidence
during
appeals
and
disputes.

 
 
 
 
 8. Academic
honesty
and
plagiarism
 
 Please
ensure
you
are
familiar
with
the
University
and
School
regulations
and
policies:
 http://empa.arts.unsw.edu.au/media/File/ESSENTIAL_INFORMATION_FOR_ALL_STUDENTS.pdf
 
 
 
 
 Topic
 Date
 Location
 Lecture
/seminar
 Content
 Suggested

 Readings
 
 Introduction
to
 public
relations
 
 Introductions
 Course
outline
 Evolution
of
public
relations
 Contemporary
public
relations
 challenges
 Strategy
 8

March
 
 Assignment
one
guidelines
 Strategy
processes
 Corporate
identity
and
 branding
 Research
 15
March
 
 Research
techniques
 Sampling
 Planning
 22

March

 Assignment
 Writing
a
public
relations
plan
 one
due
 22
March
 Communication
and
 29
March

 
 Communication
and
meaning
 persuasion
 Public
opinion
and
persuasion
 Mid‐semester
break
 5

April
 
 
 Evaluation
and
 12

April
 
 Assignment
two
guidelines
 ethics
 Evaluation
of
information
 exposure,
awareness,
 understanding
and
changes
in
 attitudes
and
behaviour
 Professional
organizations
and
 Codes
of
Ethics
 Community
 19
April
 
 Public
information
and
 engagement
 consultation
 Engagement
concepts
and
 practices
 Public
policy
development
 1
March
 Webster
 room
137
 Textbook:

 Chapters
one
and
two
 Chapter
22
 Chapter
five
 Chapter
six
 Chapters
seven
and
nine
 
 Chapters
eight
and
three
 ANZAC
Day
–
no
 lecture
 Media

 26

April
 3
May
 Assignment
 
 two
due
28
 April
 
 Assignment
three
guidelines
 Readings:
Powell,
M.C.
&
 Colin,
M.
(2008).
Meaningful
 citizen
engagement
in
science
 and
technology:
What
would
 it
really
take?
Science
 Communication,
30(1),
126‐ 136.

 Rowe,
G.
and
Frewer,
L.
J.
 (2005).
A
typology
of
public
 engagement
mechanisms.
 Science
Technology
Human
 Values,
30(2),
25‐290.
 
 Chapter
fourteen
 Revised
Course
Unit
Outline
Template
.
.
.
12th
December
2008
 
 Course
Unit
Outline
Template
 News
releases
 Radio
and
television
 talkshows
and
releases
 Blogs
 Product
placement
 Social
media
 
 Conflict
management
 Issues,
risk,
crisis
and
 reputation

management

 
 Lobbying
 Election
campaigns
 Speech
writing
 Assignment
 Advocacy
 three

due
 Activism
 31
May
 
 
 Radio,
television
and
 10
May
 the
web
 Chapters
thirteen
and
15
 Issues,
risk
and
 crises
 Politics
and
 government
 Non‐profit
public
 relations
 
 
 17
May
 Chapter
ten
 24
May
 Chapters
18
and
16
 31
May
 Chapter
20
 9. Expected
resources
for
students
 Textbook
details
 
 Additional
readings
 Recommended
websites
 
 
 http://www.pria.com.au/
 Wilcox,
D.,
and
Cameron,
G.T.
(2009).
 Sheehan,
 M.,
 and
 Xavier,
 R.
 
 Public
Relations:
Strategies
and
Tactics.
 (2009).
 Public
 relations
 Boston:
Pearson.
 campaigns.
Australia:
Oxford.

 
 Heath,
 R.L.,
 (Ed.).
 (2005).
 Encyclopedia
 of
 Public
 Relations 
 (Vol,
 1
 and
 2),
 Sage,
 Thousand
 Oaks
 
 
 10. Course
evaluation
and
development
 
 Evaluation
 Your
assessment
task
is
to
plan
a
public
relations
campaign
for
the
Sydney
Writers’
Festival
2011.
The
 campaign
planning
process
has
been
separated
into
a
number
of
assignments.
You
are
required
to
undertake
a
 brand
audit,
develop
a
campaign
proposal,
and
prepare
a
portfolio
of
promotional
material.

 
 Assignment
one:
Brand
strategy
audit
 In
this
assignment
you
are
required
to
undertake
a
brand
strategy
analysis
of
the
Sydney
Writers’
Festival
 drawing
upon
the
web
site
information
http://www.swf.org.au/.
Identify
who
you
consider
are
the
customers
 and
competitors.
You
then
need
to
identify
and
discuss
the
current
brand
product,
organizational,
personality,
 positioning
and
symbolic
attributes.
Explain
what
you
consider
to
be
the
advantages
and
disadvantages
of
the
 brand
proposition
in
terms
of
functional,
emotional
and
self‐expressive
benefits.
Drawing
upon
your
analysis,
 recommend
how
the
Sydney
Writers’
Festival
brand
could
be
enhanced,
modified
or
strengthened.
You
will
be
 evaluated
on
your
analysis
of
the
Sydney
Writers’
Festival
brand
identity
system,
identification
of
the
value
 proposition
and
the
brand
benefits
and
recommendations
for
enhancing
the
brand.
You
are
expected
to
 communicate
strategically
and
succinctly.

 Word
count:
Maximum
1200
words

 Due:22
March ,
2010
 Weight:
20
percent
 
 
 Assignment
two:
Campaign
proposal
 Drawing
upon
your
brand
strategy
audit
you
are
required
to
propose
a
campaign
to
promote
the
Sydney
 Writers
Festival
in
2011.
The
proposal
should
include
problem
or
opportunity
statements,
a
situation
analysis,
 outline
goals
and
objectives,
identify
target
publics,
propose
a
creative
idea/concept
and
recommend
 Revised
Course
Unit
Outline
Template
.
.
.
12th
December
2008
 
 Course
Unit
Outline
Template
 communication
strategies
for
the
festival.
Also
outline
how
the
campaign
will
be
adjusted
and
evaluated.
You
 will
assessed
on
the
clarity
of
the
problem
or
opportunity
statements,
the
insights
from
your
situation
analysis,
 the
appropriateness
of
your
goals,
objectives
and
target
publics
,
the
creativity
of
your
communication
 recommendations
and
the
suitability
of
the
evaluation
approaches
you
recommend.
You
are
expected
to
 communicate
strategically
and
succinctly.

 Word
count:
Maximum
1200
words

 Due:
28
April,
2010
 Weight:
30
percent
 
 
 Assignment
three:
Campaign
portfolio
and
plan
 In
this
assignment
you
are
required
to
work
in
groups
of
3
and
integrate
your
campaign
proposals
to
develop
 one
formal
campaign
plan.
You
need
to
include
an
implementation
plan
and
timetable.
You
are
also
required
 to
work
individually
and
prepare
one
promotional
text
such
as
a
news
release,
blog
entry
or
speech
that
will
 assist
in
meeting
the
campaign
objectives.
You
will
be
evaluated
on
the
ability
to
merge
your
ideas
into
an
 exciting
campaign
proposal
and
prepare
a
promotional
text.
Before
submitting
the
assignment
carefully
check
 the
flowing
aspects:
Structure
of
assignment:
i.e.
are
your
ideas
presented
in
a
well‐organised
order?

Content
 of
presentation:
i.e.
is
your
campaign
plan
well
reasoned,
researched
and
persuasively
presented ?
Language
 used:
i.e.
are
your
ideas
clearly
expressed
and
grammatically
correct?
Does
your
written
work
have
'insights
 and
interest'?
 Word
count:
Maximum
2000
words

 Due:
31
May,
2010`
 Weight:
Portfolio:

30
percent
 














Group
Plan:
20
percent
 
 • 
 
 This
is
a
new
course
so
your
feedback
will
be
regularly
sought
on
the
learning
experience
and
 modifications
made
if
deemed
necessary.
 11. Other
information
to
be
included
 
 School
and
University
regulations
and
procedures
are
available
on
the
web.
You
are
assumed
to
be
 familiar
with
them.
The
main
websites
are
 http://empa.arts.unsw.edu.au/
 https://my.unsw.edu.au/student/resources/Policies.html

 http://empa.arts.unsw.edu.au/media/File/ESSENTIAL_INFORMATION_FOR_ALL_STUDENTS.pdf
 
 
 Revised
Course
Unit
Outline
Template
.
.
.
12th
December
2008
 
 ...
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This note was uploaded on 01/22/2011 for the course MDIA 5023 taught by Professor 5023 during the Three '10 term at University of New South Wales.

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