Course specification for PRL1002

¾«¶«´«Ã½app

USQ Logo
The current and official versions of the course specifications are available on the web at .
Please consult the web for updates that may occur during the year.

PRL1002 Principles and Practice of Public Relations

Semester 1, 2020 On-campus Springfield
Short Description: Principle & Prac Pub Relations
Units : 1
Faculty or Section : Faculty of Business, Education, Law and Arts
School or Department : School of Humanities & Communication
Student contribution band : Band 3
ASCED code : 080509 - Public Relations
Grading basis : Graded

Staffing

Examiner:

Other requisites

Students will require access to e-mail and have internet access to UConnect for this course.

Rationale

Public Relations focuses on understanding and developing the relationship between an organisation, and the "public" (or groups of publics) with which that organisation must effectively co-exist. Managing an organisation’s relationship with its publics is central to public relations. This course is designed to introduce students to Public Relations, including the nature and history of the profession, along with the theoretical and applied foundations of contemporary public relations practice. The course provides a students with an introduction to the field of public relations and therefore the knowledge and skills to enable continued studies in the public relations major. The major is accredited with Australia’s professional industry body for public relations the Public Relations Institute of Australia.

Synopsis

This course is designed to provide students with a sound foundation of knowledge on the nature of public relations including development of skills in the design and development of public relations campaigns. Topics covered within this foundation public relations course include: definitions of public relations and other key terms and concepts; the identification of internal and external publics; descriptions of core public relations processes; and the tools of public relations. The student is also introduced to programme design encompassing research, goals, objectives, strategies, tools and tactics and evaluation. Upon successful completion of the course students should be well positioned to continue with the public relations major with a sound foundation in the academic and discipline (or industry) skills required.

Objectives

On successful completion of this course students should be able to:

  1. define and describe public relations;
  2. explore the foundations of public relations practice and its development to the present day;
  3. demonstrate academic and professional literacy skills by describing and applying the core theories underpinning contemporary public relations practice;
  4. demonstrate problem-solving skills appropriate to the discipline by integrating those theories into the analysis of a public relations case study;
  5. identify and differentiate the internal and external publics associated with an organisation;
  6. identify the methods and approaches used most frequently by public relations practitioners in designing and planning public relations initiatives;
  7. comprehend how to develop a basic public relations campaign proposal incorporating the core elements of research, goals, objectives, strategies, tools and tactics and evaluation;
  8. communicate in writing at a foundational level by planning and submitting an essay that conforms to disciplinary conventions;
  9. communicate orally at a foundational level by planning and delivering a short oral presentation;
  10. demonstrate ethical research and inquiry skills by comprehending and applying foundational principles of academic integrity.

Topics

Description Weighting(%)
1. Definitions of Public Relations 10.00
2. The foundations of Public Relations practice 10.00
3. Understanding and integrating core theories 30.00
4. Understanding internal and external publics 10.00
5. Identification of the core public relations methods and approaches 20.00
6. Programme conceptualisation and design 20.00

Text and materials required to be purchased or accessed

ALL textbooks and materials available to be purchased can be sourced from (unless otherwise stated). (https://omnia.usq.edu.au/textbooks/?year=2020&sem=01&subject1=PRL1002)

Please for alternative purchase options from USQ Bookshop. (https://omnia.usq.edu.au/info/contact/)

PRL1002 Principles and practice of public relations: book of selected readings, ¾«¶«´«Ã½app of Southern Queensland, Toowoomba.

Reference materials

Reference materials are materials that, if accessed by students, may improve their knowledge and understanding of the material in the course and enrich their learning experience.
Broom GM & Bey-Ling S 2013, Cutlip & Center's effective public relations, 11th edn, Pearson, Boston.
(International edition.)
Gregory, A 2015, Planning and managing public relations campaigns: a strategic approach, 4th edn, Kogan Page, London.
Johnston, J & Zawawi, C 2014, Public relations: theory and practice, 4th edn, Allen & Unwin, Sydney.
Lattimore, D Baskin, O Heiman, S & Toth, E 2016, Public relations: the profession and the practice, 5th edn, McGraw-Hill, New York.
Newsom, D, Turk, J & Kruckeberg, D 2013, This is PR; the realities of public relations, 11th edn, Wadsworth, Boston.
Wilcox, DL, Cameron, GT & Reber, BH 2015, Public relations: strategies and tactics, 11th edn, Pearson, Harlow, Essex.
(Global Edition.)

Student workload expectations

Activity Hours
Directed ¾«¶«´«Ã½app 39.00
Independent ¾«¶«´«Ã½app 126.00

Assessment details

Description Marks out of Wtg (%) Due Date Notes
ESSAY 100 40 31 Mar 2020
PRESENTATION 100 20 08 May 2020 (see note 1)
TAKE HOME EXAM 100 40 End S1 (see note 2)

Notes
  1. Times and dates for presentation for on campus students will be allocated during the semester and made available on ¾«¶«´«Ã½app Desk.
  2. This will be a take home exam. Students will be provided further instruction regarding the exam by their examiner via ¾«¶«´«Ã½appDesk. The examination date will be available via UConnect when the Alternate Assessment Schedule has been released.

Important assessment information

  1. Attendance requirements:
    Students must attend and complete the requirements of the Workplace Health and Safety training program for this course where required.

    External and Online:
    There are no attendance requirements for this course. However, it is the students’ responsibility to study all material provided to them or required to be accessed by them to maximise their chance of meeting the objectives of the course and to be informed of course-related activities and administration.

    On-campus
    It is the students’ responsibility to attend and participate appropriately in all activities (such as lectures, tutorials, laboratories and practical work) scheduled for them, and to study all material provided to them or required to be accessed by them to maximise their chance of meeting the objectives of the course and to be informed of course-related activities and administration

  2. Requirements for students to complete each assessment item satisfactorily:
    Due to COVID-19 the requirements for S1 2020 are: To satisfactorily complete an individual assessment item a student must achieve at least 50% of the marks for that item.

    Requirements after S1 2020:
    To satisfactorily complete an individual assessment item a student must achieve at least 50% of the marks.

  3. Penalties for late submission of required work:
    Students should refer to the Assessment Procedure (point 4.2.4)

  4. Requirements for student to be awarded a passing grade in the course:
    Due to COVID-19 the requirements for S1 2020 are: To be assured of receiving a passing grade a student must achieve at least 50% of the total weighted marks available for the course.

    Requirements after S1 2020:
    To be assured of receiving a passing grade a student must achieve at least 50% of the total weighted marks available for the course.

  5. Method used to combine assessment results to attain final grade:
    The final grades for students will be assigned on the basis of the aggregate of the weighted marks obtained for each of the summative assessment items in the course.

  6. Examination information:
    Due to COVID-19 the requirements for S1 2020 are: An Open Examination is one in which candidates may have access to any printed or written material and a calculator during the examination

    Requirements after S1 2020:
    Candidates are allowed to bring only writing and drawing instruments into the Closed examination.

  7. Examination period when Deferred/Supplementary examinations will be held:
    Due to COVID-19 the requirements for S1 2020 are: The details regarding deferred/supplementary examinations will be communicated at a later date

    Requirements after S1 2020:
    Any Deferred or Supplementary examinations for this course will be held during the next examination period.

  8. ¾«¶«´«Ã½app Student Policies:
    Students should read the USQ policies: Definitions, Assessment and Student Academic Misconduct to avoid actions which might contravene ¾«¶«´«Ã½app policies and practices. These policies can be found at .

Other requirements

  1. Students can expect that questions in assessment items in this course may draw upon knowledge and skills that they can reasonably be expected to have acquired before enrolling in the course. This includes knowledge contained in pre-requisite courses and appropriate communication, information literacy, analytical, critical thinking, problem solving or numeracy skills. Students who do not possess such knowledge and skills should not expect to achieve the same grades as those students who do possess them.

Date printed 19 June 2020