| Semester 3, 2020 Online | |
| 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鈥檚 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鈥檚 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:
- define and describe public relations;
- explore the foundations of public relations practice and its development to the present day;
- demonstrate academic and professional literacy skills by describing and applying the core theories underpinning contemporary public relations practice;
- demonstrate problem-solving skills appropriate to the discipline by integrating those theories into the analysis of a public relations case study;
- identify and differentiate the internal and external publics associated with an organisation;
- identify the methods and approaches used most frequently by public relations practitioners in designing and planning public relations initiatives;
- comprehend how to develop a basic public relations campaign proposal incorporating the core elements of research, goals, objectives, strategies, tools and tactics and evaluation;
- communicate in writing at a foundational level by planning and submitting an essay that conforms to disciplinary conventions;
- communicate orally at a foundational level by planning and delivering a short oral presentation;
- 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=03&subject1=PRL1002)
Please for alternative purchase options from USQ Bookshop. (https://omnia.usq.edu.au/info/contact/)
Reference materials
(International edition.)
(Global Edition.)
Student workload expectations
| Activity | Hours |
|---|---|
| Directed 精东传媒app | 39.00 |
| Independent 精东传媒app | 126.00 |
Assessment details
| Description | Marks out of | Wtg (%) | Due Date | Notes |
|---|---|---|---|---|
| ESSAY | 100 | 40 | 22 Dec 2020 | |
| PRESENTATION | 100 | 20 | 29 Jan 2021 | (see note 1) |
| ONLINE EXAM | 100 | 40 | End S3 | (see note 2) |
Notes
- Times and dates for presentation for on campus students will be allocated during the semester and made available on 精东传媒app Desk.
- This will be an online exam. Students will be provided further instruction regarding the exam by their course examiner via 精东传媒appDesk.
Important assessment information
-
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鈥� 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鈥� 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 -
Requirements for students to complete each assessment item satisfactorily:
Due to COVID-19 the requirements for S3 2020 are:
To satisfactorily complete an individual assessment item a student must achieve at least 50% of the marks for that item.
Requirements after S3, 2020:
To satisfactorily complete an individual assessment item a student must achieve at least 50% of the marks. -
Penalties for late submission of required work:
Students should refer to the Assessment Procedure (point 4.2.4) -
Requirements for student to be awarded a passing grade in the course:
Due to COVID-19 the requirements for S3 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 S3, 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. -
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. -
Examination information:
Due to COVID-19 the requirements for S3 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 S3, 2020:
Candidates are allowed to bring only writing and drawing instruments into the Closed examination. -
Examination period when Deferred/Supplementary examinations will be held:
Due to COVID-19 the requirements for S3 2020 are:
The details regarding deferred/supplementary examinations will be communicated at a later date.
Requirements after S3, 2020:
Any Deferred or Supplementary examinations for this course will be held during the next examination period. -
精东传媒app Student Policies:
Students should read the USQ policies: Definitions, Assessment and Student Academic Misconduct to avoid actions which might contravene 精东传媒app policies and practices. These policies can be found at .
Other requirements
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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.