| Semester 1, 2020 Online | |
| Short Description: | Public Relation Campaign Devel |
| 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:
Requisites
Pre-requisite: PRL2012 or PRL3012
Other requisites
Students will require access to e-mail and have internet access to UConnect for this course.
This course should be completed during the student's last year in the program.
Rationale
This course is essential to building your knowledge and skills as a public relations practitioner. Campaigns, whether big or small, are part of the practitioner鈥檚 professional role. Therefore, it is vital to understand how to develop a campaign plan effectively, undertake credible research and apply evaluation methods that will allow you to assess whether or not you have achieved your campaign goals and objectives.
Campaign development is focused on the RAISE theory of research, adaptation, implementation strategy and evaluation. The course examines each phase closely and relates this to the development stages in your own campaign plan.
The knowledge and skills gathered in this course will form the foundation for the final course in the public relations program, HMT3001/3002.
Synopsis
Public Relations Campaign Development provides advanced professional preparation for students in public relations. The course builds on theory and practice taught previously in the major. As public relations professionals, students need to understand salient public relations theories and practices, how public relations strategies originate and their usefulness and shortcomings in explaining, predicting and organising public relations campaigns.
Objectives
On successful completion of this course students will be able to:
- explain and apply key public relations and related theories;
- describe, explain and apply public relations campaign planning processes;
- describe the strengths and weaknesses of key contemporary public relations practices in the context of their applicability to various problems;
- describe and apply research in the design, application and evaluation of an applied public relations project;
- describe and apply public relations strategies and tools/tactics and be able to differentiate the strategic from the tactical;
- develop a campaign in which the concepts and theories in this course are embedded;
- communicate in writing at an advanced level by planning and delivering a theoretical discussion and a campaign plan;
- demonstrate management, planning and organisational skills by planning and developing specific outcomes, applying their learning to a specific context, and judging their own performance;
- ethical research and inquiry skills by planning a research methodology for their campaign;
- work effectively as part of a team.
Topics
| Description | Weighting(%) | |
|---|---|---|
| 1. | Introduction to public relations campaigns | 10.00 |
| 2. | Building the campaign plan: the research stage , research for campaign planning, research methodology, cases and problems | 25.00 |
| 3. | Building the campaign plan: the adaptation stage, organisational culture setting goals, infrastructure and support | 20.00 |
| 4. | Building the campaign plan: the strategy stage, developing the campaign , implementation strategy, designing the plan cases and problems | 20.00 |
| 5. | Building the campaign plan: the evaluation plan | 15.00 |
| 6. | Advanced public relations challenges | 10.00 |
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=PRL3001)
Please for alternative purchase options from USQ Bookshop. (https://omnia.usq.edu.au/info/contact/)
Reference materials
Student workload expectations
| Activity | Hours |
|---|---|
| Assessments | 75.00 |
| Private 精东传媒app | 90.00 |
Assessment details
| Description | Marks out of | Wtg (%) | Due Date | Notes |
|---|---|---|---|---|
| ASSIGNMENT 1 TEAM PLAN | 100 | 10 | 13 Mar 2020 | |
| ASSIGNMENT 2 RESEARCH REPORT | 100 | 40 | 08 Apr 2020 | |
| ASSIGNMENT 3 CAMPAIGN DEV & GR | 100 | 50 | 12 Jun 2020 |
Important assessment information
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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 -
Requirements for students to complete each assessment item satisfactorily:
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:
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:
There is no examination for this course. -
Examination period when Deferred/Supplementary examinations will be held:
There is no examination in this course, there will be no deferred or supplementary examinations. -
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.
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This public relations course maintains high standards of spelling, grammar, syntax and style. Faults in any of these could render a project or proposal unacceptable.
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Students are required to work in a group for assignment 2 in order to successfully complete this course.