Overview
Advanced Public Relations draws on the theoretical information learnt in Introduction to Public Relations to assist the student to develop a professional PR campaign. With a focus on professionalism, students will cover ethics, the use of technology in PR and presentation skills in order to develop their campaign. Students will learn the necessary components of a successful PR campaign including the development of goals, objectives, messages themes, strategies, research and evaluation. Within this unit there is an emphasis on ensuring the student is prepared for work in the public relations industry.
Details
Pre-requisites or Co-requisites
Prerequisite: 36 credit points plus COMM11110 plus COMM11007 plus JOUR19024.
Important note: Students enrolled in a subsequent unit who failed their pre-requisite unit, should drop the subsequent unit before the census date or within 10 working days of Fail grade notification. Students who do not drop the unit in this timeframe cannot later drop the unit without academic and financial liability. See details in the Assessment Policy and Procedure (Higher Education Coursework).
Offerings For Term 1 - 2017
Attendance Requirements
All on-campus students are expected to attend scheduled classes – in some units, these classes are identified as a mandatory (pass/fail) component and attendance is compulsory. International students, on a student visa, must maintain a full time study load and meet both attendance and academic progress requirements in each study period (satisfactory attendance for International students is defined as maintaining at least an 80% attendance record).
Recommended Student Time Commitment
Each 6-credit Undergraduate unit at CQUniversity requires an overall time commitment of an average of 12.5 hours of study per week, making a total of 150 hours for the unit.
Class Timetable
Assessment Overview
Assessment Grading
This is a graded unit: your overall grade will be calculated from the marks or grades for each assessment task, based on the relative weightings shown in the table above. You must obtain an overall mark for the unit of at least 50%, or an overall grade of ‘pass’ in order to pass the unit. If any ‘pass/fail’ tasks are shown in the table above they must also be completed successfully (‘pass’ grade). You must also meet any minimum mark requirements specified for a particular assessment task, as detailed in the ‘assessment task’ section (note that in some instances, the minimum mark for a task may be greater than 50%). Consult the University’s Grades and Results Policy for more details of interim results and final grades.
All University policies are available on the CQUniversity Policy site.
You may wish to view these policies:
- Grades and Results Policy
- Assessment Policy and Procedure (Higher Education Coursework)
- Review of Grade Procedure
- Student Academic Integrity Policy and Procedure
- Monitoring Academic Progress (MAP) Policy and Procedure – Domestic Students
- Monitoring Academic Progress (MAP) Policy and Procedure – International Students
- Student Refund and Credit Balance Policy and Procedure
- Student Feedback – Compliments and Complaints Policy and Procedure
- Information and Communications Technology Acceptable Use Policy and Procedure
This list is not an exhaustive list of all University policies. The full list of University policies are available on the CQUniversity Policy site.
Feedback, Recommendations and Responses
Every unit is reviewed for enhancement each year. At the most recent review, the following staff and student feedback items were identified and recommendations were made.
Feedback from Student feedback
Mix of distance and internal students in groups was challenging
This course reflects the real world conditions of public relations, where the choice of work colleagues is beyond an individual's control. The mix of distance and internal students provides communication challenges that exist in the real world, and is part of the point of the assessment. The mixture of groups stands.
Feedback from Student feedback
Word count was not provided for Assessment 1
The word count will vary depending on project and type of report, and it is unreasonable to provide a broad word count, since projects will vary. It is recommended that the course coordinator provide a broad word count to each group as required, after the project has been allocated.
Feedback from Student feedback
Individual assessment submitted before group assessment and did not allow for final comment about the group work.
Consider revising due date of Individual assessment.
- demonstrate the importance of research when developing PR strategies
- implement PR strategies appropriate to the role of the public relations practitioner to inform ethical, creative and socially responsible practice
- complete an effective evaluation of a PR campaign
- critique implementation of a PR campaign and make recommendations for possible improvement.
Alignment of Assessment Tasks to Learning Outcomes
Assessment Tasks | Learning Outcomes | |||
---|---|---|---|---|
1 | 2 | 3 | 4 | |
1 - Oral Examination - 0% | ||||
2 - Group Work - 50% | ||||
3 - Written Assessment - 50% |
Alignment of Graduate Attributes to Learning Outcomes
Graduate Attributes | Learning Outcomes | |||
---|---|---|---|---|
1 | 2 | 3 | 4 | |
1 - Communication | ||||
2 - Problem Solving | ||||
3 - Critical Thinking | ||||
4 - Information Literacy | ||||
5 - Team Work | ||||
6 - Information Technology Competence | ||||
7 - Cross Cultural Competence | ||||
8 - Ethical practice | ||||
9 - Social Innovation | ||||
10 - Aboriginal and Torres Strait Islander Cultures |
Alignment of Assessment Tasks to Graduate Attributes
Assessment Tasks | Graduate Attributes | |||||||||
---|---|---|---|---|---|---|---|---|---|---|
1 | 2 | 3 | 4 | 5 | 6 | 7 | 8 | 9 | 10 | |
1 - Oral Examination - 0% | ||||||||||
2 - Group Work - 50% | ||||||||||
3 - Written Assessment - 50% |
Textbooks
THINK Public Relations
Edition: 2nd (2013)
Authors: Wilcox, Cameron, Reber and Shin
Pearson Education
Upper Saddle River Upper Saddle River , New Jersey , United States of America
ISBN: 978-0-205-85725-8
Binding: Paperback
Additional Textbook Information
IT Resources
- CQUniversity Student Email
- Internet
- Unit Website (Moodle)
All submissions for this unit must use the referencing style: American Psychological Association 6th Edition (APA 6th edition)
For further information, see the Assessment Tasks.
c.lawson@cqu.edu.au
Module/Topic
Chapter
PRIA code of ethics MEAA code of ethics
Wilcox, Cameron, Reber and Shin (2013) Chapters 13-18
Events and Submissions/Topic
Module/Topic
All readings must be completed by week three so the PR campaigns can be implemented.
Chapter
PRIA code of ethics MEAA code of ethics
Wilcox, Cameron, Reber and Shin (2013) Chapters 13-18Events and Submissions/Topic
Allocation of groups for PR campaign
Module/Topic
Developing the PR campaign
Chapter
Events and Submissions/Topic
Allocation of PR campaign
Module/Topic
CAMPAIGN
Chapter
Events and Submissions/Topic
Module/Topic
CAMPAIGN
Chapter
Events and Submissions/Topic
Module/Topic
CAMPAIGN
Chapter
Events and Submissions/Topic
Module/Topic
CAMPAIGN
Chapter
Events and Submissions/Topic
Module/Topic
CAMPAIGN
Chapter
Events and Submissions/Topic
Module/Topic
CAMPAIGN
Chapter
Events and Submissions/Topic
Module/Topic
CAMPAIGN
Chapter
Events and Submissions/Topic
Module/Topic
CAMPAIGN
Chapter
Events and Submissions/Topic
Module/Topic
Evaluation of PR campaign
Chapter
Events and Submissions/Topic
Module/Topic
Chapter
Events and Submissions/Topic
Module/Topic
Review Week
Chapter
Events and Submissions/Topic
Individual contribution to campaign Due: Review/Exam Week Monday (5 June 2017) 9:00 am AEST
Module/Topic
Chapter
Events and Submissions/Topic
1 Oral Examination
Students will work together, in teams, to complete a public relations campaign for a real client. As these are real clients, there are real consequences attached to the campaign. Full details of the campaign will be provided in Week 2, and students will be expected to commence implementation of the campaign immediately. The due date is dependent on the campaign, but will generally be within the final few weeks of term. Generally, the campaign will be budget neutral (no budget will be allocated for strategies). Students will need to consider types of strategies that can be implemented with no budget.
At the beginning of Week 2, the campaign choices will be posted. Team allocations will occur in Week 3. Details of this process are available on Moodle. By the end of Week 3 it is expected that the team will have arranged meeting times and provide a client contact person. Team members are likely to consist of Distance students, so meetings will need to be organised through a virtual platform (examples will be provided on Moodle), and students will need to communicate regularly as part of the process. How students communicate with team members, and when, will be up to the team, but all students are expected to maintain regular contact. The Moodle site will be updated regularly and students are expected to to maintain regular contact with teaching staff.
Students' ability to complete the campaign and evaluate it will be assessed in Assessment 2, which will be a group submission. This assessment, Assessment 1, is a draft public relations plan about the proposed campaign and requires students to consider their own contribution, and that of other team members. This is a pass/fail assessment. The team must pass this assessment in order to continue with the campaign.
There are three parts to this assessment:
- A word document using the same headings as set out in Assessment 2, with dot points outlining the proposed way forward for the team. This is a planning document to help the team think through the required elements of the campaign. Some aspects of the campaign may change during implementation. (Don't forget to consider how the campaign will be evaluated once completed.) There is no word count as it will depend on the nature of the campaign - but aim for about 2000 words. This document may then form the draft of the final written document in Assessment 2.
- A timeline of tasks (in the form of a GANTT chart). This must set out tasks of individual team members AS WELL AS a proposed timeline for implementation of the strategies and tactics in the campaign.
- An oral presentation provided to the Course Coordinator or tutor, where the document and timeline will be presented. Students will discuss the project with the Course Coordinator or tutor during this meeting. The presentation can take place at any time after the allocation of the project, but must be completed prior to the end of Week 5. Groups are responsible for arranging the meeting time with the Course Coordinator or tutor. On campus students may use tutorial times. Distance students are encouraged to schedule the meeting during the Course Coordinator's set contact hours.
A fail grade means that the Course Coordinator or tutor deems the project unsuitable or unachievable. Teams will have one opportunity to resubmit the plan. A pass grade must be achieved in Assessment 1 to pass the course overall.
Once approval to proceed is given, the written document may be provided to the client, if the client requests it.
Week 5 Friday (7 Apr 2017) 4:00 pm AEST
Grade will be provided immediately upon presentation.
This is a pass/fail assessment. The document and GANTT chart must be submitted and the presentation must be successfully undertaken in order for the team to be given permission to implement the campaign. A pass grade must be achieved in Assessment 1 to pass the course overall.
- demonstrate the importance of research when developing PR strategies
- Communication
- Problem Solving
- Critical Thinking
- Information Literacy
- Team Work
- Information Technology Competence
- Cross Cultural Competence
- Ethical practice
2 Group Work
Students will implement the campaign from Assessment 1.
Students are required to complete a report and evaluation of the campaign. This is the report that will be provided to the client, which explains what the public relations project set out to do, and what was ultimately achieved.
This is a formal written report in the form of a public relations campaign report (as completed in COMM11110 Introduction to Public Relations) which will include the situation analysis, campaign goal, objectives, strategies, tactics, target publics, key messages and evaluation. The report is to be set out using the following headings:
- Introduction - broad outline of the campaign.
- Situation analysis - explain the need for the campaign, background to the organisation/client.
- Goal - achievable and relevant goal identified. (One goal only.)
- Objectives - realistic and measurable. (Up to two or three objectives.)
- Target publics - including justification of why publics were selected.
- Strategies - no more than three per objective; ensure strategies are achievable and creative; appropriate to target publics; and budget neutral.
- Tactics - explains implementation of strategies.
- Logistics of implementation - includes consideration of budgetary constraints, timeline, ethical issues. Explains any issues as a result of implementation.
- Evaluation - considered in terms of goal and objectives.
Presentation:
- Report to be written to be presented to the client at the conclusion of the campaign
- Report format with headings
- Double line spacing
- Professional presentation
- Word document
- Graphs and/or photos can be included but total file size cannot exceed 10MB.
There is no word count. One team member will submit the final report on behalf of the team.
Unless there are exceptional circumstances, all team members will receive the same grade. It is up to the individual team members to negotiate how the final report will be written. Teams may choose to allocate different sections to each team member, or the team may allocate one member to write the report and each team member provides the relevant content to that member. It is strongly recommended that one team member be the coordinator of the final document.
Students will be assessed on the quality of the written report, and the quality of the evaluation. The report is a professional report and will be provided to the client upon completion of the campaign.
Please note: a project that does not achieve the objectives will not necessarily result in a fail grade. If the objectives are not achieved, the reasons why they were not achieved will form part of the evaluation.Review/Exam Week Monday (5 June 2017) 9:00 am AEST
One week after submission.
A marking matrix is available on Moodle.
Students will be assessed on the quality of the written report, and the quality of the evaluation. The report is a professional report and will be provided to the client.
Please note: a project that does not achieve the objectives will not necessarily result in a fail grade. If the objectives are not achieved, the reasons why they were not achieved will form part of the evaluation.
- demonstrate the importance of research when developing PR strategies
- implement PR strategies appropriate to the role of the public relations practitioner to inform ethical, creative and socially responsible practice
- complete an effective evaluation of a PR campaign
- critique implementation of a PR campaign and make recommendations for possible improvement.
- Communication
- Problem Solving
- Critical Thinking
- Information Literacy
- Team Work
- Information Technology Competence
- Cross Cultural Competence
- Ethical practice
3 Written Assessment
The assessment will consist of:
1. Reflective Journal (25%): Students are required to keep a record each week of what has been done, contribution to the team effort, and to the campaign as a whole. The weekly entries must include details such as:
- What did you do this week that contributed to the overall success of the project? Are you doing what you should? Can you do better? In what way?
- Is what you are currently doing challenging you in any way? In what way?
- How do you feel about your time-management skills? Can you do better? Why?
- What is puzzling about what you are doing at the present time? How do you intend to resolve this?
- What connections are evident between what you are doing, reading/viewing and the campaign?
- What are you learning about yourself from what you are reading/viewing/studying/doing? (Your own values, attitudes and beliefs.)
There is no word count for the journal. The journal can be completed as a word document or as a blog. Students must complete a minimum of seven journal entries, commencing in Week 3. Students are marked on the quality of the writing and the depth of academic reflection about the learning experience of the project. Journal entries that reflect on the lessons learned during the campaign will receive a higher grade than entries that simply list tasks performed from week to week.
2. Self and peer assessment (25%): In Week 11 students will be provided a link to an online survey via email. Students will grade themselves using the set criteria, and then grade each of their fellow team members using the same criteria. In order to be fairly graded by fellow team members, students will need to let team members know exactly what has been done during the campaign. If student work performance is poor, or communication skills are poor, the peer review mark will reflect this. This survey must be completed prior to the due date, when it will close.
The Course Coordinator will allocate a grade based on a combination of the reflective journal, the self-assessment and the peer review mark allocated by fellow team members.
Review/Exam Week Monday (5 June 2017) 9:00 am AEST
Monday (12 June 2017)
A detailed marking rubric is available on Moodle.
In relation to the journal, students will be assessed on the quality of their writing, the nature of the reflection of their own performance and that of the other team members, and the manner in which individual challenges were addressed.Students will use the self assessment tool to grade their own performance against a number of criteria relating to team work (such as reliability, contribution to the team and communication).
Students will use the peer assessment tool to grade fellow team members against the same team work criteria.
- demonstrate the importance of research when developing PR strategies
- implement PR strategies appropriate to the role of the public relations practitioner to inform ethical, creative and socially responsible practice
- complete an effective evaluation of a PR campaign
- critique implementation of a PR campaign and make recommendations for possible improvement.
- Communication
- Problem Solving
- Critical Thinking
- Information Literacy
- Team Work
- Information Technology Competence
- Cross Cultural Competence
- Ethical practice
As a CQUniversity student you are expected to act honestly in all aspects of your academic work.
Any assessable work undertaken or submitted for review or assessment must be your own work. Assessable work is any type of work you do to meet the assessment requirements in the unit, including draft work submitted for review and feedback and final work to be assessed.
When you use the ideas, words or data of others in your assessment, you must thoroughly and clearly acknowledge the source of this information by using the correct referencing style for your unit. Using others’ work without proper acknowledgement may be considered a form of intellectual dishonesty.
Participating honestly, respectfully, responsibly, and fairly in your university study ensures the CQUniversity qualification you earn will be valued as a true indication of your individual academic achievement and will continue to receive the respect and recognition it deserves.
As a student, you are responsible for reading and following CQUniversity’s policies, including the Student Academic Integrity Policy and Procedure. This policy sets out CQUniversity’s expectations of you to act with integrity, examples of academic integrity breaches to avoid, the processes used to address alleged breaches of academic integrity, and potential penalties.
What is a breach of academic integrity?
A breach of academic integrity includes but is not limited to plagiarism, self-plagiarism, collusion, cheating, contract cheating, and academic misconduct. The Student Academic Integrity Policy and Procedure defines what these terms mean and gives examples.
Why is academic integrity important?
A breach of academic integrity may result in one or more penalties, including suspension or even expulsion from the University. It can also have negative implications for student visas and future enrolment at CQUniversity or elsewhere. Students who engage in contract cheating also risk being blackmailed by contract cheating services.
Where can I get assistance?
For academic advice and guidance, the Academic Learning Centre (ALC) can support you in becoming confident in completing assessments with integrity and of high standard.