COMM11110 - Introduction to Public Relations

General Information

Unit Synopsis

Introduction to Public Relations will provide you with an overview of the public relations industry. You will learn how to develop an ethical and professional public relations campaign; including identifying publics, and developing realistic goals, objectives, strategies and tactics. You will also learn how to research, monitor and evaluate public relations strategies through an analysis of public relations case studies. This unit is a prerequisite for COMM12108 Advanced Public Relations.

Details

Level Undergraduate
Unit Level 1
Credit Points 6
Student Contribution Band 3
Fraction of Full-Time Student Load 0.125
Pre-requisites or Co-requisites There are no pre-requisites for the unit.
Class Timetable View Unit Timetable
Residential School No Residential School

Unit Availabilities from Term 1 - 2019

Term 1 - 2019 Profile
Cairns
Online
Perth
Rockhampton
Townsville

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).

Assessment Overview

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.

Assessment Tasks

Assessment Task Weighting
1. Written Assessment 45%
2. Written Assessment 55%

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

Past Exams

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Previous Feedback

Term 1 - 2018 : The overall satisfaction for students in the last offering of this course was 4 (on a 5 point Likert scale), based on a 47.22% response rate.

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.

Source: Student evaluation
Feedback
Assessment items were difficult to grasp by some students.
Recommendation
It is recommended that the final assignment (Campaign project) will be supported by Assignment 1 (draft).
Action Taken
The assessment format was changed so that Assignment 1 consisted of formative tasks that informed the full campaign plan in Assessment 2. Student feedback on this change was positive.
Source: Student evaluations; Professional communication planning day, December 2017.
Feedback
Assessment items need to be more strongly aligned with learning outcomes.
Recommendation
It is recommend that formative assessments align with the final assessment items.
Action Taken
Formative assessment was changed to align with final assessment.
Source: Student evaluation; Professional communication planning day, December 2017.
Feedback
Unit delivery and support by staff.
Recommendation
It is recommended that student support be continued to assist student outcomes.
Action Taken
Student support was continued, with student feedback reflecting the lecturer’s availability and helpfulness.
Source: Student evaluation; Professional communication planning day, December 2017.
Feedback
Some students experienced difficulty with some of the assessment items.
Recommendation
It is recommended that two separate assignments will be developed, using the first assignment as a 'draft' for the final project submission, thus maintaining the integrity of the final PR report while providing greater scaffolding and support to all students from the outset.
Action Taken
The first assignment informed the final assignment, scaffolding the unit’s assessment.
Source: Student Evaluation
Feedback
Students commented that the textbook could use improvement, as it was not easy to read and was also ageing (2013 publication) in a fast-moving discipline.
Recommendation
It is recommended that a new textbook be investigated for adoption in 2019.
Action Taken
Nil.
Source: Student Evaluation
Feedback
Students enjoyed the real-world client and the way that assessments built on each other, making the final assessment task more manageable.
Recommendation
It is recommended that the scaffolded assessment format continues with Assessment 1 informing Assessment 2.
Action Taken
Nil.
Source: Student Evaluation
Feedback
Students believed that assessment items were not explained clearly enough, particularly given the fact that this is a first-year subject.
Recommendation
It is recommended that assessment items be reviewed and updated to make their wording more clear, with a first-year audience in mind.
Action Taken
Nil.
Source: Student Evaluation
Feedback
Students appreciated the helpfulness and approachability of the Unit Coordinator, both for on-campus and distance delivery.
Recommendation
It is recommended that an open approach to student feedback and a quick response time be maintained by the Unit Coordinator.
Action Taken
Nil.
Unit learning Outcomes

On successful completion of this unit, you will be able to:

  1. Define public relations and discuss the historical development of public relations and the evolution of public relations tasks.
  2. Illustrate the ethical implications of decisions, actions and outcomes to reflect the professionalism of the industry.
  3. Describe and identify the primary features of a public relations campaign.
  4. Identify methods of evaluation used within a public relations context.

Alignment of Assessment Tasks to Learning Outcomes
Assessment Tasks Learning Outcomes
1 2 3 4
1 - Written Assessment
2 - Written Assessment
Alignment of Graduate Attributes to Learning Outcomes
Introductory Level
Intermediate Level
Graduate Level
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
8 - Ethical practice
Alignment of Assessment Tasks to Graduate Attributes
Introductory Level
Intermediate Level
Graduate Level
Assessment Tasks Graduate Attributes
1 2 3 4 5 6 7 8 9
1 - Written Assessment
2 - Written Assessment