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.

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).

Class Timetable View Unit Timetable
Residential School No Residential School

Unit Availabilities from Term 1 - 2020

Term 1 - 2020 Profile
Cairns
Online
Rockhampton
Townsville
Term 1 - 2021 Profile
Online
Rockhampton

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

No previous feedback available

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
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
A new, updated textbook was introduced in 2019 – Public Relations Writing by Mahoney.
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
The scaffolded assessment format continued, with Assessment 1 informing Assessment 2.
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
Assessment items were reviewed and updated to increase the clarity of descriptions for a first-year audience.
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
Student feedback and quick responses were maintained by the Unit Coordinator.
Source: Student Satisfaction survey
Feedback
Assessment requirements were misinterpreted by some students, which may have impacted on their satisfaction.
Recommendation
It is recommended that the Assessment requirements be reviewed to ensure simplicity and understanding.
Action Taken
Nil.
Source: Student Satisfaction survey
Feedback
Students enjoyed the real-world client and the way that content linked to real-world situations.
Recommendation
It is recommended that the focus on authenticity and real-world assessments in this unit are maintained.
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