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COMM11110 - Introduction to Public Relations

General Information

Unit Synopsis

Introduction to Public Relations provides students with an overview of the public relations industry. Students will learn how to develop an ethical and professional public relations campaign; including identifying publics, and developing realistic goals, objectives, strategies and tactics. Students will be taught research, monitoring and evaluation of 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 SCA Band 4
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 3 - 2016

Term 1 - 2017 Profile
Cairns
Distance
Melbourne
Rockhampton
Townsville
Term 1 - 2018 Profile
Cairns
Distance
Perth
Rockhampton
Townsville
Term 1 - 2019 Profile
Cairns
Online
Perth
Rockhampton
Townsville
Term 1 - 2020 Profile
Cairns
Online
Rockhampton
Townsville
Term 1 - 2021 Profile
Online
Rockhampton
Term 1 - 2022 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

Term 1 - 2021 : The overall satisfaction for students in the last offering of this course was 4.6 (on a 5 point Likert scale), based on a 30.77% 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 satisfaction survey
Feedback
Students found value in the unit having a strong industry focus, with industry-relevant content and real-world application of knowledge
Recommendation
Continue to strengthen content with further industry-relevant links and real world knowledge application (such as the use of a real client for assessment items)
Action Taken
Industry-relevant links and real world knowledge application was retained. A real client was used for the assessment item.
Source: Student satisfaction survey
Feedback
Students felt they would benefit from assessment requirements being clearer. In particular, assessment milestones (tasks to be completed prior to the final due date) should be clearer
Recommendation
Make all relevant task due dates clearer for students through assessment design and Moodle organisation
Action Taken
Assessment tasks were simplified, in that unnecessary additional steps were removed or Moodle tools were used to better communicate assessment milestones to students.
Source: Teaching staff
Feedback
The unit could focus more specifically on professional orientation, particularly PR as a discipline in 2020 onward. There is repetition within other units with regards to the creation of a public relations campaign.
Recommendation
Replace project based assessment items with other professional orientation activities to better situate the students in their discipline and prepare them for project based assessment items in later units, and careers beyond university.
Action Taken
An assessment activity was created to provide students with discipline-specific knowledge and career orientation.
Source: Student satisfaction survey
Feedback
Students found value in the unit having a strong industry focus, with industry-relevant content and real-world application of knowledge
Recommendation
Continue to strengthen content with further industry-relevant links and real world knowledge application (such as the use of a real client for assessment items)
Action Taken
Nil.
Source: Student satisfaction survey
Feedback
Students value scaffolded approaches to assessment items
Recommendation
Retain scaffolded approach, where detailed and individual feedback is given to students in early assessment for incorporating into later assessment items
Action Taken
Nil.
Source: Student satisfaction survey
Feedback
Students said some assessment items had too many elements and would prefer to have the assessment separated into more frequent submissions rather than one large submission
Recommendation
Separate large assessment items into weekly or more frequent submission points, based on a milestone based approach
Action Taken
Nil.
Source: Student feedback and teaching staff observation
Feedback
Focus on professional orientation activities needs to have clearer relevance for students not planning careers in the communication and media industry
Recommendation
Expand content and assessment items to better express the value of public relations skills outside the communication and media discipline
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