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COMM28001 - Celebrity Public Relations: Profile, Personality and Positioning

General Information

Unit Synopsis

Celebrities exist because of their high media profiles. From the cut of a dress worn on the red carpet, to an irate social media post made in a fit of anger, publicity can make or break an individual's reputation. Dealing with intense personal media scrutiny requires specialist public relations knowledge. You will explore the elements required to develop the profile of individuals, and how strategic communication techniques can be used to monitor, boost or influence reputation. You will move beyond familiar definitions of celebrity (evident in influencers, politicians, business leaders or sports stars) to consider the notion of celebrity as it impacts contemporary culture. Celebrity PR is a useful skill to develop and enhance your own professional profile, or to address issues involving the publicity of individuals. You will build on public relations skills you may have previously applied to organisations and shifts the focus to personal image and status. This unit is relevant for anyone who may pursue a career in the public eye. You will learn skills of reputation management and identity formation - either for yourself or on behalf of someone else.

Details

Level Postgraduate
Unit Level 8
Credit Points 6
Student Contribution Band SCA Band 4
Fraction of Full-Time Student Load 0.125
Pre-requisites or Co-requisites

Students need to have completed 36 credit points within the Public Relations major prior to enrolling in this 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 2 - 2023

Term 2 - 2023 Profile
Online
Term 2 - 2024 Profile
Online
Term 2 - 2025 Profile
Online

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 Postgraduate 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. Peer assessment 20%
2. Presentation 40%
3. Practical Assessment 40%

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 2 - 2023 : The overall satisfaction for students in the last offering of this course was 100.00% (`Agree` and `Strongly Agree` responses), based on a 50% 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: Informal Student Feedback
Feedback
Students commented favourably on the real-world issues and case studies covered in the unit content.
Recommendation
Maintain the real-world issues and case studies covered in the unit content.
Action Taken
In Progress
Source: Teaching Staff Evaluation
Feedback
The unit content would benefit from being more clearly connected with media and communication theories relating to studies of popular culture.
Recommendation
Embed more opportunities for students to engage with theory throughout the unit.
Action Taken
In Progress
Source: Student Satisfaction Survey
Feedback
Students found teaching staff to be approachable and willing to help.
Recommendation
Continue to provide an excellent level of support to students.
Action Taken
In Progress
Unit learning Outcomes

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

  1. Identify contemporary examples of celebrity public relations
  2. Define elements of strategic communication in the context of celebrity
  3. Critically evaluate strategic communication techniques in the context of celebrity
  4. Plan and implement an ethical celebrity communication strategy

n/a

Alignment of Assessment Tasks to Learning Outcomes
Assessment Tasks Learning Outcomes
1 2 3 4
1 - Peer assessment •
2 - Presentation • •
3 - Practical Assessment •
Alignment of Graduate Attributes to Learning Outcomes
• Professional Level
• Advanced Level
Graduate Attributes Learning Outcomes
1 2 3 4
1 - Knowledge • • • •
2 - Communication • • • •
3 - Cognitive, technical and creative skills •
4 - Research • • •
5 - Self-management • •
6 - Ethical and Professional Responsibility • •
7 - Leadership •
Alignment of Assessment Tasks to Graduate Attributes
• Professional Level
• Advanced Level
Assessment Tasks Graduate Attributes
1 2 3 4 5 6 7 8