JOUR13001 - Public Relations and the Media

General Information

Unit Synopsis

Understanding the relationship between media and public relations is vital to the success of raising and maintaining a public profile for an organisation. This unit introduces you to media management theories and concepts, and teaches you skills that form the basis of media liaison. These include writing press releases, preparing talent, targeting effective media, and knowledge of the difference between print and broadcast media practice. This unit will enable you to develop media strategies to support public relations activities and an organisation's goals.

Details

Level Undergraduate
Unit Level 3
Credit Points 6
Student Contribution Band 1
Fraction of Full-Time Student Load 0.125
Pre-requisites or Co-requisites

Pre-requisites:

COMM11110 Introduction to Public Relations

COMM11007 Media Writing

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 2 - 2020 Profile
Online
Term 2 - 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. Online discussion forum 20%
2. Group Work 30%
3. Written Assessment 50%

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 evaluations
Feedback
Students struggled with the group-based nature of assessment, particularly as a distance only unit.
Recommendation
It is recommended that group work continue, as this is a pedagogically sound practice. Students will be reminded of the resources available to help them with online group work.
Action Taken
Nil.
Source: Student evaluations
Feedback
Students commented that the resources were a great support to their learning.
Recommendation
It is recommended that real-world resources continue to be integrated into the unit.
Action Taken
Nil.
Unit learning Outcomes

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

  1. Identify the role and context of media manager or media liaison officer within an organisation
  2. Apply journalistic skills within a public relations context
  3. Determine organisational goals when dealing with the media
  4. Prepare and use key messages
  5. Develop strategies for using the media to support public relations activities and an organisation’s goals.

Alignment of Assessment Tasks to Learning Outcomes
Assessment Tasks Learning Outcomes
1 2 3 4 5
1 - Online discussion forum
2 - Group Work
3 - Written Assessment
Alignment of Graduate Attributes to Learning Outcomes
Introductory Level
Intermediate Level
Graduate Level
Graduate Attributes Learning Outcomes
1 2 3 4 5
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
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 - Online discussion forum
2 - Group Work
3 - Written Assessment