Units

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Sample subject outline - Semester 1 2013

Note: Subject outlines often change before the semester begins. Below is a sample outline.

Rationale

Important note about enrolment in this unit:

This unit is delivered in both internal and external modes. The external offering of this unit is only available to students admitted to the BS16 Master of Business, BS17 Master of Business (Advanced), BS18 Master of Business/Master of Business courses and the BS39 Graduate Certificate in Business.

This unit will build expert knowledge and skills in media relations in the context of public relations practice. Students will learn how traditional and social media play an important role in responding to and influencing public opinion surrounding organisations, their issues and reputations. Students will analyse and develop a media plan and tactics that responds to the need of a real-world client.

Aims

This unit aims to build student skills in designing and developing a media relations plan and tactics in response to a real world client and an understanding of how the strategic use of media relations can help an organisation achieve its overall goals and objectives.

Objectives

Course Learning Goals (Postgraduate)
The QUT Business School has established the Assurance of Learning (AoL) Goals to meet contemporary industry needs and standards. Achieving these learning outcomes will assist you to meet the desired graduate outcomes set at QUT - aligned with other internationally renowned business schools. Students will develop the following capabilities relevant to a contemporary global and sustainable business environment:

Have knowledge and skills pertinent to a particular discipline (KS)

1.1 Well-researched knowledge and critical understanding applied to issues at the forefront of a specialised discipline area
1.2 Ability to select and use effectively a range of tools and technologies to locate and/or generate information appropriate to the disciplinary context

Be critical thinkers and effective problem solvers (CTA)

2.1 Apply logical, critical and creative thinking and judgement to generate appropriate solutions to problems in the disciplinary context

Be professional communicators in an intercultural context (PC)

3.1 Ability to create and present professional documents and/or reports using high levels of analysis/synthesis/evaluation for a range of contexts and audiences
3.2 Ability to orally communicate and justify ideas and information, at a professional level, for a variety of contexts and audiences, including peers and discipline specialists

Be able to work effectively in a Team Environment (TW)

4.1 Operate effectively and with flexibility to achieve common goals in collaborative settings, using a range of skills, including leadership, negotiation, reflection, proactivity and support for team members

Have a Social and Ethical Understanding (SEU)

5.1 Apply knowledge of the ethical, social and cultural dimensions relevant to business situations, including appropriate standards or codes of practice, to provide courses of action

Unit Objectives
Upon completion of this unit, you should be able to:
1. Build knowledge and skills necessary for effective liaison between organisations and the media.
2. Identify public relations opportunities and evaluate the appropriateness of media tools and channels to meet client needs.
3. Apply public relations and communication theories to analyse media relations strategy and tactics, developing criteria for effective practice
4. Develop media relations strategy and tactics that respond to organisational goals.

The specific course learning goals and unit objectives that apply to this unit are shown in the assessment section of this unit outline.

Content

The unit is divided into three modules. The first module is based on building skills in media writing. The second module is based on media strategy and introduces students to key theories in planning as well as contemporary case studies. The third module builds skills in selecting appropriate tactics to suit media strategy, and preparing some of these tactics.

Approaches to Teaching and Learning

The teaching and learning approach for this unit aims to engage students in conversations about organisations and brands in traditional and social media spaces. Students will learn core principles of media writing and also learn how to adapt their writing style to suit a range of media tactics. Students' media planning and writing skills will be supported by peer and self assessment and insights from industry partners. Assessment in the unit mirrors practice as students will be engaged by a real client and prepare media relations strategy and tactics in response to the client need.

This unit uses the SafeAssign tool in BlackBoard. SafeAssign is a text matching tool that assists students to develop the academic skills required to correctly use and cite reference material as well as to check citations and determine possible instances of plagiarism. You will be expected to submit draft and/or final versions of one or more assignments using SafeAssign. Your Unit Coordinator will provide detailed information on how the software will be used in this unit.

Assessment

Students will receive feedback in various forms throughout the semester which may include:

• Informal: worked examples, such as verbal feedback in class, personal consultation


• Formal: in writing, such as checklists (e.g. criteria sheets), written commentary


• Direct: to individual students, either in written form or in consultation


• Indirect: to the whole class

Assessment name: Media Relations Analysis
Description: You will undertake secondary research of an organisation's historical media coverage and media relations function and prepare a report that critically analyses, with support from scholarly literature, the organisation's media relations problem/opportunity. Based on this research, you will identify four recommendations to respond to the analysis.

Length/Duration: 1,500 words

Formative or Summative: Both
Relates to objectives: Unit objectives: 1, 2, 3 and AOL goals: KS (1.1), CTA (2.1), PC (3.1)
Weight: 30%
Internal or external: Internal
Group or individual: Individual
Due date: Week 6

Assessment name: Media Release and Pitch Email
Description: In response to your media relations analysis and recommendations, you are to identify a news angle and prepare a two page social/ digital media release for a media outlet of your choice. You will also write an email to a specific journalist or influential blogger at your nominated news outlet to pitch your news angle.

Length/Duration: Media release 400-600 words. Pitch email 150 words.

Formative or Summative: Both
Relates to objectives: Unit objectives: 1, 2, 4 and AOL goals: KS (1.1), CTA (2.1), PC (3.1)
Weight: 20%
Internal or external: Internal
Group or individual: Individual
Due date: Week 9

Assessment name: Media Rationale and Portfolio
Description: Students will develop a media strategy rationale and produce a portfolio of specified media tactics that responds to the analysis presented in assignment 1.

Length/Duration: 2,500 words

Formative or Summative: Both
Relates to objectives: Unit objectives: 1, 2, 4 and AOL goals: KS (1.1), CTA (2.1), PC (3.1)
Weight: 50%
Internal or external: Internal
Group or individual: Individual
Due date: Week 13

Academic Honesty

QUT is committed to maintaining high academic standards to protect the value of its qualifications. To assist you in assuring the academic integrity of your assessment you are encouraged to make use of the support materials and services available to help you consider and check your assessment items. Important information about the university's approach to academic integrity of assessment is on your unit Blackboard site.

A breach of academic integrity is regarded as Student Misconduct and can lead to the imposition of penalties.

Resource materials

Prescribed Text
Wilcox, D. L & Reber, B. H 2013 Public relations writing and media techniques. Pearson. Boston

Additional Resources
Additional resources can be found at the unit's Blackboard site.

Relevant journals include:

• Australian Journal of Communication


• Asia Pacific Public Relations Journal
• 
  
• Journal of Business Ethics


• Journal of Communication


• Journal of Public Affairs


• Journal of Public Relations Research


• Journal of Communication Management


• Management Communication Quarterly


• Public Relations Review

Risk assessment statement

There are no out-of-the-ordinary risks associated with lectures or tutorials in this unit. You should, however, familiarise yourself with evacuation procedures operating in the buildings in which you attend classes and take the time to
view the Emergency video.

Disclaimer - Offer of some units is subject to viability, and information in these Unit Outlines is subject to change prior to commencement of semester.

Last modified: 20-Dec-2012