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

AMB263 Introduction to Public Relations answers three important questions: what is public relations, why we do it, and how we do it? It introduces the key concepts of public relations, and lays a foundation for subsequent study in the discipline. It integrates the idea of the role and influence of publics and the role of public relations in managing these demands on a range of organisations. The unit also shows students the range of potential careers available in the public relations industry. If you are undertaking a public relations major, AMB263 Introduction to Public Relations should be the first public relations unit you study. This unit may be taken concurrently with AMB264 Public Relations Techniques especially by students undertaking the public relations major. It may also be taken by those students undertaking a public relations 'minor', or as a stand alone unit.

Aims

AMB263 Introduction to Public Relations has two aims:

To act as an introduction for students in the fundamentals of public relations context and practice.

To provide an understanding of the place of public relations in a wider business and social context.

Objectives

Course Learning Goals (Undergraduate)
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 Integrate and apply disciplinary theory and skills to practical situations
1.2 Incorporate the use of technology appropriate to the discipline and context

Be critical thinkers and effective problem solvers (CTA)

2.1 Identify, research and critically analyse information relevant to a business problem or issue, be able to synthesise that information in order to evaluate potential solutions, make recommendations or otherwise effectively address the problem or issue

Be professional communicators in an intercultural context (PC)

3.1 Communicate effectively through written tasks appropriate to varied contexts and audiences
3.2 Communicate effectively through professional oral presentations appropriate to varied contexts and audiences

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

4.1 Demonstrate effective team skills in order to contribute appropriately to the production of a group output

Have a Social and Ethical Understanding (SEU)

5.1 Apply ethical reasoning, standards or codes of practice relevant to the discipline and make decisions that are informed by social and cultural understanding


Unit Objectives
The primary objective of this unit is to familiarise students with the basic concepts, principles, practice and profession of public relations. It is the foundation unit for other units in public relations and a supplemental unit for students majoring in other fields.
Upon completion of this unit, students should be able to:

1. Identify, describe, and discuss the roles and processes of public relations; and articulate how and why these are implemented to achieve organisational outcomes.
2. Identify and describe a range of public relations theories and apply them to contemporary public relations practice.
3. Apply ethical reasoning, standards, or codes of practice relevant to the discipline of public relations.
4. Demonstrate the ability to communicate effectively to different audiences using a range of genres.


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

Content

AMB263 Introduction to Public Relations introduces students to key concepts in public relations theory and practice. The unit develops student understanding of public relations as a foundation for further units, and develops and extends skills in research, critical thinking, ethical understanding, and communication. Content will include - but may not be limited to - the following topics:

Key concepts and themes in public relations including practice contexts and roles, publics and stakeholders

Motivations and focuses in public relations including influencing public opinion, reaching diverse audiences and persuasion

Public relations practice areas including events and entertainment, corporate, government, non-profit, education and health

Issues in contemporary practice including public relations and social media, and ethics and legal considerations

Approaches to Teaching and Learning

Content in AMB263 Introduction to Public Relations is delivered via a two hour lecture and a one hour tutorial each week. Lectures will involve discussions of the key concepts and theories underpinning public relations practice illustrated by reference to current cases and practice. Tutorials will focus on further discussions and applications of lecture content in real world situations. Tutorial exercises will also provide support for assessment items. The combination of these teaching and learning approaches offers students the opportunity to be guided and supported in their achievement of the unit's aims and objectives.

Students may access unit materials and additional opportunities for discussion online through the Blackboard site. These resources are intended to be complementary to attendance at lectures and tutorials, which gives students the opportunity to participate fully in the interactive aspects of classes.

Through participation in classes and learning activities, students will develop their ability to conduct an appropriate level of critical enquiry and intellectual debate, and demonstrate a commitment to professionalism, social responsibility, and ethical practice.

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

Criteria Referenced Assessment sheets including comments for Assessment items 2 and 3 will provide feedback to students. Generic feedback across tutorials and the unit will be provided to students in class. All written assignments are returned to students with individual feedback and comments on their work. Expanded information relating to these notes is available to all students by email upon request, and students are also encouraged to take advantage of face-to-face consultations with tutors for more detailed discussions and individual feedback.

Assessment name: Mid Semester Examination
Description: To demonstrate their acquisition of knowledge of disciplinary theory and relevant practical applications, students will be required to answer multiple choice questions based on all the unit content from weeks 1 to 5 inclusive (lectures, readings and tutorial content).
Length/Duration:40 minutes (for 40 questions)
Formative or Summative: Both formative and summative
Relates to objectives: Unit objectives: 1, 2 and AOL goals: KS (1.1)
Weight: 20%
Internal or external: Internal
Group or individual: Individual
Due date: Week 6

Assessment name: Report
Description: Choose an organisation from the options provided in the assignment guide. Write a report that explains what public relations can do for this organisation.
Length/Duration: 1,500 words
Formative or Summative: Summative
Relates to objectives: Unit objectives: 1, 4 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 9

Assessment name: Essay
Description: Use the three core concepts in public relations - traditional media, social media and stakeholder engagement. Find an example of each in contemporary public relations practice (for example you might use stories in the media that use the public relations approaches). Write an essay in which you discuss these concepts, and show how they relate to the three 'real-world' examples you have found. You should use Grunig and Hunt's model of the four types of public relations practice in your essay. Your discussion should also consider the ethical elements of these concepts in practice. More detail is available in the Assignment Guide, and help will be provided in the tutorials.
Length/Duration: 2,500 words
Formative or Summative: Summative
Relates to objectives: Unit objectives: 2, 3, 4, and AOL goals: KS (1.1), CTA (2.1), PC (3.1) and SEU (5.1)
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
This is the book from which most of your readings are taken:

Wilcox, D., Cameron, G., Reber, B., & Shin, J. (2013). Think public relations (2nd ed). Boston, Mass.: Allyn and Bacon

Plus the additional theory reading provided to you on the CMD (available through our unit's BB site).

Recommended Texts
You don't have to get these books, but they are useful additions to your reading if you want to know more about public relations:

Exploring public relations, edited by Ralph Tench and Liz Yeomans. Harlow, England; New York: Financial Times/Prentice Hall, 2006.
Effective public relations, Glen M. Broom. 10th edition. USA: Pearson International, 2009.
Public relations: theory and practice, edited by Jane Johnston & Clara Zawawi. Crows Nest, N.S.W.: Allen & Unwin, 2009.
An Introduction to Public Relations: From Theory to Practice by Joy Chia and Gae Synnott. Oxford: Oxford University Press, 2009.

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