Units
Public Relations Techniques
Unit code: AMB264
Credit points: 12
Information about fees and unit costs
This unit focuses on writing for audiences - including the media - on behalf of organisations. It introduces foundational public relations skills such as research, developing key messages, writing and editing. This unit may be taken with AMB263 Introduction to Public Relations, especially by students undertaking the Public Relations major. AMB264 may also be taken by students doing a Public Relations minor, or as a stand alone unit by students in other disciplines.
Availability
| Semester | Available |
|---|---|
| 2013 Semester 1 | Yes |
| 2013 Semester 2 | Yes |
Sample subject outline - Semester 1 2013
Note: Subject outlines often change before the semester begins. Below is a sample outline.
Rationale
AMB264 Public Relations Techniques focuses on writing for audiences - including the media - on behalf of organisations. It introduces foundational public relations skills such as research, developing key messages, writing, and editing.
This unit may be taken with AMB263 Introduction to Public Relations especially by students undertaking the public relations major. AMB264 may also be taken by those students doing a public relations minor, or as a stand alone unit by students in other disciplines.
Aims
AMB264 Public Relations Techniques has three aims:
1. To provide a detailed introduction to a range of public relations skills, including the development and expression of key messages, the framing of arguments, and the special requirements of working with the media.
2. To give students an understanding of how and why various forms of public relations communication are used.
3. To equip all students with an understanding of how key messages need to be framed and adapted to suit the needs of different audiences.
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
Students who successfully complete AMB264 Public Relations Techniques should be able to:
1. Demonstrate skills in public relations writing across specific genres
2. Develop key messages that are aligned with organisational goals and tailored to audiences
3. Adapt key messages to suit the requirements of specific writing genres
4. Demonstrate the ability to work independently and collaboratively and develop characteristics of self-reliance and leadership by providing and taking on feedback on draft written materials, and meeting deadlines to develop their writing craft.
The specific course learning goals and unit objectives that apply to this unit are shown in the assessment section of this unit outline.
Content
AMB264 Public Relations Techniques introduces students to key public relations techniques and tactics. Content includes:
* Key messages: what they are, how to use them, and how to develop them.
* Audiences: how to find, understand, and influence them.
* Media relations techniques including news releases and media alerts, online media tools, dealing with the media, media events, and social media.
* Writing speeches, brochures, annual reports, and web materials.
* Staging events
Approaches to Teaching and Learning
AMB264 is built around a learning cycle of analysis, practise and refinement. Students learn core public relations writing skills, which they apply to specific genres including media releases, media alerts,tweets, blogs, and other tools. Students are expected to participate in writing exercises in each lecture and tutorial. Public relations writing skills are further refined through self and peer assessment in tutorials and lectures. All learning in the unit is supported by the Blackboard site. Learning and assessment in the unit will involve current and real-world case studies and clients.
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:
Feedback is an essential part of the learning cycle in AMB264 (see learning approach). In this unit, you will actively participate in providing and receiving feedback through peer and self assessment. Written feedback will be provided through assessment items.
Assessment name:
Online Media Release Test
Description:
You will be given an organisational scenario and other relevant information on which you will be required to write a media release.
Length/Duration: Less than 500 words
Formative or Summative: Both
Relates to objectives:
Relates to learning outcomes: Unit objectives: 1, 2, 3 and 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 6
Assessment name:
Client Research
Description:
Based on the client brief you will prepare a report and submit two (2) original items of written material (backgrounder, fact sheet).
Length/Duration: Summary - 700 words; Backgrounder - 500 words; Fact sheet - 300 words (1500 words total)
Formative or Summative: Both
Relates to objectives:
Relates to learning outcomes: Unit objectives: 1, 2, 3, and 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:
Portfolio
Description:
In response to the client brief, you are required to prepare a portfolio of five (5) original items of collateral plus brief rationales.
Length/Duration: 2500 words
Formative or Summative: Summative
Relates to objectives:
Relates to learning outcomes: Unit objectives: 1, 2, 3 and 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
Mahoney, J. (2009) Public Relations Writing In Australia. Victoria: Oxford University Press.
Additional resources
Additional resources can be found at the unit's Blackboard site.
Relevant trade journals in public relations and communication include Public Relations Tactics, PR News, and mumbrella (mumbrella.com.au) as well as a range of other online resources including RaganTV (myragantv.com), and blogs (briansolis.com).
Relevant academic journals include the 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: 11-Apr-2013
