Units
Public Relations Planning
Unit code: AMB372
Credit points: 12
Information about fees and unit costs
This unit introduces students to the public relations planning process. Students build skills in planning by analysing the components, execution and evaluation of contemporary public relations campaigns. The public relations planning process, partnered with theoretical concepts and ethical considerations, is examined across practice contexts and areas.
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
AMB372 Public Relations Planning builds on the knowledge and skills developed in previous units in the public relations major, specifically AMB263 Introduction to Public Relations and AMB264 Public Relations Techniques. This unit introduces and examines the steps in the public relations planning process, which is central to the study and practice of public relations and links to the next sequence in the public relations major.
Aims
This unit aims to provide students with a planning framework which equips them to consider and examine public relations in a variety of contexts and to develop practical public relations solutions and applications.
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
Upon successful completion of this unit, you should be able to:
1. define the individual principles and connections across across elements in public relations planning
2. apply these principles and elements to create a framework for analysing and evaluating public relations plans or campaigns
3. analyse public relations campaigns and develop new approaches
4. 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
AMB372 Public Relations Planning introduces and examines approaches to and elements of public relations planning, underpinned by the theoretical perspectives and practice of public relations. Content includes:
Approaches to Teaching and Learning
This unit builds skills in public relations planning by integrating theoretical frameworks, real world examples and professionals, and industry award schemes. Students will learn to make professional judgements of real world case studies or campaigns, supported by lectures that introduce content and encourage peer learning and tutorials that support the development of best practice approaches to planning. Students will develop knowledge and skills of both planning elements and also learn how to pitch or present ideas across both consultancy and in-house practice contexts. These activities will be supported by a teaching team as well as input from industry practitioners. A range of learning resources including the Blackboard site, tutorial materials and assessment guides will be available.
Assessment
Students will receive feedback in various forms throughout the semester which may include:
Feedback will be provided to students in several ways. Students will receive both individual marks and feedback about the class performance in the exam. All written assignments will be returned to students with individual feedback and comments on their work. Verbal feedback will be provided to each group at the conclusion of the pitch.
Assessment name:
Exam
Description:
A multiple choice exam will examine students' knowledge and skills in public relations planning. The exam will include a short case study which will allow students to demonstrate skills in analysing public relations plans.
Purpose: To examine knowledge of individual elements and connections across elements in public relations planning
Length: 60 minutes
Formative or Summative: Summative
Relates to objectives:
Unit Objectives:1 and 3and AoL: KS (1.1), CTA (2.1)
Weight:
30%
Internal or external:
Internal
Group or individual:
Individual
Due date:
Week 6
Assessment name:
Critique of a Plan
Description:
Students develop and apply a framework for best practice in public relations planning to critique an assigned public relations plans (either consultancy or in-house).
Purpose: To build best practice principles in planning and in developing criteria to analyse plans or campaigns
Length: 2,000 words
Formative or Summative: Summative
Relates to objectives:
Unit Objectives: 2, 3 and 4and AoL: CTA (2.1), and PC (3.1)
Weight:
40%
Internal or external:
Internal
Group or individual:
Individual
Due date:
Week 9
Assessment name:
Pitch
Description:
Students will work in groups to develop and present a short pitch.
Purpose: To give students feedback on campaign ideas and pitch presentation skills in the planning context before their capstone unit.
Length: 15 minutes per group and one-page biography per group member
Formative or Summative: Summative
30% (10% Group 20% Individual)
Relates to objectives:
Unit Objectives: 4and AoLs: PC (3.1,3.2)
Weight:
30%
Internal or external:
Internal
Group or individual:
Group with Individual Component
Due date:
Weeks 12 or 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
Broom, G.M. (2013). Cutlip and Center's effective public relations (11th International ed.). Upper Saddle River, N.J.: Pearson.
Other Resources
Additional resources can be found at the unit's Blackboard site.
Relevant 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: 17-Jan-2013
