Units
Public Relations Management
Unit code: AMB375
Contact hours:
Credit points: 12
Information about fees and unit costs
This unit develops student skills in the analysis of public relations public relations programs in line with corporate strategy, integrating long term planning with issue assessment and response. Students extend analytical, interpretive and management skills in the public relations role.
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
Public Relations Management builds, extends and applies knowledge and analytical skills within an organisational communication context. Using public relations planning processes, this unit is designed to build expertise around public relations programs that aim to achieve ongoing support for organisations and organisational activities.
Aims
This unit aims to extend students' corporate communication knowledge and skills to prepare annual or multi-year public relations programs designed to maintain ongoing support for organisations.
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 completion of this unit, you should be able to:
1. build and apply professional and personal skills in public relations management
2. research and analyse contemporary challenges in business and demonstrate how they affect public relations practice
3. use research and public relations theory to formulate and justify public relations recommendations
4. demonstrate the ability to communicate effectively to different audiences using a range of genres
5. demonstrates social and ethical understanding of public relations programs.
The specific course learning goals and unit objectives that apply to this unit are shown in the assessment section of this unit outline.
Content
Public Relations Management investigates a range of contemporary challenges facing organisations. This unit includes content about the development of public relations programs that are designed to address contemporary challenges. Specific content focuses on:
Approaches to Teaching and Learning
This unit is run as a lecture plus tutorial format. The tutorials will take a variety of formats including workshop style, case studies, learning exercises and time for assessment preparation. Lecture-style discussion will establish and extend student knowledge of theories and models for the development and analysis of public relations strategy, presented as a public relations program. Students are expected to have read the prescribed readings before the class in order to maximise the lecture situation. Case studies and learning exercises are designed for critical analysis and application of these concepts. Students will work in learning teams and individually to apply their understanding of organisational issues that affect communication.
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:
Examination (written)
Description:
Under exam conditions, students will be given a range of scenarios that require the demonstration of public relations management skills. This process will be modelled in class. Refer to the assessment guide for further information and criteria sheets.
Length or Duration:2 Hours
Formative or Summative:Formative and Summative
Relates to objectives:
Unit Objectives: 1, 2 and 5 and AoL: KS (1.1) CTA (2.1), PC (3.1)
Weight:
40%
Internal or external:
Internal
Group or individual:
Individual
Due date:
Week 7
Assessment name:
Assignment
Description:
Students are to select one topic from 'module two' (Topics covered in weeks 8-13) and conduct academic and industry research into these areas. Students must identify and evidence how organisations and the public relations industry are approaching this topic in a contemporary setting, acknowledging any trends relating to the topic. Students must also develop and provide a set of best practice guidelines, based on their research, which could be used to guide future public relations practice for the chosen topic. Refer to the assessment guide for further information and criteria sheets.
Length or Duration:2,000 words
Formative or Summative:Summative
Relates to objectives:
Unit Objectives: 2, 3, 4 and 5 and AoL: KS (1.1), CTA (2.1), PC (3.1), SEU (5.1)
Weight:
60%
Internal or external:
Internal
Group or individual:
Individual
Due date:
Central Exam Block
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 or readings
Tench, R., & Yeomans, L. (2009). Exploring public relations. Harlow, UK: Pearson Education
Unit readings are available via the unit's course materials database (CMD).
References
Austin,E and Pinkelton,B. (2006). Strategic Public Relations Management. Mahwah, NJ: Lawrence Erlbaum Associates.
Botan, C. & Hazleton, V. (2006). Public relations theory II. Mahwah, NJ: Lawrence Erlbaum Associates.
Broom, G.M. (2008). Cutlip and Center's Effective Public Relations. New Jersey: Prentice Hall
Ferguson, S. D. (1999). Communication Planning. Thousand Oaks, CA: Sage
Heath R. L & Palenchar, M. J. (2009) Strategic Issues Management: Organizations and public policy challenges. Sage. Thousand Oaks
Kendall, R. (1996). Public Relations Campaign Strategies. New York: Harper Collins.
Toth, E.L. (2007). The future of excellence in public relations and communication management: Challenges for the next generation. Mahwah, NJ: Erlbaum.
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 and 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
