Units

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Sample subject outline - Semester 2 2012

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

Rationale

This unit builds on introductory units in public relations management and tactical development to introduce the concept of a public relations campaign. Campaigns are a major feature of public relations work, therefore, practitioners need to understand the relevant theories driving campaign development and strategies for effective implementation and evaluation.

Aims

This unit aims to enable students to understand and develop plans for public relations campaigns.

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
At the completion of the unit, students will be able to:
1. Understand the critical components of a public relations campaign
2. Demonstrate ability to design a public relations campaign to meet client needs
3. Assess campaign strategy for effectiveness in meeting the needs of both a client and the target publics
4. Participate in and lead public relations teams in collaborative discussion.

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

Content

This unit will explore the campaign development process and examine strategy, message development and evaluation within a number of campaign contexts.

Approaches to Teaching and Learning

Lectures will explore theoretical perspectives on campaign planning and evaluation. The tutorial sessions will allow students to analyse campaign approaches and develop techniques in campaign development. Through the assignments, students will demonstrate their ability to critique existing campaigns and to develop their own plan for a particular organisational issue.

Assessment

The assessment in this unit aims to support your achievement of the learning objectives for both Discipline Knowledge and Other Graduate Capabiliites.

Students please note: Assessment in this unit is offered in internal and external modes based on your course attendance mode.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: Client Brief
Description: Students are to write up a client brief document based on the presentation by the client for the semester. Students are to provide a summary of the briefing to include an overview of the client situation, the problem to be addressed, and the requirements of the campaign to be developed. Students are also to present preliminary research overview of the organization, the organizational environment and key publics.
Length: 1000 words.
Formative or Summative: Both
Relates to objectives: 1 & 2 & AOL Goals: 1.1, 2.1
Weight: 20%
Internal or external: Both
Group or individual: Individual
Due date: Week 4

Assessment name: Campaign Plan Analysis & Pres.
Description: Assessment Name:Campaign Plan Analysis and Presentation
Description:Students will analyse a public relations campaign, write a paper and present to class during weeks eight and nine.
Length: 1500 words plus 8 minute presentation.
Formative or Summative: Both.
Relates to objectives: Relates to learning outcomes:1, 3 & 4 & AOL Goals: 1.1, 2.1
Weight: 40%
Internal or external: Both
Group or individual: Individual
Due date: Week 7 + Week 8 & 9

Assessment name: Campaign Plan
Description: Description:Students are required to prepare a public relations plan to address an identified client problem. The plan should demonstrate an understanding of the problem and pull together the research findings, target public, issues, objectives, strategic approach, tactics, evaluation and budgeting elements into the campaign plan.
Length: 2,000 words.
Formative or Summative: Summative.
Relates to objectives: 1 & 2 & AOL Goals:1.1, 2.1, 3.1
Weight: 40%
Internal or external: Both
Group or individual: Group
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

Texts

Bobbit, R. and Sullivan, R. (2009). Developing the Public Relations Campaign (2nd ed). Boston: Pearson
References

References

The following are useful references, including textbooks, journals and websites. Additional references can also be found at the unit's Blackboard Site.

Cutlip, Centre and Broom. (2006). Effective Public Relations (9th edition).New Jersey: Prentice Hall .

Duhe, S. (2012) New Media and Public Relations (2nd Ed). New York: Peter Lang.

Ferguson, S D (1999). Communication Planning: An Integrated Approach. Thousand Oaks, CA: Sage.

Gregory, A. (2000). PR in Practice: Planning and Managing Public Relations Campaigns: A Step-by-step Guide. (2nd ed). London, UK: Kogan Page.

Heath, R. (ed). (2001). Handbook of Public Relations. Thousand Oaks, CA: Sage Publications inc.

Hendrix, J. (2004). Public Relations Cases. (6th edition). Belmont, CA: Wadsworth.

Kendall, R. (1996). Public Relations Campaign Strategies. New York: Harper Collins.

McElreath, M P. (1997). Managing systematic and ethical public relations campaigns. Boston: McGraw Hill.

Moffitt, M A (1999). Campaign Strategies and Message Design. Westport, CT: Praeger.

Moss, D. and Desanto, B. (2002). Public Relations Cases: International perspectives. New York: Routledge.

Rice, RE & Atkin, CK. (2001) Public Communication Campaigns. (3rd Edition). Thousand Oaks, CA: Sage

Sheehan, M. & Xavier, R. (2009). Public Relations Campaigns. Sydney, Australia: Oxford University Press.

Smith, R.D. (2009). Strategic Planning of Public Relations. (3rd edition). New York, NY: Routledge.

Stockwell, S. (2005). Political Campaign Strategy: Doing Democracy in the 21st Century. Melbourne: Australian Scholarly Press.

Academic and Trade Journals

Asia Pacific Journal of Public Relations

Australian Journal of Communication

Corporate Communication: An International Journal

International Journal of Strategic Communication

IPR online

Journal of Communication Management

Journal of Public Relations Research

Prism Online Journal

Public Relations Review


PRIA.com.au and PRIA National News

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: 28-Jun-2012