Students
MAS 389 – Public Relations Theories
2014 – MQC3 Day
General Information
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| Unit convenor and teaching staff |
Unit convenor and teaching staff
Unit Convenor
Prithi Nambiar
Contact via prithi.nambiar@mq.edu.au
Moderator
Phyllis Sakinofsky
Contact via phyllis.sakinofsky@mq.edu.au
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| Credit points |
Credit points
3
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| Prerequisites |
Prerequisites
6cp at 200 level
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| Corequisites |
Corequisites
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| Co-badged status |
Co-badged status
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| Unit description |
Unit description
This unit is a critical introduction to the theory and practice of public relations (PR). In this unit, you will be asked to explore the dominant perceptions of PR. At the same time, you will investigate its presence in our everyday life. Various theories and critiques of PR and an exploration of the relationship between PR and the media and other stakeholders will occupy the first half of the unit. In the second half, we will examine specific PR contexts, including corporate, government, NGOs, international relations, internal communications, and crisis communication.
At a practical level, you will be required to write a media release and to justify your rationale in a class presentation. Overall, the course will enable you to be informed about the role that PR plays in our social, political and cultural environments. It will also help develop strong conceptual and analytical foundations as well as creative and presentation skills necessary to design a PR campaign in the next unit, MAS390, in preparation for a career in public communication.
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Important Academic Dates
Information about important academic dates including deadlines for withdrawing from units are available at https://www.mq.edu.au/study/calendar-of-dates
Learning Outcomes
On successful completion of this unit, you will be able to:
- Demonstrate knowledge of the role and place of PR in contemporary society
- Understand, evaluate and critique the principles and theories of public relations
- Present and debate ideas confidently to a group
- Exhibit high level English writing skills
- Analyse issues and synthesise them in a way that is understandable to others
Assessment Tasks
| Name | Weighting | Due |
|---|---|---|
| Write media release | 25% | 11pm, Monday 08 December,2014 |
| Presentation on media release | 10% | From Week 3 |
| Write-up of class presentation | 20% | One week after presentation |
| Essay | 35% | 12pm, Wednesday, June 11. 2014 |
| Participation | 10% | Ongoing |
Write media release
Due: 11pm, Monday 08 December,2014
Weighting: 25%
You will prepare a media release on a social, political or commercial development/issue of your choice. It should be both newsworthy and meet the perceived objectives of the client. Your release will target a specific journalist and/or media outlet.
Choose an existing organisation, possibly one you have connections with (as employee or volunteer), research it and then write a media release on a realistic development/issue for that organisation. The organisation must be real and the development/issue you are writing about must be realistic, however it must not have taken place already.
Your media release should reflect your understanding of the organisation, the complexities of the development/issue and why it is relevant for your targeted audience.
A media release is a professional piece of writing. It should be written at a level acceptable to the media: its construction, content and creativity are important and should exhibit high level English writing skills.
Length: 2 pages (1000 words) maximum plus rationale cover page. Please submit to turnitin AND a hard copy to your lecturer on 9 December
On successful completion you will be able to:
- Understand, evaluate and critique the principles and theories of public relations
- Exhibit high level English writing skills
- Analyse issues and synthesise them in a way that is understandable to others
Presentation on media release
Due: From Week 3
Weighting: 10%
You must relate the relevance of the issue you are covering in your media release to an aspect of the coursework and present on it to the class. You are required to find at least one academic journal article or book reference that relates to the topic in addition to the reader.
In a brief presentation, you will attempt to persuade your tutorial group on an issue directly relevant to your media release in a way that relates to the theory covered in the course.
On successful completion you will be able to:
- Demonstrate knowledge of the role and place of PR in contemporary society
- Understand, evaluate and critique the principles and theories of public relations
- Present and debate ideas confidently to a group
- Analyse issues and synthesise them in a way that is understandable to others
Write-up of class presentation
Due: One week after presentation
Weighting: 20%
This is a formal write-up of the rationale behind your media release which was covered in your class presentation. It should include any feedback you received from audience. You should present your ideas clearly and succinctly. It is due a week after your presentation (ie at your next tutorial) and should be referenced. Length: maximum 750 words.
On successful completion you will be able to:
- Demonstrate knowledge of the role and place of PR in contemporary society
- Understand, evaluate and critique the principles and theories of public relations
- Exhibit high level English writing skills
- Analyse issues and synthesise them in a way that is understandable to others
Essay
Due: 12pm, Wednesday, June 11. 2014
Weighting: 35%
The essay questions will be distributed in Week 5. You are expected to conduct a fair degree of independent research, draw on relevant readings beyond the reader and demonstrate a broad understanding of the issues relevant to the essay question. You will be rewarded for: demonstrating critical thinking, drawing your own conclusions, correct grammar and spelling, clean layout and correct referencing. Length: 1500 words.
On successful completion you will be able to:
- Demonstrate knowledge of the role and place of PR in contemporary society
- Understand, evaluate and critique the principles and theories of public relations
- Exhibit high level English writing skills
- Analyse issues and synthesise them in a way that is understandable to others
Participation
Due: Ongoing
Weighting: 10%
All tutorials are compulsory and you must be an active participant. Attendance registers will be taken and if you miss more than two tutorials you have to submit a medical certificate. Please note that attendance does not constitute participation. Marks for participation will be based on: punctuality, preparation and familiarity with readings, actively taking part in discussions and group activities and asking well-thought out questions. Failure to prepare for tutorials will result in forfeiture of this assessment component.
On successful completion you will be able to:
- Demonstrate knowledge of the role and place of PR in contemporary society
- Present and debate ideas confidently to a group
- Analyse issues and synthesise them in a way that is understandable to others
Delivery and Resources
The MAS Reader will be available for purchase by students at MQ City Campus and will contain a selection of required readings for class. This reader is compulsory. Additional readings and materials will be available on ilearn and as advised by the unit convenor in class.
Unit Schedule
Week 1 |
Lecture: Introduction and outline of assessments.No tutorial in Week 1.For readings for every week, refer to the unit reader and to ilearn. |
Week 2 |
Lecture & discussion themes: Defining PR and its history
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Week 3 |
Lecture & discussion themes: PR and media: symbiosis?
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Week 4 |
Lecture & discussion themes: Publics and public opinion
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Week 5 |
Lecture & discussion themes: Public relations theories and concepts
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Week 6 |
Lecture & discussion themes: Stakeholders
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Week 7 |
Lecture & discussion themes: Research - for practitioner and student
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Week 8 |
Lecture & discussion themes: Ethical behaviour
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Week 9 |
Lecture & discussion themes: PR and new technologies
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Week 10 |
Lecture & discussion themes: PR in a crisis
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Week 11 |
Lecture & discussion themes: PR and government
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Week 12 |
Lecture & discussion themes: International PR
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Week 13 |
Lecture & discussion themes: Internal communication, unit review and the way forward
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Policies and Procedures
Macquarie University policies and procedures are accessible from Policy Central. Students should be aware of the following policies in particular with regard to Learning and Teaching:
Academic Honesty Policy http://mq.edu.au/policy/docs/academic_honesty/policy.html
Assessment Policy http://mq.edu.au/policy/docs/assessment/policy.html
Grading Policy http://mq.edu.au/policy/docs/grading/policy.html
Grade Appeal Policy http://mq.edu.au/policy/docs/gradeappeal/policy.html
Grievance Management Policy http://mq.edu.au/policy/docs/grievance_management/policy.html
Disruption to Studies Policy http://www.mq.edu.au/policy/docs/disruption_studies/policy.html The Disruption to Studies Policy is effective from March 3 2014 and replaces the Special Consideration Policy.
In addition, a number of other policies can be found in the Learning and Teaching Category of Policy Central.
Student Code of Conduct
Macquarie University students have a responsibility to be familiar with the Student Code of Conduct: https://students.mq.edu.au/support/student_conduct/
Grades
Macquarie University uses the following grades in coursework units of study:
· HD - High Distinction
· D - Distinction
· CR - Credit
· P - Pass
· F – Fail
Grade descriptors and other information concerning grading are contained in the Macquarie
University Grading Policy which is available at:
http://www.mq.edu.au/policy/docs/grading/policy.html
For further information, please refer to the following link:
http://universitycouncil.mq.edu.au/legislation.html
Grade Appeals and Final Examination Script Viewing
If, at the conclusion of the unit, you have performed below expectations, and are considering lodging an appeal of grade and/or viewing your final exam script please refer to the following website which provides information about these processes and the cut off dates in the first instance. Please read the instructions provided concerning what constitutes a valid grounds for appeal before appealing your grade.
http://www.city.mq.edu.au/reviews-appeals.html
Attendance at Macquarie City Campus
All Students are required to attend at least 80% of the scheduled course contact hours each Session. Additionally Macquarie City Campus monitors the course progress of international students to ensure that the student complies with the conditions of their visa relating to attendance.
This minimum level of attendance includes all lectures and tutorials. Tutorial attendance will be recorded weekly. If any scheduled class falls on a public holiday this will be rescheduled as advised by your Lecturer. Attendance at any mid-Session or in-class test is compulsory unless otherwise stated.
Unavoidable non-attendance due to illness or circumstances beyond your control must be supported by appropriate documentation to be considered for a supplementary test. Other non-attendance will obtain zero for the test. You should refer to the section below on Special Consideration for more details about this.
Student Support
Macquarie University provides a range of support services for students. For details, visit http://students.mq.edu.au/support/
Learning Skills
Learning Skills (mq.edu.au/learningskills) provides academic writing resources and study strategies to improve your marks and take control of your study.
Student Services and Support
Students with a disability are encouraged to contact the Disability Service who can provide appropriate help with any issues that arise during their studies.
Student Enquiries
For all student enquiries, visit Student Connect at ask.mq.edu.au
Student Support at Macquarie City Campus
Students who require assistance are encouraged to contact the Student Services Manager at Macquarie City Campus. Please see reception to book an appointment.
Macquarie University provides a range of Academic Student Support Services. Details of these services can be accessed at http://students.mq.edu.au/support/
At any time students (or groups of students) can book our Student Advising rooms on Level 6 by emailing info@city.mq.edu.au with a day and time and nominated contact person. There are additional student study spaces available on Level 1.
Macquarie University Campus Wellbeing also has a presence on the City Campus each week. If you would like to make an appointment, please email info@city.mq.edu.au or visit their website at: http://www.campuslife.mq.edu.au/campuswellbeing
StudyWISE provides:
· Online learning resources and academic skills workshops http://www.mq.edu.au/learning_skills
· Personal assistance with your learning & study related questions
IT Help
For help with University computer systems and technology, visit http://informatics.mq.edu.au/help/.
When using the University's IT, you must adhere to the Acceptable Use Policy. The policy applies to all who connect to the MQ network including students.
IT Help at Macquarie City Campus
If you wish to receive IT help, we would be glad to assist you at http://informatics.mq.edu.au/help/ or call 02 9850-4357.
When using the university's IT, you must adhere to the Acceptable Use Policy. The policy applies to all who connect to the MQ network including students and it outlines what can be done.
Students must use their Macquarie University email addresses to communicate with staff as it is University policy that the University issued email account is used for official University communication.
Students are expected to act responsibly when utilising Macquarie City Campus IT facilities. The following regulations apply to the use of computing facilities and online services:
· Accessing inappropriate web sites or downloading inappropriate material is not permitted.
· Material that is not related to coursework for approved unit is deemed inappropriate.
· Downloading copyright material without permission from the copyright owner is illegal, and strictly prohibited. Students detected undertaking such activities will face disciplinary action, which may result in criminal proceedings.
Non-compliance with these conditions may result in disciplinary action without further notice.
If you would like to borrow headphones for use in the Macquarie City Campus computer labs (210, 307, 311, 608) at any point, please ask at Level 2 Reception. You will be required to provide your MQC Student ID card. This will be held as a deposit while using the equipment.
For assistance in the computer labs, please see a Lab Demonstrator (usually they can be found in Lab 311, otherwise ask at Level 2 Reception).
Graduate Capabilities
Capable of Professional and Personal Judgement and Initiative
We want our graduates to have emotional intelligence and sound interpersonal skills and to demonstrate discernment and common sense in their professional and personal judgement. They will exercise initiative as needed. They will be capable of risk assessment, and be able to handle ambiguity and complexity, enabling them to be adaptable in diverse and changing environments.
This graduate capability is supported by:
Learning outcomes
- Demonstrate knowledge of the role and place of PR in contemporary society
- Understand, evaluate and critique the principles and theories of public relations
- Present and debate ideas confidently to a group
Assessment tasks
- Write-up of class presentation
- Essay
- Participation
Commitment to Continuous Learning
Our graduates will have enquiring minds and a literate curiosity which will lead them to pursue knowledge for its own sake. They will continue to pursue learning in their careers and as they participate in the world. They will be capable of reflecting on their experiences and relationships with others and the environment, learning from them, and growing - personally, professionally and socially.
This graduate capability is supported by:
Assessment task
- Write-up of class presentation
Discipline Specific Knowledge and Skills
Our graduates will take with them the intellectual development, depth and breadth of knowledge, scholarly understanding, and specific subject content in their chosen fields to make them competent and confident in their subject or profession. They will be able to demonstrate, where relevant, professional technical competence and meet professional standards. They will be able to articulate the structure of knowledge of their discipline, be able to adapt discipline-specific knowledge to novel situations, and be able to contribute from their discipline to inter-disciplinary solutions to problems.
This graduate capability is supported by:
Learning outcomes
- Demonstrate knowledge of the role and place of PR in contemporary society
- Understand, evaluate and critique the principles and theories of public relations
- Present and debate ideas confidently to a group
- Exhibit high level English writing skills
Assessment tasks
- Presentation on media release
- Write-up of class presentation
- Essay
Critical, Analytical and Integrative Thinking
We want our graduates to be capable of reasoning, questioning and analysing, and to integrate and synthesise learning and knowledge from a range of sources and environments; to be able to critique constraints, assumptions and limitations; to be able to think independently and systemically in relation to scholarly activity, in the workplace, and in the world. We want them to have a level of scientific and information technology literacy.
This graduate capability is supported by:
Learning outcomes
- Demonstrate knowledge of the role and place of PR in contemporary society
- Understand, evaluate and critique the principles and theories of public relations
- Present and debate ideas confidently to a group
- Analyse issues and synthesise them in a way that is understandable to others
Assessment tasks
- Write media release
- Presentation on media release
- Write-up of class presentation
- Essay
Problem Solving and Research Capability
Our graduates should be capable of researching; of analysing, and interpreting and assessing data and information in various forms; of drawing connections across fields of knowledge; and they should be able to relate their knowledge to complex situations at work or in the world, in order to diagnose and solve problems. We want them to have the confidence to take the initiative in doing so, within an awareness of their own limitations.
This graduate capability is supported by:
Learning outcomes
- Demonstrate knowledge of the role and place of PR in contemporary society
- Understand, evaluate and critique the principles and theories of public relations
- Present and debate ideas confidently to a group
- Exhibit high level English writing skills
- Analyse issues and synthesise them in a way that is understandable to others
Assessment tasks
- Write media release
- Essay
Creative and Innovative
Our graduates will also be capable of creative thinking and of creating knowledge. They will be imaginative and open to experience and capable of innovation at work and in the community. We want them to be engaged in applying their critical, creative thinking.
This graduate capability is supported by:
Learning outcomes
- Exhibit high level English writing skills
- Analyse issues and synthesise them in a way that is understandable to others
Assessment task
- Write media release
Effective Communication
We want to develop in our students the ability to communicate and convey their views in forms effective with different audiences. We want our graduates to take with them the capability to read, listen, question, gather and evaluate information resources in a variety of formats, assess, write clearly, speak effectively, and to use visual communication and communication technologies as appropriate.
This graduate capability is supported by:
Learning outcomes
- Exhibit high level English writing skills
- Analyse issues and synthesise them in a way that is understandable to others
Assessment tasks
- Write media release
- Presentation on media release
- Write-up of class presentation
- Essay
- Participation
Engaged and Ethical Local and Global citizens
As local citizens our graduates will be aware of indigenous perspectives and of the nation's historical context. They will be engaged with the challenges of contemporary society and with knowledge and ideas. We want our graduates to have respect for diversity, to be open-minded, sensitive to others and inclusive, and to be open to other cultures and perspectives: they should have a level of cultural literacy. Our graduates should be aware of disadvantage and social justice, and be willing to participate to help create a wiser and better society.
This graduate capability is supported by:
Assessment tasks
- Write media release
- Write-up of class presentation
- Essay
Socially and Environmentally Active and Responsible
We want our graduates to be aware of and have respect for self and others; to be able to work with others as a leader and a team player; to have a sense of connectedness with others and country; and to have a sense of mutual obligation. Our graduates should be informed and active participants in moving society towards sustainability.
This graduate capability is supported by:
Assessment task
- Write media release