Students
ICOM203 – International Public Relations and Advertising
2015 – MQC1 Day
General Information
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| Unit convenor and teaching staff |
Unit convenor and teaching staff
Prithi Nambiar
Contact via Via email
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| Credit points |
Credit points
3
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| Prerequisites |
Prerequisites
15cp
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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 examines the relationship between media, the state, non-government organisations and other international actors. It examines the literature, history and practice of public diplomacy, media and foreign policy. This involves investigation of soft power through media communication campaigns initiated by national governments; the application of media as an arm of foreign policy; and case studies addressing military intervention, trade policy and agenda like human rights, environmental protection and terrorism.
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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:
- 1. Understand and explain the relationships between public relations and advertising, the media, international actors (state, national, NGOs and international enterprise) and the international public
- 2. Interpret the theories and practices surrounding intercultural communication and how they relate to public diplomacy and media and foreign policy
- 3. Analyse critically PR communication campaigns
- 4. Appraise the role of mass communication as a continuation and/or tool of foreign policy
- 5. Apply public relations theories in creating an international communication campaign
- 6. Examine case studies addressing international activities and agenda such as military intervention, trade policy, environmental protection, health promotion and anti-terrorism
- 7. Demonstrate knowledge and communicate it to the class and participate in discussions
General Assessment Information
ICOM 203 assessment is designed to minimise the level of stress at the very end of the
session and in the examination period. ICOM 203 encourages you
- to participate in classroom activities;
- to critically examine the relationship between media and public diplomacy (presentation);
- to acquire a theoretical and practical understanding (mid-semester assessment); and
- to develop creative and practical skills (designing a media communication campaign).
You MUST attempt all the four components of assessment to pass ICOM 203.
Marking Criteria:
1. Demonstrated understanding of public relations theory and practice
2.The ability to engage your publics effectively using appropriate tactics
3. Evidence of research with appropriately referenced source material
4.Accurate grammar, punctuation and spelling.
Performance in relation to each of these criteria is assessed against the following standards:
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Level |
Standards |
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5 |
Report conveys an advanced understanding of the complexities of the theory in an applied context
Comprehensive and innovative treatment of all the task requirements
Exceptional critical insights, extensive research and creative use of the arguments introduced in the unit with appropriate wide ranging referencing
Written and presented to an exemplary academic standard. |
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4 |
Report conveys a strong understanding of the complexities of the theory in the applied context.
Comprehensive and satisfactory treatment of all the task requirements
Reflects the author’s ability to effectively conduct research, explain, interpret and analyse situations utilising a variety of conceptual tools with appropriate referencing
Written and presented to a very high academic standard |
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3 |
Report conveys a sound understanding of discrete knowledge components
Task requirements are satisfactorily addressed
Demonstrates a sound capacity to conduct basic research, critically reflect on, analyse and solve problems. There is evidence of being able to interpret concepts in a meaningful way.
Written and presented in a satisfactory manner with appropriate use of citations. |
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2 |
Report demonstrates a modest capacity to use the theory to analyse and address situations.
Majority of the task requirements have been addressed
Although there is evidence of research, there is limited capacity to draw conceptual connections
Report is presented with sufficient coherence and clarity for the reader to understand the ideas and arguments being proposed. However, improvements to writing such as structure, grammar and referencing are required to meet academic writing standards. |
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1 |
Report fails to demonstrate a satisfactory grasp of the field of knowledge covered by the unit
Task requirements are not addressed
Report conveys little evidence of the capacity to apply different theories effectively. Few connections are drawn between relevant concepts and their proposed strategy and there is little or no evidence of research
Report demonstrates little or no understanding or appreciation of standards required for academic writing. Considerable improvements in terms of clarity, grammar, spelling, quotations, referencing or presentation are required to achieve an acceptable standard.
Submission Procedures
Your essay must be submitted to Turnitin via iLearn. Late assignments will be penalised at the rate of 5% of the total mark value of the assignment per day.
Hard Copy Submissions E submissions are preferred in order to reduce waste of paper and enable similarity checks online. Please submit your work via turnitin.
Turnitin Submissions Information about how to submit work online can be accessed through the iLearn unit. See here: http://mq.edu.au/iLearn/student_info/assignments.htm#submit_turnitin for more information on Turnitin submissions.
In case of illness and misadventure students need to submit official documentation at least two days before the due date of the assignment. The University’s policy on the special consideration process is available online. You will need to lodge your request for special consideration by logging into http://ask.mq.edu.au with your OneID.
Plagiarism
The University defines plagiarism in its rules: "Plagiarism involves using the work of another person and presenting it as one's own." Plagiarism is a serious breach of the University's rules and carries significant penalties. You must read the University's practices and procedures on plagiarism. These can be found in the Handbook of Undergraduate Studies or on the web at: http://www.student.mq.edu.au/plagiarism/
The policies and procedures explain what plagiarism is, how to avoid it, the procedures that will be taken in cases of suspected plagiarism, and the penalties if you are found guilty. Penalties may include a deduction of marks, failure in the unit, and/or referral to the University Discipline Committee. Unit Schedule
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Assessment Tasks
| Name | Weighting | Due |
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| Participation | 10% | Weekly from Week 2 to Week 13 |
| Presentation | 20% | In Tutorials Week 3-13 |
| Mid Session Assessment | 30% | Week 8 |
| Campaign Proposal | 40% | Week 13 |
Participation
Due: Weekly from Week 2 to Week 13
Weighting: 10%
Participation in class discussions and active contributions.
Students are expected to lead and participate in discussions and activities around the readings allocated for tutorials and to attend and be punctual for at least 90% of the lectures and tutorials. Marks will be awarded for participation in class discussions and general contributions (N.B. marks are awarded for ‘participation’ rather than attendance). Failure to attend and participate in all classes could result in exclusion and consequent failure in the unit. It is the responsibility for the student to contact the lecturer/tutor and explain reasons for absence from class. Irregular attendance will affect the participation mark for the unit.
On successful completion you will be able to:
- 1. Understand and explain the relationships between public relations and advertising, the media, international actors (state, national, NGOs and international enterprise) and the international public
- 3. Analyse critically PR communication campaigns
- 4. Appraise the role of mass communication as a continuation and/or tool of foreign policy
- 6. Examine case studies addressing international activities and agenda such as military intervention, trade policy, environmental protection, health promotion and anti-terrorism
- 7. Demonstrate knowledge and communicate it to the class and participate in discussions
Presentation
Due: In Tutorials Week 3-13
Weighting: 20%
Tutorial Presentations
In the tutorial presentation, you will summarise the week’s readings and present a real-life example relating to the week's reading. The emphasis is on relating the concepts from the readings to a real life scenario of interest and familiarity to yourself. You may use audio-visual clips and group activities that engage the class rather than a straight presentation.
On successful completion you will be able to:
- 1. Understand and explain the relationships between public relations and advertising, the media, international actors (state, national, NGOs and international enterprise) and the international public
- 2. Interpret the theories and practices surrounding intercultural communication and how they relate to public diplomacy and media and foreign policy
- 3. Analyse critically PR communication campaigns
- 4. Appraise the role of mass communication as a continuation and/or tool of foreign policy
- 5. Apply public relations theories in creating an international communication campaign
- 6. Examine case studies addressing international activities and agenda such as military intervention, trade policy, environmental protection, health promotion and anti-terrorism
- 7. Demonstrate knowledge and communicate it to the class and participate in discussions
Mid Session Assessment
Due: Week 8
Weighting: 30%
A 10 question written test administered during the lecture hours in Week 8. Tutorial activity will be held as usual between 10.30 and 11.30am
This will be a test to be conducted during the lecture hours (Tuesday 11.30 am to 1.30 pm) in Week 8. It will consist of 10 questions based on the readings and lectures from weeks 1 to 7 (inclusive). The test will ask you to define some fundamental concepts, discuss relevance and importance of the concepts you have studied, and/or give examples. Lecture questions during the previous weeks’ tutorials should give you a good indication of the direction you should take in your preparation for the test.
The only exception to not sitting an in-class test or examination at the designated time is because of documented illness or unavoidable disruption. In these circumstances you should consider applying for Special Consideration otherwise you will not receive any mark for this component of assessment.
On successful completion you will be able to:
- 1. Understand and explain the relationships between public relations and advertising, the media, international actors (state, national, NGOs and international enterprise) and the international public
- 2. Interpret the theories and practices surrounding intercultural communication and how they relate to public diplomacy and media and foreign policy
Campaign Proposal
Due: Week 13
Weighting: 40%
A clearly designed PR campaign proposal (2000 words) based on concepts taught in class
2000 words public relation campaign proposal.
Requirement:
Imagine you are a PR consultant for an organisation (choose one from the Topics below), you are required to design a public relations campaign and present the PR campaign proposal to the organisation for which you are working. The proposal should cover the following:
- Identification of the objectives of your communication campaign;
- Background information of the organisation (historical, social, political, and cultural contexts, etc.)
- Identification of the existing problems/threats;
- Proposed/expected new developments;
- Identification of actors (active/passive) involved and stakeholders affected by or affecting the campaign;
- Discussion of how your strategies of communication, media management and evaluation will address each set of actors and stakeholders. Please demonstrate your knowledge and understanding of concepts from the readings and their bearing on your chosen strategies and over all campaign.
Please refer also to “Structure of the campaign proposal”, which explains how these contents should be structured in the proposal.
Topics:
Choose one from the following scenarios:
1. Imagine that you are a public relations consultant for a national campaign to change the public behaviour of Australians when they travel abroad. You have been hired by the Australian government to design an innovative and effective communication campaign that will achieve this outcome.
2. Imagine that you are a public relations consultant for a corporation. You have been hired to design an innovative and effective communication campaign to promote its social profile and image in domestic and international contexts.
Structure of the campaign proposal
Your proposal can begin with a brief synopsis outlining the problems and opportunities. Executive summaries should concentrate on only the most salient points and recommendations. (Re. cases studies in reading materials)
Your proposal should contain the following eight sections:
- Situation analysis: This will be the introduction of the proposal. In this section, you should outline the problems or opportunities, comment on its implications, and identify possible consequences if no action is taken.
- Objectives: Clearly describe the outcomes to be attained. Explain your objectives by relating them to the situation discussed in the above section.
- Audiences: Identify the types of audiences targeted by your campaign. Discuss the relationship between them and your organization. Discuss their profiles.
- Strategy: Describe your strategy while detailing the process by which you will achieve the above stated objectives and outcomes.
- Tactics: Describe the specific activities that will operationalise your strategies towards the achievement of your stated objectives.
- Schedule/ Timeline: Develop a task-time matrix that covers all the major tasks to be conducted. This can follow a Gant chart or any model chosen from your readings
- Budget: Identify items of expected costs and potential resources for the campaign.
- Monitoring and Evaluation: address how you will measure the effect of your campaign.
On successful completion you will be able to:
- 1. Understand and explain the relationships between public relations and advertising, the media, international actors (state, national, NGOs and international enterprise) and the international public
- 2. Interpret the theories and practices surrounding intercultural communication and how they relate to public diplomacy and media and foreign policy
- 5. Apply public relations theories in creating an international communication campaign
Delivery and Resources
Classes
Number and length of classes: 1 x 2 hour lecture and 1 x 1 hour tutorial
Attendance at the tutorial is compulsory
The timetable for classes can be found on the MQC Student Portal at: http://student.mqc.edu.au/
Required and Recommended Texts and/or Materials
All the required readings are in the ICOM 203 Course Reader available from the Co-op bookshop.
All prescribed textbooks will be made available to students to purchase at the Phillip Street Coop Bookshop. Students will be able to view a full list of textbooks for all units on the Noticeboard link on the Student Portal at http://student.mqc.edu.au/
Selected Bibliography / Recommended Reading:
Black, Caroline (2002) The PR Practitioner’s desktop guide, Sydney: Richmond
Clarke, John, Janet Newman, Nick Smith, Elizabeth Vidler and Louise Westmarland (2007) Creating Citizen-Consumers. Changing Publics and Changing Public Services, London: Sage
Coombs, W. Timothy and Sherry J. Holladay (2007) It’s Not Just PR. Public Relations in Society. Malden, MA: Blackwell,
Cowan, Geoffrey (2004) ‘Can we make them love us? Public Diplomacy after 9/11’, In: Kamalipour, Yahya R. and Nancy Snow War, Media, and Propaganda. A Global Perspective. Lanham: Rowman&Littlefield, pp. 227-235
Curtin, Patricia A. (2007) International Public Relations. Negotiating Culture, Identity, and Power. London: Sage
De Mooij, Marieke (2005) Global Marketing and Advertising. Understanding Cultural Paradoxes, London: Sage
Desanto, Barbara and Jo Petherbridge (2002) ‘BBC America: how Britain won the colonies back’, In: Moss, Danny and Barbara DeSanto Public Relations Cases. International Perspectives, London: Routledge, pp. 39-50
Guth, David W. And Charles Marsh (2006) Public Relations. A Values-Driven Approach, Boston: Pearson
Heath, Robert L. (ed) (2001) Handbook of Public Relations. Thousand Oaks: Sage
Jamieson, Kathleen Hall and Karlyn Kohras Campbell (1997) The Interplay of Influence. News, Advertising, Politics, and the Mass Media, Forth Edition, London: Wadsworth, pp. 292-306
Kellner, Douglas (2004) ‘Spectacle and Media Propaganda in the War on Iraq: A Critique of U.S. Broadcasting Networks’, In: Kamalipour, Yahya R. and Nancy Snow War, Media, and Propaganda. A Global Perspective. Lanham: Rowman&Littlefield, pp. 65-77
Leiss, William, Stephen Kline and Sut Jhally (1986) Social Communication in Advertising. Persons, Products and Images of Well-Being. London: Methuen
Mattelart, Armand (1991) Advertising International. The Privatization of Public Space, London: Routledge
Miller, David and William Dinan (2008) A Century of Spin. How Public Relations became the cutting edge of corporate power, London: Plato
Moloney, Kevin (2006) Rethinking Public Relations, Second edition, London: Routledge
Newsom, Doug (2004) This is PR. The Realities of Public Relations, eighth edition, London: Thomson Wadsworth
Parkinson, Michael G. And Daradirek Ekachai (2006) International and Intercultural Public Relations. A Campaign Case Approach. Boston: Sage
Reynolds, Sana and Deborah Valentine (2004) Guide to Cross-Cultural Communication. Upper Saddle River, NJ: Pearson Prentice Hall.
Schmidt, Wallace V., Conaway, Roger N., Easton Susan S. And William J. Wardrope (2007) Communication Globally. Intercultural Communication and International Business. London: Sage
Thomas, David C. (2003) Readings and Cases in International Management. A Cross-Cultural Perspective. London: Sage
Tilson, Donn James and Emmanuel C. Alozie (2004) Toward the Common Good. Perspectives in International Public Relations, Boston: Pearson
Wilcox, Dennis L., Glen T. Cameron, Philip H. Ault and Warren K. Agee (2003) Public Relations. Strategies and Tactics, seventh edition, Boston: Pearson
Knightley, Phillip. (1989) The First Casualty. Sydney: Pan Books
Technology Used and Required
Online units can be accessed at: http://ilearn.mq.edu.au/.
PC and Internet access are required. Basic computer skills (e.g., internet browsing) and skills in word processing are also a requirement.
Please consult teaching staff for any further, more specific requirements.
Learning and Teaching Activities
Participation in Seminar style classroom discussions
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/
Results
Results shown in iLearn, or released directly by your Unit Convenor, are not confirmed as they are subject to final approval by the University. Once approved, final results will be sent to your student email address and will be made available in eStudent. For more information visit ask.mq.edu.au.
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
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.
Graduate Capabilities
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
- 4. Appraise the role of mass communication as a continuation and/or tool of foreign policy
- 5. Apply public relations theories in creating an international communication campaign
- 6. Examine case studies addressing international activities and agenda such as military intervention, trade policy, environmental protection, health promotion and anti-terrorism
- 7. Demonstrate knowledge and communicate it to the class and participate in discussions
Assessment tasks
- Presentation
- Campaign Proposal
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
- 3. Analyse critically PR communication campaigns
- 5. Apply public relations theories in creating an international communication campaign
- 6. Examine case studies addressing international activities and agenda such as military intervention, trade policy, environmental protection, health promotion and anti-terrorism
- 7. Demonstrate knowledge and communicate it to the class and participate in discussions
Assessment tasks
- Presentation
- Mid Session Assessment
- Campaign Proposal
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:
Learning outcome
- 2. Interpret the theories and practices surrounding intercultural communication and how they relate to public diplomacy and media and foreign policy
Assessment task
- Campaign Proposal
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
- 2. Interpret the theories and practices surrounding intercultural communication and how they relate to public diplomacy and media and foreign policy
- 3. Analyse critically PR communication campaigns
- 4. Appraise the role of mass communication as a continuation and/or tool of foreign policy
- 5. Apply public relations theories in creating an international communication campaign
- 6. Examine case studies addressing international activities and agenda such as military intervention, trade policy, environmental protection, health promotion and anti-terrorism
Assessment tasks
- Presentation
- Mid Session Assessment
- Campaign Proposal
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
- 1. Understand and explain the relationships between public relations and advertising, the media, international actors (state, national, NGOs and international enterprise) and the international public
- 2. Interpret the theories and practices surrounding intercultural communication and how they relate to public diplomacy and media and foreign policy
- 3. Analyse critically PR communication campaigns
- 4. Appraise the role of mass communication as a continuation and/or tool of foreign policy
- 5. Apply public relations theories in creating an international communication campaign
- 6. Examine case studies addressing international activities and agenda such as military intervention, trade policy, environmental protection, health promotion and anti-terrorism
- 7. Demonstrate knowledge and communicate it to the class and participate in discussions
Assessment tasks
- Presentation
- Mid Session Assessment
- Campaign Proposal
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
- 4. Appraise the role of mass communication as a continuation and/or tool of foreign policy
- 5. Apply public relations theories in creating an international communication campaign
- 6. Examine case studies addressing international activities and agenda such as military intervention, trade policy, environmental protection, health promotion and anti-terrorism
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
- 1. Understand and explain the relationships between public relations and advertising, the media, international actors (state, national, NGOs and international enterprise) and the international public
- 5. Apply public relations theories in creating an international communication campaign
- 6. Examine case studies addressing international activities and agenda such as military intervention, trade policy, environmental protection, health promotion and anti-terrorism
- 7. Demonstrate knowledge and communicate it to the class and participate in discussions
Assessment tasks
- Participation
- Presentation
- Mid Session Assessment
- Campaign Proposal
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:
Learning outcomes
- 5. Apply public relations theories in creating an international communication campaign
- 6. Examine case studies addressing international activities and agenda such as military intervention, trade policy, environmental protection, health promotion and anti-terrorism
Assessment tasks
- Participation
- Campaign Proposal
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:
Learning outcomes
- 5. Apply public relations theories in creating an international communication campaign
- 6. Examine case studies addressing international activities and agenda such as military intervention, trade policy, environmental protection, health promotion and anti-terrorism
Assessment task
- Presentation