Unit convenor and teaching staff |
Unit convenor and teaching staff
Convenor
Qin Guo
Contact via qin.guo@mq.edu.au
Y3A 158
Monday 9 am - 12 noon (Please make appointment via email.)
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Credit points |
Credit points
3
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Prerequisites |
Prerequisites
15cp at 100 level or above
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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 relations; theories and concepts of public diplomacy and soft power; the application of media as an arm of foreign policy; and case studies of international public relations in the contemporary global society. Students will learn theories and strategies of international public relations, and are expected to apply these theories and strategies to design an international public relations project.
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Information about important academic dates including deadlines for withdrawing from units are available at https://www.mq.edu.au/study/calendar-of-dates
On successful completion of this unit, you will be able to:
1. Assessment tasks are aligned to the unit learning outcomes. Timely submission of assessment tasks is a unit requirement or penalties apply.
2. Tasks 10% or less: No extensions will be granted. Students who have not submitted the task prior to the deadline will be awarded a mark of 0 for the task, except for cases in which an application for Disruption to Studies is made and approved.
3. Tasks above 10%: Students who submit late work without an extension will receive a penalty of 10% per day. This penalty does not apply for cases in which an application for Disruption to Studies is made and approved.
4. Re-Marks: The in-session re-mark application form is available at http://www.mq.edu.au/pubstatic/public/download/?id=167914
Name | Weighting | Hurdle | Due |
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Participation | 10% | No | week 2 - week 13 |
Weekly Seminar | 10% | No | Week 4 - Week 9 |
Quiz | 10% | No | Week 2 - Week 5 |
Essay | 30% | No | Week 5, Monday |
Final Project | 40% | No | Week 11 |
Due: week 2 - week 13
Weighting: 10%
Students are required to actively engage in and contribute to the learning and teaching process in the class. Marks will be awarded for engagement in class discussions/presentations and other teaching and learning activities, and contributions to the learning process.
As participation in the process of learning is linked to and underpins the unit Learning Outcomes, you will need to apply for Disruptions to Studies to cover any missed tutorial.
Participation will be assessed using the following criteria:
Due: Week 4 - Week 9
Weighting: 10%
In groups, students will present their research on the topic taught in the previous week’s lecture. The seminar is expected to link the readings of the week with a case in the real world to demonstrate knowledge and understanding of the topic. The seminar should be engaging. Participation of the rest of the tutorial class is expected.
The seminar will run for 30 - 40 minutes. Each group are required to submit an outline of the seminar, based on the reading of the topic, one week before it takes place. The outline needs to cover the following aspects:
A hard copy of the proposal is required to be submitted to the tutor one week before the seminar takes place. Late submission will incur mark penalty.
The assessment of the seminar includes individual assessment (6 marks) and team assessment (4 marks).
Individual assessment criteria:
1) Demonstrated knowledge and understanding of the week’s topic (concepts, theories and their relations with the real world) (4 marks).
2) Demonstrated effectiveness of inter-communication in intercultural context, including engaging the whole class and responding to audience (2 marks).
Team assessment criteria:
1) Submission of a well-developed seminar proposal (2 marks).
2) Demonstrated efficiency of teamwork and time management capacity during the presentation (2 marks).
Due: Week 2 - Week 5
Weighting: 10%
Students are required to complete the quizzes on the iLearn in Week 2, Week 3, Week 4 and Week5. The quizzes are based on the contents of the reading and lecture of the week. The quizzes will open after the lecture each week and will close for entry at 5pm on Sunday each week. This assignment aims to assess student’s knowledge of the topic taught in the current week.
Assessment Criteria
Due: Week 5, Monday
Weighting: 30%
Students are required to submit an essay on the concepts of public relations and advertising in international contexts. The essay is due by Monday Week 5. The word limit is 1000, with a 10% leniency.
In the essay, you are required to 1) discuss the definition of public relations in contrast of the definition of advertising; and 2) discuss the four basic models of public relations taught in this unit.
Marking criteria
Submission of the essay
Electronic submission via Turnitin is required. Deadline of the submission is 5pm on Monday of Week 5. Late submission will incur a penalty of 10% of the total mark of the assignment per day, including weekends and public holidays.
Due: Week 11
Weighting: 40%
Working in groups, students are required to design an international public relations project and present the plan (project proposal) in the class. The plan (project proposal) should reflect your understanding of the elements of a public relations plan taught in this unit.
The final project assesses students’ knowledge of international public relations theories and methods, and the capability to apply knowledge and understanding in real world practical settings. Understanding of the readings and lectures about public relations design and planning are particularly crucial to your performance in this assessment. Therefore, please review closely what have been taught in this unit while working on your final project.
Every student should contribute to the project and have as much equal opportunity as possible at the presentation.Students are required to work in groups to complete the final project. However, they will be marked individually based on:
Work to be submitted/presented for this assessment includes the PR project proposal, the presentation and teammate evaluation.
Project Proposal (10 marks)
Each group submit ONE international public relations project proposal: 2000 words, with a 10% leniency, due by 5pm Monday of Week 11.
The proposal should incorporate theories and practices surrounding intercultural communication and international public relations. In particular, it should cover the following:
Marking Criteria for the PR Project Proposal
The Project Proposal will be marked using the following criteria:
Each group is required to submit ONE project proposal via Turnitin by the deadline. Late submission will incur a penalty of 10% of the total mark of the assignment per day, including weekends and public holidays.
Presentation (team and individual performance 25 marks)
Presentation of the project to the class (Week 11-13). Each group will be given 20 minutes for the presentation, and 5 minutes for answering questions from the audiences.
Assessment criteria of the team performance at the presentation
Assessment criteria of the individual performance at the presentation
Teammate evaluation (5 marks)
Each student submits an evaluation on the teammates within the group, using the Teammate Evaluation Form. This will include a recommended mark for each of the teammates based on their performance in the process of preparing the group project in terms of their attitude, initiative, and contribution. Please refer to the Teammate Evaluation Rubric for detailed marking standards.
The unit will be delivered on campus in forms of lectures and tutorials. Students are expected to complete the reading and reflect on the reading questions of the week before attending the lecture and tutorial. All required reading materials are available in the Reader of ICOM203.
Students are expected to make use of material and information available in the library, on the internet and other published resources to enrich their study experiences.
1. Lectures - Students are expected to attend the lectures (or iLecture). Lecture notes (PPTs) will be uploaded onto iLearn each week after the lecture. Updated weekly reading list can be found in the end of each week's lecture PPT.
2. Tutorials - Students are required to attend and actively participate in the weekly tutorials.
3. Course reader - All students are required to purchase the Reader of this unit which is available from Macquarie University Coop Bookshop.
4. iLearn - The iLearn is an important information resource and communication platform for this unit. Important information about learning and teaching of this unit will be distributed through iLearn. It is expected that all students are visiting the iLearn regularly.
5. MQ email – Please check your MQ email regularly. This is the major channel the lecturer and tutors will use to circulate important information and announcement.
Session1 – Unit Overview and Theoretical introduction
The lecture will present general information of this unit and an overview of the field of international PR.
Where to position the field of ‘International PR and Advertising’? What will you learn?
This unit is concerned with the inclusion of cultural differences, environmental changes in the practice of international PR, predominantly from the perspective of governments, nongovernment organizations, multinational corporations and media.
Reading:
No tutorial in Week 1.
Session2 – History of Public Relations and Advertising
An overview is given about the history of PR – a field which originated in the United States. Highlighted are the ‘American values’ that are still part of the practice of PR and Advertising. In general an approach is taken using cultural studies and international communication concepts to develop international public relations theory.
What is Public Relations? What is International Public Relations?
Readings:
Chia, Joy and Synnott, Gae (2012) An Introduction to Public Relations and Communication Management Sydney: Oxford University Press, pp4-12
Wilcox, Dennis L., Glen T. Cameron, Philip H. Ault and Warren K. Agee (2003) Public Relations. Strategies and Tactics, seventh edition, Boston: Pearson, pp. 27-57
Session 3 – Basic Concepts of International PR
What are the basic concepts of International Public Relations? What are the processes of communication and how do people react to public relations and media? How is public opinion constructed and experienced? Recognise the processes of persuasion and manipulation.
Readings:
Littlejohn, Stephen W. (1989) “System Theory”, in Theories of Human Communication. Belmont: Wadsworth
Heath, Robert L. (2001) ‘Defining the Discipline’, In: Heath, Robert L. (ed) Handbook of Public Relations. Thousand Oaks: Sage, pp. 1-9
Chia, Joy and Synnott, Gae (2012) An Introduction to Public Relations and Communication Management Sydney: Oxford University Press, pp31-43
Session 4 – International PR and Public Diplomacy
What is the relationship between international public relations and public diplomacy? How can international public relations be used to promote a government’s policy? What are the challenges for international public relations in terms of promoting a country’s image?
Readings:
Doksoz, Rachael E. (2004) ‘Public Relations and Romania: Tourism and Dracula’s Homeland’, In: Tilson, Donn James and Emmanuel C. Alozie Toward the Common Good. Perspectives in International Public Relations, Boston: Pearson, pp. 163-175
Siddiqui, Kamal and Alam, Quamrul (2010) Diplomacy and Statecraft Prahran:Tilde University Press pp59-69
Session 5 – PR and Marketing in Organisations
International PR plays a significant role in multinational organisations. To this end it is very important to differentiate between public relationsand marketing. How can these tools and strategies be brought together to form an integrated marketing communication approach?
Readings:
Hutton, James G. (2001) ‘Defining the Relationship between Public Relations and Marketing’, In: Heath, Robert L. (ed) Handbook of Public Relations. Thousand Oaks: Sage, pp. 205-214
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
Black, Caroline (2002) The PR Practitioner’s desktop guide, Sydney: Richmond, pp. 61-74
Session 6 – Global Public Relations and Culture
An intercultural communication perspective on PR will be taken. Relevant concepts such as language, culture, identity, representation will be examined. Challenges for Cross-Cultural Communications and PR will be discussed.
Readings:
Curtin, Patricia A. (2007) International Public Relations. Negotiating Culture, Identity, and Power. London: Sage, pp. 35-50
De Mooij, Marieke (2005) Global Marketing and Advertising. Understanding Cultural Paradoxes. London: Sage, pp. 163-189
Session 7 – Regulating Global Public Relations
As global public relations is influencing the lives of many around the world, it needs to be regulated. This week, issues of power are discussed. What are the regulatory institutions vis-a-vis public relations? What are the cultural norms determining the regulation?
Readings:
Curtin, Patricia A. (2007) International Public Relations. Negotiating Culture, Identity, and Power. London: Sage, pp. 51-76
Mattelart, Armand (1991) Advertising International. The Privatization of Public Space, London: Routledge, pp. 174-186
Session 8 – Public Relations Planning
How to develop a PR Strategy? How to develop a media communication campaign?
What are the public relations objectives and strategies? What are the tools and instrument required to create a public relations strategy?
Readings:
Wilcox, Dennis L., Glen T. Cameron, Philip H. Ault and Warren K. Agee (2003) Public Relations. Strategies and Tactics, seventh edition, Boston: Pearson, pp. 144-162
Newsom, Doug (2004) This is PR. The Realities of Public Relations, eighth edition, London: Thomson Wadsworth, pp. 301-316
Session 9– War and Propaganda
This week’s topic is about the manipulation of public opinion by the media, by public relations efforts in particular. How to recognise manipulation? Discuss historical and modern propaganda campaigns from around the world.
Readings:
Knightley, Phillip. (1989) ‘Britannia Rules the News 1975 – 1989’, in Knightley Phillip The First Casualty. Sydney: Pan Books, pp. 427-438
Siddiqui, Kamal and Alam, Quamrul (2010) Diplomacy and Statecraft Prahran:Tilde University Press pp117-131
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
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
Session 10– Identity and Consumption
What is a public? What is the difference between traditional and modern and domestic and international publics? What determines consumption? What are new consumption patterns? Think of influencing/manipulation public opinion in regards to consumption behaviour? What roles does public relations and advertising play in this respect?
Readings:
Clarke, John, Janet Newman, Nick Smith, Elizabeth Vidler and Louise Westmarland (2007) Creating Citizen-Consumers. Changing Publics and Changing Public Services, London: Sage, pp. 121-138
Curtin, Patricia A. (2007) International Public Relations. Negotiating Culture, Identity, and Power. London: Sage, pp 235-252
Sessions 11-13 Research and PR Project
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Assessment Policy http://mq.edu.au/policy/docs/assessment/policy_2016.html
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