Assessment tasks are aligned to the unit Learning Outcomes. Timely submission of assessment tasks is a unit requirement or penalties apply. Unless a Special Consideration request has been submitted and approved, (a) a penalty for lateness will apply – two (2) marks out of 100 will be deducted per day for assignments submitted after the due date – and (b) no assignment will be accepted more than seven (7) days (incl. weekends) after the original submission deadline. 

You are required to attend all tutorials and engage with all lectures. As participation in the process of learning is linked to and underpins the unit Learning Outcomes, you will need to either apply for Special Consideration to cover any missed tutorial if the disruption is greater than three consecutive days or supply appropriate documentation to your unit convenor for any missed tutorial if less than three consecutive days.

For unit assessment requirements and standards for this unit, please refer to the Assessment Policy (Schedule 1): https://staff.mq.edu.au/work/strategy-planning-and-governance/university-policies-and-procedures/policies/assessment

Additional information

MMCCS website: https://www.mq.edu.au/faculty-of-arts/departments-and-schools/department-of-media,-music,-communication-and-cultural-studies

Information is correct at the time of publication

Lectures and Tutorials MMCC8020 consists of a 2 hour weekly seminar. Seminars begin in Week 2. Students are expected to listen/watch prescribed audio-visual materials and read assigned readings prior to their seminar to ensure they are prepared for class discussions and activities.

Audio-Visual Materials and Required Reading

Audio-visual materials and set readings will be available electronically via iLearn.

Recommended Textbooks:

The below 3 books are highly recommended. They collectively cover the main focus areas of this unit and will reinforce much of the lecture content. They will provide further examples and explanation that can be applied to assessment tasks and tutorial discussions and activities. They are available for loan via Macquarie University and can be purchased online e.g. through Booktopia. 

Sutherland, K., Ali, S. and Khattab, U. (2019) Public Relations and Strategic Communication. Oxford University Press: Melbourne. (Covers all weekly topics)

Johnston, J. and Rowney, K. (2018) Media Strategies: Managing content, platforms and relationships. Allen and Unwin: Sydney. (In-depth on media relations)

Brataas, K. (2018) Crisis Communication: Case Studies and Lessons Learned from International Disasters. Routledge: NY. (In-depth on crisis communication)

Technology required

Students are expected to access iLearn: https://ilearn.mq.edu.au/ at least once a week and keep up-to-date with announcements and new materials. Students are also advised to check their student emails regularly for ilearn and unit updates. They should be able to access pertinent scholarly and professional information from the library and from broader online, media and social media sources.

Weekly Topics:

• Introduction to PR and the Communications Industry
• Media engagement strategies
• Understanding and defining key publics  
• Research used in PR practice
• Ethical behaviour and codes of practice in PR
• Crisis Communication: Cases and Techniques
• Government and Political Communications
• Community Engagement and NGOs 
• Corporate Social Responsibility and Corporate PR
• International and Multicultural PR
• Internal PR/Employee Communications