Notice
As part of Phase 3 of our return to campus plan, most units will now run tutorials, seminars and other small group activities on campus, and most will keep an online version available to those students unable to return or those who choose to continue their studies online.
To check the availability of face-to-face and online activities for your unit, please go to timetable viewer. To check detailed information on unit assessments visit your unit's iLearn space or consult your unit convenor.
Unit convenor and teaching staff |
Unit convenor and teaching staff
Convenor, Lecturer, Tutor
Lauren Gorfinkel
Contact via email
Tuesdays 1-2pm
Tutor
Raymond Welling
Contact via email
Tutor
Tanya Muscat
Contact via email
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Credit points |
Credit points
10
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Prerequisites |
Prerequisites
40cp at 1000 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 is an introduction to the theory and practice of Public Relations (PR) and Social Media. Students will explore the dominant perceptions of PR and Social Media, while investigating its presence in our everyday life. We will examine the relationship between PR and Social Media with a focus on media relations, crisis communication, corporate social responsibility and not-for-profit campaigns. The unit will enable you to be informed about the role that PR and Social Media 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 in preparation for a career in public communications and the media.
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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:
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.
To achieve the full benefit of learning in this unit, it is crucial to engage with the lectures, read the set readings, and actively participate in the tutorials. The tutorials will be heavily focused on discussing important knowledge and understandings of the industry, workshopping ideas and developing projects that will form the basis of your assessments, and practicing other important skills relevant to a career in public relations and social media.
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.
Name | Weighting | Hurdle | Due |
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Media Relations Campaign | 60% | No | Written: 11.59pm, Fri, April 2; Video: 9am, Mon, April 19 |
PR and Social Media Essay | 40% | No | 11.59pm, Friday 28 May, 2021 (Wk 12) |
Assessment Type 1: Presentation
Indicative Time on Task 2: 48 hours
Due: Written: 11.59pm, Fri, April 2; Video: 9am, Mon, April 19
Weighting: 60%
For this assessment, you will prepare a media relations campaign for a client (an organization or individual). The campaign will include such items as an email pitch to a journalist, a media release and a video for your client explaining your choice of media outlet, journalist, angle and other background research. Refer to iLearn for further information.
Assessment Type 1: Essay
Indicative Time on Task 2: 37 hours
Due: 11.59pm, Friday 28 May, 2021 (Wk 12)
Weighting: 40%
For this assessment you will write an essay analysing an organisation’s use of social media in a crisis or for awareness and action. Refer to iLearn for further information.
1 If you need help with your assignment, please contact:
2 Indicative time-on-task is an estimate of the time required for completion of the assessment task and is subject to individual variation
Lectures and Tutorials MMCC2100 consists of a 1-hour live lecture (online) and a 1-hour tutorial (online or on-campus depending on tutorial, check timetable). Lectures begin in Week 1, while tutorials begin in Week 2.
Students are expected to engage in the lecture (live or recorded), read the assigned readings, and engage with any set tutorial/workshop questions prior to their tutorial to ensure they are prepared for class discussions and activities. All details will be provided on ilearn.
Audio-Visual Materials
Audio-visual materials including recorded lectures, lecture slides, tutorial materials and online readings will be available via iLearn.
Readings
All required readings are available electronically and linked to the weekly topics in Leganto/ilearn. It is recommended that you start with the set textbook first where listed and move on to other readings to assist with your assessment tasks and if you have more time. A weekly reading guide will be available on ilearn.
Textbook
The following book is the set texbook for this unit:
Sutherland, K., Ali, S. and Khattab, U. (2019) Public Relations and Strategic Communication. Oxford University Press: Melbourne.
The chapters in the book form the weekly readings for most weeks. Unassessed tutorial quizzes will focus on weekly readings from this textbook. Knowledge of content from both the lectures and this book will provide a solid basis for your career in public relations.
The book will be available via ilearn/Leganto as an e-book and there will also be a print edition available via the library. As a limited number of students will be able to access the book at any one time, it is highly recommended that students purchase their own copy in case they are unable to access the library copies when needed.
If you are relying on the library copies please download relevant chapters early (there will be a download limit based on copyright restrictions) or read online (if you have reached the download limit) and log off ASAP to give everyone an opportunity.
If you'd like to purchase your own e-book you can get 20% off the e-book by using the code SAVE20 at the checkout:
If you would like to purchase the book in print, the publisher has noted that the following online retailers have capacity to deliver the Sutherland et. al. book quickly:
Technology required
You are expected to access iLearn: https://ilearn.mq.edu.au/ at least once a week before your tutorial and keep up-to-date with lectures, announcements and new materials. You are also advised to check their student emails regularly for ilearn and unit updates. You should be able to access pertinent scholarly and professional information from the library online and from broader online, media and social media sources.
You will also be required to create a video, which can be captured through a Zoom recording, recorded PowerPoint or via your mobile phone. If you have any issues with access to technology, please consult with the unit convenor as soon as possible. You are advised to test out technology in the first week of the unit (don't wait until the week your assignment is due). If you have any technical difficulties please contact onehelp@mq.edu.au for assistance.
Module 1: Introduction
Module 2: Media Relations and Organisational Storytelling
Module 3: Ethics, Issues and Crises
Module 4: Other PR Specialisations
Macquarie University policies and procedures are accessible from Policy Central (https://policies.mq.edu.au). Students should be aware of the following policies in particular with regard to Learning and Teaching:
Students seeking more policy resources can visit Student Policies (https://students.mq.edu.au/support/study/policies). It is your one-stop-shop for the key policies you need to know about throughout your undergraduate student journey.
To find other policies relating to Teaching and Learning, visit Policy Central (https://policies.mq.edu.au) and use the search tool.
Macquarie University students have a responsibility to be familiar with the Student Code of Conduct: https://students.mq.edu.au/admin/other-resources/student-conduct
Results published on platform other than eStudent, (eg. iLearn, Coursera etc.) 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 or if you are a Global MBA student contact globalmba.support@mq.edu.au
Macquarie University provides a range of support services for students. For details, visit http://students.mq.edu.au/support/
Learning Skills (mq.edu.au/learningskills) provides academic writing resources and study strategies to help you improve your marks and take control of your study.
The Library provides online and face to face support to help you find and use relevant information resources.
Students with a disability are encouraged to contact the Disability Service who can provide appropriate help with any issues that arise during their studies.
For all student enquiries, visit Student Connect at ask.mq.edu.au
If you are a Global MBA student contact globalmba.support@mq.edu.au
For help with University computer systems and technology, visit http://www.mq.edu.au/about_us/offices_and_units/information_technology/help/.
When using the University's IT, you must adhere to the Acceptable Use of IT Resources Policy. The policy applies to all who connect to the MQ network including students.
Date | Description |
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16/02/2021 | Adjustment of assessment date |
Unit information based on version 2021.02 of the Handbook