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.

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: 

https://www.oup.com.au/books/higher-education/media,-journalism-and-public-relations/9780190304614-public-relations-and-strategic-communication-ebook?id_op=rQl9OuV-3o90

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:

Booktopia

Zookal

Amazon

The Nile

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

• Week 1: Introduction to PR and the Unit
• Week 2: Building Relationships with Key Publics: Theories and Principles of PR

Module 2: Media Relations and Organisational Storytelling

• Week 3: Principles of Media Relations and Organisational Storytelling 
• Week 4: Research in PR: Identifying Key Publics, Channels, Messages 
• Week 5: Writing, Producing and Presenting Content: Branding and Multimedia Masterclass 

Module 3: Ethics, Issues and Crises

• Week 6: Ethical and Legal Considerations in PR
• Week 7: Corporate Social Responsibility
• Week 8: Issues and Crisis Communication: Principles and Approaches
• Week 9: Activist, NGO and Change Campaigns

Module 4: Other PR Specialisations

• Week 10: Government and Political PR: Citizen Engagement and Public Affairs
• Week 11: International and Multicultural PR 
• Week 12: Employee Experience/Internal PR