COMM12018 - Advanced Public Relations
Term 1 - 2017


All details in this unit profile for COMM12018 have been officially approved by CQUniversity and represent a learning partnership between the University and you (our student). The information will not be changed unless absolutely necessary and any change will be clearly indicated by an approved correction included in the profile.

Overview

Advanced Public Relations draws on the theoretical information learnt in Introduction to Public Relations to assist the student to develop a professional PR campaign. With a focus on professionalism, students will cover ethics, the use of technology in PR and presentation skills in order to develop their campaign. Students will learn the necessary components of a successful PR campaign including the development of goals, objectives, messages themes, strategies, research and evaluation. Within this unit there is an emphasis on ensuring the student is prepared for work in the public relations industry.

Details

Career Level Undergraduate
Unit Level Level 2
Credit Points 6
Student Contribution Band 3A
Fraction of Full-Time Student Load 0.125

Pre-requisites or Co-requisites

Prerequisite: 36 credit points plus COMM11110 plus COMM11007 plus JOUR19024.

Attendance Requirements

All on-campus students are expected to attend scheduled classes – in some units, these classes are identified as a mandatory (pass/fail) component and attendance is compulsory. International students, on a student visa, must maintain a full time study load and meet both attendance and academic progress requirements in each study period (satisfactory attendance for International students is defined as maintaining at least an 80% attendance record).

Offerings

Term 1 - 2017
  • Distance
  • Rockhampton

Website

This unit has a website, within the Moodle system, which is available two weeks before the start of term. It is important that you visit your Moodle site throughout the term. Go to Moodle

Recommended Student Time Commitment

Each 6-credit Undergraduate unit at CQUniversity requires an overall time commitment of an average of 12.5 hours of study per week, making a total of 150 hours for the unit.

Class Timetable

Assessment Overview

Assessment Task Weighting
1. Oral Examination Pass/Fail
2. Group Work 50%
3. Written Assessment 50%

This is a graded unit: your overall grade will be calculated from the marks or grades for each assessment task, based on the relative weightings shown in the table above. You must obtain an overall mark for the unit of at least 50%, or an overall grade of ‘pass’ in order to pass the unit. If any ‘pass/fail’ tasks are shown in the table above they must also be completed successfully (‘pass’ grade). You must also meet any minimum mark requirements specified for a particular assessment task, as detailed in the ‘assessment task’ section (note that in some instances, the minimum mark for a task may be greater than 50%). Consult the University’s Grades and Results Procedures for more details of interim results and final grades.

All University policies are available on the IMPortal.

You may wish to view these policies:

  • Grades and Results Procedure
  • Assessment Policy and Procedure (Higher Education Coursework)
  • Review of Grade Procedure
  • Academic Misconduct Procedure
  • Monitoring Academic Progress (MAP) Policy and Procedure – Domestic Students
  • Monitoring Academic Progress (MAP) Policy and Procedure – International Students
  • Refund and Excess Payments (Credit Balances) Policy and Procedure
  • Student Feedback – Compliments and Complaints Policy and Procedure
  • Acceptable Use of Information and Communications Technology Facilities and Devices Policy and Procedure

This list is not an exhaustive list of all University policies. The full list of University policies are available on the IMPortal.

Evaluation

Term 2 - 2012: The overall satisfaction for students in the last offering of this unit was 3.6 (on a 5 point Likert scale), based on a 38.46% response rate.

Feedback, Recommendations and Responses

Every unit is reviewed for enhancement each year. At the most recent review, the following staff and student feedback items were identified and recommendations were made.

Feedback Source Recommendation
Mix of distance and internal students in groups was challenging Student feedback This course reflects the real world conditions of public relations, where the choice of work colleagues is beyond an individual's control. The mix of distance and internal students provides communication challenges that exist in the real world, and is part of the point of the assessment. The mixture of groups stands.
Word count was not provided for Assessment 1 Student feedback The word count will vary depending on project and type of report, and it is unreasonable to provide a broad word count, since projects will vary. It is recommended that the course coordinator provide a broad word count to each group as required, after the project has been allocated.
Individual assessment submitted before group assessment and did not allow for final comment about the group work. Student feedback Consider revising due date of Individual assessment.
On successful completion of this unit, you will be able to:
  1. demonstrate the importance of research when developing PR strategies
  2. implement PR strategies appropriate to the role of the public relations practitioner to inform ethical, creative and socially responsible practice
  3. complete an effective evaluation of a PR campaign
  4. critique implementation of a PR campaign and make recommendations for possible improvement.

Alignment of Assessment Tasks to Learning Outcomes

Assessment Tasks Learning Outcomes
1 2 3 4
1 - Oral Examination      
2 - Group Work
3 - Written Assessment

Alignment of Graduate Attributes to Learning Outcomes

  • Introductory Level
  • Intermediate Level
  • Graduate Level
Graduate Attributes Learning Outcomes
1 2 3 4
1. Communication  
2. Problem Solving    
3. Critical Thinking
4. Information Literacy    
5. Team Work  
6. Information Technology Competence    
7. Cross Cultural Competence        
8. Ethical practice

Alignment of Assessment Tasks to Graduate Attributes

  • Introductory Level
  • Intermediate Level
  • Graduate Level
Assessment Tasks Graduate Attributes
1 2 3 4 5 6 7 8
1 - Oral Examination
2 - Group Work
3 - Written Assessment

Prescribed Textbooks

THINK Public Relations
Author/s: Wilcox, Cameron, Reber and Shin Year: 2013
Edition: 2nd Publisher: Pearson Education
City: Upper Saddle River State: New Jersey
Country: United States of America
View textbooks at the CQUniversity Bookshop
Note: The textbook is the same textbook as used in COMM11110 Introduction to Public Relations. Students who purchased a textbook for COMM11110 do not need an additional copy.

IT Resources

You will need access to the following IT resources:
  • CQUniversity Student Email
  • Internet
  • Unit Website (Moodle)
All submissions for this unit must use the American Psychological Association (APA) referencing style (details can be obtained here). For further information, see the Assessment Tasks below.
Unit CoordinatorCeleste Lawson (c.lawson@cqu.edu.au)
Note: Check the Term-Specific section for any additional contact information provided by the teaching team
Week Begin Date Module/Topic Chapter Events and Submissions
Week 1 06-03-2017

PRIA code of ethics MEAA code of ethics

Wilcox, Cameron, Reber and Shin (2013) Chapters 13-18

Week 2 13-03-2017

All readings must be completed by week three so the PR campaigns can be implemented.

PRIA code of ethics MEAA code of ethics

Wilcox, Cameron, Reber and Shin (2013) Chapters 13-18

Allocation of groups for PR campaign

Week 3 20-03-2017

Developing the PR campaign

Allocation of PR campaign

Week 4 27-03-2017

CAMPAIGN

Week 5 03-04-2017

CAMPAIGN

Public relations campaign plan Due Friday (07 Apr 17) 04:00 PM AEST
Vacation Week 10-04-2017

CAMPAIGN

Week 6 17-04-2017

CAMPAIGN

Week 7 24-04-2017

CAMPAIGN

Week 8 01-05-2017

CAMPAIGN

Week 9 08-05-2017

CAMPAIGN

Week 10 15-05-2017

CAMPAIGN

Week 11 22-05-2017

Evaluation of PR campaign

Week 12 29-05-2017
Review/Exam Week 05-06-2017

Review Week

Final report and evaluation of campaign Due Monday (05 Jun 17) 09:00 AM AEST
Individual contribution to campaign Due Monday (05 Jun 17) 09:00 AM AEST
Exam Week 12-06-2017

1 Oral Examination

Assessment Title Public relations campaign plan
Task Description

Students will work together, in teams, to complete a public relations campaign for a real client. As these are real clients, there are real consequences attached to the campaign. Full details of the campaign will be provided in Week 2, and students will be expected to commence implementation of the campaign immediately. The due date is dependent on the campaign, but will generally be within the final few weeks of term. Generally, the campaign will be budget neutral (no budget will be allocated for strategies). Students will need to consider types of strategies that can be implemented with no budget.

At the beginning of Week 2, the campaign choices will be posted. Team allocations will occur in Week 3. Details of this process are available on Moodle. By the end of Week 3 it is expected that the team will have arranged meeting times and provide a client contact person. Team members are likely to consist of Distance students, so meetings will need to be organised through a virtual platform (examples will be provided on Moodle), and students will need to communicate regularly as part of the process. How students communicate with team members, and when, will be up to the team, but all students are expected to maintain regular contact. The Moodle site will be updated regularly and students are expected to to maintain regular contact with teaching staff.

Students' ability to complete the campaign and evaluate it will be assessed in Assessment 2, which will be a group submission. This assessment, Assessment 1, is a draft public relations plan about the proposed campaign and requires students to consider their own contribution, and that of other team members. This is a pass/fail assessment. The team must pass this assessment in order to continue with the campaign.

There are three parts to this assessment:

  1. A word document using the same headings as set out in Assessment 2, with dot points outlining the proposed way forward for the team. This is a planning document to help the team think through the required elements of the campaign. Some aspects of the campaign may change during implementation. (Don't forget to consider how the campaign will be evaluated once completed.) There is no word count as it will depend on the nature of the campaign - but aim for about 2000 words. This document may then form the draft of the final written document in Assessment 2.
  2. A timeline of tasks (in the form of a GANTT chart). This must set out tasks of individual team members AS WELL AS a proposed timeline for implementation of the strategies and tactics in the campaign.
  3. An oral presentation provided to the Course Coordinator or tutor, where the document and timeline will be presented. Students will discuss the project with the Course Coordinator or tutor during this meeting. The presentation can take place at any time after the allocation of the project, but must be completed prior to the end of Week 5. Groups are responsible for arranging the meeting time with the Course Coordinator or tutor. On campus students may use tutorial times. Distance students are encouraged to schedule the meeting during the Course Coordinator's set contact hours.
A pass grade means that the group has been given permission to implement the campaign, and the team can commence implementation immediately.

A fail grade means that the Course Coordinator or tutor deems the project unsuitable or unachievable. Teams will have one opportunity to resubmit the plan. A pass grade must be achieved in Assessment 1 to pass the course overall.

Once approval to proceed is given, the written document may be provided to the client, if the client requests it.

Assessment Due Date Week 5 Friday (07-Apr-2017) 04:00 PM AEST
Return Date to Students Grade will be provided immediately upon presentation.
Weighting Pass/Fail
Assessment Criteria
This is a pass/fail assessment. The document and GANTT chart must be submitted and the presentation must be successfully undertaken in order for the team to be given permission to implement the campaign. A pass grade must be achieved in Assessment 1 to pass the course overall.
Conditions Minimum mark or grade - Pass
Referencing Style American Psychological Association (APA)
Submission Online
Group submission

One group member (only) to submit the plan and the GANTT chart prior to the scheduled presentation time.

Learning Outcomes Assessed
This section can be expanded to view the assessed learning outcomes

1. demonstrate the importance of research when developing PR strategies

Graduate Attributes
This section can be expanded to view the assessed graduate attributes

1. Communication

2. Problem Solving

3. Critical Thinking

4. Information Literacy

5. Team Work

6. Information Technology Competence

7. Cross Cultural Competence

8. Ethical practice



2 Group Work

Assessment Title Final report and evaluation of campaign
Task Description

Students will implement the campaign from Assessment 1.

Students are required to complete a report and evaluation of the campaign. This is the report that will be provided to the client, which explains what the public relations project set out to do, and what was ultimately achieved.

This is a formal written report in the form of a public relations campaign report (as completed in COMM11110 Introduction to Public Relations) which will include the situation analysis, campaign goal, objectives, strategies, tactics, target publics, key messages and evaluation. The report is to be set out using the following headings:

  • Introduction - broad outline of the campaign.
  • Situation analysis - explain the need for the campaign, background to the organisation/client.
  • Goal - achievable and relevant goal identified. (One goal only.)
  • Objectives - realistic and measurable. (Up to two or three objectives.)
  • Target publics - including justification of why publics were selected.
  • Strategies - no more than three per objective; ensure strategies are achievable and creative; appropriate to target publics; and budget neutral.
  • Tactics - explains implementation of strategies.
  • Logistics of implementation - includes consideration of budgetary constraints, timeline, ethical issues. Explains any issues as a result of implementation.
  • Evaluation - considered in terms of goal and objectives.

Presentation:

  • Report to be written to be presented to the client at the conclusion of the campaign
  • Report format with headings
  • Double line spacing
  • Professional presentation
  • Word document
  • Graphs and/or photos can be included but total file size cannot exceed 10MB.

There is no word count. One team member will submit the final report on behalf of the team.

Unless there are exceptional circumstances, all team members will receive the same grade. It is up to the individual team members to negotiate how the final report will be written. Teams may choose to allocate different sections to each team member, or the team may allocate one member to write the report and each team member provides the relevant content to that member. It is strongly recommended that one team member be the coordinator of the final document.

Students will be assessed on the quality of the written report, and the quality of the evaluation. The report is a professional report and will be provided to the client upon completion of the campaign.

Please note: a project that does not achieve the objectives will not necessarily result in a fail grade. If the objectives are not achieved, the reasons why they were not achieved will form part of the evaluation.
Assessment Due Date Review/Exam Week Monday (05-Jun-2017) 09:00 AM AEST
Return Date to Students One week after submission.
Weighting 50%
Assessment Criteria

A marking matrix is available on Moodle.

Students will be assessed on the quality of the written report, and the quality of the evaluation. The report is a professional report and will be provided to the client.

Please note: a project that does not achieve the objectives will not necessarily result in a fail grade. If the objectives are not achieved, the reasons why they were not achieved will form part of the evaluation.


Referencing Style American Psychological Association (APA)
Submission Online
Group submission

The final report will be submitted by one group member only.

Learning Outcomes Assessed
This section can be expanded to view the assessed learning outcomes

1. demonstrate the importance of research when developing PR strategies

2. implement PR strategies appropriate to the role of the public relations practitioner to inform ethical, creative and socially responsible practice

3. complete an effective evaluation of a PR campaign

4. critique implementation of a PR campaign and make recommendations for possible improvement.

Graduate Attributes
This section can be expanded to view the assessed graduate attributes

1. Communication

2. Problem Solving

3. Critical Thinking

4. Information Literacy

5. Team Work

6. Information Technology Competence

7. Cross Cultural Competence

8. Ethical practice



3 Written Assessment

Assessment Title Individual contribution to campaign
Task Description

The assessment will consist of:

1. Reflective Journal (25%): Students are required to keep a record each week of what has been done, contribution to the team effort, and to the campaign as a whole. The weekly entries must include details such as:

  • What did you do this week that contributed to the overall success of the project? Are you doing what you should? Can you do better? In what way?
  • Is what you are currently doing challenging you in any way? In what way?
  • How do you feel about your time-management skills? Can you do better? Why?
  • What is puzzling about what you are doing at the present time? How do you intend to resolve this?
  • What connections are evident between what you are doing, reading/viewing and the campaign?
  • What are you learning about yourself from what you are reading/viewing/studying/doing? (Your own values, attitudes and beliefs.)

There is no word count for the journal. The journal can be completed as a word document or as a blog. Students must complete a minimum of seven journal entries, commencing in Week 3. Students are marked on the quality of the writing and the depth of academic reflection about the learning experience of the project. Journal entries that reflect on the lessons learned during the campaign will receive a higher grade than entries that simply list tasks performed from week to week.

2. Self and peer assessment (25%): In Week 11 students will be provided a link to an online survey via email. Students will grade themselves using the set criteria, and then grade each of their fellow team members using the same criteria. In order to be fairly graded by fellow team members, students will need to let team members know exactly what has been done during the campaign. If student work performance is poor, or communication skills are poor, the peer review mark will reflect this. This survey must be completed prior to the due date, when it will close.

The Course Coordinator will allocate a grade based on a combination of the reflective journal, the self-assessment and the peer review mark allocated by fellow team members.


Assessment Due Date Review/Exam Week Monday (05-Jun-2017) 09:00 AM AEST
Return Date to Students Exam Week Monday (12-Jun-2017)
Weighting 50%
Assessment Criteria

A detailed marking rubric is available on Moodle.

In relation to the journal, students will be assessed on the quality of their writing, the nature of the reflection of their own performance and that of the other team members, and the manner in which individual challenges were addressed.

Students will use the self assessment tool to grade their own performance against a number of criteria relating to team work (such as reliability, contribution to the team and communication).

Students will use the peer assessment tool to grade fellow team members against the same team work criteria.

Referencing Style American Psychological Association (APA)
Submission Online

This assessment must be submitted online via the course Moodle site. If the journal is completed as a blog, a word document must still be submitted containing the link to the blog.

Learning Outcomes Assessed
This section can be expanded to view the assessed learning outcomes

1. demonstrate the importance of research when developing PR strategies

2. implement PR strategies appropriate to the role of the public relations practitioner to inform ethical, creative and socially responsible practice

3. complete an effective evaluation of a PR campaign

4. critique implementation of a PR campaign and make recommendations for possible improvement.

Graduate Attributes
This section can be expanded to view the assessed graduate attributes

1. Communication

2. Problem Solving

3. Critical Thinking

4. Information Literacy

5. Team Work

6. Information Technology Competence

7. Cross Cultural Competence

8. Ethical practice




© 2017 CQUniversity
Page generated by apps-prod-01.cqu.edu.au at Wed Apr 26 12:06:53 AEST 2017