General Information
This is a challenging and team-oriented subject offering students the opportunity to put into practice all the theoretical knowledge, research skills, interpersonal and group skills, and creative problem-solving abilities they have developed throughout their public relations studies. Successful students will be able to demonstrate the ability to: Critically analyse, assess and appraise real public relations campaigns; Analyse a client, the environment and products/services to address public relations needs and opportunities; Work within the client's real-world limitations to create, produce and pitch a public relations campaign to address needs and opportunities; Work within a diverse team responsible for negotiating its own workload and solving its problems internally; Develop, execute and apply primary and secondary communications research to a real client situation; Identify target publics and their needs' Formulate strategies for two-way communication with target publics; Create key messages; Identify appropriate tactics for message delivery; Develop budgets and implement schedules; Present campaign pitch to client; and Prepare and submit supporting written communication planning documents.
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Details
Academic unit: Faculty of Society & Design Subject code: PUBR13-312 Subject title: Public Relations Campaigns and Strategies Subject level: Undergraduate Semester/Year: January 2019 Credit points: 10.000 -
Delivery & attendance
Timetable: https://bond.edu.au/timetable Delivery mode: Standard Workload items: - Lecture: x12 (Total hours: 24) - Weekly Lecture
- Tutorial: x12 (Total hours: 12) - Weekly Tutorial
Attendance and learning activities: Students will participate in many activities and exercises during class, both as an individual and working in a team. This includes dedicated time to workshop the major client campaign project and receive feedback from your lecturer/tutor. Consequently, students are encouraged to attend all classes to gain the benefit of this opportunity to put theoretical knowledge into practice. -
Resources
Prescribed resources: Books
- Anne Gregory (2015). Planning and Managing Public Relations Campaigns. 4th, London Kogan Page Limited 208
iLearn@Bond & Email: iLearn@Bond is the online learning environment at Bond University and is used to provide access to subject materials, lecture recordings and detailed subject information regarding the subject curriculum, assessment and timing. Both iLearn and the Student Email facility are used to provide important subject notifications. Additionally, official correspondence from the University will be forwarded to students’ Bond email account and must be monitored by the student. To access these services, log on to the Student Portal from the Bond University website as www.bond.edu.au
| Academic unit: | Faculty of Society & Design |
|---|---|
| Subject code: | PUBR13-312 |
| Subject title: | Public Relations Campaigns and Strategies |
| Subject level: | Undergraduate |
| Semester/Year: | January 2019 |
| Credit points: | 10.000 |
| Timetable: | https://bond.edu.au/timetable |
|---|---|
| Delivery mode: | Standard |
| Workload items: |
|
| Attendance and learning activities: | Students will participate in many activities and exercises during class, both as an individual and working in a team. This includes dedicated time to workshop the major client campaign project and receive feedback from your lecturer/tutor. Consequently, students are encouraged to attend all classes to gain the benefit of this opportunity to put theoretical knowledge into practice. |
| Prescribed resources: | Books
|
|---|---|
| iLearn@Bond & Email: | iLearn@Bond is the online learning environment at Bond University and is used to provide access to subject materials, lecture recordings and detailed subject information regarding the subject curriculum, assessment and timing. Both iLearn and the Student Email facility are used to provide important subject notifications. Additionally, official correspondence from the University will be forwarded to students’ Bond email account and must be monitored by the student. To access these services, log on to the Student Portal from the Bond University website as www.bond.edu.au |
Enrolment requirements
| Requisites: |
Nil |
|---|---|
| Assumed knowledge: |
Assumed knowledge is the minimum level of knowledge of a subject area that students are assumed to have acquired through previous study. It is the responsibility of students to ensure they meet the assumed knowledge expectations of the subject. Students who do not possess this prior knowledge are strongly recommended against enrolling and do so at their own risk. No concessions will be made for students’ lack of prior knowledge. Assumed Prior Learning (or equivalent):
|
| Restrictions: |
Nil |
Assurance of learning
Assurance of Learning means that universities take responsibility for creating, monitoring and updating curriculum, teaching and assessment so that students graduate with the knowledge, skills and attributes they need for employability and/or further study.
At Bond University, we carefully develop subject and program outcomes to ensure that student learning in each subject contributes to the whole student experience. Students are encouraged to carefully read and consider subject and program outcomes as combined elements.
Program Learning Outcomes (PLOs)
Program Learning Outcomes provide a broad and measurable set of standards that incorporate a range of knowledge and skills that will be achieved on completion of the program. If you are undertaking this subject as part of a degree program, you should refer to the relevant degree program outcomes and graduate attributes as they relate to this subject.
Subject Learning Outcomes (SLOs)
On successful completion of this subject the learner will be able to:
- Appreciate the role of public relations within the context of contemporary strategic business management;
- Apply theoretical knowledge to the role of public relations management within the context of a real-world campaign;
- Demonstrate targeted, creative and appropriate public relations campaign planning;
- Work effectively as part of a group;
- Demonstrate effective oral and written presentation skills.
Generative Artificial Intelligence in Assessment
The University acknowledges that Generative Artificial Intelligence (Gen-AI) tools are an important facet of contemporary life. Their use in assessment is considered in line with students’ development of the skills and knowledge which demonstrate learning outcomes and underpin study and career success. Instructions on the use of Gen-AI are given for each assessment task; it is your responsibility to adhere to these instructions.
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Assessment details
Type Task % Timing* Outcomes assessed Computer-Aided Examination (Closed) Exam (Individual) 30.00% Final Examination Period 1,2,3 Analysis Campaign research blog (Individual) 20.00% Week 6 1,2,3,5 Capstone Project§ Campaign - presentation/pitch to client (Group) 15.00% Week 11 1,2,3,4,5 Capstone Project§ Campaign - written submission expanding on pitch (Group) including theoretical reflection (Individual) 25.00% Week 12 1,2,3,4,5 *Class Participation Participation in weekly exercises - lectures and tutorials (Individual) 10.00% Weekly 1,2,3,4,5 - § Indicates group/teamwork-based assessment
- * Assessment timing is indicative of the week that the assessment is due or begins (where conducted over multiple weeks), and is based on the standard University academic calendar
- C = Students must reach a level of competency to successfully complete this assessment.
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Assessment criteria
Assessment criteria
High Distinction 85-100 Outstanding or exemplary performance in the following areas: interpretative ability; intellectual initiative in response to questions; mastery of the skills required by the subject, general levels of knowledge and analytic ability or clear thinking. Distinction 75-84 Usually awarded to students whose performance goes well beyond the minimum requirements set for tasks required in assessment, and who perform well in most of the above areas. Credit 65-74 Usually awarded to students whose performance is considered to go beyond the minimum requirements for work set for assessment. Assessable work is typically characterised by a strong performance in some of the capacities listed above. Pass 50-64 Usually awarded to students whose performance meets the requirements set for work provided for assessment. Fail 0-49 Usually awarded to students whose performance is not considered to meet the minimum requirements set for particular tasks. The fail grade may be a result of insufficient preparation, of inattention to assignment guidelines or lack of academic ability. A frequent cause of failure is lack of attention to subject or assignment guidelines. Quality assurance
For the purposes of quality assurance, Bond University conducts an evaluation process to measure and document student assessment as evidence of the extent to which program and subject learning outcomes are achieved. Some examples of student work will be retained for potential research and quality auditing purposes only. Any student work used will be treated confidentially and no student grades will be affected.
| Type | Task | % | Timing* | Outcomes assessed |
|---|---|---|---|---|
| Computer-Aided Examination (Closed) | Exam (Individual) | 30.00% | Final Examination Period | 1,2,3 |
| Analysis | Campaign research blog (Individual) | 20.00% | Week 6 | 1,2,3,5 |
| Capstone Project§ | Campaign - presentation/pitch to client (Group) | 15.00% | Week 11 | 1,2,3,4,5 |
| Capstone Project§ | Campaign - written submission expanding on pitch (Group) including theoretical reflection (Individual) | 25.00% | Week 12 | 1,2,3,4,5 |
| *Class Participation | Participation in weekly exercises - lectures and tutorials (Individual) | 10.00% | Weekly | 1,2,3,4,5 |
- § Indicates group/teamwork-based assessment
- * Assessment timing is indicative of the week that the assessment is due or begins (where conducted over multiple weeks), and is based on the standard University academic calendar
- C = Students must reach a level of competency to successfully complete this assessment.
Assessment criteria
| High Distinction | 85-100 | Outstanding or exemplary performance in the following areas: interpretative ability; intellectual initiative in response to questions; mastery of the skills required by the subject, general levels of knowledge and analytic ability or clear thinking. |
|---|---|---|
| Distinction | 75-84 | Usually awarded to students whose performance goes well beyond the minimum requirements set for tasks required in assessment, and who perform well in most of the above areas. |
| Credit | 65-74 | Usually awarded to students whose performance is considered to go beyond the minimum requirements for work set for assessment. Assessable work is typically characterised by a strong performance in some of the capacities listed above. |
| Pass | 50-64 | Usually awarded to students whose performance meets the requirements set for work provided for assessment. |
| Fail | 0-49 | Usually awarded to students whose performance is not considered to meet the minimum requirements set for particular tasks. The fail grade may be a result of insufficient preparation, of inattention to assignment guidelines or lack of academic ability. A frequent cause of failure is lack of attention to subject or assignment guidelines. |
Quality assurance
For the purposes of quality assurance, Bond University conducts an evaluation process to measure and document student assessment as evidence of the extent to which program and subject learning outcomes are achieved. Some examples of student work will be retained for potential research and quality auditing purposes only. Any student work used will be treated confidentially and no student grades will be affected.
Study Information
Submission procedures
Students must check the iLearn@Bond subject site for detailed assessment information and submission procedures.
Policy on late submission and extensions
A late penalty will be applied to all overdue assessment tasks unless an extension is granted by the subject coordinator. The standard penalty will be 10% of marks awarded to that assessment per day late with no assessment to be accepted seven days after the due date. Where a student is granted an extension, the penalty of 10% per day late starts from the new due date.
Academic Integrity
University’s Academic Integrity Policy defines plagiarism as the act of misrepresenting as one’s own original work: another’s ideas, interpretations, words, or creative works; and/or one’s own previous ideas, interpretations, words, or creative work without acknowledging that it was used previously (i.e., self-plagiarism). The University considers the act of plagiarising to be a breach of the Student Conduct Code and, therefore, subject to the Discipline Regulations which provide for a range of penalties including the reduction of marks or grades, fines and suspension from the University.
Bond University utilises Originality Reporting software to inform academic integrity.Feedback on assessment
Feedback on assessment will be provided to students within two weeks of the assessment submission due date, as per the Assessment Policy.
Accessibility and Inclusion Support
If you have a disability, illness, injury or health condition that impacts your capacity to complete studies, exams or assessment tasks, it is important you let us know your special requirements, early in the semester. Students will need to make an application for support and submit it with recent, comprehensive documentation at an appointment with a Disability Officer. Students with a disability are encouraged to contact the Disability Office at the earliest possible time, to meet staff and learn about the services available to meet your specific needs. Please note that late notification or failure to disclose your disability can be to your disadvantage as the University cannot guarantee support under such circumstances.
Additional subject information
Subject curriculum
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Public relations overview - government, corporate and the third sector
Week 1 includes an investigation of the following topics: definitions revisited; public relations in practice (overview in corporate, government and third sector); Framework for planning campaigns.
SLOs included
- Appreciate the role of public relations within the context of contemporary strategic business management;
- Apply theoretical knowledge to the role of public relations management within the context of a real-world campaign;
- Demonstrate targeted, creative and appropriate public relations campaign planning;
- Work effectively as part of a group;
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Part 1 - Public relations in context; Part 2 - Theory
Week 2 includes an investigation of the following topics: part 1 - public relations in context (the organisational context which needs to be considered for public relations planning) Part 2 - Communication and public relations theory.
SLOs included
- Appreciate the role of public relations within the context of contemporary strategic business management;
- Apply theoretical knowledge to the role of public relations management within the context of a real-world campaign;
- Demonstrate targeted, creative and appropriate public relations campaign planning;
- Work effectively as part of a group;
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Planning part 1 - Research, goals, objectives
Week 3 covers the first part public relations planning: research; goals and objectives.
SLOs included
- Appreciate the role of public relations within the context of contemporary strategic business management;
- Apply theoretical knowledge to the role of public relations management within the context of a real-world campaign;
- Demonstrate targeted, creative and appropriate public relations campaign planning;
- Work effectively as part of a group;
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Planning Part 2 - Publics, messages
Week 4 takes planning further with in depth look at: Identifying and segmenting publics; developing strategy and tactics.
SLOs included
- Appreciate the role of public relations within the context of contemporary strategic business management;
- Apply theoretical knowledge to the role of public relations management within the context of a real-world campaign;
- Demonstrate targeted, creative and appropriate public relations campaign planning;
- Work effectively as part of a group;
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Planning part 3 - Strategies, Tactics
Week 5 explores developing strategies and tactics as part of the planning process.
SLOs included
- Appreciate the role of public relations within the context of contemporary strategic business management;
- Apply theoretical knowledge to the role of public relations management within the context of a real-world campaign;
- Demonstrate targeted, creative and appropriate public relations campaign planning;
- Work effectively as part of a group;
- Demonstrate effective oral and written presentation skills.
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Planning part 4 - Implementation, resources, evaluation
Week 6 - This week we look at the final stage of public relations campaign planning including: Implementation; resources/budget; evaluation and reviewing campaigns.
SLOs included
- Appreciate the role of public relations within the context of contemporary strategic business management;
- Apply theoretical knowledge to the role of public relations management within the context of a real-world campaign;
- Demonstrate targeted, creative and appropriate public relations campaign planning;
- Work effectively as part of a group;
- Demonstrate effective oral and written presentation skills.
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Intercultural communication and public relations campaigns
Week 7 - This week will focus on intercultural communication and the impact on public relations campaign planning.
SLOs included
- Appreciate the role of public relations within the context of contemporary strategic business management;
- Apply theoretical knowledge to the role of public relations management within the context of a real-world campaign;
- Demonstrate targeted, creative and appropriate public relations campaign planning;
- Work effectively as part of a group;
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Corporate social responsibility
Week 8 - This week's topic focuses on corporate social responsibility and the role of public relations, including: background on CSR history and development; public relations role in CSR today; CSR in practice.
SLOs included
- Appreciate the role of public relations within the context of contemporary strategic business management;
- Apply theoretical knowledge to the role of public relations management within the context of a real-world campaign;
- Demonstrate targeted, creative and appropriate public relations campaign planning;
- Work effectively as part of a group;
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Issues management
Week 9 - This week will focus on issues management and the role of public relations, including: origins of issues management, definitions, process; global issues Case study.
SLOs included
- Appreciate the role of public relations within the context of contemporary strategic business management;
- Apply theoretical knowledge to the role of public relations management within the context of a real-world campaign;
- Demonstrate targeted, creative and appropriate public relations campaign planning;
- Work effectively as part of a group;
- Demonstrate effective oral and written presentation skills.
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Concepts of trust in public relations
Week 10 - This week will explore trust and its importance in public relations campaign planning.
SLOs included
- Appreciate the role of public relations within the context of contemporary strategic business management;
- Apply theoretical knowledge to the role of public relations management within the context of a real-world campaign;
- Demonstrate targeted, creative and appropriate public relations campaign planning;
- Work effectively as part of a group;
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Client campaign presentations
Week 11 - Students will pitch their campaign ideas to the client during the lecture this week.
SLOs included
- Appreciate the role of public relations within the context of contemporary strategic business management;
- Apply theoretical knowledge to the role of public relations management within the context of a real-world campaign;
- Demonstrate targeted, creative and appropriate public relations campaign planning;
- Work effectively as part of a group;
- Demonstrate effective oral and written presentation skills.
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Summary and semester review
Week 12 - This week includes: summary of public relations in the campaign planning process; weekly topics; and exam information.
SLOs included
- Appreciate the role of public relations within the context of contemporary strategic business management;
- Apply theoretical knowledge to the role of public relations management within the context of a real-world campaign;
- Demonstrate targeted, creative and appropriate public relations campaign planning;
- Work effectively as part of a group;