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 you have developed throughout your public relations studies. Successful students will be able to demonstrate the ability to: Critically analyse, assess and appraise real public relations campaigns; research and analyse a client, its environment, publics, and products/services to address public relations needs and opportunities; and work within the client's real-world limitations to create, produce and pitch a comprehensive public relations campaign.
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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 2020 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
- Personal Study Hours: x12 (Total hours: 84) - Recommended study hours
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 |
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Subject code: | PUBR13-312 |
Subject title: | Public Relations Campaigns and Strategies |
Subject level: | Undergraduate |
Semester/Year: | January 2020 |
Credit points: | 10.000 |
Timetable: | https://bond.edu.au/timetable |
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Delivery mode: | Standard |
Workload items: |
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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
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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 |
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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):
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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:
- Evaluate and articulate the strategic and ethical role of public relations in the context of contemporary business management.
- Apply theoretical knowledge¿to the role of public relations management within the context of an authentic client campaign.
- Formulate a targeted, creative, in-depth and strategic public relations campaign plan.
- Work effectively as part of a campaign analysis and development team.
- Demonstrate effective oral and written skills through professional presentations.
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% Final Examination Period 1,2,3,5 Analysis Campaign research blog 25% Week 6 1,2,3,5 Capstone Project§ Campaign - presentation/pitch to client and written campaign plan expanding on pitch (Group) including theoretical reflection (Individual) 45% Week 11 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 |
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Computer-Aided Examination (Closed) | Exam (Individual) | 30% | Final Examination Period | 1,2,3,5 |
Analysis | Campaign research blog | 25% | Week 6 | 1,2,3,5 |
Capstone Project§ | Campaign - presentation/pitch to client and written campaign plan expanding on pitch (Group) including theoretical reflection (Individual) | 45% | Week 11 | 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. |
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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) and framework for planning campaigns.
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Public relations in context; 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.
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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
- Evaluate and articulate the strategic and ethical role of public relations in the context of contemporary business management.
- Apply theoretical knowledge¿to the role of public relations management within the context of an authentic client campaign.
- Formulate a targeted, creative, in-depth and strategic public relations campaign plan.
- Demonstrate effective oral and written skills through professional presentations.
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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.
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Client brief
In this week our semester client will brief us on their organisation for the major campaign project.
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Planning part 3 - Strategies, Tactics
Week 6 further explores developing strategies and tactics as part of the planning process and students receive the client brief for the campaign assessment.
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Planning part 4 - Implementation, resources, evaluation
Week 7 includes an investigation into the final stage of public relations campaign planning including: implementation; resources/budget; evaluation and reviewing campaigns.
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Intercultural communication and corporate social responsibility
Week 8 focuses on intercultural communication and corporate social responsibility (CSR).
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Issues management
Week 9 focuses on issues management and the role of public relations, including: origins of issues management, definitions, process and global issues.
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Concepts of trust in public relations
Week 10 explores trust and its importance in public relations campaign planning.
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Client campaign presentations
Week 11 students pitch their campaign ideas to the client during the lecture.
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Summary and semester review
Week 12 includes a summary of public relations in the campaign planning process; weekly topics; and exam information.