General Information
This challenging and team-oriented subject offers you the opportunity to apply all the theoretical knowledge, research skills, interpersonal and group skills, and creative problem-solving abilities that you have been developing 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 organisation, 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 2025 Credit points: 10.000 -
Delivery & attendance
Timetable: https://bond.edu.au/timetable Delivery mode: Standard Workload items: - Tutorial: x12 (Total hours: 12) - Weekly Tutorial
- Forum: x12 (Total hours: 24) - Weekly Forum
- 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 individuals and working in a team. Participation 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 (2020). Planning and Managing Public Relations Campaigns. 5th ed, CIPR 264
iLearn@Bond & Email: iLearn@Bond is the Learning Management System at Bond University and is used to provide access to subject materials, class 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 2025 |
| 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 individuals and working in a team. Participation 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 Learning Management System at Bond University and is used to provide access to subject materials, class 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: |
Pre-requisites:Co-requisites:There are no co-requisites |
|---|---|
| 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.
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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 Project Report Students develop a client research background report for the semester client campaign. 20.00% Week 4 1,2,3,4,5 Capstone Project§ Students create a strategic public relations campaign overview for the semester client. 30.00% Week 6 1,2,3,4,5 Portfolio Students develop an individual tactic portfolio presented to the semester client. 50.00% Week 12 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 |
|---|---|---|---|---|
| Project Report | Students develop a client research background report for the semester client campaign. | 20.00% | Week 4 | 1,2,3,4,5 |
| Capstone Project§ | Students create a strategic public relations campaign overview for the semester client. | 30.00% | Week 6 | 1,2,3,4,5 |
| Portfolio | Students develop an individual tactic portfolio presented to the semester client. | 50.00% | Week 12 | 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 student who has not established a basis for an extension in compliance with University and Faculty policy either by 1) not applying before the assessment due date or 2) by having an application rejected due to failure to show a justifiable cause for an extension, will receive a penalty on assessment submitted after its due date. The penalty will be 10% of marks awarded to that assessment for every day late, with the first day counted after the required submission time has passed. No assessment will be accepted for consideration seven calendar days after the due date. Where a student has been granted an extension, the late penalty starts from the new due date and time set out in the extension.
Academic Integrity
Bond University‘s Student Code of Conduct Policy , Student Charter, Academic Integrity Policy and our Graduate Attributes guide expectations regarding student behaviour, their rights and responsibilities. Information on these topics can be found on our Academic Integrity webpage recognising that academic integrity involves demonstrating the principles of integrity (honesty, fairness, trust, professionalism, courage, responsibility, and respect) in words and actions across all aspects of academic endeavour.
Staff are required to report suspected misconduct. This includes all types of plagiarism, cheating, collusion, fabrication or falsification of data/content or other misconduct relating to assessment such as the falsification of medical certificates for assessment extensions. The longer term personal, social and financial consequences of misconduct can be severe, so please ask for help if you are unsure.
If your work is subject to an inquiry, you will be given an opportunity to respond and appropriate support will be provided. Academic work under inquiry will not be marked until the process has concluded. Penalties for misconduct include a warning, reduced grade, a requirement to repeat the assessment, suspension or expulsion from the University.
Feedback on assessment
Feedback on assessment will be provided to students according to the requirements of the Assessment Procedure Schedule A - Assessment Communication Procedure.
Whilst in most cases feedback should be provided within two weeks of the assessment submission due date, the Procedure should be checked if the assessment is linked to others or if the subject is a non-standard (e.g., intensive) subject.
Accessibility and Inclusion Support
Support is available to students where a physical, mental or neurological condition exists that would impact the student’s capacity to complete studies, exams or assessment tasks. For effective support, special requirement needs should be arranged with the University in advance of or at the start of each semester, or, for acute conditions, as soon as practicable after the condition arises. Reasonable adjustments are not guaranteed where applications are submitted late in the semester (for example, when lodged just prior to critical assessment and examination dates).
As outlined in the Accessibility and Inclusion Policy, to qualify for support, students must meet certain criteria. Students are also required to meet with the Accessibility and Inclusion Advisor who will ensure that reasonable adjustments are afforded to qualifying students.
For more information and to apply online, visit BondAbility.
Additional subject information
Subject curriculum
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Public relations in context
We investigate the organisational context that needs to be considered for public relations in practice with a framework for planning campaigns and research as the starting point.
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.
- Work effectively as part of a campaign analysis and development team.
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Client brief and theoretical perspectives
Our semester client will brief us on their organisation for the major campaign project. We will apply theoretical perspectives to campaign planning.
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.
- Work effectively as part of a campaign analysis and development team.
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Campaign planning 1: Goals, objectives, and publics
We apply the first stages of public relations planning: research, goals and objectives, and identifying and segmenting target publics.
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.
- Work effectively as part of a campaign analysis and development team.
- Demonstrate effective oral and written skills through professional presentations.
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Campaign planning 2: Tactics, messages, and channels
We take planning further in action planning with the tangible campaign outputs: identifying the right tactics, messages, and channels to reach target publics.
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.
- Work effectively as part of a campaign analysis and development team.
- Demonstrate effective oral and written skills through professional presentations.
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Campaign planning 3: Implementation, resources, evaluation and budget
We investigate the final stage of public relations campaign planning, which includes implementation, resources/budget, evaluation, and reviewing campaigns.
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.
- Work effectively as part of a campaign analysis and development team.
- Demonstrate effective oral and written skills through professional presentations.
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Issues management
We discuss the origins of issues management including definitions, processes, and global issues; applying concepts to client campaign.
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.
- Work effectively as part of a campaign analysis and development team.
- Demonstrate effective oral and written skills through professional presentations.
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Intercultural communication and campaign planning
Considers the importance and impact of intercultural communication in developing ethical and effective campaigns.
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.
- Work effectively as part of a campaign analysis and development team.
- Demonstrate effective oral and written skills through professional presentations.
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Concepts of ethics, trust and corporate social responsibility in public relations
Explores trust and its importance in public relations campaign planning; considers corporate social responsibility (CSR) and the role of public relations.
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.
- Work effectively as part of a campaign analysis and development team.
- Demonstrate effective oral and written skills through professional presentations.
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Client campaign tactics workshops
We work through brainstorming and developing specific tactics for the client campaign in team and individual sessions; includes client check-ins.
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.
- Work effectively as part of a campaign analysis and development team.
- Demonstrate effective oral and written skills through professional presentations.
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Client campaign pitches
Teams pitch their campaigns and completed tactics to the semester client.
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.
- Work effectively as part of a campaign analysis and development team.
- Demonstrate effective oral and written skills through professional presentations.