General Information
Public relations is a fundamental element of any sports communication and marketing strategy and can be an extremely cost-effective way for an organisation to enhance reputation, service, or product. Public relations is used in the sports industry to raise awareness, inform and educate, build trust, connect, give people a reason to support, and create fan engagement. Students explore the relevance and impact of public relations in the marketing communications mix in the context of campaign planning, stakeholder engagement, sponsorship, and issues and crisis management across sports organisations, teams, and players at professional and grassroots levels. Students will apply this knowledge to creating and pitching an authentic campaign for the semester sports client.
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Details
Academic unit: Faculty of Society & Design Subject code: PUBR13-314 Subject title: Sport Public Relations Subject level: Undergraduate Semester/Year: September 2021 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 multiple theoretical and practical activities based around the weekly topics and develop your knowledge for assessment pieces through these activities. Prepared attendance, that is having all assigned activities and readings completed before each weekly class, is needed for understanding lecture material, participating in group activities, peer review, and assessment. -
Resources
Prescribed resources: No Prescribed resources.
After enrolment, students can check the Books and Tools area in iLearn for the full Resource List.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: | PUBR13-314 |
| Subject title: | Sport Public Relations |
| Subject level: | Undergraduate |
| Semester/Year: | September 2021 |
| Credit points: | 10.000 |
| Timetable: | https://bond.edu.au/timetable |
|---|---|
| Delivery mode: | Standard |
| Workload items: |
|
| Attendance and learning activities: | Students will participate in multiple theoretical and practical activities based around the weekly topics and develop your knowledge for assessment pieces through these activities. Prepared attendance, that is having all assigned activities and readings completed before each weekly class, is needed for understanding lecture material, participating in group activities, peer review, and assessment. |
| Prescribed resources: | No Prescribed resources. After enrolment, students can check the Books and Tools area in iLearn for the full Resource List. |
|---|---|
| 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.
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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:
- Understand and evaluate sport public relations theory and practice through case study analysis and application.
- Appraise and articulate the roles and responsibilities of professional and ethical public relations in the sport environment.
- Demonstrate theoretical and practical public relations knowledge and skills through creating and developing authentic communication materials.
- Work effectively as part of a development team to create and pitch an authentic campaign for the semester sports client.
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 *News Article Sports news story, rationale and distribution plan (individual) 30% Week 5 1,2,3 *Campaign§ Strategic communication plan in three parts: Presentation (group - 20%) and Critical Reflection (individual - 20%) in Week 11; Written plan (group - 30%) in Week 12 70% Week 11 1,2,3,4 - § 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 |
|---|---|---|---|---|
| *News Article | Sports news story, rationale and distribution plan (individual) | 30% | Week 5 | 1,2,3 |
| *Campaign§ | Strategic communication plan in three parts: Presentation (group - 20%) and Critical Reflection (individual - 20%) in Week 11; Written plan (group - 30%) in Week 12 | 70% | Week 11 | 1,2,3,4 |
- § 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
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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Introducing sport public relations
Introducing concepts of public relations with a focus on the role strategic communication plays in sport and sport business.
SLOs included
- Understand and evaluate sport public relations theory and practice through case study analysis and application.
- Appraise and articulate the roles and responsibilities of professional and ethical public relations in the sport environment.
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Campaign planning in sport
How to research, develop and plan public relations campaigns for sports. This includes taking an integrated approach to communication.
SLOs included
- Understand and evaluate sport public relations theory and practice through case study analysis and application.
- Appraise and articulate the roles and responsibilities of professional and ethical public relations in the sport environment.
- Demonstrate theoretical and practical public relations knowledge and skills through creating and developing authentic communication materials.
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Media strategies: Engaging with publics
Developing media strategies for sport to engage with important publics; exploring diverse mainstream and news media (earned) tactics. Introducing the PESO model.
SLOs included
- Understand and evaluate sport public relations theory and practice through case study analysis and application.
- Appraise and articulate the roles and responsibilities of professional and ethical public relations in the sport environment.
- Demonstrate theoretical and practical public relations knowledge and skills through creating and developing authentic communication materials.
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Media strategies: Developing social media strategies
Developing social media strategies for sport; exploring the role of social media as a key public relations strategy across the sports environment for organisations, teams, and athletes.
SLOs included
- Understand and evaluate sport public relations theory and practice through case study analysis and application.
- Appraise and articulate the roles and responsibilities of professional and ethical public relations in the sport environment.
- Demonstrate theoretical and practical public relations knowledge and skills through creating and developing authentic communication materials.
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Strategic communication plan - brief
Taking the client brief to kick-start research, planning and development for the strategic communication campaign project.
SLOs included
- Understand and evaluate sport public relations theory and practice through case study analysis and application.
- Appraise and articulate the roles and responsibilities of professional and ethical public relations in the sport environment.
- Demonstrate theoretical and practical public relations knowledge and skills through creating and developing authentic communication materials.
- Work effectively as part of a development team to create and pitch an authentic campaign for the semester sports client.
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Issues and crisis management
Understanding the crucial role of public relations in managing issues and crises in sport and individual athletes' reputational crises.
SLOs included
- Understand and evaluate sport public relations theory and practice through case study analysis and application.
- Appraise and articulate the roles and responsibilities of professional and ethical public relations in the sport environment.
- Demonstrate theoretical and practical public relations knowledge and skills through creating and developing authentic communication materials.
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The sports spectacle
Exploring the role of public relations in securing and staging mega events.
SLOs included
- Understand and evaluate sport public relations theory and practice through case study analysis and application.
- Appraise and articulate the roles and responsibilities of professional and ethical public relations in the sport environment.
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Campaign development workshop
Brainstorming and planning workshop to focus on developing and fine-tuning strategic communication plans for the semester client.
SLOs included
- Understand and evaluate sport public relations theory and practice through case study analysis and application.
- Appraise and articulate the roles and responsibilities of professional and ethical public relations in the sport environment.
- Demonstrate theoretical and practical public relations knowledge and skills through creating and developing authentic communication materials.
- Work effectively as part of a development team to create and pitch an authentic campaign for the semester sports client.
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Lifestyle and minority sports
Exploring the role public relations plays in developing reputation, relationships and support for minority and lifestyle sports.
SLOs included
- Understand and evaluate sport public relations theory and practice through case study analysis and application.
- Appraise and articulate the roles and responsibilities of professional and ethical public relations in the sport environment.
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Players
Investigating how public relations contributes to developing profiles, relationships and reputation for individual players.
SLOs included
- Understand and evaluate sport public relations theory and practice through case study analysis and application.
- Appraise and articulate the roles and responsibilities of professional and ethical public relations in the sport environment.
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Future trends in sport
Considering future trends and issues for sport in society and the role public relations may play.
SLOs included
- Understand and evaluate sport public relations theory and practice through case study analysis and application.
- Appraise and articulate the roles and responsibilities of professional and ethical public relations in the sport environment.