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 2024 Credit points: 10.000 -
Delivery & attendance
Timetable: https://bond.edu.au/timetable Delivery mode: Standard Workload items: - Forum: x12 (Total hours: 24) - Weekly Forum
- Personal Study Hours: x12 (Total hours: 84) - Recommended Study Hours
- Tutorial: x12 (Total hours: 12) - Weekly Tutorial
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 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: | PUBR13-314 |
| Subject title: | Sport Public Relations |
| Subject level: | Undergraduate |
| Semester/Year: | September 2024 |
| 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 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: |
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 Creative Piece Research and write a sports news story, develop a social media post, and support these pieces with a rationale/distribution plan (individual). 30.00% Week 5 1,2,3 Creative Project§ Strategic communication plan in two parts: Presentation (group - 20%) and Written Plan (group - 30%) 50.00% Week 12 1,2,3,4 Exercise Individual critical reflection on public relations in sport, including the campaign planning process and outcomes. 20.00% Week 12 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 |
|---|---|---|---|---|
| Creative Piece | Research and write a sports news story, develop a social media post, and support these pieces with a rationale/distribution plan (individual). | 30.00% | Week 5 | 1,2,3 |
| Creative Project§ | Strategic communication plan in two parts: Presentation (group - 20%) and Written Plan (group - 30%) | 50.00% | Week 12 | 1,2,3,4 |
| Exercise | Individual critical reflection on public relations in sport, including the campaign planning process and outcomes. | 20.00% | Week 12 | 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
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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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 topic 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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Special publics in sport
Investigating how public relations contributes to developing and managing relationships with special publics including players, fans, sponsors, and volunteers.
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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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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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.