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PUBR12-235: Media Strategies September 2018 [Standard]

General information

This subject deals with the use of the media by public relations professionals. It includes the development of professional skills in such areas as news releases, media kits and media delivery.


Academic unit:Faculty of Society & Design
Subject code:PUBR12-235
Subject title:Media Relations
Subject level:Undergraduate
Semester/Year:September 2018
Credit points:10

Delivery & attendance

Delivery mode:


Workload items:
  • Computer Lab: x12 (Total hours: 12) - Laboratory
  • Lecture: x12 (Total hours: 24) - Weekly Lecture
  • Personal Study Hours: x12 (Total hours: 84) - Recommended Study Hours
Attendance and learning activities: Each week, in lectures and tutorials, students will participate in multiple theoretical and practical activities based around the weekly topics. Students will develop their knowledge for assessment pieces through this activity. Punctual and prepared attendance at ALL classes is expected. Groups find it difficult to function when members are absent from class sessions in which relevant issues are discussed and time for group work is allocated. Prepared attendance, that is having all assigned readings completed before each weekly lecture is needed for understanding lecture material, participating in group activities and peer review.


Prescribed resources:
  • Jane Johnston & Katie Rowney Media Strategies. Crows Nest, NSW: Allen & Unwin
After enrolment, students can check the Books and Tools area in iLearn for the full Resource List.
[email protected] & Email:[email protected] 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

Enrolment requirements

Requisites: ?


Restrictions: ?


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.

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Subject Learning Outcomes (SLOs)

On successful completion of this subject the learner will be able to:
  1. Understanding the media environment and role of media relations in public relations practice;
  2. Effective written communication in a media environment;
  3. Teamwork;
  4. Critical evaluation and problem solving;
  5. Effective oral communication;
  6. Creativity and innovation.


Assessment details

TypeTask%Timing*Outcomes assessed
Class Participation Tutorial participation 10% Weekly 1, 3, 6.
Media Release One media release plus one other media piece. 20% Week 7 1, 2, 4.
Showcase Portfolio Group media strategy (presentation and written) and individual portfolio. 40% Week 12 1, 2, 3, 4, 5, 6.
Paper-based Examination (Closed) End of semester exam 30% Final Examination Period 1, 2, 4, 6.
  • * 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 [email protected] 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.

Policy on plagiarism

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.

Disability 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.

Subject curriculum

This week we introduce media relations in a transmedia environment; consider mainstream and social media platforms and developing relationships. We will also review the semester content and assessment.

1, 2, 4.

The focus this week is understanding frameworks for how news works; and applying this to working with journalists and influencers.

1, 2, 3, 4, 5, 6.

This week we work with social networks to gain an understanding of how to incorporate into media strategies.

1, 2, 3, 4, 5.

The focus for Week 4 is on audiences and outcomes; using analytics and measuring outcomes.

1, 2, 3, 4, 5, 6.

This week we focus on the basic tools of media relations including media releases, alerts, blogs and developing media kits.

1, 2, 3, 4, 5, 6.

This week we focus on media events including when and how to organise media conferences, 'pressers', interviews and other media events, as well as preparation and training.

1, 2, 3, 4, 5, 6.

This week we look at the power of visual content, what to create, when and how.

1, 2, 3, 4, 5, 6.

This week we investigate the narrative; how powerful storytelling across media platforms is vital to media relations.

1, 2, 3, 4, 5, 6.

This week we continue the narrative, with a focus on complex topics, technical knowledge and experts; and how to 'make the complicated uncomplicated'.

1, 2, 3, 4, 5, 6.

Media is often key to managing issues and crises and this week we consider the key concepts for best practice. We also look at the impact of law and ethics on media practice.

1, 2, 3, 4, 5, 6.

This week students present their media strategies during the lecture

1, 2, 3, 4, 5, 6.

In the final week we review semester learnings and discuss the exam, to be held during exam week.

1, 2, 3, 4, 5, 6.
Approved on: Jul 20, 2018. Edition: 3.3