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PUBR12-235: Media Strategies September 2021 [Standard]

General information

 Media Strategies provides students with a strong foundation for understanding and navigating a changing and complex media environment and within the broader public relations context. It examines the challenging media landscape by building a framework for managing relationships, content and platforms in a transmedia environment. Students will apply theoretical knowledge, research skills, interpersonal and group skills, and creative problem-solving abilities to current industry media scenarios. You will work with a client to research and analyse its business to address communication needs and opportunities. You will work within the client's real-world limitations to create, produce, and pitch a comprehensive media strategy and content to achieve business goals.


Academic unit:Faculty of Society & Design
Subject code:PUBR12-235
Subject title:Media Strategies
Subject level:Undergraduate
Semester/Year:September 2021
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 (2018). Media Strategies.
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: ?


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):

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.

Find your program

Subject Learning Outcomes (SLOs)

On successful completion of this subject the learner will be able to:
  1. Evaluate and articulate the strategic and ethical role of media strategy and tactics within the broader public relations context.
  2. Apply theoretical knowledge to strategic media management through authentic case studies and media strategies.
  3. Formulate a targeted, creative and appropriate client media strategy including producing recommended content.
  4. Demonstrate effective oral and written presentation skills through a client pitch.


Assessment details

TypeTask%Timing*Outcomes assessed
Media Release One media release plus social media piece. 20% Week 5 1, 2, 3.
Video Assignment Video news story 30% Week 9 1, 2, 3.
Campaign Group media strategy (presentation and written) including an individual portfolio. 50% Week 12 1, 2, 3, 4.
  • * 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 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.

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

We introduce media relations in a transmedia environment, and consider mainstream and social media platforms and developing relationships. We also review the semester content and assessment.

1, 2.

The focus this week is understanding frameworks for how news works, and we apply this knowledge to working with journalists and influencers.

1, 2.

We explore social networks to gain an understanding of how to incorporate them into media strategies.

1, 2.

We explore the strategic use of fundamental media relations and social media tools.

1, 2.

The semester client will brief us on the major campaign.


We will learn the power of visual content, what to create, when and how to create content, and how to incorporate visuals in media strategy as well as techniques for creating powerful videos.


We investigate the narrative, and consider how powerful storytelling across media platforms is vital to media relations.

1, 2.

We continue learning about the narrative, with a focus on complex topics, technical knowledge and experts as well as how to 'make the complicated uncomplicated'.

1, 2.

We learn about media events including when and how to organise media conferences, 'pressers', interviews, and other events, as well as preparation and training for events.

1, 2.

We participate in a planning workshop to fine-tune media strategies for semester client.


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

1, 2.

Students pitch their media strategies to the client.

3, 4.
Approved on: Jul 9, 2021. Edition: 4.3