50159 Public Relations Principles

Faculty of Humanities and Social Sciences: Public Communication
Credit points: 8 cp
Result Type: Grade, no marks

Handbook description

This subject introduces students to the principles of public relations by examining the concepts, theories and contexts of professional practice. The subject traces the historical development of public relations from technical orientations to strategic management roles and functions. Students critique current practices and issues with reference to contemporary case studies and professional industry representatives. They develop their understanding of socially responsible, ethical public relations practice through a critique of contemporary public relations models. They continue to enhance their research skills and ability to write across a wider range of appropriate media.

Subject objectives/outcomes

At the completion of this subject, students are expected to be able to:

compare theories and contexts of professional public relations practice and literature;
demonstrate an understanding of the public relations industry through critique of current practices;
identify and critically assess current issues for public relations practice;
demonstrate an understanding of the value of socially responsible, ethical public relations practice;
develop an understanding of legal implications for public relations practitioners;
identify publics and set goals and objectives for public relations clients, issues and activities;
write a media strategy and media release to effectively communicate information to predetermined users.

Contribution to graduate profile

Gain an interdisciplinary and coherent knowledge of public relations to inform ethical, creative and socially responsible practice.
Demonstrate ability in critical analysis, multiple perspective-taking and strategic and creative problem solving to achieve a thorough and critical understanding of public communication processes and industries and their social, economic and political contexts.
Gain by class work and group work the specific skills associated with successful professional work in public relations including research and writing skills necessary for professional practice.
Understand the range of public communication industry contexts that include public relations.
Know how to interact with, assess and coordinate information across the range of technological platforms in a critical, innovative and ethical manner.
Be competent in researching, diagnosing and addressing communication problems and possess highly developed oral and written communication skills.

Teaching and learning strategies

Experiential learning techniques are employed in this subject, in combination with lectures. Students review and critique professional materials for their workshop activities. Video and audio resources are used when appropriate. Guest speakers provide students with the opportunity to discuss and debate issues for public relations practice.

Content

Introduction to public relations as a communication process. Concepts associated with communicating to publics and maintenance of relationships.
Models for viewing public relations practice.
The role of Public Relations practitioners: technical practitioner vs strategic manager.
The public relations professional: roles and responsibilities. Legal issues affecting public relations practice. Ethics. Industry associations.
Introduction to public relations strategies and techniques: Identifying problems and opportunities; setting goals and objectives; media relations and publicity; understanding the nature of news and media needs; preparing basic media releases (content and form) and the role of interviews.

Assessment

Assessment item 1: Analysis of current practice against theoretical models

Objectives	Meets subject objectives: a, b, and d

Value	30%

Due	Online discussion – 24 March 2007 (in digital form) Hard copy of your online discussion – 1 April (2007) - handed in during class.

Task	Students will post two entries during the allocated time period for an online discussion about how theory informs public relations practice. The questions will relate directly to lecture materials and the Golden Target Award Collection. A session in the library will introduce students to the collection and how to analyse campaigns for understanding theoretical applications. Each response will comprise approximately 750 words in length to contribute to a discussion of the application of theory to an understanding of the current environment for professional practice. You can contribute more than once to each question, and as contributions are intended as a discussion, write in the first person. Your response will analyse aspects of the Grunig & Hunt models of public relations against examples from the Golden Target Awards or professional practice. Your response to the questions must be theoretically informed and should be integrated with and extend the discussion taking place. Normal academic referencing conventions are to be observed, using the Harvard style. While submissions should be supported by references, (a minimum of 4) to current literature and practice (a minimum of 4 examples), they should also be framed as part of a continuing dialogue rather than as discreet mini essays. Any questions about the process are to be posted on the discussion page which will be monitored daily, Monday to Friday. Purpose: The purpose of this assignment is for students to demonstrate a clear understanding of the theoretical foundations of public relations in the context of an analysis of real campaigns. Students should demonstrate any relevance of Grunigs' four models and alternate models to the Australian public relations industry. To do this effectively you should attempt to identify a selection of campaigns which have some resemblance to the Grunig and alternate models even if you debate their applicability. This aims to provide you with adequate depth to respond to this assignment. The discussion should show that students understand the use of theory for uncovering and guiding public relations practice.

Assessment criteria	Students are assessed on their individual contribution and depth of analysis of the group's work in their responses. The specific criteria are: individual contribution and depth of analysis of the group's work in their responses. The specific criteria are: contains a critical analysis of Grunig and Hunt's models with current practice as examples of the application of public relations theory; comparison of theoretical perspectives in the assessment of public relations practice with reference to pertinent literature; critique viewpoints by analysing references to worldviews, alternate models and real campaigns from colleague postings to show the value of theoretical perspectives; level of engagement with colleagues' work adherence to word limit and absence of typographical errors.

Assessment item 2a: Identification and discussion of major issues in public relations practice in a report

Objectives	Meets subject objectives: a, b, c, d and e

Value	35%

Due	Week 10, 7 May 2007 (unedited copy in class) 11 May 2007 at 5pm (edited copy in assignment box after submission to 'turn it in' on UTS online).

Task	Students identify and discuss three major issues in public relations which affect practitioners. Please inform your tutor of the issues you plan to pursue prior to interviews. The discussion must be informed by reference to pertinent literature/research on these issues or topics and by an interview with a public relations practitioner. Purpose: The purpose of this assignment is for students to present and debate the relationship between public relations principles and theories addressed in the literature for this subject and the opinions and experiences of the public relations practitioner they interview. Structure: The discussion should be presented in a report format which clearly identifies the three issues addressed. Maximum length 2200 words. Notes taken (not a full transcription) during the interview are to be attached as an appendix and must provide the interviewee's name, position and contact details for verification. Note: Students should not simply report the views of their interviewee. The interview is only one of a number of resources (minimum 6) to which students should refer and integrate for this assignment. The interview: The following generic questions offer a guide for students to consider when structuring their interview questions for this assignment. They are not conclusive and further probing questions should be used to glean greater depth of information. What made you want to become a public relations professional? How did you get started? What is your title? What activities does your position involve? Probe area of interest for issue focus. Do you use research in your job? If so, what kinds of research do you use? What do you think is the most important aspect of public relations? How do you measure the success of your work? How do you go about getting your ideas to management? Do you find this effective or do you have recommendations to improve the process? Probe… Have you ever encountered ethical issues? If so, how did you manage this?, if not, why do you think that is? What advice would you give to someone thinking about a career in public relations?
Assessment criteria	Demonstrated ability to: obtain relevant and appropriately detailed information about public relations practice in an interview with a nominated practitioner; identify and discuss at least three important issues or challenges affecting practitioners and relate these to theory in the area; use appropriate referenced material, at least 6 sources, pertinent to the discussion; present a well-reasoned and well-researched discussion on the relationship between practice and theory in public relations; prepare a report to a professional standard including: presentation, structure, referencing, spelling and punctuation, grammar and clarity of expression, adherence to word limit, absence of typographical errors.

Assessment item 2b: Participation in editing exercise

Value	5%

Due	Week 10, 7 May in workshop

Task	For Assignment 2 you will be expected to take part in an editing exercise as a minimum requirement for the subject. This task requires you to edit a peer's assignment for: punctuation and grammar, spelling, style, structure and layout.

Assessment criteria	Evidence of participation will be marked-up copies of student papers as well as the student's affirmation of participation.

Assessment item 3: Writing for the media (in class test)

Objectives	Meets subject objectives: a, f and g

Value	30%

Due	Week 14, 4 June 2007 in class.

Task	A scenario will be given in class and students will be required to develop a strategic plan and then write a media release for an identified public using an appropriate news angle. The session will be held in a computer lab. The purpose of this assessment is for students to demonstrate their ability to write well for the media using an appropriate news angle and style in the context of the salient publics (and media) they have identified and the objectives set for this activity. You must also use the correct layout (provided in lectures) for media releases.
Assessment criteria	select and use a suitable news angle likely to gain coverage in the chosen media; detail an appropriate distribution strategy for the release in a brief report, which includes a rationale for choice based on objectives; select media suitable for the news topic, angle and style, client and purpose; compile a media release using an appropriate style and structure, adhering to the layout guidelines presented in lectures.

Minimum requirements

Students are expected to read the subject outline to ensure they are familiar with the subject requirements. Since class discussion and participation in activities form an integral part of this subject, you are expected to attend, arrive punctually and actively participate in classes. If you experience difficulties meeting this requirement, please contact your lecturer. Students who have a reason for extended absence (e.g., illness) may be required to complete additional work to ensure they achieve the subject objectives.

Attendance is particularly important in this subject because it is based on a collaborative approach which involves essential workshopping and interchange of ideas. Students who attend fewer than ten classes are advised that their final work will not be assessed and that they are likely to fail the subject.

Recommended text(s)

Johnston, J., Zawawi, C. (Eds.) (2004). Public relations theory and practice. St. Leonards, Australia, Allen & Unwin

Indicative references

(This is not a complete list)

Alysen, B., Sedorkin, G., Oakham, M. & Patching, R. 2003, Reporting in a multimedia world, Allen and Unwin, Australia, Sydney.

Banks, S. 2000, Multicultural public relations: A social interpretive approach, 2nd edn., Ames: Iowa State University Press.

Baskin, O. & Aronoff, C. & Lattimore, D. 1997, Public relations: The profession and the practice, 4th edn., Brown & Benchmark Publishers, Dubuque, IA.

Bivins, T. 1995, Handbook for public relations writing, 3rd edn, NTC Business Books, Lincolnwood, Ill.

Botan, C. & Hazleton, V. (Eds.), 1989, Public relations theory, Lawrence Erlbaum Assoc., Hillsdale, NJ.

Brody, E. & Stone, G. 1990, Public relations research, Greenwood, NY.

Cranny-Francis, A. 2005, Multimedia. Sage Publications, London UK.

Culbertson, H.M. & Chen, N. (Eds.), 1996, International public relations: A comparative analysis. Erlbaum, Mahwah, NJ.

Culbertson, H., Jeffers, D., Stone, D. & Terrell, M. 1993, Social, political, and economic contexts in public relations. Lawrence Erlbaum Associates, Hillsdale, NJ.

Cutlip, S.M., Center, A.H. & Broom, G.M. 2000, Effective public relations, 8th edn, Prentice-Hall, Upper Saddle River, NJ.

Dozier, D. with Grunig, J. & Grunig, L. 1995, Manager's guide to excellence in public relations and communication management, Lawrence Erlbaum Associates, Hillsdale, NJ.

Frey, L.R., Botan, C.H. & Kreps, G.L. 2000, Investigating communication: An introduction to research methods, 2nd edn, Allyn & Bacon, Boston.

Grunig, J.E. (Ed.) 1992, Excellence in public relations and communication management. Lawrence Erlbaum Associates, Hillsdale, NJ.

Grunig, J. & Hunt, T. 1984, Managing public relations, Holt, Rinehart & Winston, NY.

Harrison, K. 2003, Strategic public relations; a practical guide to success, Century Ventures, Perth, Australia.

Haywood, R. 1998. Public relations for marketing professionals, Macmillan Business, Hampshire & London.

Heath, R.L. & Vasquez, G.M. (Eds.) 2001, Handbook of public relations, Sage, London.

Hendrix, J.A. 2004, Public relations cases, 6th edn, Belmont, Wadsworth Publishing Company, CA.

Holmes, D.2005, Communication Theory – media technology and society, Sage, London.

Hunt, T. & Grunig, J.E. 1994, Public relations technique,. Harcourt Brace College Publishers, Fort Worth.

Jefkins, F. 2000, Public relations for your business, Management Books, Chalford.

Kendall, R. 1999, Public relations campaign strategies, 3rd edn, Harper Collins College Publishers, New York.

Leitch, S. & Walker, G. (Eds.) 1997, 'Public relations on the edge', Australian Journal of Communication, vol 24, no 2.

L'Etang, J. & Pieczka (Eds.) 1996, Critical perspectives in public relations, International Thomson Business Press, London.

Macnamara, J. 2000, Jim Macnamara's public relations handbook, Information Australia, Melbourne, Australia.

Matera, F.R. & Artigue, R.J. 2000, Public relations campaigns and techniques: Building bridges into the 21st Century, Allyn & Bacon, Boston.

Newsom, D. & Carrell, B. 2001, Public relations writing: Form and style, 6th edn. Wadsworth, Belmont.

Newsom, D., Vanslyke Turk, J. & Kruckeberg, D. 2004, This is PR: The realities of public relations, 7th edn, Wadsworth, Belmont, CA.

Seitel, F.P. 2001, The practice of public relations 8th edn, Prentice Hall, Upper Saddle River, NJ.

Thompson, W. 1996, Targeting the message: A receiver-centered process for public relations writing, Longman, New York.

Toth, E. & Heath, R. 1992, Rhetorical and critical approaches to public relations, Lawrence Erlbaum Associates, Hillsdale, NJ.

Treadwell, D & Treadwell, J. 2005, Public relations writing- principles in practice, Sage. London UK.

Wilcox, D., Ault, P. & Agee, W. 2000, Public relations strategies and tactics, 6th edn, Longman, NY; Harlow.

Wilcox, D.L., Ault, P.H., Agee, W.K. & Cameron, G.T. 2000, Public relations: Strategies and tactics, 6th edn, Longman, New York.

Wilcox, D.L 2001, Public relations writing and media techniques, 4th edn, Longman, New York.

SUGGESTED JOURNALS
Journal of Public Relations Research
Public Relations Journal
Public Relations Quarterly
Public Relations Review
Public Relations Research Annual
Public Relations Strategist
Public Relations Tactics