50496 Research and Writing for Public Communication

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

Handbook description

This subject has two functions. First, it introduces students to research approaches and methodologies that are useful for public communication professionals. Quantitative and qualitative methodologies are addressed in the context of industry applications in public communication. Second, it explores the variety of writing approaches, techniques and products that are integral to public communication practice. Some modalities that are covered include writing fundamentals for media releases, copywriting, reports, and the transformation of specialist materials for general audiences. Students apply their knowledge of research to practical examples of written production.

Subject objectives/outcomes

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

Understand the importance of research in public communication.
Demonstrate an understanding of basic concepts in research such as quantitative/qualitative approaches, sampling techniques, methodologies, and data collection and analysis.
Understand the research process.
Demonstrate an understanding of ethical issues in research
Understand how research is used when producing written public communication material
Identify writing styles suited to different communication products and publics
Understand the qualities required to produce written communication products that are of a professional standard

Contribution to graduate profile

Gain knowledge of public communication to inform ethical, creative and socially responsible practice.
Gain by class work and group work the specific skills associated with successful professional work in public communication, including research and writing skills necessary for professional practice.
Be competent in researching, diagnosing and addressing communication problems and possess highly developed oral and written communication skills.

Teaching and learning strategies

Understanding research and writing for public communication can be achieved by learning through experience and reflection upon experience. This subject will employ a variety of learning experiences in lectures and seminars focusing on specific topics and will address a wide range of practical issues in workshops. Students will use case studies to uncover practice and will apply their developing expertise to real world examples and problems.

Content

Introduction to research and research for professional practice
What is research; quantitative and qualitative approaches to research; the purpose of research in public communication; designing a research project including defining a problem; operationalisation; writing research questions; ethical concerns in human research.

Research methodologies and analysis of data
Applied and basic research; quantitative and qualitative methods. Result gathering; interpretation of results, writing and reporting interpretation and analyses.

Writing for professional communicators
Introduction to writing basics. Using research to write for specific purposes and publics. Writing various products for public communication.

Assessment

Assessment item 1: Writing products

Objectives	e, f, g, h
Value	45% (40% writing, 5% editing)
Due	7 October
Task	For this assignment students will be required to write a 1500-word speech or 1500-word feature article. The writing products will be accompanied by a rationale justifying the style and structure of the writing pieces in relation to the publics.
Assessment criteria	Demonstrated ability to: Produce written material that uses an appropriate style and structure for the identified publics. Produce written material that is suitable for the communication medium. Produce writing that is creative and engaging. Provide a strong rationale for your choice of style and structure in relation to the identified publics using relevant literature. Produce writing products to a professional standard. Edit a report to a professional standard including correct written expression, appropriate style and structure. Accurately use Harvard referencing of source material (for rationale) and adherence to specified length.
Editing group participation
Value	5%
Task	During the course you will be expected to edit the work of other students. You will edit their work to correct punctuation and grammar, spelling, style, structure and layout. Evidence of participation will be marked-up copies of student papers as well as group member affirmation. Peer assessment will address the following; elements Participation in the editing process Timely submission of edited material Quality of suggestions about fellow students' work Cooperative approach to editing task

Assessment item 2: Public communication research proposal

Objectives	d, e, f
Value	55%
Due	Week 14
Task	For this assignment students will develop a research plan based on a public communication campaign. You will be given a choice of campaign to work on.
Assessment criteria	Demonstrated ability to: Develop a research that effectively gathers information relevant to the chosen objective. Write a clear research question appropriate to the chosen objective and with reference to relevant literature and lectures. Choose research methodologies appropriate to answer the research and question and with reference to relevant literature and lectures. Design sound research tools eg. Surveys, interview questions, etc. that will gather information to answer the research and question and with reference to relevant literature and lectures. Choose sampling methods appropriate to answer the research and question and with reference to relevant literature and lectures. Identify and address potential ethical issues in research Write a clear, coherent and well-structured research report Accurately use Harvard referencing of source material (do not use footnotes) and adherence to specified length.

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)

Stacks, Don W. (2002). Primer of Public Relations Research. New York : Guilford.

Suggested text:
Treadwell, D and Treadwell, J (2005). Public Relations Writing. London: Pearson Education

Indicative references

Argyrous, G (2005). Statistics for Research (2nd edition). London: Sage Publications.

Anderson, J. A. (1987). Communication Research Methods. New York: McGraw Hill.

Babbie, E. R (1992). Social Research for Consumers. California: Wadsworth.

Babbie, E. R (1995). The Practice of Social Research (4th ed.). California: Wadsworth.

Bouma, G. D. (1996). The Research Process. Hong Kong: Oxford University Press.

Broom, G. & Dozier, D. (1990). Using Research in Public Relations: applications to program management NJ:Prentice Hall.

Brown, S.R., Durning, D.W., & Selden, S.C. (1999). Q methodology. In Gerald J. Miller & Marcia L. Whicker (Eds.), Handbook of research methods in public administration (pp. 599-637). New York: Marcel Dekker.

Crompton,A.(1987). The Craft of Copywriting. London: Hutchinson.

Cutlip, S, Center, A and Broom, G. (2006). Effective Public Relations (6th ed). New Jersey: Pearson International.

Denzin,N. K. & Lincoln, Y. S. (Eds) (2000) Handbook of Qualitative Research (2nd ed) Thousand Oaks, CA: Sage.

de Vans, D. A. (1995) Surveys in Social Research (4th Ed) Singapore: Allen and Unwin

Ely, M (1997). Doing Qualitative Research: circles within circles. London:The Falmer Press

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

Guth, D and Marsh, C (2006). Public Relations: A Values-Driven Approach. Boston: Pearson Education.

Herzbrun, David (1997). Copywriting by Design - Bringing Ideas to Life with Words and Images. NTC Business Books.

Judd, C.M., Smith, E.R. & Kidder, L.H. (1991). Research Methods in Social Relations. Fort Worth, Texas: Holt, Rinehart & Winston.

Lindlof, Thomas R. (1995) Qualitative Communication Research Methods. Thousand Oaks, CA: Sage.

Littlejohn, S. W. (1999). Theories of Human Communication (6th ed.) CA Wadsworth.

Newsom, D. & Carrell, B. (2001). Public Relations Writing:form and style (6th ed.). Belmont: Wadsworth.

Malhotra, N., Hall, J., Shaw, M., and Oppenheim, P. (2002) Marketing Research:An Applied Orientation. 2nd edition Prentice Hall Australia.

McElreath, M. (1997) Managing Systematic and Ethical Public Relations Campaigns. 2nd edition Brown & Benchmark: IA.

O'Hair, Dan and Gary L. Kreps. (Eds) (1990) Applied Communication Theory and Research Hillsdale, N.J.: Lawrence Erlbaum Associates.

Oppenheim, A. (1992), 'Questionnaire Design, Interviewing and Attitude Measurement', Washington, Pinter.

Potter, W, James. (1996) An Analysis of Thinking and Research about Qualitative Methods. Mahwah, N.J.: Laurence Erlbaum Associates.

Reinard, J. C. (1998) Introduction to Communication Research. (2nd ed.) Boston, MA: McGraw Hill.

Robson, Colin (1993). Real World Research:A Resource for Social Scientists & Practitioner Researchers. Oxford, UK: Blackwell.

Rubin, Rebecca B., Alan M. Rubin, & Linda J. Piele (1996) Communication Research: strategies and sources (4th ed.) Belmont, CA.: Wadsworth.

Saunders, M, Lewis, P, & Thornhill A. (2007) Research methods for business students (4th edition) Essex, Pearson.

Smith, H. W. (1991). Strategies of Social Research: The methodological imagination. New York: Holt Rinehart, and Winston.

Sproull, N. (1995). Handbook of Research Methods (2nd ed.) London:Scarecrow Press.

Stacks,D, and Hocking,J.(1992). Essentials of Communication Research N.Y.:Harper Collins.

Stempel, G.H. & Westley, B.H. (Eds) (1989). Research Methods in Mass Communication. Englewood Cliffs, NJ: Prentice Hall.

Thompson, W. (1996). Targeting the Message: a receiver-centered process for public relations writing. New York: Longman.

Watson, Don. (2003). Death Sentence: the decay of public language. Milsons Point, NSW: Random House Australia.

Watt, James H. & Sjef A. van den Berg. (1995) Research Methods for Communication Science Boston : Allyn and Bacon.

Wilcox, D.L (2001). Public Relations Writing and Media Techniques (4th ed.). New York: Longman.

Journals
Advertising Research
International Public Relations Review
Journal of Advertising
Journal of Public Relations Research
Public Relations Quarterly
Public Relations Review
Total Communication Measurement