50499 Public Relations Contexts and Applications

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

Requisite(s): 50160 Public Relations Strategies

Handbook description

In this subject, students examine political, social, and economic contexts for public relations practice. They adopt a critical perspective in addressing issues for contemporary public relations practice such as cross-cultural and international public relations, the role of the profession, technological innovations and social change. Students develop an understanding of the different sectors of the public relations industry and specialist practices required, for example investor/financial services, information technology public relations (ITPR), community relations, government relations and lobbying, employee communication, sponsorship and fundraising, and activist public relations.

Subject objectives/outcomes

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

Recognise, analyse and incorporate the social, economic, political and professional contexts of public relations practice in their work;
Conduct critical analyses of public relations programs designed to accommodate the needs of special interest groups;
Demonstrate an understanding of the ways in which the needs of clients and their publics can be jointly addressed in appropriate relationship-building activities and programs.

Contribution to graduate profile

Students will:

gain an interdisciplinary and coherent knowledge of public communication to inform ethical, creative and socially responsible practice, with specialised expertise in public relations
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
be responsive to new developments in public communication industries and international contexts in an increasingly globalised environment and be able to engage productively with new challenges
be immediately employable and effective in understanding a range of public communication contexts, which include public relations for corporate, government and not-for-profit organisations, as well as consultancies and agencies
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 and the capacity to engage in lifelong learning
be able to facilitate and provide professional advice on effective interaction with colleagues, clients and the public as public communication professionals, recognising the needs of all salient publics and working to establish genuine consultation and dialogue.

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 and guest speakers are employed where appropriate.

Content

Public relations and social change.
Public relations industry structure.
Social role of public relations.
Multiculturalism and communication. Intercultural communication and implications for public relations practice; International public relations
Communicating for social equity; recognising special stakeholders, accommodating different needs and sensitivities.
Financial/investor relations; ITPR; Corporate and Not-for-Profit public relations
Employee communication.
Public sector public communication. Lobbying and government relations
Community consultation, negotiation and conflict management.

Assessment

Assessment item 1: Sponsorship proposal and pitch

Objectives	a, b and c
Value	60%
Due	Written component: Week 8. Presentations begin in Week 10
Task	Part 1: Group sponsorship proposal and media product: 20% Part 2: Group Presentation: 20% Part 3: Individual Strategy rationale: 20% Part 1: Group sponsorship proposal and media product Sponsorship proposal The group will devise a sponsorship proposal for a client who can be either sponsor/recipient; that is, identification of elements of mutual benefit for both sponsor and recipient (regardless of which is your client). It should clearly demonstrate the ways in which the proposal relates to the organisation and the range of benefits offered. (2,500–3,000 word limit) Proposal for communication product This will accompany the sponsorship proposal. This aspect of the assignment allows your group to demonstrate the 'mutual benefits' of the sponsorship relationship in an example of an effective communication product. This product could be devising an advertising campaign, a web site, a publicity campaign and media kit, special event, etc. Products other than these examples need to be approved by your lecturer or tutor. This aspect of the assignment demonstrates to the client the 'value adding' or branding aspects of the relationship. Groups are encouraged to develop creative strategic synergies for their proposed sponsor (or recipient) and demonstrate this in their communication products. Part 2: Group Presentation Each group will present their pitch to class. Key elements of their rationale and strategy for the sponsorship proposal and its sample communication product should be explained succinctly and persuasively in this pitch and included in the class handout. The presentation should take 15-20 minutes. All group members must participate and will receive a grade for the presentation. Group members will need to act and dress appropriately for a role-play client pitch and use visual aids where appropriate. The presentation will need to be smooth, dynamic and persuasive. Part 3: Strategy Rationale Each student will submit an individual report which provides rationale for the sponsorship proposal and also explains how the communication product adds value to the broader sponsorship strategy. It should assess and argue the ways in which the proposal relates to organisation/corporate identity and positioning for the product or service of the proposed sponsor and recipient. Supported by reference to the literature where appropriate. (1000 word limit)
Assessment criteria	Construct a convincing sponsorship proposal that identifies and effectively supports elements of mutual benefit for both donor and recipient; Prepare and deliver a structured, coherent and persuasive presentation, demonstrating proficiency in personal presentation skills and time management; Use appropriate aids effectively to enhance presentation; Assess critically and effectively argue the ways in which the proposal relates to organisation/corporate identity and positioning for the product or service (mutual); Work as a useful and cooperative member of a creative and professional team; Produce an integrated written sponsorship proposal to a professional standard including appropriate structure and referencing, accurate spelling, punctuation, and grammar, clear expression, and free of typographical errors.

Assessment item 2: Portfolio of tutorial exercises

Objectives	a and b
Value	40%
Due	Week 14
Task	The portfolio will consist of four pieces of work in total, each worth 10% of the total assessment: From six nominated tutorials (marked with an * on the program) students are to select three to submit in written form (500–750 words each). A full description of the requirements for each tutorial will be distributed in class. NOTE: The word length for each tutorial reflects the approximate length of an executive summary.

Assessment criteria	An understanding of the topics through broad reading and use of appropriate examples where required; Demonstrated capacity for developing communication strategies appropriate to a range of circumstances; Evidence of critical analysis of the implications for public relations practice in different contexts; Presentation of a portfolio of work to a professional standard including appropriate structure and referencing, accurate spelling, punctuation, and grammar, clear expression, and free of typographical errors.

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.

Indicative references

There is no prescribed text for this subject. However, a book of weekly readings has been collected from relevant texts, journals and Web sites. Students are expected to read widely on the subjects covered in the lectures and demonstrate this in their assignments. The following is not a definitive list of references, but a useful guide only.

Beder,S. 1999, Public participation or public relations, Technology and public participation, University of Wollongong, pp. 169 –192.

Charleton, R. 2000, Dispute resolution guidebook, LBC Information Services, Sydney, pp. 3-17.

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

Dyer, S, Buell, T. Harrison, M., Weber, S. 2002, Managing public relations in nonprofit organisations, Public Relations Quarterly, vol. 47, no. 4, pp 13 –18.

Goerke, J. 2003, Taking the quantum leap: nonprofits are now in business. An Australian perspective, International Journal of Nonprofit and Voluntary Sector Marketing, vol. 8, no. 4, pp 317-327.

Grey, A., Skildum-Reid, K. 1999, The sponsorship seeker's toolkit, McGraw-Hill, Sydney, pp. 102-107.

Grey, A., Skildum-Reid, K. 1999, The sponsorship seekers toolkit, McGraw-Hill, Sydney.

Grey, A., Skildum-Reid, K. 2001, The sponsor's toolkit, McGraw-Hill, Sydney, pp112-132.

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

Hanratty, N. E. 2003, Corporate spin works on the inside as well as to the buying public. Online opinion: http//www.onlineopinion.com.au/viewasp?article=821 accessed 6/02/04.

Harrison. K. 2003, The value of sponsorship in Strategic Public Relations: a practical guide to success. Century Ventures, Sydney.

Heath, R.L. Ed. 2001, Handbook of Public Relations, Thousand Oaks; Sage Publications Inc, London.

Hendrix, J.A. 1998, Public relations cases. Wadsworth Publishing Company, Belmont.

Holtz,S. 1999, 'Activism on the Internet' in Public relations on the net, AMA Publications, New York. Pp 176-197.

Houghton, M. 1997, Lobbying: how to make friends in high places, Marketing, Dec 1996/Jan 1997, pp. 15-19.

Kim, M, 2002, Non-western perspectives on human communication: implications for theory and practice. Sage Publications Thousand Oaks, Cal., pp. 7-24.

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

L'Etang, J. Pieczka, M. 1996, Critical Perspectives in Public Relations. International Thomson Business Press, London, pp. 82 – 105.

Leichty, G. 1997, 'The limits of collaboration', Public Relations Review, vol. 23, no. 1, pp. 47-55.

Mackay, H. 1993, Reinventing Australia. Sydney: Harper & Collins.

Mattson, M. & Stage, C. W. Toward an understanding of intercultural ethical dilemmas as opportunities for engagement in new millennium global organizations, Management Communication Quarterly, vol. 15, no. 1, pp. 103-109.

McComas, K. A. 2003, Trivial pursuits: participant views of public meetings, Journal of Public Relations Research, Vol. 15, I 2, pp. 91 – 115.

Mickey, T. J. 2003, Deconstructing Public Relations: Public Relations Criticism, Lawrence Erlbaum Associates, Mahwah NJ, pp. 1 – 18.

Nally, M. 1995, 'Sponsorship' in The practice of public relations, 4th ed, ed. Black, S., Butterworth-Heinemann, Oxford, pp. 163-175.

O'Sullivan, K. 1994, Understanding ways – communicating between cultures, Hale & Iremonger, Sydney.

Plowman, K. D., Briggs, W. G. & Huang, Y. 2001, 'Public relations and conflict resolution', in Handbook of public relations, Ed. Heath, R., Sage Publications, Thousand Oaks, pp. 301-3310.

Polonsky, M. J. 2003, Who receives the most help? The most needy or those with the best marketers? International Journal of Nonprofit and Voluntary Sector Marketing, vol. 8, no. 4, pp 302 - 304.

Rangan, V. K., Karim, S. & Sandberg, S. K. 1996, Do better at doing good. Harvard Business Review, vol. 74, no. 3, pp.42-52.

Sarkissian, W. (ed.) 1986, The community participation handbook, Impact Press, Sydney.

Seib, P. & Fitzpatrick, K. 1995, Public relations ethics. Harcourt Brace, Fort Worth.

Sekuless, P. 1991, Lobbying Canberra in the nineties. The government relations game, Allen & Unwin, Sydney.

Skinner, B., Rukavina, V. 2003, Event Sponsorship. John Wiley & sons, NJ, pp 103 – 116.

Skinner, B.E., Rukavina, V. 2003, Event Sponsorship. John Wiley & Sons, New Jersey.

Smyth, R. (1999), 'Australian Government Communication: A Paradigm Shift,' in Asia-Pacific Public Relations Journal, Vol.1, No.2, pp.59-85.

Smythe, J. 2004. Confused communications, Personnel Today Magazine. Accessed http://www.personneltoday.com 27/01/2005.

Steyn, B., Puth, G. 2000, 'Environmental scanning' in Corporate Communication Strategy, Heinemann Publishers, Sandown.

Tymson,C., Lazar,P., Lazar,R. 2002, Financial and investor relations in The New Australian & New Zealand Public Relations Manual. Tymson Communications, Aust.