57023 Communicating with Publics

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

Handbook description

In this subject students analyse the social construction of publics and organisation-public relationships. They study different models of public relations practice and draw on current theories about publics, public relations and relationships to help them understand the development of strategies to communicate with internal and external publics. There is a strong focus on identifying the ethical implications of decisions, actions and outcomes in communicating with publics. Students are encouraged to participate in a discussion on approaches to empowering or influencing publics. The attitudes, knowledges, behaviours and issue positions of various publics are studied to enable students to assess how best to communicate with them. Students learn about different research strategies for understanding communicating with publics. They also explore different writing strategies for communicating effectively with specified publics about issues.

Subject objectives/outcomes

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

understand how publics are constructed;
critically evaluate current theories of publics and models of public relations practice;
identify the ethical implications of decisions, actions and outcomes;
develop ways of understanding the attitudes, behaviours and issue positions of publics;
identify news values and communicate about an issue to identified publics.

Contribution to graduate profile

Students will have:

a good understanding of the nature of communication and communication management through a broad range of theories and paradigms
a sensitivity to ethical and legal issues related to communication
a capacity to critically reflect on the role and responsibilities of communicators
an understanding of contexts of communication
competency in understanding, identifying and communicating with publics to build and maintain relationships
an understanding of the cultural bases of communication and the capacity to relate to publics from cultures other than their own
an understanding of the implications and management of communication technologies for professional communication practice
a capacity to critically reflect on their learning and professional communication practice
the ability to apply communication theories to the analysis of case studies and professional practice
the ability to provide strategic advice to senior management
the capacity for lifelong learning

Teaching and learning strategies

A variety of teaching and learning strategies will be used, including lectures, workshops, visiting speakers and seminar presentations. The learning program is designed for beginning graduate students and focuses on developing their ability to learn independently as well as to interact productively in small groups.

Content

social construction of publics;
differing worldviews and models of public relations practice;
perspectives which extend or challenge the dominant paradigm;
current theories about publics and their communicative behaviours;
implications for communicating with internal and external publics;
ethical implications of communicating with publics;
diffusion of ideas and innovation;
understanding attitudes, knowledges, behaviours and issue positions;
writing principles for communicating with specific publics;
style and form for feature articles and speechwriting. Influence of medium on writing strategy and design.

Assessment

Assessment item 1: Analysis and discussion of industry practices and public relations theory

Contributions individually assessed

Objectives	a, b, c, d
Value	40%
Due	A question will be posted on UTSOnline in Week 2: Discussion begins online in designated groups First responses to question First student to post entry - by Week 4 All students to have posted first entry - by Week 6 Subsequent responses to question All students to have posted subsequent responses - by Week 8 Paper copies To be handed in to tutor at Saturday workshop
Task	Groups of between six and eight students will be created in UTSOnline. In these groups you are to contribute at least two entries to a structured on-line discussion of a question or statement that will be posted by the subject coordinator. This question/statement will relate to worldviews - particularly the differences between symmetrical and asymmetrical worldviews - about publics and relationships with publics. They will also refer to models of public relations practice developed by J. Grunig as well as to the theories/opinions of other scholars in this field.
Assessment criteria	Demonstrated ability to: clearly explain and discuss worldviews as they relate to communicating with publics; locate and critically examine entries in the Golden Target Awards Collection and/or professional practice which demonstrate the application of public relations theory; students refer to appropriate concepts and literature to support their analyses and discussion; adopt a critical, analytic role in the assessment of theory and communication practices; contribute usefully to an on-line discussion in a way which demonstrates engagement with group discourse; clear and grammatical written expression, absence of typographical, referencing, spelling and punctuation errors, and adherence to word limit.

Assessment item 2: Speech or feature article with accompanying Brief Report

Objectives	b, d, e
Value	30%
Due	Week 12: 23 May Read these instructions in conjunction with those for Assignment 3 as, in most cases, students' research for both assignments will be very similar.
Task	Each student will submit a speech or feature article sharing the information she or he has gleaned either from the research for the group seminar presentation (Assignment 3, see below) or on an issue agreed with the lecturer. This should not merely be a repeat of contributions planned for the group presentation nor a summary of an issue. The speech or feature article should demonstrate your ability to synthesise arguments in an issue or debate and present them with a particular perspective apparent, and in the style and form of the particular communication product in the context you designate. You must also clearly identify the relationship between the issue and communicating with publics. Do NOT select crisis communication. The issue chosen should not be one specifically covered in lectures, although it can be an extension of a lecture topic (addressed as an issue or debate). Your speech or feature article will be supported by a Brief Report and be designed to communicate to an internal public (i.e. within an organisation or association).
Assessment criteria	Demonstrated ability to: present an identified issue with a clear relationship to communicating with publics; undertake and demonstrate research into the issue which is accurate, reliable, comprehensive, relevant, up-to-date, and well-argued; identify appropriate publics and objectives for the issue and the medium; provide a convincing rationale for the chosen form, style and angle for this public, this topic and this medium; develop a clear, readable, practical, informative, engaging, concise and well-structured article/speech; conform to the style and structure requirements of the speech or article; provide accurate and useful references using the Harvard referencing system (see Bell site); prepare a speech/article to a professional standard with clear and grammatical written expression, free from typographical, spelling and punctuation errors and adhering to the word limit.

Assessment item 3: Group Seminar Presentation

(All group members receive the same assessment grade for the presentation but this may be adjusted depending on peer assessment of contribution to group.)

Objectives	a, b, c, d, e
Value	30%
Due	Weeks 13 and 14 in workshop, as scheduled
Task	In groups of 4-5, students will present a seminar on an issue relating to communicating with publics. This must be an issue which has attracted dispute, debate or discussion in the literature so that different views, approaches or perspectives are represented. As with Assignment 2, you must clearly identify the relationship between the issue and communicating with publics. Do NOT select crisis communication.
Assessment criteria	Demonstrated ability to: present a comprehensive approach to an identified issue with a clear relationship to communicating with publics; undertake and demonstrate research into the issue (in both the presentation and the reference list) which is accurate, reliable, comprehensive, relevant, and up-to-date; present an argumentation of issue positions, demonstrating preparation and achievement of clearly stated objectives; devise and present a seminar to class which is well-prepared, skilfully presented, makes effective use of all group members, has a logical arrangement, is succinct, demonstrates good use of resources, is varied and creative, well-timed, and well-paced; design an appropriate learning experience for the class which is creative, interesting, engaging, interactive and experiential; work effectively as a member of the group for the assignment.

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)

Reader
A Reader has been prepared for this subject. It is recommended you use it to explore and supplement material presented in lectures. A number of seminal articles are included as a basis for research for your assignments, particularly the first assignment. The Reader is available for purchase from the UTS Union Shop, Level 3, Tower Building, Broadway. Take your student ID with you and quote CN 3299. It costs $27.00.

Indicative references

(This is not an extensive list. Journals are important sources for this subject, especially as the current journal issues represent up-to-date approaches to debates in the field).

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

Baskin, O., Aronoff, C. & Lattimore, D. 2004, Public relations: The profession and the practice, Rev ed of 4th edn, McGraw-Hill, New York.

Baverstock, A. 2002, Publicity, newsletters, and press releases, Oxford University Press, New York.

Black, L.D. & Hartel, C. 2001, Public relations orientation: The construct and its dimensions, Faculty of Business & Economics, Monash University, Caulfield East, Vic.

Botan, C. & Hazleton, V. (eds.) 2006, Public relations theory II, Lawrence Erlbaum Associates, NJ.

Burke, E.M. 1999, Corporate community relations: The principle of the neighbor of choice, Quorum Books, Westport, Conn.

Coombs, W.T. & Holladay, S.J. 2007, It's not just PR: Public relations in society, Blackwell Pub., Malden, MA.

Courtright, J.L. & Smudde, P.M. (eds.) 2007, Power and public relations, Hampton Press, Inc., Cresskill, NJ.

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

Cunningham, S. & Turner, G. (eds.) 2006, The media & communications in Australia, 2nd edn, Allen & Unwin, Crows Nest, NSW.

Curtin, P.A. & Gaither, T.K. 2007, International public relations: Negotiating culture, identity, and power, SAGE Publications, Thousand Oaks, London, New Delhi.

Cutlip, S.M., Center, A.H. & Broom, G.M. 2006, Effective public relations, 9th edn, Pearson Prentice-Hall, Upper Saddle River, NJ.

Diggs-Brown, B. 2007, The PR styleguide: Formats for public relations practice, Thompson/Wadsworth, Belmont, CA.

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

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

Frey, L.R. & Carragee, K.M. (eds.) 2007, Communication activism, Hampton Press, Cresskill, NJ.

Grunig, L.A., Grunig, J.E. & Dozier, J.M. 2002, Excellent public relations and effective organisations: A study of communication management, Lawrence Erlbaum, Mahwah, NJ.

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.

Guth, D.W. & Marsh, C. 2006, Public relations: A values-driven approach, 3rd edn, Allyn and Bacon, Boston.

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

Hocking, J.E., McDermott, S.T. 2002, Communication research, 3rd edn, Allyn and Bacon, Boston.

Jamieson, K.H. & Campbell, K.K. 2005, The interplay of influence: News, advertising, politics, and the internet, 6th edn, Thomson Wadsworth, Belmont, CA.

Johnston, J. & Zawawi, C. (eds.) 2004, Public relations theory and practice, Allen & Unwin, Crows Nest, NSW.

Ledingham, J.A. & Bruning, S.D. (eds.) 1999, Public relations as relationship management, Lawrence Erlbaum Associates, Publishers, Mahwah, NJ, London. (Electronic version 2000)

L'Etang, J. 2008, Public relations: Concepts, practice and critique, SAGE, London.

Macnamara, J. 2005, Jim Macnamara's public relations handbook, 5th edn, Archipelago Press, Chippendale, NSW.

Mayhew, L.H. 1997, The new public: Professional communication and the means of social influence, Cambridge University Press, New York.

McQuail, D. (ed.) 2006, Mass communication, SAGE, London.

Mickey, T.J. 2003, Deconstructing public relations: Public relations criticism, Lawrence Erlbaum Associates, Publishers, Mahwah, NJ.

Moloney, K. 2006, Rethinking public relations: PR propaganda and democracy, 2nd edn, Routledge, London, New York.

Moss, D., Vercic, D. & Warnaby, G. (eds.) 2003, Perspectives on public relations research, Routledge, London.

Nair, B. 2004, From main street to cyber street: A series on changes in the practice of communication, Marshall Cavendish Academic, Singapore.

Newsom, D., VanSlyke Turk, J. & Kruckeberg, D. 2004, This is PR: The realities of public relations, 8th edn, Wadsworth/Thomson Learning, Belmont, CA.

Newsom, D. & Haynes, J. 2005, Public relations writing: Form and style, 7th edn, Wadsworth, Belmont, CA.

Ruler, B. van (ed.) 2004, Public relations and communication management in Europe: A nation-by-nation introduction to public relations theory and practice, Mouton de Grouter, Berlin, New York.

Smith, R.D. 2003, Becoming a public relations writer: A writing process workbook for the profession, 2nd edn, Lawrence Erlbaum Associates, Inc, Mahwah, NJ.

Sriramesh, K. & Vercic, D. (eds.) 2003, The global public relations handbook: Theory, research & practice, Lawrence Erlbaum Associates, New Jersey.

Stacks, D.W. 2002, Primer of public relations research, The Guildford Press, New York & London.

Stempel,G. H., Weaver, D.H. & Wilhoit, G.C. 2003, Mass communication research and theory, Pearson Education, Inc., Boston.

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

Toth, E. (ed.) 2007, The future of excellence in public relations and communication management: Challenges for the next generation, Erlbaum, Mahwah, NJ.

Treadwell, D. & Treadwell, J.B. 2004, Public relations writing: Principles in practice, Sage Publications, Thousand Oaks, CA.

Tremayne, M. (ed.) 2007, Blogging, citizenship, and the future of media, Routledge, New York & London.

Wicks, R.H. 2000, Understanding audiences: Learning to use the media constructively, Lawrence Erlbaum Associates, Publishers, Mahwah, NJ, London.

Wilcox, D., Ault, P. & Agee, W. 2003, Public relations strategies and tactics, 7th edn, Allyn and Bacon, Boston.

Wilcox, D.L. 2005, Public relations writing and media techniques, 5th edn, Pearson Allyn and Bacon, Boston.

Yopp, J.J. & McAdams, K.C. 2002, Reaching audiences: A guide to media writing, 3rd edn, Allyn & Bacon, Boston, London.