57132 Media Relations

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

Handbook description

In this subject, students explore the role and uses of media relations for communication management. They explore the relationship between journalism and public relations and the structures, regulatory frameworks and processes relevant to developing media strategies. They review mass communication research traditions such as media effects theories and agenda setting, applying their understanding to issues for professional public relations practice. Public opinion and diffusion of ideas and innovations are examined, along with the concept of the public interest. Students investigate ways in which new media have changed the landscape for communicating with publics and for media relations. They practise developing media plans and products to broaden their awareness of the diversity of media channels. In their final project, they develop briefing notes and perform as interviewees in the UTS television studios.

Subject objectives/outcomes

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

Understand the place of media relations in public relations practice
Critically examine mass communication research traditions
Understand media structures, ownership and regulations
Apply newsworthiness principles to the production of professional public relations plans and communication products
Identify critical paths of influence and innovation
Identify and apply the basic constructs of relationship–building to media relations
Develop appropriate briefing notes for media interviews and perform to a professional standard as an interviewee.

Contribution to graduate profile

This subject contributes to the graduate profile for communication management by providing for students the opportunity to develop:

a good understanding of the nature of communication management through a broad range of theories and paradigms
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
the ability to choose and use appropriate research methods for communication professionals
a capacity to critically reflect on their learning and professional communication practice
the ability to implement communication strategies and evaluate their effectiveness
the ability to apply communication theories to the analysis of case studies and professional practice
the ability to analyse issues
the ability to provide strategic advice to senior management.

Teaching and learning strategies

A variety of teaching and learning strategies will be used, including lectures, workshops, visiting speakers, seminar presentations and online discussion. The learning program is designed for students to learn independently as well as to interact productively in small groups. Students will participate in interviews in the UTS TV studios. Interviews will be filmed for the purpose of marking or double-marking. Any recording of these interviews will be destroyed after marking is complete.

Content

role of media relations in communication management
relationship between journalism and public relations
media strategy development: the relevant structures and processes; strategy planning, objectives and evaluation
"mass" communication research traditions: media effects theories, agenda setting, cultivation. Implications for media relations
public opinion and diffusion of ideas and innovations
public interest and new media
media interview functions, techniques and roles
preparation for interviews; identifying type and purpose; training in techniques, role-plays.

Assessment

Assessment item 1: Essay

Objectives	a, b , c
Value	50%
Due	Week 8 in Digital Dropbox on UTSOnline
Word limit	2200-2500 words
Task	Students identify and explore an issue for media relations. For example, issues related to: relationship between journalism and public relations; construction of news; implications of social/citizen media for the practice of media relations; assumptions of certain effects and/or sequences of effects; paths to agenda-setting; cultivation theory and research for media relations and ethical practice; shifts in audience research for media relations. Purpose: This assignment challenges students to apply research and theories in the literature on mass media and media studies to the practice of media relations. They demonstrate the application of theory and research to the broader media strategy process in public relations.
Assessment criteria	Demonstrated ability to: clearly explain, discuss and analyse concepts and theories as they relate to the practice of media relations; identify and critically examine an issue for media relations which warrants debate or exploration (justify); refer to appropriate concepts and literature to support issue selection, analysis and discussion; adopt a critical, analytic role in the assessment of theory and communication practices; produce clear and grammatical written expression, with no typographical, referencing (use Harvard), spelling or punctuation errors; adhere to word limit.

Assessment item 2: Media strategy and media kit

Objectives	d, e, f, g
Value	30%
Due	Week 12 in class
Task	Students develop a media strategy in response to a case study scenario provided by the lecturer (in Week 4). Their strategy must include a broadcast media kit and be designed to attract a television interview. Purpose: To demonstrate application of understandings of the current media landscape for media relations in Australia and apply this understanding to a practical task with the development of a clearly supported and considered media strategy for a scenario. The strategy will include a media kit (backgrounders will be given to the journalist) as well as a television interview for which the students will prepare anticipated questions and answers, and objectives in Assignment 3. Evidence of research and sound judgement will be expected. Structure There are two parts to Assignment 2: Part 1: Media strategy (Word limit: 1200-1500 words) Part 2: Media kit
Assessment criteria	Demonstrated ability to: devise an achievable and appropriate media strategy for this scenario, the client publics and media outlet, based on research and sound argument; devise measurable and appropriate objectives for the media strategy; provide a convincing rationale; produce a media release which conforms to layout and style conventions and uses a newsworthy angle for identified publics; produce backgrounders which are informative, well-researched, observe format and style conventions, complement the media release, and work to achieve the objectives of the strategy; prepare written materials to a professional standard including appropriate structure, accurate referencing, spelling, punctuation and grammar, clarity of expression, and absence of typographical errors; adhere to word limits.

Assessment item 3: Television interview preparation and television performance

Objectives	d, f, g
Value	20%
Due	Part 1: due online in Digital Dropbox by 5.00pm May 30; Part 2: as scheduled in either Week 13 or 14 in studio
Task	In this assignment students provide evidence of their interview preparation and then perform as interviewees in the UTS television studio. This preparation and interview follow on from the media strategy developed for Assessment 2. Structure There are two parts to Assignment 3: Part 1: Anticipated questions and answers Television interview objectives. Part 2: Television interview as spokesperson
Assessment criteria	Demonstrated ability to: anticipate difficult or challenging questions for your interview and devise credible, appropriate answers; develop an angle which is newsworthy devise appropriate objectives for the interview; achieve your stated objectives for the interview; be well prepared for the interview, including nonverbal presentation; perform well as a spokesperson/interviewee, appearing credible, honest, sensitive and professional without unnecessary avoidance or obfuscation; prepare written materials to a professional standard including appropriate structure, accurate referencing, spelling, punctuation and grammar, clarity of expression, and absence of typographical errors; adhere to word limits.

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)

A Reader has been prepared for students of this subject. It contains a small selection of articles and chapters to supplement lecture material. It is available for purchase from the UTS Union Shop, Level 3, Tower Building, Broadway. Take your student ID with you and quote CN 3123. It is $21.00.

Indicative references

Allan, S. 2006, Online news: Journalism and the Internet, Open University Press, Maidenhead, England, New York.

Alysen, B., Sedorkin, G. & Oakham, M., with Roger Patching 2003, Reporting in a multimedia world, Allen & Unwin, Crows Nest, NSW.

Berger, A.A. 2000, Media and communication research methods: an introduction to qualitative and quantitative approaches, Sage Publications, Thousand Oaks, CA.

Botan, C.H. & Hazleton, V. (eds.), Public relations theory II, Lawrence Erlbaum Associates, Publishers, Mahwah, NJ & London.

Bryant, J. & Zillmann, D. (eds.) 2002, Media effects: advances in theory and research, L. Erlbaum Associates, Mahwah, NJ.

Butsch, R. (ed.) 2007, Media and public spheres, Palgrave Macmillan, Basingstoke, UK, New York.

Cottle, S. (ed.) 2003, News, public relations and power, Sage Publications, London, Thousand Oaks, CA.

Croteau, D. & Haynes, W. 2003, Media Society: Industries, images, and audiences, 3rd edn, Pine Forge Press, Thousand Oaks, London, New Delhi.

Cunningham, S. & Turner, G. (eds.) 2005, The media & communications in Australia, 2nd edn, Allen & Unwin, Crows Nest, Australia.

Dearing, J.W. & Rogers, E.M. 1996, Agenda-setting, SAGE, Thousand Oaks, CA, London.

Devereux, E. 2003, Understanding the media, SAGE, London.

Downing, J. (ed.) 2004, The SAGE handbook of media studies, SAGE Publications, Thousand Oaks, CA.

Ferguson, S.D. 2000, Researching the public opinion environment: theories and methods, Sage Publications, Thousand Oaks, CA, London.

Fleming, D. (ed.) 2000, Formations: A 21st century media studies textbook, Manchester University Press, Manchester.

Hirst, M. & Harrison, J. 2007, Communication and new media: from broadcast to narrowcast, Oxford University Press, South Melbourne, Victoria.

Kawamoto, K. (ed.) 2003, Digital journalism: emerging media and changing horizons of journalism, Rowman & Littlefield Publishers Inc., Lanham, Boulder, New York.

Klingemann, H.-D. & Rommele, A. (eds.) 2002, Public information campaigns and opinion research: a handbook for the student & practitioner, Sage, London.

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

McCauley, M.P. ... [et al.] (eds.) 2003, Public broadcasting and the public interest, M.E. Sharpe, Armonk, NY.

McQuail, D. 2005, McQuail's mass communication theory, 5th edn, SAGE, London.

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

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

Perry, D.K. 2002, Theory and research in mass communication: contexts and consequences, Erlbaum, Mahwah, NJ, London.

Protess, D.L. & McCombs, M. (eds.) 1991, Agenda setting: readings on media, public opinion, and policymaking, Erlbaum, Hillsdale, NJ.

Rice, R.E. & Atkin, C.K. (eds.) 2000, Public communication campaigns, 3rd edn, SAGE Publications, Thousand Oaks, CA.

Ruddock, A. 2007, Investigating audiences, SAGE Publications, London.

Schroder, K., Drotner, K., Kline, S. & Murray, C. 2003, Researching audiences, Oxford University Press, New York.

Smith, R.D. 2005, Strategic planning for public relations, Lawrence Erlbaum Associates, Mahwah, NJ.

Sparks, G.G. 2002, Media effects research: a basic overview, Wadsworth/Thomson Learning, Belmont, CA.

Stanton, R. 2007, Media Relations, Oxford University Press, Sth Melbourne, Vic.

Stempel, G.H. III, Weaver, D.H. & Wilhoit, G.C., (eds.) 2003, Mass communication research and theory, Allyn and Bacon, Boston, MA.

Stevenson, N. 2002, Understanding media cultures: social theory and mass communication, Sage, London.

Traudt, P. 2005, Media, audiences, effects, Pearson Education, Boston.

Ginneken, Jaap van 2003, Collective behavior and public opinion: rapid shifts in opinion and communication, L. Erlbaum, Mahwah, NJ.

Warner, M. 2002, Publics and counterpublics, Zone Books, New York, NY; MIT Press [distributor], London.

Williams, K. 2003, Understanding media theory, Arnold, London.

Resources for Public relations and media writing

Barker, D. 1998, The craft of the media interview, Robert Hale, London.

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

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

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

Hicks, W. with Adams, S. & Gilbert, H. 1999, Writing for journalists, Routledge, London, New York.

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

Macnamara, J. 1996, How to handle the media, Prentice Hall, Sydney.

Newsom, D. 2005, Public relations writing: form and style, Thomson Wadsworth, Belmont, CA.

Stewart, S. 2004, Media training 101: a guide to meeting the press, John Wiley, Hoboken, NJ.

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

Tucker, K., Derelian, D. & Rouner, D. 1997, Public relations writing: an issue-driven behavioral approach, Prentice Hall, Upper Saddle River, NJ.

Whitaker, W.R., Ramsey, J.E. & Smith, R.D. 2000, Mediawriting: print, broadcast, and public relations, Longman, New York.

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, Allyn and Bacon, Boston.