50650 Public Relations Professional Practice

UTS: Communication: Communication and Learning
Credit points: 8 cp
Result Type: Grade, no marks

Requisite(s): 50499 Public Relations Contexts and Applications

Handbook description

This is the final public relations subject in the Public Communication Professional Strand. Students develop their understanding and expertise in issue and crisis identification and management for case studies. They analyse the social, political and community contexts for their client organisations and develop advanced strategies, protocols and plans. This subject includes a seminar where students are addressed by representatives from the different sectors of the public relations industry. Students undertake internships to further develop their understanding of current industry practices and expectations. These professional placements are developed with agreed learning goals and outcome measures. Alternatively, students who are already working full-time in public relations may complete a module on media interviewing practice.

Subject objectives/outcomes

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

critically analyse the practice of public relations in the context of identifying emerging issues in contemporary society
understand the application of public communication principles and practices in the work place
identify the place of issues management in the contemporary organisation and the role of the public relations professional in developing and supporting the relationship between an organisation and its community
apply the principles of crisis communication management to the design of an appropriate crisis communication management plan for a professional client.
For those students who undertake the media module: understand and apply principles related to effectively representing an organisation in the media.

Contribution to graduate profile

The subject enables students to:

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
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
gain by class work, group work and internships the specific skills associated with successful professional work in public communication including research and writing skills necessary for professional practice
have demonstrated capabilities in interpersonal and organisational communication processes, audience identification and research, relationship building, campaign development, promotional activities and issues management
be immediately employable and effective in understanding a range of public relations industry contexts
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

A combination of lectures and experiential learning techniques are used for scheduled classes. Industry representatives give guest lectures and participate in panels. Students also undertake a work placement in an organisation where they are supervised by a public relations professional. This gives them the opportunity to experience industry work practices first hand and apply their understanding and expertise to job tasks. Alternatively, students can seek to undertake the media component (see below).

Content

Schedule of topics

All students will attend five scheduled classes. Sessions will be held in Weeks 1,4, 5 and 14 of semester with one all day Saturday workshop in between.

Review of current industry issues and trends for public relations sectors, Issues management: trends, types, status and case studies
Crisis communication management planning
Crisis communication management case studies
Crisis communication management plans
Industry panel presentations.

Students also undertake a work placement in an appropriate organisation or media skills training. Work placement students meet for an additional session in Week 6.

Students doing the media component meet for an additional four evenings later in the semester (in place of the internship). One of these sessions is a media skills interview (test) in the UTS Multimodal lab.

Assessment

Assessment item 1: Issue Management Research via an online posting and poster production

Objective(s):	a, c
Weighting:	20%
Task:	This assessment is in two parts: the first part requires students to respond to 2 online questions posted at weekly intervals. The questions will ask students to scan the environment and identify and analyse an issue and its position using current literature. The issue will be linked to one organisation and stakeholders/publics will be identified and analysed to provide depth in understanding the issue. Each response will consist of 500 words and include reference to literature to justify the issue analysis process. Postings will provide a word count and references for each submission. This component of assessment one provides the basis for developing the second component of Assessment 1. The second part of assessment one requires students to develop a poster of A2 size to present to the class to show the issue analysis process linked to an organisation and range of publics/stakeholders. The poster will be a visual representation of the analysis process; it will identify one organisation as likely to experience a crisis in an escalation of the issue. Students will present the poster in class (5 minutes) summarising its content and potential evolution into a crisis. They will also respond to questions.
Assessment criteria:	Demonstrated ability to: select an appropriate issue in the public domain and analyse it and its current status; identify stakeholders/publics and analyse their position in relation to the issue, isolating one major organisation to explore further; provide evidence of appropriate academic research to analyse your issue and link to stakeholders/publics and an organisation (media reports, literature on issue identification, environmental scanning etc); prepare a poster to provide a clear and creative representation of the major components of the issue and link to publics/stakeholders, highlighting one major public-organisation to explore further; create an interesting and informative presentation for class interaction; respond appropriately to questions and critiques about your presentation; provide a convincing rationale for the potential of the issue to escalate into a crisis.

Assessment item 2: Crisis communication management plan and scenario evaluation

Objective(s):	c, d
Weighting:	40%
Length:	3000 words plus appendices
Task:	In pairs students select an issue and environmental scan from their first assignments to analyse the issue for its likely escalation into a crisis. Students will develop a profile of the organisation and a crisis communication plan relating to this issue and its escalation. They then anticipate the crisis scenario and the implementation of the plan. They justify this plan and its implementation against the assessment criteria they have devised with support from the literature.
Assessment criteria:	Demonstrated ability to: provide a useful and credible organisational profile; develop and apply useful assessable objectives for the plan and its implementation; explain and support your rationale for your inclusions in the issue assessment, crisis plan and scenario develop a comprehensive, technically correct and appropriate crisis communication plan; explain and support the processes which would operate in a particular crisis, according to your plan; demonstrate your understanding of the place of public relations in crisis management; explain and support the means of evaluating your plan; provide a comprehensive reference list used in the preparation of this assignment; prepare a report to a professional standard including structure, referencing, spelling and punctuation, grammar and clarity of expression, absence of typographical errors; implement strategies to successfully work together to develop an effective report within the prescribed word limit. Note: As this is a university assignment, you are expected to accurately reference your assertions to the work of appropriate scholars in the field. As a minimum requirement you will need to submit your assessment to the 'Turn it in' link within UTSOnline.

Assessment item 3: Work placement with proposal/learning contract, journal and report

Objective(s):	Meets Objectives a and b
Weighting:	40%
Task:	Students undertake a work placement with an appropriate organisation. They negotiate a learning contract with their lecturer and their industry supervisor. Assessment of the placement and relevant assessment criteria are negotiated to reflect objectives of the learning experience. Students submit evidence of job tasks undertaken and their industry supervisor's assessment of their performance as well as a journal and report of their learning outcomes.
Assessment criteria:	80 unpaid hours of attendance at the host organisation PLUS: a systematic and thorough approach to developing a learning contract; a comprehensive daily log of activities undertaken during the internship; thoughtful analyses which relate these work experiences to a wider knowledge of public relations (including references to appropriate concepts in the literature); the depth of comment and discussion provided in your exit report, demonstrating reflection; inclusion of host organisation supervisor's report; professional and correct presentation of material; prompt and appropriate communication in the management of the internship

Assessment item 4: Alternative to Assessment item 3: Media interviewing skills

Objective(s):	Meets objectives d and e Understand and apply principles related to effectively representing an organisation in the media
Weighting:	40% (Journalist briefing and mini-report analysis 15% Media skills test/Interview 25%)
Task:	There are three parts to this assignment: Written material prepared for the journalist (journalist briefing); Clear objectives for the interview and an analysis of the questions a journalist is likely to pose and developed responses to these questions, with rationale (mini-report analysis); A mock media interview (media skills test) with an investigative journalist for a current affairs television program. As the public communication manager for the organisation described in your second assignment, you are to represent it as spokesperson in the crisis scenario you have developed. You then prepare yourself for an interview for a current affairs television program and decide what objectives you wish to achieve in the interview. You will need to anticipate the questions likely to be asked and prepare notes to help you to answer them. Finally you undertake the mock interview.
Assessment criteria:	devise achievable and appropriate objectives for your client, the situation and your publics; achieve your stated objectives for the interview; be well prepared for the interview (anticipating and responding to questions, etc.); perform well as a spokesperson/interviewee, appearing credible, honest, sensitive and professional; display appropriate personal presentation for the interview; provide a relevant, useful, accurate and well written backgrounder and statement about the situation; analyse the situation for your organisation, assess the likely interests or concerns expressed by the journalist, address the anticipated questions with appropriate, sensitive and accurate answers which reflect well on the honesty, integrity and reputation of the organisation; prepare written materials to professional standard including appropriate structure, accurate referencing, spelling, punctuation and grammar, clarity of expression, and absence 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.

Recommended text(s)

Coombes, W.T. 2007, Ongoing Crisis Communication Planning, Managing and Responding, 2nd edn, Sage, Thousand Oaks, CA.

Galloway, C. & Kwansah-Aidoo, K. 2005, Public Relations Issues and Crisis Management, Southbank Victoria: Thomson, Social Science Press.

Indicative references

Banks, S. 2000, Multicultural public relations: A social interpretive approach, Thousand Oaks, CA: Sage Publications.

Baskin, O., Aronoff, C. & Lattimore, D. 1997, Public relations: The profession and the practice, 3rd ed., Dubuque, Iowa: Wm C. Brown.

Bell, P. & Van Leeuwen, T. 1994, The media interview, Kensington, NSW: University Of NSW Press.

Bland, M. 1998, Communicating out of a crisis, Basingstoke, England: Macmillan Business.

Botan, C. & Hazleton, V. (eds) 1989, Public relations theory, Hillsdale, N.J.: Lawrence Erlbaum Assoc.

Brody, E. And Stone, G. 1990, Public relations research, N.Y.: Greenwood.

Cantor, B. 1989, Experts in action: Inside public relations, 2nd edn, Burger, C. (eds), New York: Longman.

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

Cutlip, S.M., Center, A.H. & Broom, G.M. 2000, Effective public relations, 9th edn., Englewood Cliffs, N.J.: Prentice-Hall.

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

Fearn-Banks, K. 1996, Crisis communication: A casebook approach, Hillsdale, NJ; Mahwah, NJ: L. Erlbaum.

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

Grunig, J. & Hunt, T. 1984, Managing public relations, N.Y.: Holt, Rinehart & Winston.

Heath, R.L. 1988, Strategic issues management: How organizations influence and respond to public interests and policies, San Francisco: Jossey-Bass Publishers.

Heath, R.L. 1997, Strategic issues management – organisations and public policy challenges, Thousand Oakes, Cal: Sage

Heath, R.L. 2001, Handbook of public relations, Thousand Oakes, Cal: Sage.

Heath, R.L. & O'Hair, H.D. (eds) 2009, Handbook of risk and crisis communication, Routledge, New York.

Hendrix, J. 2004, Public relations cases, Thousand Oakes, Cal: Belmont USA.

Lerbinger, O. 1997, The crisis manager: Facing risk and responsibility, Mahwah, NJ: Lawrence Erlbaum Associates.

Louw, E. 2005, The media and political process. Thousand Oakes, CA: Sage.

Nasi, J., Nasi. S., Phillips, N. & Zyglidopoulous, S. 1997, 'The evolution of corporate social responsiveness', Business & Society, vol. 36, no. 3, pp. 296-321.

Newsom, D., Vanslyke Turk, J. & Kruckeberg, D. 2000, This is PR, 7th edn., Belmont, Calif.: Wadsworth.

Rogan, R.E., Hammer, M.R. & Van Zandt, C.R. (eds.) 1997, Dynamic processes of crisis negotiation: Theory, research, and practice, Westport, Conn: Praeger.

Seeger, M., Sellnow, T., Ulmer, R. 2003, Communication and organizational crisis, Westport CT: Praeger Publishers.

Seymour, M. & Moore, S. 2000, Effective crisis management – worldwide principles and practice. London: Cassell.

Toth, E. 2007, The Future of Excellence in public relations and communication management- challenges for the next generation, London: Lawrence Erlbaum Associates, Publishers.

Tymson, C. & Lazar, P. 2002, The new Australian and New Zealand public relations manual, Chatswood, Australia: Tymson Communications.

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