57024 Managing Public Communication Strategies

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

Requisite(s): 57023 Communicating with Publics

Handbook description

This subject explains the concept of public relations as communication management and demonstrates the contribution and relevance of communication management to modern organisations. A range of perspectives provide thoughtful and challenging approaches to the work of a public relations practitioner. Students develop expertise in setting goals and objectives and in planning and implementing strategies for internal and external publics. They learn to evaluate all aspects of their work and develop competency in cost-benefit analysis and the analysis of the financial implications of their work. Public relations principles are applied to examples from students' own professional practice to develop a reflective understanding of different approaches and their consequences for particular issues and problems.

Subject objectives/outcomes

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

adopt a systematic approach to public relations strategies and campaigns
set measurable goals and objectives
develop creative and effective campaigns for internal and external publics in an environment of social change
use cost benefit analysis to make financially responsible decisions
evaluate all aspects of public relations work
demonstrate an understanding of writing for the media
demonstrate the ability to present a professional briefing containing relevant information.

Contribution to graduate profile

This subject provides students with:

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
the capacity to analyse, design, cost and evaluate a public relations strategy and campaign
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
an understanding of the implications and management of communication technologies for professional communication practice
the capacity to manage technical, political, moral and aesthetic communication issues
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 provide strategic advice to senior management
the capacity for lifelong learning.

Teaching and learning strategies

Students will participate in structured workshop activities designed to complement the lecture program. They will have access to recent public relations campaigns and specialist guest lecturers. The experiences of class members will be a vital resource for this subject. Weekend sessions may be scheduled.

Content

Public relations as communication management and a key management function: Structural and budget recognition of corporate communication.
Developing and implementing public relations campaigns: The planning process. Characteristics of campaigns to address identified problems and opportunities; strategies and tactics to meet goals and objectives; creativity.
Applications of public relations: Public relations within different applications.
Evaluation of communication campaigns and outcomes: Assessing the place of evaluation in all stages of public relations programs. Advantages of different types of evaluation and the significance of management methods in interactions with other managers. Cost benefit analysis and financial management.

Public relations writing: Writing for the media and generating publicity. Review of principles for writing media releases. Overview of generating publicity for various media outlets.
Legal issues affecting practice: Review of aspects of law relevant to public relations practice: protection of ideas, intellectual property and copyright; misrepresentation; professional liability.

Assessment

Assessment item 1: Critique of a recent campaign

Objective(s):	a, e
Weighting:	40%
Length:	2200 words
Task:	Develop and apply criteria for judging the excellence of a public relations campaign.
Assessment criteria:	Demonstrated ability to: create appropriate, comprehensive and penetrating criteria for judging the excellence of a campaign; explain the reason for choice of criteria with reference to pertinent literature; select an appropriate recent public relations campaign; effectively use the criteria to critique this campaign; analyse the practices of public relations evident in the campaign; explain worldviews underpinning these practices; provide appropriate suggestions to improve the campaign based on your set of criteria; prepare a report to a professional standard including structure, referencing, spelling and punctuation, grammar and clarity of expression, absence of typographical errors; adhere to the word limit.

Assessment item 2: Public Communication Campaign

Objective(s):	a, b, c, d & e
Weighting:	40%
Length:	3000-3500 words
Task:	Working in pairs, you will identify a client's public relations needs and objectives and devise a strategic campaign plan to meet these objectives, based on rationale supported by research and a creative approach.
Assessment criteria:	Demonstrated ability to: identify client's needs through measurable and achievable objectives; identify publics for this client and this situation; identify suitable research and evaluation for campaign; develop a plan to best meet those needs within budget and time constraints; produce creative strategies to enhance relationships with primary publics; develop a media plan to effectively generate publicity to reach identified publics. and effectively generate publicity; provide convincing rationale for choice of strategies, products, etc.; produce a well-written, professionally presented media release containing a newsworthy angle appropriate for the identified media outlet; produce professional timeline produce professional budget using cost-benefit analysis prepare a report to a professional standard including structure, referencing, spelling and punctuation, grammar and clarity of expression, absence of typographical errors.

Assessment item 3: Campaign Pitch

Objective(s):	c
Weighting:	20%
Task:	In pairs students will pitch their campaign strategy in a 20 minute presentation.
Assessment criteria:	Demonstrated ability to: Provide a coherent account of client organisation, issue and communication strategy Provide a strong rationale for all elements of the campaign strategy Present a pitch that is creative, interesting and engaging, supported by appropriate AV resources Present a pitch that is well-prepared, skilfully presented, uses both group members, has a logical arrangement, is succinct, well-timed, and well-paced.

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)

There is no single text specified for this subject as a range of books contain relevant chapters. Any of the books listed below would be suitable.

Guth, D. & Marsh, C. 2009, Public relations: a values-driven approach, 4th edn, Pearson Education: MA.

Johnston, J. & Zawawi. C. (Eds.), 2009. Public relations: Theory and practice. Allen & Unwin, St Leonards.

Mahoney, J. 2008, Public Relations Writing in Australia. Oxford University Press, South Melbourne.

Sheehan, M. & Xavier, R. 2009. Public Relations Campaigns. Oxford University Press, South Melbourne.

Steyn, B. & Puth, G. 2000, Corporate Communication Strategy, Heinemann Publishers, Sandown.

Tench, Ralph. & Yeomans, L. 2009, Exploring public relations. 2nd edn, Pearson Education, London

Books for recommended reading (on closed reserve)

Broom, G. & Dozier, D. 1990, Using research in public relations, Prentice-Hall, NJ.

Dozier, D., Grunig, J.E. & Grunig, L. 1995, A Manager's Guide to Excellence in Public Relations and Communication Management, IABC, San Francisco.

Fitzpatrick, K. & Bronstein, C. (Eds). 2006. Ethics in public relations: Responsible advocacy, Sage, CA.

Grey, A & Skildum-Reid. 1999. The sponsorship seeker's toolkit. McGraw-Hill Book Company, Australia:Roseville.

McElreath, M. 1997. Managing systematic and ethical public relations campaigns, 2nd edn, Brown & Benchmark, IA.

Indicative references

Banks, S. 1995, Multicultural public relations: A social interpretive approach, Sage Publications, California.

Baskin, O., Aronoff, C. & Lattimore, D.L. 1997, Public relations: The profession and the practice, 4th edn., Wm C Brown, Dubuque, IO.

Bivins, T.H. 1995, Handbook for public relations writing, 3rd edn., NTC, Illinois.

Brody, E. & Stone, G, 1990, Public relations research, Greenwood, New York.

Culbertson, H., Jeffers, D., Stone, D. & Terrell, M. 1993, Social, political, and economic contexts in public relations, Lawrence Erlbaum Associates, NJ.

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

Ewart, J., Sedorkin, G. & Schirato, T. 1998, Get your message across. The professional communication skills everyone needs, Allen and Unwin, Sydney.

Grunig, L.A., Grunig, J.E. & Dozier, D. 2002, Excellent Public Relations and Effective Organizations: A Study of Communication Management in Three Countries, Lawrence Erlbaum Associates, NJ.

Grunig, J. & Hunt, T. 1984, Managing public relations, Holt, Rinehart & Winston, New York.

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

Hagley, T (2006). Writing winning proposals: PR cases, Pearson, Boston.

Harrison, K. 2008, Strategic public relations: A practical guide to success, 5th edn, Century Ventures, Perth.

Heath, Robert L. 1994, Management of corporate communication: From interpersonal contacts to external affairs, Lawrence Erlbaum Associates, NJ.

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

Hunt, T. & Grunig, J.E.1995, Public relations techniques, Harcourt Brace, Texas.

Jefkins, F. 1993, Public relations techniques, 3rd edn., Blackie Academic & Professional, London.

Kendall, R.1992, Public Relations Campaign Strategies: Planning for Implementation, Harper Collins, New York.

Ledingham, J.A. & Bruning, S.D. 2000, Public Relations as Relationship Management Lawrence Erlbaum Associates, Publishers, NJ.

Lindenmann, W.K.1997, 'Setting minimum standards for measuring public relations effectiveness', Public Relations Review, vol. 23, no.4, pp.391-408.

Meeske, M.D. 2003, Copywriting for the electronic media, Thomson/Wadsworth, California.

Olivier, S. 2001, Public Relations Strategy, Page Limited, London.

Petelin, R. & Durham, M.1994, The professional writing guide: writing well and knowing why, Longman Professional, Melbourne.

Newsom, D. Turk, J.& Kruckeberg, D (2004), This is PR:the realities of public relations, Wadsworth: CA

Rice, R. & Atkin, C. 2001, Public Communication Campaigns, Sage Publications, California.

Sekuless, P.1991, Lobbying Canberra in the nineties, Allen & Unwin, Sydney.

Stacks, D. 2002, Primer of Public Relations Research, The Guilford Press, New York.

Smith, R.D. 2000, Strategic planning for public relations, Lawrence Erlbaum Assoc, London.

Smith, R. D. 2008, Becoming a Public Relations Writer: A Writing process workbook for the profession, 3rd edn, Routledge, NY.

Tymson & Lazar 2008, Australian and New Zealand public relations manual, 5th edn E.J. Dwyer Pty. Ltd: Australia.

Heath, R., Toth, E. & Waymer, D. 2009, Rhetorical and critical approaches to public relations II. Lawrence Erlbaum Associates, New Jersey.

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

Walker, G. 1997, Public relations practitioners' use of research, measurement, and evaluation Australian Journal of Communication, Vol. 24, No. 2, pp.97-113.

Wilcox, D. L. & Cameron, G.T. 2008, Public relations strategies and tactics, 9th edn., Longman, New York.

Journals
International Public Relations Review
Journal of Public Relations Research
Public Relations
Public Relations Quarterly
Public Relations Review

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