58117 Principles of Public Relations

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

Requisite(s): 58116 The Ecology of Public Communication
There are also course requisites for this subject. See access conditions.

Handbook description

Students learn about theories, models and principles of contemporary public relations, tracing the historical evolution from technical function to strategic management. Major areas of employment such as media, community and stakeholder relations, public sector and internal communication are reviewed. Case studies and professional issues are used to analyse current practice, developing understanding of ethics and socially responsible practice. Students are introduced to writing, research and multimedia production skills essential for practice.

Subject objectives/outcomes

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

assess theories and concepts in public relations
critique the public relations industry through case studies
discuss the value of socially responsible, ethical public relations practice
critically analyse news stories
write and distribute media releases.

Contribution to graduate profile

This subject makes a major contribution to the students' capacity to think analytically, inquire critically and apply their knowledge and skill to case studies from the public relations field. It introduces students to media release writing skills.

Teaching and learning strategies

The subject is delivered in lecture and tutorial mode.

Experiential learning techniques are employed in this subject, in combination with lectures. Students review and critique professional case studies from the Golden Target Collection for their workshop activities. Materials from popular media are used to stimulate debate about ethical practice. Daily news services are critiqued to introduce the content and positioning of media stories for specific audiences and purposes. Media release writing skills are developed via modelling techniques. Guest speakers provide students with opportunity to discuss and debate the field.

Content

Theories and models of public relations
History of public relations practice
The role of public relations for organisations: vision, mission, technical v strategic
Frameworks for understanding practice: relationships, publics and stakeholders
Media publics, media relations and distribution strategies
Newsworthiness principles
Writing for media.

Assessment

Assessment item 1: Online Discussion

Objective(s):	a, b, c
Weighting:	30%
Task:	Students use the UTS Online discussion board to answer two questions related to public relations practice, each response should total 1500 words in length. Each question requires answering in the form of two postings (therefore, around 750 words per posting). In answering the questions, students choose case studies from the public relations field, and demonstrate explicit connections between theory and practice. Answers are to be written with an academic tenor and use Harvard referencing conventions.
Assessment criteria:	Students are assessed on their individual contribution and depth of analysis of the group's work in their responses. The specific criteria: Integration of research into discussion - comparison of theoretical perspectives in the assessment of public relations practice with reference to pertinent literature; Depth of critical analysis – particularly into Grunig & Hunt's models, with current practice as examples of public relations theory; Logic of reasoning - critique viewpoints by analysing references to worldviews, alternate models and real campaigns from colleague postings to show the value of theoretical perspective; Adherence to word limit and absence of typographical errors.

Assessment item 2: Critique of News Stories

Objective(s):	d
Weighting:	30%
Task:	Each student leads a class discussion by critiquing a news story for its key characteristics, position, placement and timeframe given the audience and media demographics required for optimum reach. Consideration should be given to the newsworthiness of the story, angles taken by different media, the role a public relations practitioner may have played in generating or providing background to the item, and any other factors relevant to public relations practice.
Assessment criteria:	Choice of story – newsworthiness, interest factor, suitability to media audiences and/or relevant publics Depth of analysis and insight Presentation skills including adherence to time limit

Assessment item 3: Media Release Writing and Strategy

Objective(s):	e
Weighting:	40% (20% for the plan and 20% for the media release)
Task:	Each student writes a media release and media distribution plan in response to a scenario given in class. The media release will use an appropriate style and structure, adhering to the layout guidelines presented in lectures. In class test conditions will apply.
Assessment criteria:	Suitability of media selection Appropriateness of story distribution Suitability of news angle Accuracy of layout Suitability of writing style

Minimum requirements

Attendance is important in this subject because it is based on a collaborative approach which involves essential workshopping and interchange of ideas with other students and the tutor. An attendance roll will be taken at each class. Where possible, students should advise the tutor in a timely manner if they are unable to attend.

Students who fail to attend 85 per cent of classes may be refused to have their final assessment item assessed (see Rule 3.8).

Required text(s)

Johnston J & Zawawi C (2009) Public Relations Theory and Practice 3rd edition Allen & Unwin: Sydney

Indicative references

This is not a complete list

Alysen, B., Sedorkin, G., Oakham, M. & Patching, R. 2003, Reporting in a multimedia world, Allen and Unwin, Australia, Sydney.

Bainbridge, J, Goc, N, Tynan, L 2008 Media & Journalism New approaches to theory and practice. Oxford Uni: Vic

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

Bivins, T. 2008, Public relations writing, 6rd edn, McGraw-Hill Companies Inc., NY.

Cameron, G.T., Wilcox, D.L., Reber, B.H, Shin, J, 2008 Public Relations Today: Managing Competition and Conflict. Pearson Education Inc., Boston , MA.

Centre, A.H, Jackson, P, Smith, S, Stansberry, F. 2008 Public Relations Practices- managerial case studies and problems. 7th edn Pearson, NJ

Cranny-Francis, A. 2005, Multimedia. Sage Publications, London UK.

Cutlip, S.M., Center, A.H. & Broom, G.M. 2000, Effective public relations, 8th edn, Prentice-Hall, Upper Saddle River, NJ.

Devereux, E. 2007, Media studies: Key issues and debates. Sage Publications, Thousand Oaks CA.

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

Freitag, A, & Stokes, A. Q., 2009 Global public relations- spanning boarders, spanning cultures. Routledge, Oxon.

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 & Marsh C 2009 Public Relations A values driven approach. 4th Ed Pearson Education Inc; USA

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

Hendrix, J.A. & Hayes, D.C. 2007, Public relations cases, 7th edn, Thompson Wadsworth, Belmont, CA.

Holmes, D.2005, Communication Theory – media technology and society, Sage, London.

Hunt, T. & Grunig, J.E. 1994, Public relations technique,. Harcourt Brace College Publishers, Fort Worth.

Kendall, R. 1999, Public relations campaign strategies, 3rd edn, Harper Collins College Publishers, New York.

Lattimore, D., Baskin, O., Heiman, S & Toth, E., 2007 Public relations: The profession and the practice, 2nd edn., McGraw-Hill Companies Inc., NY.

L'Etang, J. 2008, Public Relations- concepts, practice and critique. Sage Publications, Thousand Oakes CA.

Macnamara, J. 2000, Jim Macnamara's public relations handbook, Information Australia, Melbourne, Australia.

Newsom, D., Vanslyke Turk, J. & Kruckeberg, D. 2004, This is PR: The realities of public relations, 7th edn, Wadsworth, Belmont, CA.

Smith, R.D. 2008 Becoming a public relations writer- a writing process book for the profession. Routledge, Oxon.

Sriramesh, K., 2004 Public Relations in Asia- an anthology. Thompson, Singapore.

Stauber, J. & Rampton, S. 1995. Toxic sludge is good for you: Lies, damn lies and the public relations industry. Common Courage Press, Monroe, Maine.

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

Treadwell, D & Treadwell, J. 2005, Public relations writing- principles in practice, Sage. London UK.

Weerakkody, N 2009 Research methods for media and communication. Oxford Press: Vic

Wilcox, D.L. & Cameron, G.T. 2009, Public relations: Strategies and tactics, 9th edn, Longman, New York.

Wilcox, D.L 2009, Public relations writing and media techniques, 6th edn, Longman, New York.

Journal of Public Relations Research
Public Relations Journal
Public Relations Quarterly
Public Relations Review
Public Relations Research Annual
Public Relations Strategist
Public Relations Tactics

Contact