58128 Strategic Public Relations
UTS: CommunicationCredit 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
This subject equips students with knowledge and practical skills in research, planning and budgeting for strategic communication campaigns. They learn to assess and develop strategy by identifying issues, publics and options for communication and relationship management. They develop their expertise in designing, writing and managing innovative, multimedia campaigns to address client and communication problems and opportunities. Students design and present a professional client pitch.
Subject objectives/outcomes
At the completion of this subject, students are expected to be able to:
- apply research principles for public relations strategic planning;
- identify issues for public relations practice;
- produce public relations strategic goals and objectives in line with organisational mission and goals;
- plan a credible public relations communication strategy for implementation;
- prepare written materials and present to a professional standard.
Contribution to graduate profile
This subject makes a major contribution to the students' capacity to apply their knowledge and skills to the creation of an effective campaign strategy. It also makes a contribution to their capacity to think analytically about a communication problem and communicate effectively in a professional presentation of their work.
Teaching and learning strategies
The subject is delivered in lecture and tutorial mode.
In this subject, students apply public relations theory and principles to practical situations. Lectures will focus on industry best practice, the steps involved in researching and obtaining a client brief, developing a communication strategy to address a client's needs and the importance of placing issues in their wider social and political context. In tutorials, students will use professional public relations materials and actual case studies from industry for their workshop activities. Tutorials will be used to assist students in understanding the standards required when producing written materials for professional contexts and for developing professional communication skills in designing and delivering effective oral presentations.
Content
- Public relations for organisations
- The planning process for strategy development
- Research methods for public relations practice, for design and evaluation
- Developing goals and objectives for public relations strategies
- Managing client relationships
- Developing timelines and budgets for project management
- Communication methods and tactics
Assessment
Assessment item 1: Situation Analysis
| Objective(s): | a, b, e |
| Weighting: | 40% |
| Length: | 2,000 words |
| Task: | Students begin the process of developing a communication strategy for a specific client. They research the client's needs and develop the client brief, assess the goals and objectives of the organisation and develop public relations goals and SMART (specific, measurable, achievable, resourced and time-bound) objectives relevant to their client brief. They research and assess the issue and the organisation, identify key publics, develop a problem/opportunity statement, a SWOT analysis and the options for communication, including appropriate channels. The situation analysis can address an issue that is either external or internal. It should not focus on a product. |
| Assessment criteria: |
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Assessment item 2: Client Strategy
| Objective(s): | a, b, d, e |
| Weighting: | 40% |
| Length: | 2000 words |
| Task: | From the situation analysis students develop the full strategy for their client including the project parameters, evaluation mechanisms, timeline and budget. The strategy needs to reflect feedback they have received in response to Assessment 1. They determine communication methods to be implemented and specify key messages and techniques. |
| Assessment criteria: |
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Assessment item 3: Presentation of Client Strategy
| Objective(s): | c, d, e |
| Weighting: | 20% |
| Length: | 10 minutes |
| Task: | Students will present their client strategy in class as if they were pitching a strategy to a client. Their presentation needs to include a situation analysis, the way the proposed strategy will address the situation and meet the client's needs, key messages, proposed channels and timing of communication and a breakdown of the project's budget. |
| Assessment criteria: |
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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% of classes may be refused to have their final assessment item assessed (see Rule 3.8).
Recommended text(s)
Smith, R.D. 2005, Strategic Planning for Public Relations, 2nd edn, Lawrence Erlbaum Assoc, Mahwah, New Jersey, USA.
Indicative references
Bivins, T. 2005, Public relations writing- the essentials of style and format. 5th edn., McGraw-Hill New York.
Cranny-Francis, A. 2005. Multimedia. Sage Publications, London UK.
Dozier, D., Grunig, J. & Grunig, L. 1995, Manager's guide to excellence in public relations and communication management, Lawrence Erlbaum Associates, Hillsdale, NJ.
Ewart, J., Sedorkin, G. & Schirato, T. 1998, Get your message across. The professional communication skills everyone needs, Allen and Unwin, NSW.
Grunig, J.E. (Ed.) 1992, Excellence in public relations and communication management. Lawrence Erlbaumn Associates, Hillsdale, NJ.
Guth, D.W. & Marsh, C. 2006, Public Relations: a values-driven approach, Pearson, Boston.
Harrison, K. 2003, Strategic public relations: a practical guide to success, Century Ventures, Australia
Heath, R.L. & Vasquez, G.M. (eds.) 2001, Handbook of public relations, Sage, London.
Hendrix, J.A. 2004, Public relations cases, 6th edn, Belmont: Wadsworth Publishing Company, CA.
Johnston, J. & Zawawi, C. (eds.) 2009, Public relations: theory and practices, 3rd edn., Allen & Unwin, New South Wales.
Levinson, J.C., Frishman, R. & Lublin, J. 2002, Guerrilla publicity: hundreds of sure-fire tactics to get maximum sales for minimum dollars, Adams Media Corp., USA.
Lindenmann, W.K. 1997, 'Setting minimum standards for measuring public relations effectiveness', Public Relations Review, vol. 23, no. 4, Winter, pp.391-408.
Macnamara, J. 2000, Jim Macnamara's public relations handbook, Information Australia, Melbourne Australia.
McElreath, M.P. 1997, Managing systematic & ethical public relations campaigns, Brown & Benchmark, Iowa.
Meeske, M. 2003, Copywriting for the electronic media- a practical guide. 4th edn. Wadsworth, Canada.
Nemec, R. 2001, 'The perfect couple', Communication World, April-May, pp. 20-23.
Richter, L. & Drake, S. 1993, 'Apply measurement mindset to programs', Public Relations Journal, November, p.32.
Sheehan, M. and Xavier, R. (eds) 2009, Public Relations Campaigns, Oxford University Press, South Melbourne, Australia.
Theaker, A., 2008, The Public Relations Handbook, 3rd edition, Routledge, New York, USA
Treadwell, D. & Treadwell, J. 2005, Public relations writing- principles in practice, Sage, London UK.
Toth, E. L. 2007, The future of excellence in public relations and communication management – challenges for the next generation. Lawrence Erlbaum Assoc., Mahwah NJ.
Tymson & Lazar 2002, The new Australian and New Zealand public relations manual, E.J. Dwyer (Australia) Pty. Ltd..
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. & Cameron, G. 2009, Public relations: strategies and tactics, 9th edn., Pearson Education Inc, Boston.
Wilcox, D.L. 2001, Public relations writing and media techniques, 4th edn, Longman, New York.
