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58117 Principles of Public Relations

Warning: The information on this page is indicative. The subject outline for a particular semester, location and mode of offering is the authoritative source of all information about the subject for that offering. Required texts, recommended texts and references in particular are likely to change. Students will be provided with a subject outline once they enrol in the subject.

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

Requisite(s): 58116 The Ecology of Public Communication
These requisites may not apply to students in certain courses. See access conditions.
Anti-requisite(s): 50159 Public Relations Principles

Handbook description

In this subject, 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 and research skills essential for practice.

Subject objectives/outcomes

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

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

Contribution to course aims and graduate attributes

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
  • 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
Length:

1,500 words
Criteria:

Students are assessed on their individual contribution and use 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 exposing 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 perspectives;
  • Adherence to word limit and absence of typographical errors.

Assessment Item 2: Critique of News Stories

Objective(s): d
Weighting: 30
Length:

Part One: Group Presentations (15-minute presentation, 5 minutes Q and A, Week 7 in tutorials)

Part Two: Individual Reflective Essay: 800-1,000 words (Week 9, 2nd of May @ 9:00am via UTS Blackboard Journals)
Criteria:

Part 1:

  • Choice of story- to reflect a public relations role for: newsworthiness, interest factor, suitability to media audiences and/or relevant publics
  • Depth of analysis and insight
  • Presentation skills including adherence to time limit
  • Integration of appropriate referencing

Part 2:

  • Appropriate literature that shows depth of understanding and informs analysis of news story
  • Professional standard for presentation of report including appropriate structure and referencing, accurate spelling, punctuation and grammar, clear expression and free of typographical errors.

Assessment Item 3: Media Release Writing and Strategy

Objective(s): e
Weighting: 40
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 will be refused to have their final assessment item assessed (see Rule 3.8).

Required texts

Weekly e-readings posted through the Library should be accessed via UTS Online.

Recommended texts

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

Macnamara, J. (2012), Public Relations Theories, Practices, Critiques, Pearson: Frenchs Forest, NSW.

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.

Johnson, B. 2012. The Little Red Book of PR Wisdom. Deep Line Books, NSW Australia.

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.

*Golden Target Awards Collections Database (via the UTS Library)

Relevant Journals

Australian Journal of Communication
Journal of Public Relations Research
Media International Australia
Public Relations Journal
Public Relations Quarterly
Public Relations Review
Public Relations Research Annual
Public Relations Strategist
Public Relations Tactics