Outline

Overview

This unit of study introduces students to strategic public relations: the use of effective communication to build mutual understanding and positive relationships between organisations (or individuals) and their publics. Students learn to develop a public relations campaign using appropriate strategies and tactics, and objective measurement metrics. Core topics include: media relations, issues management, crisis communication, communication plans, public relations strategies and ethical practice.

Unit details and rules

Unit code	MECO2603
Academic unit	Media and Communications
Credit points	6
Prohibitions ?	MECO2003
Prerequisites ?	12 credit points at 1000 level in Media and Communications
Corequisites ?	None
Assumed knowledge ?	None
Available to study abroad and exchange students	No

Teaching staff

Coordinator	Mitchell Hobbs, mitchell.hobbs@sydney.edu.au
Lecturer(s)	Mitchell Hobbs, mitchell.hobbs@sydney.edu.au
Tutor(s)	Charlotte Launder, charlotte.launder@sydney.edu.au

Type	Description	Weight	Due	Length
Short release assignment	Take-home assessment Simple extensions are not permitted for this assignment. Available 6/11/23	30%	Formal exam period Due date: 13 Nov 2023 at 23:59 Closing date: 13 Nov 2023	1500 words
Outcomes assessed:
Presentation	PR tactics presentation Pitch presentation of campaign materials	30%	Multiple weeks	1000 words per student
Outcomes assessed:
Participation	Tutorial participation Canvas quizzes based on lecture content and weekly readings	10%	Ongoing	Weekly
Outcomes assessed:
Assignment	Communication plan A professional assessment item produced to industry standards.	30%	Week 04 Due date: 26 Aug 2023 at 23:59	2000 words
Outcomes assessed:
= hurdle task ? = group assignment ?

Assessment summary

Communications plan: Students need to prepare a strategic communications plan that could be successfully implemented in the Australian business and legal context. Students must identify a corporation or organisation that will be their ‘client’ (i.e. a case study) for this assessment. This communication plan should be written in report format. Both academic and industry sources will be valuable sources of evidence, and should be cited using the APA system of referencing. All communications plans must be submitted to the Turnitin assignment drop box.

PR tactics presentation: In groups of three, students will deliver a 20 minute presentation. This presentation covers some of the points raised in Assignment 1, but focuses on the specific messages, tactics, events, and other communication activities that would be used in the communications campaign. Specifically, students need to choose one corporation/organisation and scenario, and then prepare a portfolio of public relations tactics (i.e. communication materials) and present these to the class. Group work can be conducted using Zoom and other complementary technologies.

Take home exercise (exam/essay) A long-form take-home exam question will be released on Monday of Week 14 (STUVAC) and due the first Monday of the Exam Period. This exercise is essentially a take-home essay with a limited time period for completion. As such, it is not subject to the simple extension policy. It is to be written with appropriate referencing conventions (APA7) and submitted to Turnitin.

Tutorial Participation: Expectations and grading of class participation will be discussed in the first seminar, but will typically include the completion of quizzes, discussion questions and in-class exercises.

Word Length Penalty
Where a word length is specified, you must conform to the word length. Where a student exceeds the word length, the student will lose 10% of the total marks when the submission is 10% above the word length and 10% for each 10% over-length thereafter. Note that the word limit excludes the reference list at the end of the document.

All assessments must be attempted to pass the unit.

Assessment criteria

The University awards common result grades, set out in the Coursework Policy 2014 (Schedule 1).

As a general guide, a High distinction indicates work of an exceptional standard, a Distinction a very high standard, a credit a good standard, and a pass an acceptable standard.

Grading Criteria	Mark range	Description
High distinction	85 - 100	Professional Production Criteria A grade at this level indicates work of outstanding overall quality. It will consist of an original and ambitious project, which has achieved its goals with a very good to high level of technical competence (in relation to the experience of the student). It will have been well researched and planned and exhibit a highly developed critical awareness of the medium or industry, as well as the intended audience, including an excellent strategy. It will be informed by the strength of its original idea(s) and an appropriate structure, which is both engaging and professional. It will demonstrate an understanding of the theories related to ‘best practice’ in the industry and have a sound evidence base. It will be work that the Department would normally regard as appropriate to exhibit to the University or wider industry partners and communities. Essay/take-home exam grading criteria Work of outstanding quality, demonstrating an excellent standard of written English and of criticism, logical argument, interpretation of materials or use of methodology. Evidence of extensive research and use of primary sources, a thoughtful structure, substantial additional work and independent learning. This grade may be given to recognise particular originality or creativity.
Distinction	75 - 84	Professional Production Criteria A grade at this level indicates work that overall achieves a very high standard. The work will have achieved most of its goals and will demonstrate a significant degree of originality and ambition, with a very good level of technical competence, especially in regard to a messaging strategy. The work will be based on original ideas and will be well structured. It will show significant evidence of research/planning and demonstrate a critical awareness of the medium. It will be work that the Department would normally regard as appropriate to exhibit or publish within the School or University. Essay/take-home exam grading criteria Work of superior quality, demonstrating a command of language, sound grasp of content, efficient organisation and selectivity. Evidence of relevant research, additional work and independent learning.
Credit	65 - 74	Professional Production Criteria A grade at this level indicates work that overall achieves a higher than satisfactory standard. The work will have achieved its principle goal(s) and will demonstrate degrees of originality and ambition, especially regarding an appropriate messaging strategy. Technically it will be competent in quality with a recognisable and successful overall structure. It will be based on a degree of research and planning and exhibit some critical awareness of the medium and of issues such as audience and representation. It will be work that the Department would normally regard as appropriate to internal Department exhibition or publication. Essay/take-home exam grading criteria A sound performance, competent and appropriate. Work that is well written and demonstrates good research skills. Demonstrates a clear grasp of the basic skills and knowledge. Work of good quality, showing more than satisfactory achievement.
Pass	50 - 64	Professional Production Criteria A grade at this level indicates work of an overall satisfactory standard but with some significant positive features. It will demonstrate some originality or ambition and a limited critical awareness of the medium and of issues such as audience and representation. Its goals will have been only partially realised although some reasonable attempt will have been made to achieve them. The level of technical competence will range from adequate to poor with significant structural weaknesses. Its weak structure will show evidence of inadequate research/planning. It will be work the Department would not normally regard as appropriate for exhibition or publication. Essay/take-home exam grading criteria A satisfactory attempt to meet the demands of the assignment. Demonstrates understanding and command of basic skills and core knowledge. The assignment may have significant weaknesses, or may not be wholly successful or coherent, but shows at least satisfactory achievement in more important aspects.
Fail	0 - 49	When you don’t meet the learning outcomes of the unit to a satisfactory standard.

For more information see sydney.edu.au/students/guide-to-grades

For more information see guide to grades.

Late submission

In accordance with University policy, these penalties apply when written work is submitted after 11:59pm on the due date:

Deduction of 5% of the maximum mark for each calendar day after the due date.
After ten calendar days late, a mark of zero will be awarded.

This unit has an exception to the standard University policy or supplementary information has been provided by the unit coordinator. This information is displayed below:

For every calendar day up to and including ten calendar days after the due date, a penalty of 5% of the maximum awardable marks will be applied to late work. The penalty will be calculated by first marking the work, and then subtracting 5% of the maximum awardable mark for each calendar day after the due date. For work submitted more than ten calendar days after the due date a mark of zero will be awarded. The marker may elect to, but is not required to, provide feedback on such work.

Academic integrity

The Current Student website provides information on academic integrity and the resources available to all students. The University expects students and staff to act ethically and honestly and will treat all allegations of academic integrity breaches seriously.

We use similarity detection software to detect potential instances of plagiarism or other forms of academic integrity breach. If such matches indicate evidence of plagiarism or other forms of academic integrity breaches, your teacher is required to report your work for further investigation.

You may only use artificial intelligence and writing assistance tools in assessment tasks if you are permitted to by your unit coordinator, and if you do use them, you must also acknowledge this in your work, either in a footnote or an acknowledgement section.

Studiosity is permitted for postgraduate units unless otherwise indicated by the unit coordinator. The use of this service must be acknowledged in your submission.

Learning support

Simple extensions

If you encounter a problem submitting your work on time, you may be able to apply for an extension of five calendar days through a simple extension.  The application process will be different depending on the type of assessment and extensions cannot be granted for some assessment types like exams.

Special consideration

If exceptional circumstances mean you can’t complete an assessment, you need consideration for a longer period of time, or if you have essential commitments which impact your performance in an assessment, you may be eligible for special consideration or special arrangements.

Special consideration applications will not be affected by a simple extension application.

Using AI responsibly

Co-created with students, AI in Education includes lots of helpful examples of how students use generative AI tools to support their learning. It explains how generative AI works, the different tools available and how to use them responsibly and productively.

Weekly schedule

WK	Topic	Learning activity
Week 01	Public relations history and practice	Lecture and tutorial (3 hr)
Week 02	Persuasion, ethics and the law	Lecture and tutorial (3 hr)
Week 03	Normative theory and communication plans	Lecture and tutorial (3 hr)
Week 04	Messaging strategies and campaign evaluation	Lecture and tutorial (3 hr)
Week 05	Public relations as media relations	Lecture and tutorial (3 hr)
Week 06	Public relations and social media	Lecture and tutorial (3 hr)
Week 07	Crisis communications	Lecture and tutorial (3 hr)
Week 08	Issues management and public affairs	Lecture and tutorial (3 hr)
Week 09	Guest lecturer	Lecture and tutorial (3 hr)
Week 10	Political public relations	Lecture and tutorial (3 hr)
Week 11	Community engagement, CSR and CSA	Lecture and tutorial (3 hr)
Week 12	Internal communication	Lecture and tutorial (3 hr)
Week 13	Course conclusion: AI, machine learning and the future	Lecture and tutorial (3 hr)

Attendance and class requirements

Attendance: According to Faculty Board Resolutions, students in the Faculty of Arts and Social Sciences are expected to attend 90% of their classes, and this includes lectures. If you attend less than 50% of classes, regardless of the reasons, you may be referred to the Examiner’s Board. The Examiner’s Board will decide whether you should pass or fail the unit of study if your attendance falls below this threshold.

Lecture recording: Lectures will be recorded and will be made available to students who have a valid reason for missing a lecture (such as illness or a documented timetable clash).

Preparation: Students should commit to spend approximately three hours’ preparation time (reading, studying, homework, essays, etc.) for every hour of scheduled instruction.

Study commitment

Typically, there is a minimum expectation of 1.5-2 hours of student effort per week per credit point for units of study offered over a full semester. For a 6 credit point unit, this equates to roughly 120-150 hours of student effort in total.

Required readings

All readings for this unit can be accessed via the eReserve link available on Canvas. Hardcopies are also available in the library.

Textbook:

Tench, R. & Yeomans, L. (Eds) (2017) Exploring public relations: Global strategic communication (4th Ed.). Pearson: London, United Kingdom

Additional reading:

Harrison, Kim (2011) Strategic public relations: A practical guide to success. Palgrave-Macmillan, Melbourne.

Learning outcomes

Learning outcomes are what students know, understand and are able to do on completion of a unit of study. They are aligned with the University's graduate qualities and are assessed as part of the curriculum.

Outcomes
Graduate qualities

At the completion of this unit, you should be able to:

LO1. produce written and multimedia public relations texts to advanced industry standards using the latest software and applications
LO2. design and evaluate public relations campaigns for organisations for a range of contexts and publics
LO3. demonstrate the application of scholastic knowledge to professional practices and new situations in the rapidly changing communications landscape
LO4. plan and undertake primary and secondary research relevant to communications campaigns and research reports
LO5. develop communication strategies and techniques to support transparency and accountability in corporate social responsibility and democractic systems of governance.
LO6. obtain an in-depth understanding of theories of "best practice" and ethical conduct

Graduate qualities

The graduate qualities are the qualities and skills that all University of Sydney graduates must demonstrate on successful completion of an award course. As a future Sydney graduate, the set of qualities have been designed to equip you for the contemporary world.

GQ1	Depth of disciplinary expertise Deep disciplinary expertise is the ability to integrate and rigorously apply knowledge, understanding and skills of a recognised discipline defined by scholarly activity, as well as familiarity with evolving practice of the discipline.
GQ2	Critical thinking and problem solving Critical thinking and problem solving are the questioning of ideas, evidence and assumptions in order to propose and evaluate hypotheses or alternative arguments before formulating a conclusion or a solution to an identified problem.
GQ3	Oral and written communication Effective communication, in both oral and written form, is the clear exchange of meaning in a manner that is appropriate to audience and context.
GQ4	Information and digital literacy Information and digital literacy is the ability to locate, interpret, evaluate, manage, adapt, integrate, create and convey information using appropriate resources, tools and strategies.
GQ5	Inventiveness Generating novel ideas and solutions.
GQ6	Cultural competence Cultural Competence is the ability to actively, ethically, respectfully, and successfully engage across and between cultures. In the Australian context, this includes and celebrates Aboriginal and Torres Strait Islander cultures, knowledge systems, and a mature understanding of contemporary issues.
GQ7	Interdisciplinary effectiveness Interdisciplinary effectiveness is the integration and synthesis of multiple viewpoints and practices, working effectively across disciplinary boundaries.
GQ8	Integrated professional, ethical, and personal identity An integrated professional, ethical and personal identity is understanding the interaction between one’s personal and professional selves in an ethical context.
GQ9	Influence Engaging others in a process, idea or vision.

Outcome map

Learning outcomes	Graduate qualities
Learning outcomes

Responding to student feedback

This section outlines changes made to this unit following staff and student reviews.

The academic content in this unit is continuously updated. Student feedback is valued.

Additional information

Assessment 1: Communication Plan

Students need to prepare a strategic communication plan that could be successfully implemented in the Australian business and legal context. Students must identify a corporation or organisation that will be their ‘client’ (i.e. a case study) for this assessment. The goal of this assessment is to develop a strategic communication plan applicable to one of the following scenarios:

Improve the public image of a company following a major crisis, such as a product failure, social scandal, white-collar crime, industrial relations scandal, or environmental destruction.
Help an organisation to persuade relevant publics to take actions supportive of a social or environmental movement, political group or policy.
Help an organisation to persuade internal stakeholders about the need for structural or cultural change.
Generate significant public interest in a new product, brand, event or service.
Refresh and reposition a product, brand or service so that it is more appealing to consumers.
Assist a controversial multinational corporation to establish and maintain ‘mutual understanding’ with its strategic publics through community engagement.
Influence the creation of legislation through an effective internal and/or outsider lobbying campaign.

Once a corporation/organisation and scenario have been chosen, students need to conduct research into the background, brands, products, stakeholders/publics, and issues relevant to their case study. For instance, the database Factiva can be used to locate all news stories on a particular corporation and is a valuable source of historical and contextual information. Likewise, Annual Reports are an excellent source of information on a corporation’s mission, values, operations and finances. Primary research in the form of a small-scale survey or focus groups can also be conducted with classmates and other students in order to test messaging strategies or understand public perceptions of a particular product or company. More information on these research methods will be provided in class.

This communication plan should be written in report format and include the following sections:

1. Introductory Information

Executive summary (introduce the organisation, the scenario and the aims)

2. Research and analysis

Background to the problem, issue, scenario or brand

Situation analysis

Research findings (primary and secondary findings)

3. Strategy development

Goals and Objectives (the latter needs to be measurable)

Publics and Stakeholders

Key messages and tactics

Third party actions (that you might depend on in order to make your communication effective)

Risk management

Ethical considerations

Budgeting (be realistic by sourcing current industry prices)

4. Implementation

Project management

Timing

5. Evaluation and adjustment

Measuring the effectiveness of messages, media and outcomes

6. References (these will not be included in the word count)

This is an industry-focussed assessment item. As such, students can make use of bullet points and tables where appropriate, but too much fragmented expression should be avoided. Evidence will also be needed to support the strategic approach outlined in the communications plan. Accordingly, students should provide in-text citations and a list of references. Both academic and industry sources will be valuable sources of evidence, and should be cited using the APA system of referencing. All Communications Plans must be submitted to the Turnitin assignment drop box.

Assessment 2: PR Tactics Presentation

In groups of three, students will deliver a 20-minute presentation (which includes 5 mins for questions from the audience). This presentation covers some of the points raised in Assignment 1, but focuses on the specific messages, tactics and communication materials that would be used in the communications campaign. Specifically, students need to choose one corporation/organisation and scenario, and then prepare a portfolio of public relations tactics (i.e. communication materials) and present these to the class. Particular tactics should be consistent with the overarching strategy presented in the communications plan.

Student groups should complete any six of the following for their portfolio:

Media releases (300 words x 3) (NB: only counts as one of the six tactics, all groups must complete, with one media release per student)
Backgrounder (300 words)
Fact sheet
Infographic
A pitch email to a specific publication for a profile article or features story.
A profile or features article on a CEO, issue or product for owned media (500 words)
Crisis statement for a media conference (400 words)
Q&A talking points for a media conference (400 words)
Newsletter (400 words, professional layout, with images and a messaging strategy)
5 original photographs or edited images from third party sources (for distribution with media releases or other tactics)
Detailed plan for a media event (i.e., a press conference) with speech notes for an opening address (600 words)
An issues pamphlet (should be created using Adobe InDesign software or equivalent software)
A direct-mail letter on an issue (300-400 words) (with correct formatting and a specific messaging strategy)
Chief Executive Officer’s statement for an Annual Report or an investor conference or a townhall meeting with stakeholders (300 words)
Mission and/or Vision statement (200 words)
Detailed plan for social media campaign, which might include the use influencers, along with examples of messages, hashtags, and a distribution strategy
30 second video. This can be a promotional video, an issues ad, or a "Q&A style" video with a spokesperson. Your platforms are TikTok, Twitter, Instagram, and YouTube, but not television. You can role-play as CEO or political candidate as appropriate for a "proof of concept".
Spot ad for a newspaper, magazine or website (should be created using Adobe InDesign software)
30 second radio advocacy advertisement (this needs to be an audio file: can be recorded using a smartphone, computer, or dictaphone)
Advertorial (should be created using Adobe InDesign or similar software so that its images and text look ready for distribution)
A small collection of internet memes or gifs (be creative as the goal is for this tactic is to be shared on social media)
An issues billboard for a strategic location (use InDesign and/or Photoshop).
Another PR tactic not listed but approved by your tutor.

The proposed format of the presentation is as follows:

Introduction;
Campaign goals and communication objectives (i.e., informational, motivational and measurable);
Target publics and stakeholders (including any third-party organisations);
Key messages (include a framing strategy on specific issues);
Tactics (at least six tactics, with justifications for their use) (this will be the largest segment of the presentation) (copies of the tactics need to be provided to class members or on slides for peer assessment) (you must explain why you feel each tactic will work);
Budget (estimates based on public information only -- i.e. don't contact industry people for quotations).
Evaluation (here you will discuss how you will measure the success of your campaign).

The presentation is group work and involves ALL group members. Tasks can be divided between members, but the final presentation must be a consistent and unified performance. PowerPoint and digital handouts of media tactics should be utilised as part of this presentation.

While the presentation might be brief, students must be sufficiently prepared to answer questions on their hypothetical campaign. Groups should rehearse their presentations in order to identify any issues before the day of their presentation.

Interpersonal conflicts or other issues regarding group dynamics and contributions should be brought to the attention of the seminar instructor. Peer review will be conducted to ensure fairness of contribution. Where group members have not sufficiently contributed to their group work assessment items, they will be marked on individual basis.

The presentations will begin in Week 7 and conclude in Week 13. The final numerical score for these presentations will reflect both the quality of the presentation (i.e. public speaking skills, professional use of PowerPoint or similar software, etc.) and the quality of the PR tactics presented to the class (i.e. creativity, professionalism, potential effectiveness, etc.). A rubric will be provided to explain the weighting given to these two dimensions of this assignment. Additional advice on this assessment will be provided in class. Due dates: Weeks 7-13.

Assessment 3: Take home exercise (exam) (1500 words)

A long-form take-home exam question will be released (via Canvas) on Monday of Week 14 (STUVAC). It is to be written in an essay format, with appropriate referencing conventions followed. As this is a limited-time assessment, students won't be able to apply for a simple extension.

Assessment 4: Tutorial Participation (10%)

Weekly quizzes will be used to measure student engagement with the curriculum. These quizzes will be based on lecture content and weekly readings.

Disclaimer

The University reserves the right to amend units of study or no longer offer certain units, including where there are low enrolment numbers.

To help you understand common terms that we use at the University, we offer an online glossary.

Current students

Overview

Overview

Unit details and rules

Teaching staff

Assessment

Assessment

Assessment summary

Assessment criteria

Late submission

Academic integrity

Learning support

Learning support

Simple extensions

Special consideration

Using AI responsibly

Weekly schedule

Weekly schedule

Attendance and class requirements

Study commitment

Required readings

Learning outcomes

Learning outcomes

Graduate qualities

Outcome map

Responding to student feedback

Responding to student feedback

Additional information

Additional information

Disclaimer

On this page

Useful links

Media

Student links

About us

Connect

Current students

MECO2603: Public Relations

Semester 2, 2023 [Normal day] - Camperdown/Darlington, Sydney

Overview

Overview

Unit details and rules

Teaching staff

Assessment

Assessment

Assessment summary

Assessment criteria

Late submission

Academic integrity

Learning support

Learning support

Simple extensions

Special consideration

Using AI responsibly

Weekly schedule

Weekly schedule

Attendance and class requirements

Study commitment

Required readings

Learning outcomes

Learning outcomes

Graduate qualities

Outcome map

Responding to student feedback

Responding to student feedback

Additional information

Additional information

Disclaimer

On this page

Useful links

Media

Student links

About us

Connect