Outline

Overview

Media Relations provides students with practical experience in seeking media coverage for a specific issue on behalf of a non-profit organisation. It requires students to research, design, present, implement and evaluate a communication plan, and to develop key tactical elements including media releases for distribution across multi-media platforms.

Unit details and rules

Academic unit	Media and Communications
Credit points	6
Prerequisites ?	None
Corequisites ?	None
Prohibitions ?	None
Assumed knowledge ?	None
Available to study abroad and exchange students	Yes

Teaching staff

Coordinator	Charlotte Launder, charlotte.launder@sydney.edu.au
Lecturer(s)	Charlotte Launder, charlotte.launder@sydney.edu.au

Type	Description	Weight	Due	Length
Assignment	Media Relations Plan n/a	30%	Week 05 Due date: 02 Sep 2022 at 17:00	1500 words
Outcomes assessed:
Assignment	Media Relations Toolkit n/a	30%	Week 08 Due date: 23 Sep 2022 at 17:00	2000 words
Outcomes assessed:
Presentation	Media Relations Campaign Pitch n/a	15%	Week 11	1000 words
Outcomes assessed:
Assignment	Essay n/a	25%	Week 13 Due date: 04 Nov 2022 at 17:00	1500 words
Outcomes assessed:
= group assignment ?

Assessment summary

Assessment 1: Media Relations Plan

This individual assessment task requires students to write a media relations plan for an Australian not-for-profit organisation of their choice. The plan, written for the Board of Directors / CEO of the not-for-profit organisation, must convince management that students can design an impactful and effective media relations campaign.

Assessment 2: Media Relations Toolkit

Building upon Assessment 1, Assessment 2 requires students to produce an original and tailored Media Relations Toolkit for their chosen client. This Toolkit is designed to be used in the implementation of the campaign. Student Toolkits should adopt a professional format and tone, and meet industry standards.

For the purposes of this assessment task, a Media Relations Toolkit comprises:

1. Media Release (500 words)

2. Backgrounder (500 words)

3. Media pitch email to a specific journalist (250 words)

4. Spokesperson briefing document (500 words)

5. Media List (250 words)

Assessment 3: Media Relations Campaign Pitch

This assessment requires students to work collaboratively in small groups to prepare a presentation pitch for a prospective client.

Assessment 4: Essay

The final assessment is a long-form essay.

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 in order 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.

Result name	Mark range	Description
High distinction	85 - 100	Professional Criteria (Media Relations Plan, Media Relations Toolkit & Campaign Pitch) HD: 85-100% 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 Criteria HD 85-100% 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 Criteria (Media Relations Plan, Media Relations Toolkit & Campaign Pitch) DI: 75-84% 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 Criteria DI 75-84% 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 Criteria (Media Relations Plan, Media Relations Toolkit & Campaign Pitch) CR: 65-74% 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 Criteria CR 65-74% 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 Criteria (Media Relations Plan, Media Relations Toolkit & Campaign Pitch) PS: 50-64% 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 Criteria PS 50-64% 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 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.

Use of generative artificial intelligence (AI) and automated writing tools

You may only use generative AI and automated writing tools in assessment tasks if you are permitted to by your unit coordinator. If you do use these tools, you must acknowledge this in your work, either in a footnote or an acknowledgement section. The assessment instructions or unit outline will give guidance of the types of tools that are permitted and how the tools should be used.

Your final submitted work must be your own, original work. You must acknowledge any use of generative AI tools that have been used in the assessment, and any material that forms part of your submission must be appropriately referenced. For guidance on how to acknowledge the use of AI, please refer to the AI in Education Canvas site.

The unapproved use of these tools or unacknowledged use will be considered a breach of the Academic Integrity Policy and penalties may apply.

Studiosity is permitted unless otherwise indicated by the unit coordinator. The use of this service must be acknowledged in your submission as detailed on the Learning Hub’s Canvas page.

Outside assessment tasks, generative AI tools may be used to support your learning. The AI in Education Canvas site contains a number of productive ways that students are using AI to improve their learning.

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	Course overview, media relations language & theory	Seminar (2 hr)
Week 02	The media relations toolkit and media lists	Seminar (2 hr)
Week 03	The Australian media landscape	Seminar (2 hr)
Week 04	Communication Strategy: Goals, objectives and tactics	Seminar (2 hr)
Week 05	Media relations tactics: media releases	Seminar (2 hr)
Week 06	Media relations tactics: briefing spokespeople, backgrounders	Seminar (2 hr)
Week 07	Selling in your story	Seminar (2 hr)
Week 08	Industry presentations	Seminar (2 hr)
Week 09	Planning proper timelines and budgets	Seminar (2 hr)
Week 10	Evaluating impact	Seminar (2 hr)
Week 11	Group presentations	Seminar (2 hr)
Week 12	Group presentations	Seminar (2 hr)
Week 13	Course conclusions	Seminar (2 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. 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: Most lectures (in recording-equipped venues) will be recorded and may be made available to students on the LMS. However, you should not rely on lecture recording to substitute your classroom learning experience.

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 on the Library eReserve link available on Canvas.

Mahoney, J. (2017). Public Relations Writing (3rd edition). Oxford.

Delahaye Paine, K. (2011). Measure What Matters: Online tools for understanding customers, social media, engagement and key relations. Hoboken NJ: Wiley &Sons.

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. Identify and analyse the types, forms, features and functions of media relations
LO2. Design a phased media relations campaign for a client
LO3. Create industry-style media relations texts.
LO4. Demonstrate an understanding of how to comprehensively measure and evaluate earned media outcomes.

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.

We appreciate your feedback and regularly update our unit based on your comments.

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

Disclaimer

On this page

Useful links

MECO6901: Media Relations

Semester 2, 2022 [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

Disclaimer

On this page

Useful links