Course coordinator
Dr Renee Mickelburgh
Course overview
- Study period
- Semester 2, 2025 (28/07/2025 - 22/11/2025)
- Study level
- Undergraduate
- Location
- St Lucia
- Attendance mode
- In Person
- Units
- 2
- Administrative campus
- St Lucia
- Coordinating unit
- Communication & Arts School
Students gain hands-on skills in writing, editing, and designing effective promotional publications and creating/producing strategic materials. In this rich immersion experience, students produce work within traditional and new media environments, for a real client.
Public relations messages are important to all types of organisations. Well-crafted, strategic, and effective communication content creation is particularly important in sustaining strong engagement with an organisation's target publics, and in managing the organisation's reputation.ﾠPR professionals need to be not only highly capable writers but also creators of a diverse range of communication tools.
In this course, students are introduced to creating, editing and delivering PR messages, collaterals, and the many forms of public relations writing for a real client. This course is designed to help students develop professional writing (and designing) capabilities expected of PR professionals. This course is not about teaching grammar and syntax, it is about shaping PR graduates to meet the needs of industry expectations. In sum, this course is about holistic PR content creation which includes writing copy as well as coming up with creative concepts using digital skills.
Course requirements
Assumed background
In this course you are assumed to have an interest inﾠpublic relations practice. You are also assumed to be skilled in the use of standard technologies/software/web tools such such as search, email, file management, and pdf creation, and basic social media technologies currently used widely in public relations practice such as Facebook, Twitter, Instagram, Pinterest, LinkedIn, etc.ﾠ
It is also mandatory for students to use a design software in completing some assessments in this course, and thus, it is desirable that students have proficiency in the use of technologies/software/web tools for publishing such as InDesign, Spark, Canva, or Publisher.ﾠ Students will also be directed towards training courses/guides/manuals provided by the School to ensure they develop their skills in these areas via the MaPS resources.ﾠ
Students should also familiarise themselves with available free web-publishing websites/tools such as www.canva.com (however, It is not expected that students should pay fees for use of these, and students should carefully read terms and conditions before signing up for free trial/free use).
Incompatible
You can't enrol in this course if you've already completed the following:
SOSC1152
Course contact
Course staff
Lecturer
Dr Renee Mickelburgh
Tutor
Dr Renee Mickelburgh
Mr Anthony Biancotti
Timetable
The timetable for this course is available on the UQ Public Timetable.
Additional timetable information
Whilst every effort is made to place students in their preferred activity, it is not always possible for a student to be enrolled in their tutorial of choice. If you require assistance, please ensure that you email timetabling.commarts@enquire.uq.edu.au from your UQ student email with:
- Your name
- Your student ID
- The course code
- A list of three tutorial preferences (in order of preference)
- Reason for the change – e.g. timetable clash, elite athlete status, SAP
Teaching staff do not have access to change tutorials or help with timetables; all timetabling changes must be processed through the Timetabling Team.
Aims and outcomes
This course aims to build on your understanding of public relations practice which is developed in COMU1052. You will learn the techniques of content creation for both traditional and new media, and the strategic deployment of collateral in public relations practice across a range of collaterals for a real client.
Learning outcomes
After successfully completing this course you should be able to:
LO1.
Analyse the rapidly changing context for the composition and dissemination of PR material, and how this shapes organisational reputation.
LO2.
Become familiar with using different forms of PR writing, the range of PR writing tools used in practice, and the adaptation of tools for cross-platform use.
LO3.
Understand the significance of the different audiences to which PR writing is addressed.
LO4.
Critically assess the effectiveness of PR writing.
LO5.
Undertake effective reviewing, revising and editing of PR writing.
LO6.
Apply the principles of effective writing that adhere to guiding principles of clarity, conciseness, consistency, coherence and use of plain language.
LO7.
Demonstrate an ability for connecting with target audiences using strong professional writing skills for various forms of public relations writing.
LO8.
Learn to design and produce a range of PR collaterals to suit an organisation's needs.
LO9.
Understand the ethical and legal standards of practice in the composition of PR material, including through the use of AI tools.
LO10.
Create public relations tools to align with the expectations of employers/client organisations.
Assessment
Assessment summary
Media Release Sequence
| Category | Assessment task | Weight | Due date |
|---|---|---|---|
| Tutorial/ Problem Set |
Media Release 1 (undertaken in tutorial, via Inspera)
|
10% |
First in a series of three media release assessments. 18/08/2025 - 22/08/2025 |
| Paper/ Report/ Annotation, Practical/ Demonstration | Media Release 2 | 10% |
This is the second in a series of three media release assessments. 29/08/2025 4:00 pm |
| Practical/ Demonstration, Reflection |
Media Release 3 + reflection + Peer Review
|
20% |
This is the third in a series of three media release assessments. 12/09/2025 4:00 pm
Media Release 3: Submit media release to TurnItIn before 4pm on 12 September 2025 (Week7). Peer Review: Bring a printed hard copy of Media Release 2 to the following tutorial (Week 8). |
Non-block / stream assessments
| Category | Assessment task | Weight | Due date |
|---|---|---|---|
| Portfolio | Portfolio of PR Tools for Organisation | 30% |
24/10/2025 4:00 pm |
| Examination |
Examination
|
30% |
End of Semester Exam Period 8/11/2025 - 22/11/2025 |
Assessment details
Media Release Sequence
Media Release 1 (undertaken in tutorial, via Inspera)
- In-person
- Mode
- Written
- Category
- Tutorial/ Problem Set
- Weight
- 10%
- Due date
First in a series of three media release assessments. 18/08/2025 - 22/08/2025
- Other conditions
- Time limited.
- Learning outcomes
- L02, L06, L08, L10
Task description
Develop an understanding of the features and genre of a basic media release in tutorials using Inspera. This assessment will involve creating headline, lead sentence, date, body copy (including quotes) and contact details using Inspera's automatically marked functionalities. Assessment must be undertaken in tutorials.
This assessment task is to be completed in-person. The use of generative Artificial Intelligence (AI) or Machine Translation (MT) tools will not be permitted. Any attempted use of AI or MT may constitute student misconduct under the Student Code of Conduct.
Submission guidelines
Deferral or extension
You may be able to apply for an extension.
This assessment is the first in a sequence of three media release activities. Only extensions of up to 7 days will be considered.
Media Release 2
- Mode
- Written
- Category
- Paper/ Report/ Annotation, Practical/ Demonstration
- Weight
- 10%
- Due date
This is the second in a series of three media release assessments. 29/08/2025 4:00 pm
- Learning outcomes
- L01, L02, L03, L04, L05, L06, L07, L09
Task description
For this assessment, students are to prepare a media release, co-written with AI, in response to a briefing provided.
Students must:
- Consider aspects like newsworthiness, media release structure and format, spokesperson/people and important quotes.
- Craft unique prompts and generate one or multiple AI outputs
- Combine and revise generated outputs to create one media release
- Make edits that improve clarity and accuracy, including where AI invents fake or false information
- Include a list of the prompts used in the creation of the media release
- Make a list of edits undertaken
More information will be provided in the lecture, tutorial, and via the course Blackboard.
This assessment task evaluates students' abilities, skills and knowledge.
*This assessment is inspired by The University of Texas Digital Writing and Research Lab.
Artificial Intelligence (AI) and Machine Translation (MT) are emerging tools that may support students in completing this assessment task. Students may appropriately use AI and/or MT in completing this assessment task. Students must clearly reference any use of AI or MT in each instance.
A failure to reference generative AI or MT use may constitute student misconduct under the Student Code of Conduct.
Submission guidelines
Submit via TurnItIn.
TurnItIn Receipts:
Assignments for this course will be submitted electronically via Blackboard and using TurnItIn. Before submitting any assignments for this course you must ensure you have completed UQ's compulsory online Academic Integrity Tutorial.
When you successfully submit your assessment to TurnItIn you will see text confirming your submission is complete, before being redirected to your Assignment inbox. On this page you can:
- View the name of the submitted file
- View date and time of the upload
- Resubmit your paper (if necessary)
- Download your submitted paper
- Download digital receipt.
If you cannot see your submission in your Assignment inbox you should regard your submission as unsuccessful. Students are responsible for retaining evidence of submission by the due date for all assessment items, in the required form (e.g. screenshot, email, photo, and an unaltered copy of submitted work).
If the submission was not successful:
- Note the error message (preferably take a screenshot).
- Go to your assignment page and see if it is possible to submit again.
- If you cannot submit again email your course coordinator immediately with the assignment attached.
Please visit this webpage for further advice on how to submit your TurnItIn assignment.
Deferral or extension
You may be able to apply for an extension.
This assessment is the second in a sequence of three media release activities. Only extensions of up to 7 days will be considered.
Late submission
A penalty of 10% of the maximum possible mark will be deducted per 24 hours from time submission is due for up to 7 days. After 7 days, you will receive a mark of 0.
Media Release 3 + reflection + Peer Review
- Mode
- Written
- Category
- Practical/ Demonstration, Reflection
- Weight
- 20%
- Due date
This is the third in a series of three media release assessments. 12/09/2025 4:00 pm
Media Release 3: Submit media release to TurnItIn before 4pm on 12 September 2025 (Week7).
Peer Review: Bring a printed hard copy of Media Release 2 to the following tutorial (Week 8).
- Other conditions
- Peer assessment factor.
- Learning outcomes
- L01, L02, L03, L04, L05, L06, L07, L09
Task description
For this task, students are to prepare a media release, co-written with AI, for feedback and take part in peer review in tutorials as directed.
Students must:
- Craft unique prompts and generate one or multiple AI outputs
- Combine and revise generated outputs
- Make edits that improve clarity and accuracy, including where AI invents fake or false information
- Include a list of the prompts used in the creation of the media release
- Include a short (200 word max) reflection on the use of AI in the creation of the media release
More information will be provided in the lecture, tutorial, and via the course Blackboard.
This assessment task evaluates students' abilities, skills and knowledge.
*This assessment is inspired by The University of Texas Digital Writing and Research Lab.
Artificial Intelligence (AI) and Machine Translation (MT) are emerging tools that may support students in completing this assessment task. Students may appropriately use AI and/or MT in completing this assessment task. Students must clearly reference any use of AI or MT in each instance.
A failure to reference generative AI or MT use may constitute student misconduct under the Student Code of Conduct.
Submission guidelines
Submit media release to TurnItIn.
TurnItIn Receipts:
Assignments for this course will be submitted electronically via Blackboard and using TurnItIn. Before submitting any assignments for this course you must ensure you have completed UQ's compulsory online Academic Integrity Tutorial.
When you successfully submit your assessment to TurnItIn you will see text confirming your submission is complete, before being redirected to your Assignment inbox. On this page you can:
- View the name of the submitted file
- View date and time of the upload
- Resubmit your paper (if necessary)
- Download your submitted paper
- Download digital receipt.
If you cannot see your submission in your Assignment inbox you should regard your submission as unsuccessful. Students are responsible for retaining evidence of submission by the due date for all assessment items, in the required form (e.g. screenshot, email, photo, and an unaltered copy of submitted work).
If the submission was not successful:
- Note the error message (preferably take a screenshot).
- Go to your assignment page and see if it is possible to submit again.
- If you cannot submit again email your course coordinator immediately with the assignment attached.
Please visit this webpage for further advice on how to submit your TurnItIn assignment.
Deferral or extension
You cannot defer or apply for an extension for this assessment.
Please note: students are NOT able to apply for an assessment extension via the Unitask portal. Please contact your tutor/course coordinator directly to see if alternative arrangements are available.
Late submission
A penalty of 10% of the maximum possible mark will be deducted per 24 hours from time submission is due for up to 7 days. After 7 days, you will receive a mark of 0.
Late submission is not possible for the peer review part of this assessment.
Non-block / stream assessments
Portfolio of PR Tools for Organisation
- Mode
- Product/ Artefact/ Multimedia, Written
- Category
- Portfolio
- Weight
- 30%
- Due date
24/10/2025 4:00 pm
- Learning outcomes
- L01, L02, L03, L04, L05, L06, L07, L08, L09, L10
Task description
You are to research and prepare a portfolio of public relations tools for the client organisation you have been provided with.
Details on this client organisation will have been provided in classes, with information also posted on the course Blackboard. A client brief will have been provided in the lecture, and client feedback will also have been incorporated in the lecture series.
The tools will be focussed around a specific event, or specific announcement (TBC), that the client organisation will nominate.
Artificial Intelligence (AI) and Machine Translation (MT) are emerging tools that may support students in completing this assessment task. Students may appropriately use AI and/or MT in completing this assessment task. Students must clearly reference any use of AI or MT in each instance.
A failure to reference generative AI or MT use may constitute student misconduct under the Student Code of Conduct.
Submission guidelines
Submit via TurnItIn.
TurnItIn Receipts:
Assignments for this course will be submitted electronically via Blackboard and using TurnItIn. Before submitting any assignments for this course you must ensure you have completed UQ's compulsory online Academic Integrity Tutorial.
When you successfully submit your assessment to TurnItIn you will see text confirming your submission is complete, before being redirected to your Assignment inbox. On this page you can:
- View the name of the submitted file
- View date and time of the upload
- Resubmit your paper (if necessary)
- Download your submitted paper
- Download digital receipt.
If you cannot see your submission in your Assignment inbox you should regard your submission as unsuccessful. Students are responsible for retaining evidence of submission by the due date for all assessment items, in the required form (e.g. screenshot, email, photo, and an unaltered copy of submitted work).
If the submission was not successful:
- Note the error message (preferably take a screenshot).
- Go to your assignment page and see if it is possible to submit again.
- If you cannot submit again email your course coordinator immediately with the assignment attached.
Please visit this webpage for further advice on how to submit your TurnItIn assignment.
Deferral or extension
You may be able to apply for an extension.
Examination
- Identity Verified
- In-person
- Mode
- Written
- Category
- Examination
- Weight
- 30%
- Due date
End of Semester Exam Period
8/11/2025 - 22/11/2025
- Learning outcomes
- L02, L03, L06, L07, L08, L09
Task description
The examination is designed to assess student learning of the material contained in the course textbook.
Students will complete their exam during Central Exam Block, Semester 2, 2025.
More information will be provided in the lectures, tutorials, and via the course Blackboard.
This assessment task is to be completed in-person. The use of generative Artificial Intelligence (AI) or Machine Translation (MT) tools will not be permitted. Any attempted use of AI or MT may constitute student misconduct under the Student Code of Conduct.
Exam details
| Planning time | 10 minutes |
|---|---|
| Duration | 90 minutes |
| Calculator options | No calculators permitted |
| Open/closed book | Closed book examination - no written materials permitted |
| Materials | personal laptop |
| Exam platform | Inspera |
| Invigilation | Invigilated in person |
Submission guidelines
Deferral or extension
You may be able to defer this exam.
Course grading
Full criteria for each grade is available in the Assessment Procedure.
| Grade | Cut off Percent | Description |
|---|---|---|
| 1 (Low Fail) | 0 - 24 |
Absence of evidence of achievement of course learning outcomes. |
| 2 (Fail) | 25 - 44 |
Minimal evidence of achievement of course learning outcomes. |
| 3 (Marginal Fail) | 45 - 49 |
Demonstrated evidence of developing achievement of course learning outcomes |
| 4 (Pass) | 50 - 64 |
Demonstrated evidence of functional achievement of course learning outcomes. |
| 5 (Credit) | 65 - 74 |
Demonstrated evidence of proficient achievement of course learning outcomes. |
| 6 (Distinction) | 75 - 84 |
Demonstrated evidence of advanced achievement of course learning outcomes. |
| 7 (High Distinction) | 85 - 100 |
Demonstrated evidence of exceptional achievement of course learning outcomes. |
Additional course grading information
- Where fractional marks occur in the calculation of the final grade, a mark of x.5% or greater will be rounded up to (x+1)%. A percentage mark of less than x.5% will be rounded down to x%.
- Where no assessable work is received, a Grade of X will apply. ﾠ
Supplementary assessment
Supplementary assessment is available for this course.
Additional assessment information
- Further information regarding the assessment, including marking criteria and/or marking rubrics are available in the ‘Assessment’ folder in Blackboard for this course.
- Marks Cannot Be Changed After Being Released: Marks are not open to negotiation with course staff. If you wish to discuss the feedback you have received, you should make an appointment to speak with the Course Coordinator.
- Assessment Re-mark: If you are considering an Assessment Re-mark, please follow the link to important information you should consider before submitting a request.
- Integrity Pledge: Assignments for this course will be submitted electronically via Blackboard and using Turnitin. Before submitting any assignments for this course, you must ensure you have completed UQ's compulsory online Academic Integrity Modules.ﾠIn uploading an assignment via Turnitin you are certifying that it is your original work, that it has not been copied in whole or part from another person or source except where this is properly acknowledged, and that it has not in whole or part been previously submitted for assessment in any other course at this or any other university.
- Withholding marks prior to finalisation of grades: Per UQ Assessment Procedures – Release of Assessment Item Marks and Grades: The final assessment item and the marks for the assessment item are to be released only after the final grade for the course has been released.
Learning resources
You'll need the following resources to successfully complete the course. We've indicated below if you need a personal copy of the reading materials or your own item.
Library resources
Find the required and recommended resources for this course on the UQ Library website.
Own copy required
You'll need to have your own copy of the following reading resources. We've indicated below if you need a personal copy of the reading materials or your own item.
| Item | Description |
|---|---|
| Book |
Becoming a Public Relations Writer: Strategic Writing for Emerging and Established Media
by Tindall; Natalie T. J.; Hutchins; Amber L.; Smith; Ronald D. - 2025 Edition: Seventh edition Publisher: Routledge ISBN: 9781040308219; 9781040308233; 9781032161297; 9781032159324 |
Learning activities
The learning activities for this course are outlined below. Learn more about the learning outcomes that apply to this course.
All student activities
| Learning period | Activity type | Topic |
|---|---|---|
Week 1 (28 Jul - 03 Aug) |
Lecture |
Week 1: LECTURE Course overview. Foundations: writing in the PR profession, who to write for, what to write about, and for what purpose. Read the first chapter of your textbook this week. Learning outcomes: L01, L02, L03 |
Tutorial |
Week 1: NO TUTORIALS No tutorials this week. Tutorials start in Week 2. |
|
Week 2 (04 Aug - 10 Aug) |
Lecture |
Week 2: LECTURE Guiding principles of effective writing. Developing media content for PR writing. Intro to media releases Chapter 2 and 5 (text) Learning outcomes: L02, L03 |
Tutorial |
Week 2: TUTORIAL Understanding news and what it matters in public relations. Getting started with media releases. Finding the news, headlines and lead sentences. Learning outcomes: L02, L04, L05, L06, L09 |
|
Week 3 (11 Aug - 17 Aug) |
Lecture |
Week 3: NO LECTURE DUE TO PUBLIC HOLIDAY Learning outcomes: L02, L03 |
Tutorial |
Week 3: NO TUTORIALS DUE TO PUBLIC HOLIDAY Writing media releases. Learning outcomes: L02, L03, L04, L05, L09 |
|
Week 4 (18 Aug - 24 Aug) |
Lecture |
Week 4: LECTURE Principles of writing media materials. Writing media materials & developing key messages News Writing Style Read Ch 6 and Ch 8 of text Learning outcomes: L04, L05, L06, L08 |
Tutorial |
Week 4: TUTORIAL Media Release activities Short MR prac text via Inspera in tutorials under Safe Exam Browser Conditions. Learning outcomes: L04, L05, L06, L08 |
|
Week 5 (25 Aug - 31 Aug) |
Lecture |
Week 5: LECTURE Context for the Portfolio of PR Tools to be developed. Read Ch 9 and Ch 10 of text. Learning outcomes: L01, L02, L03, L04, L08 |
Tutorial |
Week 5: TUTORIAL Work on preparing Media Release 2. Use this time to ask your tutor any last questions about your Media Release writing task. Learning outcomes: L01, L02, L03, L04, L08 |
|
Week 6 (01 Sep - 07 Sep) |
Lecture |
Week 6: LECTURE Writing for Social Media and the Web Approaches to writing e-content. Read Ch 13 of your text. Learning outcomes: L02, L03, L08, L09 |
Tutorial |
Week 6: TUTORIAL Social media writing activities Learning outcomes: L05, L06, L07, L08, L09, L10 |
|
Week 7 (08 Sep - 14 Sep) |
Lecture |
Week 7: LECTURE PR writing for controlling content: beyond the mass news media. Elevator Pitches. Read Ch 7 Learning outcomes: L01, L02, L03, L04, L06, L07, L08, L09, L10 |
Tutorial |
Week 7: TUTORIAL Activities on analysing and writing PR tools. Work on researching client organisation. Guidance on Client Portfolio assignment task. Learning outcomes: L01, L02, L03, L04, L06, L07, L08, L09, L10 |
|
Week 8 (15 Sep - 21 Sep) |
Lecture |
Week 8: LECTURE Client guest lecture Text chapter 4 Learning outcomes: L01, L02, L03, L04, L06, L07, L08, L09, L10 |
Tutorial |
Week 8: TUTORIAL Peer review of Media Release 3 in tutorials. Guidance on the Client Portfolio of Tools assignment task. Work on developing/refining design approaches of tools for Client Portfolio assignment task. Learning outcomes: L01, L02, L03, L04, L05, L06, L07, L08, L09, L10 |
|
Week 9 (22 Sep - 28 Sep) |
Lecture |
WEEK 9: LECTURE Bringing key learnings in the course together - laying the foundation for developing tools for our client organisation. Revisiting Key Learnings, and Designing Flyers/Posters/ Fact sheets Learning outcomes: L01, L02, L03, L04, L06, L07, L08, L09, L10 |
Tutorial |
Week 9: TUTORIAL Work on developing/refining design approaches of tools for Client Portfolio assignment task. Learning outcomes: L02, L03, L04, L05, L06, L07, L08, L09 |
|
Mid Sem break (29 Sep - 05 Oct) |
No student involvement (Breaks, information) |
Mid-Semester Break |
Week 10 (06 Oct - 12 Oct) |
Lecture |
Week 10: NO LECTURE DUE TO PUBLIC HOLIDAY Learning outcomes: L01, L02, L03, L07, L08, L09 |
Tutorial |
Week 10: NO TUTORIALS DUE TO PUBLIC HOLIDAY Activities on analysing and writing PR tools. Guidance on Client Portfolio assignment task. Learning outcomes: L02, L03, L05, L07, L08, L09, L10 |
|
Week 11 (13 Oct - 19 Oct) |
Lecture |
Week 11: LECTURE Visual and Interpersonal Communication Supporting PR messaging through great design. Developing face-to-face and spoken PR messaging. Chapter 14 of text. Learning outcomes: L01, L02, L03, L06, L07, L09 |
Tutorial |
Week 11: TUTORIAL Work on Client Portfolio assignment. Learning outcomes: L04, L05, L06 |
|
Week 12 (20 Oct - 26 Oct) |
Lecture |
Week 12: LECTURE Organisational communication Planning and managing public relations writing. Legal and ethicla issues Course Wrap-Up. Ch 3 and 17 Learning outcomes: L01, L04, L05 |
Tutorial |
Week 12: TUTORIAL Course wrap-up. Use this time to ask your tutor any last questions about your Client Portfolio. Learning outcomes: L02, L04, L05 |
|
Week 13 (27 Oct - 02 Nov) |
Lecture |
Week 13: NO LECTURE |
Tutorial |
Week 13: NO TUTORIALS |
Policies and procedures
University policies and procedures apply to all aspects of student life. As a UQ student, you must comply with University-wide and program-specific requirements, including the:
- Student Code of Conduct Policy
- Student Integrity and Misconduct Policy and Procedure
- Assessment Procedure
- Examinations Procedure
- Reasonable Adjustments for Students Policy and Procedure
Learn more about UQ policies on my.UQ and the Policy and Procedure Library.
Course guidelines
Communication Expectations
While you are a student at UQ, all communication must be conducted according to the UQ Student Code of Conduct. The UQ Library has a helpful Communicate and collaborate online module.
- Email is the primary way for you to send messages to, and receive information from, the School and our staff.
- You must use your UQ email address (not a private address) to communicate with staff.
- You should add a clear subject line, including course code, and a 2-3 word statement.
- You can send email at any time, however, please do not expect responses outside normal working hours (Monday to Friday from ~8am to ~5pm).
- Emails that constitute bullying, harassment or discrimination against staff contravene the Student Code of Conduct. Emails like this will be reported to the University, and the matter will be pursued as misconduct.