Course coordinator
Dr Renee Mickelburgh
Course overview
- Study period
- Semester 2, 2024 (22/07/2024 - 18/11/2024)
- 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. So 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
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.
Apply an ethical and legally compliant standard of practice in the composition of PR material.
LO10.
Create public relations tools to align with the expectations of employers/client organisations.
Assessment
Assessment summary
| Category | Assessment task | Weight | Due date |
|---|---|---|---|
| Practical/ Demonstration | Media Release 1 | 10% |
16/08/2024 4:00 pm |
| Practical/ Demonstration | Media Release 2 + Peer Review | 20% |
30/08/2024 4:00 pm
Media Release 2: Submit media release to TurnItIn before 4pm on 30 August 2024. Peer Review: Bring a printed hard copy of Media Release 2 to the following tutorial (Week 7). |
| Portfolio | Portfolio of PR Tools for Organisation | 30% |
25/10/2024 4:00 pm |
| Examination |
Examination
|
40% |
End of Semester Exam Period 2/11/2024 - 16/11/2024 |
Assessment details
Media Release 1
- Mode
- Activity/ Performance
- Category
- Practical/ Demonstration
- Weight
- 10%
- Due date
16/08/2024 4:00 pm
- Learning outcomes
- L01, L02, L03, L04, L05, L06, L07, L09
Task description
For the first assessment, students are to prepare a media release in response to a briefing provided.
More information will be provided in the lecture, tutorial, and via the course Blackboard.
This assessment task evaluates students' abilities, skills and knowledge without the aid of generative Artificial Intelligence (AI). Students are advised that the use of AI technologies to develop responses is strictly prohibited and 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.
The maximum extension allowed is 7 days. Extensions are given in multiples of 24 hours.
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 2 + Peer Review
- Mode
- Written
- Category
- Practical/ Demonstration
- Weight
- 20%
- Due date
30/08/2024 4:00 pm
Media Release 2: Submit media release to TurnItIn before 4pm on 30 August 2024.
Peer Review: Bring a printed hard copy of Media Release 2 to the following tutorial (Week 7).
- 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 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
More information will be provided in the lecture, tutorial, and via the course Blackboard.
This assessment task evaluates students' abilities, skills and knowledge. For this assessment ONLY students are allowed to work with the aid of generative Artificial Intelligence (AI).
*This assessment is inspired by The University of Texas Digital Writing and Research Lab.
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.
Portfolio of PR Tools for Organisation
- Mode
- Product/ Artefact/ Multimedia
- Category
- Portfolio
- Weight
- 30%
- Due date
25/10/2024 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.
This assessment task evaluates students' abilities, skills and knowledge without the aid of generative Artificial Intelligence (AI). Students are advised that the use of AI technologies to develop responses is strictly prohibited and 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.
The maximum extension allowed is 28 days. Extensions are given in multiples of 24 hours.
Examination
- Identity Verified
- In-person
- Mode
- Written
- Category
- Examination
- Weight
- 40%
- Due date
End of Semester Exam Period
2/11/2024 - 16/11/2024
- Learning outcomes
- L02, L03, L06, L07, L08
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, 2024.
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 Artificial Intelligence (AI) tools will not be permitted. Any attempted use of AI may constitute student misconduct under the Student Code of Conduct.
Exam details
| Planning time | 10 minutes |
|---|---|
| Duration | 60 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) | 1 - 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.
Learning activities
The learning activities for this course are outlined below. Learn more about the learning outcomes that apply to this course.
Filter activity type by
Please select
| Learning period | Activity type | Topic |
|---|---|---|
Week 1 (22 Jul - 28 Jul) |
Lecture |
Week 1: LECTURE Course overview. Learning outcomes: L01, L02, L03 |
Tutorial |
Week 1: NO TUTORIALS Read the first four chapters of your textbook this week. Tutorials start in Week 2. |
|
Week 2 (29 Jul - 04 Aug) |
Lecture |
Week 2: LECTURE Guiding principles of effective writing. Learning outcomes: L02, L03 |
Tutorial |
Week 2: TUTORIAL How to write media releases. Activities on analysing media releases. Learning outcomes: L02, L04, L05, L06, L09 |
|
Week 3 (05 Aug - 11 Aug) |
Lecture |
Week 3: LECTURE Principles of writing media materials. Writing media materials & developing key messages Learning outcomes: L02, L03 |
Tutorial |
Week 3: TUTORIAL Writing media releases. Learning outcomes: L02, L03, L04, L05, L09 |
|
Week 4 (12 Aug - 18 Aug) |
Lecture |
Week 4: NO LECTURE DUE TO PUBLIC HOLIDAY |
Tutorial |
Week 4: NO TUTORIALS DUE TO PUBLIC HOLIDAY |
|
Week 5 (19 Aug - 25 Aug) |
Lecture |
Week 5: LECTURE Client Brief 'Meet the Client', and the context for the Portfolio of PR Tools to be developed. 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 2 writing task. Learning outcomes: L01, L02, L03, L04, L08 |
|
Week 6 (26 Aug - 01 Sep) |
Lecture |
Week 6: LECTURE Writing for Social Media and the Web Approaches to writing e-content. Learning outcomes: L02, L03, L08, L09 |
Tutorial |
Week 6: TUTORIAL Research on the Client Organisation. Learning outcomes: L05, L06, L07, L08, L09, L10 |
|
Week 7 (02 Sep - 08 Sep) |
Lecture |
Week 7: LECTURE PR writing for controlling content: beyond the mass news media. Elevator Pitches. Learning outcomes: L01, L02, L03, L04, L06, L07, L08, L09, L10 |
Tutorial |
Week 7: TUTORIAL Peer review of Media Release 2. Tutor Feedback. Activities on analysing and writing PR tools. Work on developing tools for client organisation. Work on researching client organisation. Guidance on Client Portfolio assignment task. Learning outcomes: L01, L02, L03, L04, L06, L07, L08, L09, L10 |
|
Week 8 (09 Sep - 15 Sep) |
Lecture |
Week 8: LECTURE Revisiting Key Learnings, and Designing Flyers/Posters Bringing key learnings in the course together - laying the foundation for developing tools for our client organisation. The design of flyers/posters. PR campaign examples - tools brought together into a portfolio. Learning outcomes: L01, L02, L03, L04, L06, L07, L08, L09, L10 |
Tutorial |
Week 8: TUTORIAL 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 (16 Sep - 22 Sep) |
Lecture |
WEEK 9: LECTURE Visual and Interpersonal Communication Supporting PR messaging through great design. Developing face-to-face and spoken PR messaging. 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 (23 Sep - 29 Sep) |
No student involvement (Breaks, information) |
Mid-Semester Break |
Week 10 (30 Sep - 06 Oct) |
Lecture |
Week 10: LECTURE Organisational communication Learning outcomes: L01, L02, L03, L07, L08, L09 |
Tutorial |
Week 10: TUTORIAL Activities on analysing and writing PR tools. Guidance on Client Portfolio assignment task. Learning outcomes: L02, L03, L05, L07, L08, L09, L10 |
|
Week 11 (07 Oct - 13 Oct) |
Lecture |
Week 11: NO LECTURE DUE TO PUBLIC HOLIDAY Work on Client Portfolio assignment. |
Tutorial |
Week 11: NO TUTORIALS DUE TO PUBLIC HOLIDAY |
|
Week 12 (14 Oct - 20 Oct) |
Lecture |
Week 12: LECTURE Planning and managing public relations writing. Course Wrap-Up. 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. |
|
Week 13 (21 Oct - 27 Oct) |
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 - Students Policy and Procedure
Learn more about UQ policies on my.UQ and the Policy and Procedure Library.