This course is an introduction to the field and practice of strategic communication at a postgraduate level. You are encouraged to study and critically appraise the principles, history, and different approaches to strategic communication from academic and industry perspectives. COMU7103 will help you build your own understanding of the role of strategic communication in today's mediatised society. This is a Foundations course that students should complete before proceeding to advanced subjects.
Although it is not always visible, our world is profoundly influenced by strategic communication. In this course, you will gain the knowledge and skills necessary to navigate the complex landscape of terms, models, and techniques related to strategic communication. COMU7103 explores the principles, historical developments, and evolving approaches within the dynamic field of strategic communications. It introduces you to key areas of strategic communicationﾠpractice, focusing on strategic planning and research,ﾠstakeholder relations, reputation management,ﾠfundamentals of persuasive messages, andﾠstorytelling. Through case studies and simulation projects, you will develop a preliminary understanding of processes related to promoting projects, services, and causes across various channels and platforms, including, but not limited to, digital media.
It is assumed that you are familiar with basic personal computer applications,ﾠsoftware packagesﾠ(e.g. Microsoft Office), andﾠdigital and social media platforms. You are encouraged to take advantage of short training programmesﾠat theﾠUQ LibraryﾠandﾠDigital Essentials Modulesﾠthat will also be avaiable via Blackboard; workshops through the School of Communication and Arts'sﾠMaPSﾠteam, for training and support in media productionﾠ(e.g. Wordpress, InDesign, and basic Photography Foundations,ﾠare recommended for this course); and theﾠLinkedIn Learningﾠsuite (via UQ LIbrary), whichﾠprovides online workshops and video training that will help you to complete your assignments and familiarise with software applications used at UQ.ﾠIt is also assumed that graduate students have academic literacy (i.e. knowledge of referencing styles and their uses);ﾠAPA 7thﾠreferencing style is required for COMU7103ﾠassignments.
You can't enrol in this course if you've already completed the following:
COMU1052
The course coordinator is available for consultation. You can get an appointment by e-mailing him.�Additional times for office hours will be announced at the beginning of the semester.�
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The timetable for this course is available on the UQ Public Timetable.
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:
Teaching staff do not have access to change tutorials or help with timetables; all timetabling changes must be processed through the Timetabling Team.
This course aims to encourage students to reflectively and critically appraise the role of public relations as a strategic practiceﾠand as a field of study. The goal is twofold: to provide you with the tools necessary to understand and situate the role of public relations in society and to introduce students to some of the most common PR practices.
After successfully completing this course you should be able to:
LO1.
Demonstrate knowledge about and a reflexive understanding of theoretical approaches, history and principles related to strategic communication. Understanding how strategic communication is related to but also differs from other professional communication disciplines (journalism, marketing, branding, advertising, public relations).
LO2.
Demonstrate a critical understanding of the impact of mediatisation and integrated communication on strategic communication and the importance of content production and writing, storytelling, and community relations, building and engagement.
LO3.
Demonstrate an applied understanding of the role of interpersonal communication, stakeholder relations in its main formats, community relations, advocacy, activism, lobby groups, and nonprofit organisations.
LO4.
Formulate feasible, strategic and effective communication strategies and tactics.
LO5.
Apply the values of diversity, equity, empathy and inclusion in the formulation of communication strategies.
LO6.
Demonstrate academic literacy skills, scholarly writing, and use of referencing styles that allow you to take full advantage of, and benefit from, the recommended literature (both peer-reviewed and professional).
| Category | Assessment task | Weight | Due date |
|---|---|---|---|
| Paper/ Report/ Annotation | Strategic Comms/PR concepts + application | 30% 1200 words |
27/08/2024 4:00 pm |
| Essay/ Critique | Building relations | 35% 1400 words |
1/10/2024 4:00 pm |
| Paper/ Report/ Annotation, Practical/ Demonstration | "Newsworthy" strategy and asset | 35% 1400 words |
4/11/2024 4:00 pm |
27/08/2024 4:00 pm
In the first week of the classes, two possible scenarios will be posted to the ‘Assessment’ folder on Blackboard. You will choose just one scenario and use the scenario to develop all pieces of the assessments for COMU 7103.
The first assessment is a 1200-word literature review report on relevant strategic communication approaches, definitions, and/or principles that can potentially be applied to analyse a strategic communication scenario. You will consult a minimum of four academic (peer-reviewed) resources other than the resources in your course reading list (you are free to use these sources as well, however, you need four additional academic sources). You will also need to refer to content from a minimum of three online sources about strategic communication or related fields (e.g., online sources related advertising, public relations, marketing, organizational communication, case studies, company websites) to provide examples/evidence for your arguments.
In your literature review, you will need to answer the following questions
1) What is strategic communication?
2) What are the differences and similarities between strategic communication and public relations, integrated marketing communications, and advertising?
3) How can strategic communication can be used to analyse the scenario and guide your choices in the scenario?
In your answers, reference/cite the resources you used. Use APA 7th referencing style. Please avoid a simplistic reproduction of the material in the seminar slides (you may use them as a guide). You are expected to consult original sources to build your own review. You need to express a good understanding of former and current discussions in the discipline.
This assessment task evaluates students' abilities, skills and knowledge without the aid of generative Artificial Intelligence (AI) or Machine Translation (MT). Students are advised that the use of AI or MT technologies to develop responses is strictly prohibited and may constitute student misconduct under the Student Code of Conduct.
Submit via TurnItIn through Blackboard
TurnItIn Receipts:
You may be able to apply for an extension.
The maximum extension allowed is 28 days. Extensions are given in multiples of 24 hours.
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.
1/10/2024 4:00 pm
In the first week of the classes, two possible scenarios will be posted to the ‘Assessment’ folder on Blackboard. You will choose just one scenario and use the scenario to develop all pieces of the assessments for COMU 7103.
The second assessment is an essay (1400 words) where you explain what type(s) of stakeholder relationships you need to build and maintain to address your selected scenario’s communication need or issue.
For this essay, you will develop an argument about, (a) the importance of building and managing relationships in strategic communication; (b) how you can identify relevant stakeholders (e.g., internal, news, consumer, investor) for your scenario; (c) and how you can develop relationships with target publics relevant to your selected strategic scenario (keep in mind that expectations of different stakeholders may conflict with each other).
You are expected to draw on both theoretical and illustrative material (e.g., real-life cases or professional material) to build and support your argument. This means that, to complete this assessment, you will use:
(a) relevant theories/concepts reviewed that you identified in assessment #1 and/or theories/concepts you found after additional literature search you conduct for this assessment;
(b) when applicable, theories/concepts linked to building and managing relations discussed in weeks 7-9, (e.g., Interpersonal communication; stakeholders’ relations; media relations; advocacy; and/or community relations); and
(c) real-life (online or offline) strategic communication assets and/or approaches that are similar to your scenario to draw parallels or brief comparison (this means you will need to search for similar campaigns, organizations with similar goals etc.).
The emphasis of this assignment is on demonstrating an understanding of the importance of building, maintaining, and managing relationships with relevant stakeholders/target publics and applying this knowledge to the scenario.
Note that your arguments/claims should be supported by relevant academic and professional literature; you may draw on the seminars slides but just as a guide as you are expected to conduct your own independent research. Use APA 7th referencing style.
Statement on the Use of Artificial Intelligence in Assessment
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.
Submit via TurnItIn through Blackboard
TurnItIn Receipts:
You may be able to apply for an extension.
The maximum extension allowed is 28 days. Extensions are given in multiples of 24 hours.
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.
4/11/2024 4:00 pm
In the first week of the classes, two possible scenarios will be posted to the ‘Assessment’ folder on Blackboard. You will choose just one scenario and use the scenario to develop all pieces of the assessments for COMU 7103.
In the third assessment, you will make and execute a strategic decision about the most effective, newsworthy communication/media tactic for your selected scenario. You will briefly draw on the research you have done for Assessment #1 and Assessment #2, as well as learning activities and readings from weeks 10 to 12, to complete this task.
You will submit a 1400-word document divided into two sections:
1) A report summarizing and justifying the newsworthy tactic you propose for the communication puzzle of the scenario (600 words approx). In this section, please explain and justify why this asset may be the most effective and newsworthy communication /media tactic that you can use to help solve the communication puzzle posed by your scenario. Include a justification of the main elements of your tactic, namely, the message appeal, photos, graphs. Please also discuss possible relevant media outlets that would be suitable outlets for the assets.
2) The newsworthy tactic (800 words), in the form of a media asset(s). The media asset can be a single media release, multiple media releases, blog entries, series of social media posts, videos (if you choose to produce a video or multiple videos, each minute is equivalent to 80 words), or a combination of them. The assets will be appended to the report or located at the end of the document as an appendix. It may include visuals (photos, graphs, links to videos you may have produced). The tactic needs to be (a) appealing and newsworthy, that is, publishable by the news media as an ‘earned’ media piece (unpaid); and/or (b) shareable on social media platforms by the organization or client (represented in the scenario) in their ‘owned’ media spaces; and target audiences (journalists, experts, influencers, target publics).
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.
Submit via TurnItIn through Blackboard
TurnItIn Receipts:
You may be able to apply for an extension.
The maximum extension allowed is 28 days. Extensions are given in multiples of 24 hours.
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.
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. |
Supplementary assessment is available for this course.
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.
Find the required and recommended resources for this course on the UQ Library website.
| Item | Description | Further Requirement |
|---|---|---|
| Zotero | Zotero is an open source reference management software that allows you to archive literature that you find, annotate PDFs and use the resources you found for providing in-text citations and generating reference lists. Zotero works with MAC, Windows, Linux. It is free to download and use. We will learn how to use Zotero during the workshop in Week 2. | |
| Jamovi | Jamovi is an open source data analysis software. It works with MAC, Windows, Linux, and Chrome OS. It is free to use and download. We will use Jamovi in Week 13 while we discuss segmentation of target audiences. |
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The learning activities for this course are outlined below. Learn more about the learning outcomes that apply to this course.
Filter activity type by
| Learning period | Activity type | Topic |
|---|---|---|
Week 1 (22 Jul - 28 Jul) |
Lecture |
Week 1 Course Introduction Introduction to the discipline and the course Learning outcomes: L01, L05 |
Workshop |
Week 1 No workshop |
|
Week 2 (29 Jul - 04 Aug) |
Lecture |
Week 2 Strategic Communication : Historical Roots and Distinctive Characteristics of Strategic Communication We will focus on the early roots of strategic communication, focusing on the rise of persuasion industry (advertising, public relations, political campaigns, war propaganda), tracing their influence on the current state of the art. We will study how strategic communication relates to and differs from advertising, public relations, integrated marketing communication. Learning outcomes: L01, L02, L05 |
Workshop |
Week 2 Assessment #1 Scenarios + Literature Review (Reference Management) We will go over the requirements of the first assessment and the scenarios we will use for all three of the assessments. Also, we will start working on literature review basics by learning about a key reference management tool (Zotero) that will help you with archiving, annotating the sources you find, inserting in-text citations in your essays, and generating a reference list at the end of your essay. Learning outcomes: L01, L06 |
|
Week 3 (05 Aug - 11 Aug) |
Lecture |
Week 3 Thinking Strategically: Communication Strategy and Planning We will explore the connection between strategy and tactics, the use of different strategy levels in communication planning, and key principles of strategic planning. We will focus on the role of organizational identity, mission, and vision in effective strategic communication. Learning outcomes: L01, L02, L06 |
Workshop |
Week 3 Assessment #1 Scenarios + Literature Review (Conducting Literature Search) We will dig deeper the details of the Assessment #1, evaluating examples from previous years. We will also work on conducting a literature search using online databases. Learning outcomes: L01, L02, L06 |
|
Week 4 (12 Aug - 18 Aug) |
No student involvement (Breaks, information) |
Week 4 No Classes Royal Queensland Show Public Holiday |
Week 5 (19 Aug - 25 Aug) |
Lecture |
Week 5 Thinking Strategically: Research and Assessment of Communication Needs We will focus on the role research and analysis of communication needs play in strategic planning. We will learn about techniques such as Situation Analysis, SWOT Analysis. Learning outcomes: L01, L02, L05 |
Workshop |
Week 5 Assessment #1 Last Q&A + SWOT and Situation Analysis Exercises We will have a Q&A session for Assessment #1, followed by exercises to conduct SWOT and Situation Analysis. Learning outcomes: L01, L02, L04, L05 |
|
Week 6 (26 Aug - 01 Sep) |
Lecture |
Week 6 Strategic Communication & Ethics We will learn about major ethical theories and how they apply to decisions in strategic communication. Learning outcomes: L01, L05, L06 |
Workshop |
Week 6 Assessment #2 Introduction + Ethics Case Study We will start discussing Assessment #2. Then, we will work on a hypothetical case study focusing on the ethical dilemmas faced by a public relations professional. Learning outcomes: L01, L05, L06 |
|
Week 7 (02 Sep - 08 Sep) |
Lecture |
Week 7 Stakeholder Relations (Part 1): Categorizing and Engaging Target Publics We will focus on questions related to what target publics are and how they can be categorised, theories/models (e.g., PESO Model, Stakeholder theory) related to engaging publics. We will also specifically focus on two types of publics: internal and investor. Learning outcomes: L01, L02, L03, L05 |
Workshop |
Week 7 Assessment #2 Examples; Target Publics for Assessment #2 Scenarios We will continue working on Assessment #2 by evaluating examples from the previous years and then doing an exercise on identification of target publics for the scenarios of the assessments. Learning outcomes: L01, L02, L03, L05, L06 |
|
Week 8 (09 Sep - 15 Sep) |
Lecture |
Week 8 Stakeholder Relations (Part 2): Government Relations and Political Communication We will discuss issues related to government relations, coalition building, lobbying. We will also discuss models related to the influence of communication campaigns on public opinion. Learning outcomes: L01, L02, L03, L05 |
Workshop |
Week 8 Target Publics: Identification of Priority Targets for Scenarios in Assessment #2 We continue with the exercise on identification of target publics that we started in the previous week to address two additional questions relevant to the the scenarios in Assessment #2. Who are the target publics that should be prioritised for the scenarios? What communication tools and relational methods can be used to reach the publics? Learning outcomes: L01, L02, L03, L05, L06 |
|
Week 9 (16 Sep - 22 Sep) |
Lecture |
Week 9 Stakeholder Relations (Part 3): Community and Engagement, Social Responsibility, and Issue Involvement We will focus on strategic communication's role in fostering community engagement, social responsibility, and issue involvement. Learning outcomes: L01, L02, L03, L04, L05 |
Workshop |
Week 9 Target Publics: Building Relations Examples from Campaigns with Similar Goals We build on the exercises from the previous weeks to search for campaigns by organisations with similar goals to the scenarios for the Assessment #2. Groups will work on finding a real-life example. Each group will summarise and critique the communication approach employed for building relations with target publics. Learning outcomes: L01, L02, L03, L04, L05, L06 |
|
Week 10 (30 Sep - 06 Oct) |
Lecture |
Week 10 Persuasion and Message Appeals (Part 1): Decision Making and Message Processing An important aspect of planning persuasive communication campaigns is understanding how individuals make decisions and process messages. Using theoretical models on decision making, we will distinguish between situations where individuals engage in high- vs. low effort decision making and how these routes influence the ways in which individuals process information/messages. Learning outcomes: L01, L02, L04, L05 |
Workshop |
Week 10 Assessment #3 Information Section This week, our focus will be on the final assessment (Assessment #3). We will go over the requirements for the assessment and go over examples from previous years, discussing their strengths and weaknesses. Learning outcomes: L01, L04, L05, L06 |
|
Week 11 (07 Oct - 13 Oct) |
Lecture |
Week 11 Persuasion and Message Appeals (Part 2): Message Characteristics We will explore key dimensions of message characteristics: delivery style, structure of arguments, content. Using examples, we will discuss the use of rational and emotional appeals in persuasive communication. Learning outcomes: L01, L02, L04, L05 |
Workshop |
Week 11 Message Design Workshop Using what we learned about decision making and message appeal in the previous two seminars, in groups of three students will work on developing a message for a social campaign (to be announced at the beginning of the workshop) and present their approach and their rationale for their approach (e.g., what was the target audience? what were the assumptions about their decision making processes?). Learning outcomes: L01, L02, L04, L05 |
|
Week 12 (14 Oct - 20 Oct) |
Lecture |
Week 12 Digital Media : Utilising Digital Media Effectively We will explore the effective use of digital channels and social networks for engaging stakeholders in strategic communication. Our focus will be on the primary motivations of social media users and how these can be leveraged through social media campaigns. Learning outcomes: L01, L02 |
Workshop |
Week 12 Newsworthy Piece Workshop Using what we learned about decision making, message appeal, social media use motivations over the last few weeks, each group will propose newsworthy and shareworthy social media asset for the assessment scenario that they are working on. Learning outcomes: L01, L02, L03, L04, L05 |
|
Week 13 (21 Oct - 27 Oct) |
Lecture |
Week 13 Target Audience Segmentation in Practice We will learn how target publics can be segmented using data about their characteristics. We will learn about segmentation through an applied example from a real dataset. Students will have the option of doing the analysis along with the instructor using an open source software. Learning outcomes: L03, L04, L05 |
Workshop |
Week 13 No workshop |
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:
Learn more about UQ policies on my.UQ and the Policy and Procedure Library.