54043 Strategic Public Relations

SUBJECT OUTLINE
54043 Strategic Public Relations
Subject coordinator
Dr Jannet Pendleton jannet.pendleton@uts.edu.au
Consultation without appointment Thursday 10.00 to 11.00am in Bld 10.9. 105. Otherwise by appointment.
Teaching staff
Dr Soojin Kim Soojin.Kim@uts.edu.au
Consultation without appointment Wednesday 10.00 to 11.00 am in Bld 10. 9. 219. Otherwise by appointment.
Grainne Murphy Grainne.Murphy@uts.edu.au
Consultation without appointment online Tuesday 4.00 to 5.00pm. Otherwise by appointment.
Subject description
This subject equips students with knowledge and practical skills in research, planning and budgeting for strategic
communication campaigns. They learn to assess and develop strategy by identifying issues, publics and options for
communication and relationship management. They develop their expertise in designing, writing and managing
innovative, multimedia campaigns to address client and communication problems and opportunities. Students design
and present a professional client pitch.
Subject learning objectives (SLOs)
a. Apply research principles for public relations planning
b. Identify Issues for public relations practice
c. Plan a credible public relations communication strategy for implementation
d. Produce professional public relations communication products
e. Prepare written material to a professional standard
f. Communicate effectively in a professional role
Course intended learning outcomes (CILOs)
This subject engages with the following Course Intended Learning Outcomes (CILOs), which are tailored to the
Graduate Attributes set for all graduates of the Faculty of Arts and Social Sciences:
Possess a well-developed awareness of professional practice in the context of the communication industries (1.1)
Apply theoretically-informed understanding of the communication industries in independent and collaborative
projects across a range of media (1.2)
Be reflexive critical thinkers and creative practitioners who are intellectually curious, imaginative and innovative;
with an ability to evaluate their own and others’ work (2.2)
Course area UTS: Communication
Delivery Autumn 2018; City
Credit points 8cp
Requisite(s) (54042 Principles of Public Relations OR 58117 Principles of Public Relations)
AND (54040 The Ecology of Public Communication OR 58116 The Ecology of
Public Communication)
These requisites may not apply to students in certain courses.
There are also course requisites for this subject. See access conditions.
Result type Grade and marks
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Possess well-developed skills and proficiencies to communicate and respond effectively and appropriately across
different contexts (6.1)
Demonstrate digital literacy and production skills across a range of media and media texts (6.2)
Teaching and learning strategies
This subject incorporates collaborative in-class and independent learning activities designed to provide students with
opportunities to gain professional skills in public relations campaign development. Lectures and workshops introduce
and explore theories and concepts in contemporary public relations practice, master classes and case studies
demonstrate these principles in use and practical workshops and assessments allow students to apply the principles
themselves. Ideas are tested in collaborative workshops and online discussion groups and individual strategic practice
and technical skills are developed through the major assessment designing a campaign for a real client in response to
a brief. Students engage with pre-class, online learning materials and develop professional presentation skills through
short presentations of readings in weekly tutorials and workshop activities. Teaching strategies promote interactive,
collaborative learning and the incorporation of individual consultations in the weekly schedule allows regular formative
feedback.
Content (topics)
Students gain an appreciation of the role of strategic planning in organisations, the contribution of public relations to
organisational strategic planning and the difference between tactical and strategic public relations. Strategic planning
in public relations calls for understanding research and planning, knowing how to make strategic choices, developing
goals and objectives, selecting appropriate communication tactics from a range of tactical choices and evaluating
program effectiveness. Developing timelines and budgets for project management is incorporated as an important part
of the strategic planning process. Strategies for managing client relationships are explored through professional
literature and through interaction with clients in project design. A key skill for professional public relations is the
development of persuasive pitching strategies and techniques.
Program
Week/Session Dates Description
1 13 March Introduction: how this subject works
Assessment, checkpoints to monitor your progress throughout the session; finding
a client; writing a public relations brief.
Notes:
It is important in Week 1 to read the subject outline and begin finding a client.
Resources for writing a public relations brief and finding a suitable client have been
placed in UTS Online.
2 20 March The public relations program
What is strategic communication? – defining the term for public relations,
challenges and expectations.
What is strategic public relations? Strategic communication is the concept, public
relations a prime example. Integrated communication.
READING:
Smith – Introduction: pages 1 – 18.
Plowman, K. & Winchel, B. 2016, Ch1. Strategic communication, social media and
the social media communications matrix, in The social media communication
matrix: a new direction in public relations, Business Expert Press, New York, NY,
pp 3-23
Notes:
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Checkpoint 1: Who is your client and what information do you have about
the problem/opportunity? What other information do you think you will need?
This tutorial will include a collaborative group discussion in which each group
member has the opportunity to share their progress and manage the group
discussion for group members. Please bring a one-page summary of your progress
to hand to your tutor. Full details will be posted on UTS Online.
3 27 March Strategic thinking and planning for public relations
Strategic thinking in public relations means going beyond how to do things to
knowing what, why and how to evaluate: analysing the organsiation and external
environment; identifying publics; setting goals and objectives, evaluation. Sound
strategic planning is based on formative research – analysis of the situation, the
organisation and target publics.
READING:
Smith, R. Phase 1, Steps 1,2, 3 Analyisng the situation, the organsiation and the
publics; Step 4 Setting Goals and Objectives, pages 95 – 111.
4 3 April Individual consultation – bring client and campaign details to discuss with tutor.
There is no lecture this week however tutorial workshops run for three hours. Your
tutor will allocate appointments within this period.
5 10 April Research and creativity
Research and creativity are linked. To be effective, creativity needs to be relevant
and move beyond mere novelty. Research provides triggers for inspiration and
supports the strategic campaign framework.
READING:
Smith – Phase 1 and Appendix A. Applied Research;
Macnamara 2012 – p. 330-346
Notes:
Checkpoint 2: What research have you undertaken so far? What are the
challenges/successes at this point? What have you found out? What further
research do you plan to do? Do you have evidence?
This tutorial will include a collaborative group discussion in which each group
member has the opportunity to share their progress and manage the group
discussion for group members. Please bring a one-page summary of your progress
to hand to your tutor. Full details will be posted on UTS Online.
6 17 April Formulating actions and response strategies
Strong programs are built on solid and consistent action. PR strategists can choose
from a range of proactive and reactive strategies to achieve their objectives.
READING:
Smith – Step 5 Formulating Action and Response Strategies
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Notes:
Checkpoint 3: What are your campaign goals and objectives? Do they
comply with SMART criteria? How do they align with the organisation’s
overall objectives?What actions strategies are you considering to achieve
your objectives?
This tutorial will include a collaborative group discussion in which each group
member has the opportunity to share their progress and manage the group
discussion for group members. Please bring a one-page summary of your progress
to hand to your tutor. Full details will be posted on UTS Online.
Stu Vac Week 23-27 April
7 1 May Developing the message strategy
After publics have been identified, objectives established and action plans in place
the next step is to plan the message strategy – how will we communicate
effectively with target publics.
READING:
Smith – Step 6 Developing the Message Strategy: pages 172 – 199.
8 8 May Matching tactics to publics and messages
Tactics are the visible elements of a public relations campaign. It is important to
develop the best possible mix of communication tools.
READINGS:
Smith Step 7, Selecting Communication Tactics: pages 227-300
Yexley, H., 2013, Digital public relations in Theaker, A. & Yaxley, H. The Public
Realtions Strategic Toolkit, Routledge, New York, NY, pages 220-233
Notes:
ASSESSMENT 1 DUE
9 15 May Project management techniques including timelines and budgets. Evaluative
research.
READING:
Smith Step 9 Evaluating the Strategic Plan: pages 331 – 354.
Yexley, H., 2013, Budgeting and resourcing in Theaker, A. & Yaxley, H. The Public
Realtions Strategic Toolkit, Routledge, New York, NY, pages 118-130
10 22 May Pitching the communication campaign: preparing a persuasive presentation
Notes:
ASSESSMENT 2 DUE
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11 20 May ASSESSMENT 3: PRESENTATION IN CLASS OF CLIENT STRATEGY
12 5 June ASSESSMENT 3: PRESENTATION IN CLASS OF CLIENT STRATEGY
Assessment
Assessment task 1: Client Strategy
Objective(s): a, c, d and e
Weight: 50%
Task: Students produce a communication strategy to address the problem or opportunity identified in the
client brief. The brief should address an issue that includes communication with an external public. It
should not focus on a product. After compiling a comprehensive situation analysis students develop
the full strategy for their client including key messages, communication tactics, evaluation
mechanisms, timeline and budget. Strategic plans are tested and refined in collaborative tutorial
workshops and online discussion groups. The strategy needs to reflect feedback received in tutorial
meetings and consultations with the tutor. The final report should include a rationale for the proposed
strategy and must be supported with a minimum of five academic references.
Length: 2500 word report plus 500 word rationale
Due: Week 8
Criteria
linkages:
Criteria Weight (%) SLOs CILOs
Appropriateness of proposed strategy 20 d 1.1
Integration of research 20 a 1.2
Compliance to SMART criteria 10 c 1.2
Appropriateness of key messages 10 d 1.2
Soundness of rationale 20 d 2.2
Clarity of written expression 10 e 6.1
Accuracy of spelling, grammar and
referencing
10 e 6.1
SLOs: subject learning objectives
CILOs: course intended learning outcomes
Further
information:
This assignment should be submitted via Turnitin. Students are required to keep a copy of the
Turnitin receipt as proof of submission. The report should be accompanied by appendices which
provide evidence of research undertaken for the project – the client’s name and contact details and,
for example, survey responses, interview notes, interviewee details to enable random checking.
Assessment task 2: Communication Product
Objective(s): d and e
Weight: 30%
Task: Communication strategy reports are to be accompanied by a communication product that
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Task: Communication strategy reports are to be accompanied by a communication product that
demonstrates how the communication aims identified in the Assignment 1 report can be realised.
This production could include developing content for a web site, producing a magazine, designing a
publicity campaign and media kit, designing a special event etc. Furtherexamples of suitable
communication products will be provided in class. Products other than these examples need to be
approved by the tutor.
Length: 1000 words equivalent plus 500 word rationale
Due: Week 10
See also Further information.
Criteria
linkages:
Criteria Weight (%) SLOs CILOs
Relevance to issue 20 d 1.1
Originality of concept 20 d 2.2
Technical proficiency 20 d 1.2
Relevance to audience 20 e 6.1
Appropriate use of creative elements 20 e 6.1
SLOs: subject learning objectives
CILOs: course intended learning outcomes
Further
information:
Communication production should be equivalent to 1000 words. For example:
Video or screen – 3-5 minutes video production or story board
Audio – 3-5 minutes sound piece
Written – articles, pamphlets, information sheets, creative non-fiction
Social media – outline of approach taken, examples of messages, photos etc
Events and activities– outline of the key idea, organisation process and logistical considerations
Web design – shell produced on WordPress or similar
Publicity campaign – outline of media strategy, sample media release.
All submissions must be electronically produced (or explained, in the case of processes). The above
listing is a guide – actual details of the work to be produced should be approved by the tutor.
Assessment task 3: Presentation of Client Strategy
Objective(s): e and f
Weight: 20%
Task: Students will present their client strategy in class as if they were pitching the strategy to their client.
Their presentation needs to include a situation analysis, the way the proposed strategy will address
the situation and meeting the client’s needs, key messages and proposed communication tactics. It
should provide an engaging summary of the public relations strategy in a persuasive manner.
Student presentations are to be no more than 10 minutes.
Length: 10 minutes
Due: Week 11 to Week 12
Criteria
linkages:
Criteria Weight (%) SLOs CILOs
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linkages:
Creativity of presentation design 30 f 1.1
Persuasiveness of argument 30 f 6.1
Clarity of argument 20 f 2.2
Efficacy of presentation techniques 10 f 6.1
Accuracy of spelling and grammar 10 e 6.2
SLOs: subject learning objectives
CILOs: course intended learning outcomes
Further
information:
Additional details will be posted on UTS Online
Minimum requirements
Attendance at tutorials is essential in this subject. Classes are based on a collaborative approach that involves
essential work-shopping and interchange of ideas with other students and the tutor. A roll will be taken at each class.
Students who have more than two absences from class will be refused final assessment (see Rule 3.8).
It is essential to attempt all assessment tasks to pass the subject as each assessment meets unique subject learning
objectives.
Recommended texts
Smith, R.D. 2017, Strategic Planning for Public Relations, 5th Edn, Routledge, NY, USA.
References
Bivins, T. 2011, Public relations writing- the essentials of style and format. 7th edn., McGraw-Hill New York.
Dozier, D., Grunig, J. & Grunig, L. 1995, Manager’s guide to excellence in public relations and communication
management, Lawrence Erlbaum Associates, Hillsdale, NJ.
Ewart, J., Sedorkin, G. & Schirato, T. 1998, Get your message across. The professional communication skills
everyone needs, Allen and Unwin, NSW.
Greenland, S. 2012, Strategic communications: cases in marketing, public relations, advertising and media, Pearson,
Australia
Grunig, J.E. (Ed.) 1992, Excellence in public relations and communication management. Lawrence Erlbaum
Associates, Hillsdale, NJ.
Guth, D.W. & Marsh, C. 2011, Public Relations: a values-driven approach, Pearson, Boston.
Heath, R.L. & Vasquez, G.M. (eds.) 2001, Handbook of public relations, Sage, London.
Hendrix, J.A. 2004, Public relations cases, 6th edn, Belmont: Wadsworth Publishing Company, CA.
Johnston, J. & Sheehan, M. (eds.) 2014, Public relations: theory and practice, Allen & Unwin, New South Wales.
Macnamara, J. 2012, Public Relations: Theories, Practices and Critiques, Pearson, Melbourne, Australia
Meeske, M. 2003, Copywriting for the electronic media- a practical guide. 4th edn. Wadsworth, Canada.
Plowman, K. & Winchel, B. 2016, The social media communication matrix: a new direction in public relations, Business
Expert Press, New York, NY.
Sheehan, M. and Xavier, R. (eds) 2009, Public Relations Campaigns, Oxford University Press, South Melbourne,
Australia.
Sheehan, M. and Xavier, R. (eds) 2009, Public Relations Campaigns, Oxford University Press, South Melbourne,
Australia.
Smith, R.L. 2012, Becoming a Public Relations Writer, 4th edn., Routledge, NY, USA
Tench, R. & Yeomans, L. 2013, Exploring public relations, 3rd edn.,Pearson Education, Harlow, Essex.
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Treadwell, D. & Treadwell, J. 2005, Public relations writing- principles in practice, Sage, London UK.
Wilcox, D. L. 2015, Public relations strategies and tactics, Pearson, NJ
Wilcox, D. & Reber, B. B. 2012, Public Relations writing and media techniques, Pearson Education Inc, Boston
Assessment: faculty procedures and advice
Refer to the faculty’s Student Study Guide for information about assessment, special consideration, student
misconduct and referencing requirements.
Statement on copyright
Teaching materials and resources provided to students at UTS are protected by copyright. Students are not permitted
to re-use those for commercial purposes (including in kind benefit or gain) without permission of the copyright owner.
Improper or illegal use of teaching materials may lead to prosecution for copyright infringement.
Statement on plagiarism
UTS takes any form of academic misconduct very seriously. The policies and guidelines regarding plagiarism and
academic integrity are enforced in this subject.
Students are strongly advised to read and familiarise themselves with the university’s advice on academic integrity,
plagiarism and cheating.
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Email from the University to a student will only be sent to the student’s UTS email address. Email sent from a student
to the University must be sent from the student’s UTS email address. University staff will not respond to email from
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Disclaimer
This outline serves as a supplement to the faculty’s Student Study Guide. On all matters not specifically covered in
this outline, the requirements specified in the guide apply.
This outline was generated on the date indicated in the footer. Subsequent minor changes may have been made.
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