AMN465 Public Relations Foundations
To view more information for this unit, select Unit Outline from the list below. Please note the teaching period for which the Unit Outline is relevant.
| Unit code: | AMN465 |
|---|---|
| Antirequisite(s): | CON415 |
| Equivalent(s): | AMX465 |
| Credit points: | 12 |
| Timetable | Details in HiQ, if available |
| Availabilities |
|
| Domestic tuition unit fee | $4,092 |
| International unit fee | $4,584 |
Unit Outline: Semester 1 2024, Gardens Point, Internal
| Unit code: | AMN465 |
|---|---|
| Credit points: | 12 |
| Equivalent: | AMX465 |
| Anti-requisite: | CON415 |
| Coordinator: | Bree Hurst | bree.hurst@qut.edu.au |
Overview
AMN465 Public Relations Foundations introduces students to public relations as a management function in contemporary organisations. Public relations is based on the management of relationships between organisations and the groups or individuals on whom their success or failure depends. This unit lays the foundation for students to begin to explore the nature of such relationships, and the tools, theories and strategies which may be deployed to successfully manage relationships between organisations and their publics.
Learning Outcomes
On successful completion of this unit you will be able to:
- Identify, describe, and discuss the contribution of public relations to the management of organisations - particularly when faced by complex issues - and the challenges and motivations of conducting public relations in a range of practice contexts.
- Recognise and describe the key theoretical concepts and frameworks of public relations; and articulate how these public relations concepts and frameworks inform current public relations practice.
- Formulate recommendations for public relations responses drawing upon appropriate theoretical concepts and frameworks, and demonstrating an awareness of the importance of ethical considerations to such decisions.
- Demonstrate professional communication skills in writing reports and proposals using clear structure and style.Relates to: PG Business Capabilities: PC (3.1)
- Reflect on the complexities of ethical public relations practice.
Content
Students are provided with content relevant to the management of public relations using relationship management as the guiding rationale. Over the semester, a series of practice areas are covered including issues management, public opinion, and media relations. The content is presented in three modules, which are comprised of a series of related topics:
- Module 1: Key concepts
- Module 2: Major theories
- Module 3: Public relations management in practice
The knowledge, skills and capabilities students develop in this unit will enable students to articulate key theoretical concepts and frameworks. Students will draw on these theories and frameworks to inform analysis and evaluation of the impact of public relations issues on the management of organisation-public relationships; and to recommend appropriate and justified public relations responses to issues.
QUT Business Capabilities (Postgraduate)
The content and assessment in this unit are aligned to a selection of the following set of QUT Business Capabilities, also known as Assurance of Learning Goals (AoLs). Developing these capabilities will assist you to meet the desired graduate outcomes set at QUT and equip you with the knowledge and skills to succeed in your chosen career.
Knowledge & Technical Skills (KS)
1.1 Demonstrate and apply integrated and advanced discipline and professional practice knowledge, including knowledge of relevant research principles and methods.
1.2 Apply technical, technological and technical research skills to organise and interpret discipline knowledge, including theory and practice, to investigate business issues.
Higher Order Thinking Skills (HO)
2.1 Critically investigate real world business issues and problems drawing on analysis, evaluation and synthesis of discipline knowledge, including theory and practice.
2.2 Exercise creativity and intellectual independence and make informed decisions and judgements in planning, designing, and executing strategic and research-based responses to address real world issues and problems.
Professional Communication (PC)
3.1 Use information literacy skills and communicate effectively and professionally in written forms and using media appropriate for diverse purposes, contexts and audiences.
3.2 Use information literacy skills and communicate effectively and professionally in oral forms appropriate for diverse purposes, contexts and audiences.
Teamwork & Self (TS)
4.1 Exercise self-reflection and accountability in applying knowledge and skills for own learning and effective practice.
4.2 Apply teamwork knowledge and skills for effective collaboration across a range of complex activities and contexts.
Social, Ethical & Global Understanding (SE)
5.1 Demonstrate and apply knowledge of ethical and legal principles and practices of business in critically analysing and effectively responding to complex business issues.
5.2 Demonstrate and apply knowledge of socially responsible behaviour in analysing and addressing business issues and critically reflect on the responsibilities and impacts of organisations in national and international business contexts.
Learning Approaches
This unit follows the standard lecture and tutorial format. The student experience in this unit is built in three parts:
- Learning: This involves students attending the lectures to understand the key concepts (which comprise the topic area of the unit) and the main theories (which explain these concepts).
- Applying and Understanding: During the lectures, activities will be employed to apply the learning (key concepts and theories) and develop understanding.
- Practicing and Mastering: Relates to the practice and development of competence in the assessment tasks. The tutorials in this unit are designed around the assessment items.
Feedback on Learning and Assessment
Students who attend live classes will receive ongoing informal verbal feedback on their ideas and concerns from their lecturer and tutor as the semester progresses. More formal feedback will be provided on the written assessment items. The teaching team will be available to students at specified times for in-person or online consultations and feedback on progress. Feedback will also be provided by email where requested, but should not be regarded as an alternative to participating in scheduled class activities.
Assessment
Overview
There are two assessment items in this unit, both of which draw on the same case. You will be required to select one of the specified cases. These cases will be provided in Week 1.
Students may be required to attend campus or an assessment centre for the purposes of assessment, regardless of the attendance mode for the unit
Unit Grading Scheme
7- point scale
Assessment Tasks
Assessment: Background
You will be provided with a list of current issues, and organisations linked to or impacted by those issues. From the list, you will select one issue and one organisation. In the report, discuss the concepts of stakeholders, issues, and publics. Demonstrate your understanding of those concepts by analysing and assessing the selected issue from the perspective of the selected organisation. You must also discuss the connections between all these elements and their mutual relevance. See the unit's learning site for more information.
Formative or Summative: Formative and Summative
Business Capabilities (AoL goals): KS (1.1), HO (2.1), PC (3.1)
This assignment is eligible for the 48-hour late submission period and assignment extensions.
Assessment: Evaluation and Recommendation
Using the same case that you used in Assignment 1:
- Identify and describe one public relations tactic that the organisation has used to respond to the issue. Identify the public targeted by the tactic. Analyse, discuss and critique the tactic using theoretical concepts from this unit. Provide a succinct evaluation of the effectiveness of the organisation’s response.
- Propose an alternative public relations response, justified and clearly linked to relevant PR theory and practice.
- Discuss ethical considerations relating to the organisation’s response, and your recommended response. You should use one or more of the ethical frameworks discussed in this unit
- Provide a personal reflection, highlighting what you have learned about PR theory and practice.
See the unit's learning site for more information.
Formative or Summative: Formative and Summative
Business Capabilities (AoL goals): KS(1.1), HO(2.1; 2.2), PC(3.1), SE(5.1), TS(4.1)
This assignment is eligible for the 48-hour late submission period and assignment extensions.
Academic Integrity
Students are expected to engage in learning and assessment at QUT with honesty, transparency and fairness. Maintaining academic integrity means upholding these principles and demonstrating valuable professional capabilities based on ethical foundations.
Failure to maintain academic integrity can take many forms. It includes cheating in examinations, plagiarism, self-plagiarism, collusion, and submitting an assessment item completed by another person (e.g. contract cheating). It can also include providing your assessment to another entity, such as to a person or website.
You are encouraged to make use of QUT’s learning support services, resources and tools to assure the academic integrity of your assessment. This includes the use of text matching software that may be available to assist with self-assessing your academic integrity as part of the assessment submission process.
Further details of QUT’s approach to academic integrity are outlined in the Academic integrity policy and the Student Code of Conduct. Breaching QUT’s Academic integrity policy is regarded as student misconduct and can lead to the imposition of penalties ranging from a grade reduction to exclusion from QUT.
Resources
Resource Materials
Other
There is no prescribed text for this unit, however there will be a range of required readings and other resources identified each week via QUT Readings.
Risk Assessment Statement
There are no out-of-the-ordinary risks associated with lectures or tutorials in this unit. You should, however, familiarise yourself with evacuation procedures operating in the buildings in which you attend classes and take the time to view the Emergency video.
Standards/Competencies
This unit is designed to support your development of the following standards\competencies.
QUT Business Capabilities (Postgraduate)
HO (2.1): Critical Analysis
Relates to: ULO1, ULO2, Background, Evaluation and Recommendation
HO (2.2): Independent Judgement and Decision-Making
Relates to: ULO3, Evaluation and Recommendation
KS (1.1): Discipline and Professional Practice Knowledge
Relates to: ULO1, ULO2, ULO3, Background, Evaluation and Recommendation
PC (3.1): Professional Communication (Written)
Relates to: ULO4, Background, Evaluation and Recommendation
SE (5.1): Ethical and Legal Understanding
Relates to: ULO5, Evaluation and Recommendation
TS (4.1): Self-Reflection and Accountability
Relates to: ULO5, Evaluation and Recommendation
Course Learning Outcomes
This unit is designed to support your development of the following course/study area learning outcomes.BS37 Graduate Certificate in Business and Communication
- Demonstrate and apply integrated and advanced discipline and professional practice knowledge, including knowledge of relevant research principles and methods.
Relates to: ULO1, ULO2, ULO3, Background, Evaluation and Recommendation - Critically investigate real world business issues and problems drawing on analysis, evaluation and synthesis of discipline knowledge, including theory and practice.
Relates to: ULO1, ULO2, Background, Evaluation and Recommendation - Exercise creativity and intellectual independence and make informed decisions and judgements in planning, designing, and executing strategic and research-based responses to address real world issues and problems.
Relates to: ULO3 - Use information literacy skills and communicate effectively and professionally in written forms and using media appropriate for diverse purposes, contexts and audiences.
Relates to: ULO4, Evaluation and Recommendation - Exercise self-reflection and accountability in applying knowledge and skills for own learning and effective practice.
Relates to: ULO5 - Demonstrate and apply knowledge of ethical and legal principles and practices of business in critically analysing and effectively responding to complex business issues.
Relates to: ULO5
Unit Outline: Semester 1 2024, Online
| Unit code: | AMN465 |
|---|---|
| Credit points: | 12 |
| Equivalent: | AMX465 |
| Anti-requisite: | CON415 |
Overview
AMN465 Public Relations Foundations introduces students to public relations as a management function in contemporary organisations. Public relations is based on the management of relationships between organisations and the groups or individuals on whom their success or failure depends. This unit lays the foundation for students to begin to explore the nature of such relationships, and the tools, theories and strategies which may be deployed to successfully manage relationships between organisations and their publics.
Learning Outcomes
On successful completion of this unit you will be able to:
- Identify, describe, and discuss the contribution of public relations to the management of organisations - particularly when faced by complex issues - and the challenges and motivations of conducting public relations in a range of practice contexts.
- Recognise and describe the key theoretical concepts and frameworks of public relations; and articulate how these public relations concepts and frameworks inform current public relations practice.
- Formulate recommendations for public relations responses drawing upon appropriate theoretical concepts and frameworks, and demonstrating an awareness of the importance of ethical considerations to such decisions.
- Demonstrate professional communication skills in writing reports and proposals using clear structure and style.Relates to: PG Business Capabilities: PC (3.1)
- Reflect on the complexities of ethical public relations practice.
Content
Students are provided with content relevant to the management of public relations using relationship management as the guiding rationale. Over the semester, a series of practice areas are covered including issues management, public opinion, and media relations. The content is presented in three modules, which are comprised of a series of related topics:
- Module 1: Key concepts
- Module 2: Major theories
- Module 3: Public relations management in practice
The knowledge, skills and capabilities students develop in this unit will enable students to articulate key theoretical concepts and frameworks. Students will draw on these theories and frameworks to inform analysis and evaluation of the impact of public relations issues on the management of organisation-public relationships; and to recommend appropriate and justified public relations responses to issues.
QUT Business Capabilities (Postgraduate)
The content and assessment in this unit are aligned to a selection of the following set of QUT Business Capabilities, also known as Assurance of Learning Goals (AoLs). Developing these capabilities will assist you to meet the desired graduate outcomes set at QUT and equip you with the knowledge and skills to succeed in your chosen career.
Knowledge & Technical Skills (KS)
1.1 Demonstrate and apply integrated and advanced discipline and professional practice knowledge, including knowledge of relevant research principles and methods.
1.2 Apply technical, technological and technical research skills to organise and interpret discipline knowledge, including theory and practice, to investigate business issues.
Higher Order Thinking Skills (HO)
2.1 Critically investigate real world business issues and problems drawing on analysis, evaluation and synthesis of discipline knowledge, including theory and practice.
2.2 Exercise creativity and intellectual independence and make informed decisions and judgements in planning, designing, and executing strategic and research-based responses to address real world issues and problems.
Professional Communication (PC)
3.1 Use information literacy skills and communicate effectively and professionally in written forms and using media appropriate for diverse purposes, contexts and audiences.
3.2 Use information literacy skills and communicate effectively and professionally in oral forms appropriate for diverse purposes, contexts and audiences.
Teamwork & Self (TS)
4.1 Exercise self-reflection and accountability in applying knowledge and skills for own learning and effective practice.
4.2 Apply teamwork knowledge and skills for effective collaboration across a range of complex activities and contexts.
Social, Ethical & Global Understanding (SE)
5.1 Demonstrate and apply knowledge of ethical and legal principles and practices of business in critically analysing and effectively responding to complex business issues.
5.2 Demonstrate and apply knowledge of socially responsible behaviour in analysing and addressing business issues and critically reflect on the responsibilities and impacts of organisations in national and international business contexts.
Learning Approaches
This unit follows the standard lecture and tutorial format. The student experience in this unit is built in three parts:
- Learning: This involves students attending the lectures to understand the key concepts (which comprise the topic area of the unit) and the main theories (which explain these concepts).
- Applying and Understanding: During the lectures, activities will be employed to apply the learning (key concepts and theories) and develop understanding.
- Practicing and Mastering: Relates to the practice and development of competence in the assessment tasks. The tutorials in this unit are designed around the assessment items.
Feedback on Learning and Assessment
Students who attend live classes will receive ongoing informal verbal feedback on their ideas and concerns from their lecturer and tutor as the semester progresses. More formal feedback will be provided on the written assessment items. The teaching team will be available to students at specified times for in-person or online consultations and feedback on progress. Feedback will also be provided by email where requested, but should not be regarded as an alternative to participating in scheduled class activities.
Assessment
Overview
There are two assessment items in this unit, both of which draw on the same case. You will be required to select one of the specified cases. These cases will be provided in Week 1.
Students may be required to attend campus or an assessment centre for the purposes of assessment, regardless of the attendance mode for the unit
Unit Grading Scheme
7- point scale
Assessment Tasks
Assessment: Background
You will be provided with a list of current issues, and organisations linked to or impacted by those issues. From the list, you will select one issue and one organisation. In the report, discuss the concepts of stakeholders, issues, and publics. Demonstrate your understanding of those concepts by analysing and assessing the selected issue from the perspective of the selected organisation. You must also discuss the connections between all these elements and their mutual relevance. See the unit's learning site for more information.
Formative or Summative: Formative and Summative
Business Capabilities (AoL goals): KS (1.1), HO (2.1), PC (3.1)
This assignment is eligible for the 48-hour late submission period and assignment extensions.
Assessment: Evaluation and Recommendation
Using the same case that you used in Assignment 1:
- Identify and describe one public relations tactic that the organisation has used to respond to the issue. Identify the public targeted by the tactic. Analyse, discuss and critique the tactic using theoretical concepts from this unit. Provide a succinct evaluation of the effectiveness of the organisation’s response.
- Propose an alternative public relations response, justified and clearly linked to relevant PR theory and practice.
- Discuss ethical considerations relating to the organisation’s response, and your recommended response. You should use one or more of the ethical frameworks discussed in this unit
- Provide a personal reflection, highlighting what you have learned about PR theory and practice.
See the unit's learning site for more information.
Formative or Summative: Formative and Summative
Business Capabilities (AoL goals): KS(1.1), HO(2.1; 2.2), PC(3.1), SE(5.1), TS(4.1)
This assignment is eligible for the 48-hour late submission period and assignment extensions.
Academic Integrity
Students are expected to engage in learning and assessment at QUT with honesty, transparency and fairness. Maintaining academic integrity means upholding these principles and demonstrating valuable professional capabilities based on ethical foundations.
Failure to maintain academic integrity can take many forms. It includes cheating in examinations, plagiarism, self-plagiarism, collusion, and submitting an assessment item completed by another person (e.g. contract cheating). It can also include providing your assessment to another entity, such as to a person or website.
You are encouraged to make use of QUT’s learning support services, resources and tools to assure the academic integrity of your assessment. This includes the use of text matching software that may be available to assist with self-assessing your academic integrity as part of the assessment submission process.
Further details of QUT’s approach to academic integrity are outlined in the Academic integrity policy and the Student Code of Conduct. Breaching QUT’s Academic integrity policy is regarded as student misconduct and can lead to the imposition of penalties ranging from a grade reduction to exclusion from QUT.
Resources
Resource Materials
Other
There is no prescribed text for this unit, however there will be a range of required readings and other resources identified each week via QUT Readings.
Risk Assessment Statement
There are no out-of-the-ordinary risks associated with lectures or tutorials in this unit. You should, however, familiarise yourself with evacuation procedures operating in the buildings in which you attend classes and take the time to view the Emergency video.
Standards/Competencies
This unit is designed to support your development of the following standards\competencies.
QUT Business Capabilities (Postgraduate)
HO (2.1): Critical Analysis
Relates to: ULO1, ULO2, Background, Evaluation and Recommendation
HO (2.2): Independent Judgement and Decision-Making
Relates to: ULO3, Evaluation and Recommendation
KS (1.1): Discipline and Professional Practice Knowledge
Relates to: ULO1, ULO2, ULO3, Background, Evaluation and Recommendation
PC (3.1): Professional Communication (Written)
Relates to: ULO4, Background, Evaluation and Recommendation
SE (5.1): Ethical and Legal Understanding
Relates to: ULO5, Evaluation and Recommendation
TS (4.1): Self-Reflection and Accountability
Relates to: ULO5, Evaluation and Recommendation
Course Learning Outcomes
This unit is designed to support your development of the following course/study area learning outcomes.BS37 Graduate Certificate in Business and Communication
- Demonstrate and apply integrated and advanced discipline and professional practice knowledge, including knowledge of relevant research principles and methods.
Relates to: ULO1, ULO2, ULO3, Background, Evaluation and Recommendation - Critically investigate real world business issues and problems drawing on analysis, evaluation and synthesis of discipline knowledge, including theory and practice.
Relates to: ULO1, ULO2, Background, Evaluation and Recommendation - Exercise creativity and intellectual independence and make informed decisions and judgements in planning, designing, and executing strategic and research-based responses to address real world issues and problems.
Relates to: ULO3 - Use information literacy skills and communicate effectively and professionally in written forms and using media appropriate for diverse purposes, contexts and audiences.
Relates to: ULO4, Evaluation and Recommendation - Exercise self-reflection and accountability in applying knowledge and skills for own learning and effective practice.
Relates to: ULO5 - Demonstrate and apply knowledge of ethical and legal principles and practices of business in critically analysing and effectively responding to complex business issues.
Relates to: ULO5
Unit Outline: Semester 2 2024, Gardens Point, Internal
| Unit code: | AMN465 |
|---|---|
| Credit points: | 12 |
| Equivalent: | AMX465 |
| Anti-requisite: | CON415 |
| Coordinator: | Bree Hurst | bree.hurst@qut.edu.au |
Overview
AMN465 Public Relations Foundations introduces students to public relations as a management function in contemporary organisations. Public relations is based on the management of relationships between organisations and the groups or individuals on whom their success or failure depends. This unit lays the foundation for students to begin to explore the nature of such relationships, and the tools, theories and strategies which may be deployed to successfully manage relationships between organisations and their publics.
Learning Outcomes
On successful completion of this unit you will be able to:
- Identify, describe, and discuss the contribution of public relations to the management of organisations - particularly when faced by complex issues - and the challenges and motivations of conducting public relations in a range of practice contexts.
- Recognise and describe the key theoretical concepts and frameworks of public relations; and articulate how these public relations concepts and frameworks inform current public relations practice.
- Formulate recommendations for public relations responses drawing upon appropriate theoretical concepts and frameworks, and demonstrating an awareness of the importance of ethical considerations to such decisions.
- Demonstrate professional communication skills in writing reports and proposals using clear structure and style.Relates to: PG Business Capabilities: PC (3.1)
- Reflect on the complexities of ethical public relations practice.
Content
Students are provided with content relevant to the management of public relations using relationship management as the guiding rationale. Over the semester, a series of practice areas are covered including issues management, public opinion, and media relations. The content is presented in three modules, which are comprised of a series of related topics:
- Module 1: Key concepts
- Module 2: Major theories
- Module 3: Public relations management in practice
The knowledge, skills and capabilities students develop in this unit will enable students to articulate key theoretical concepts and frameworks. Students will draw on these theories and frameworks to inform analysis and evaluation of the impact of public relations issues on the management of organisation-public relationships; and to recommend appropriate and justified public relations responses to issues.
QUT Business Capabilities (Postgraduate)
The content and assessment in this unit are aligned to a selection of the following set of QUT Business Capabilities, also known as Assurance of Learning Goals (AoLs). Developing these capabilities will assist you to meet the desired graduate outcomes set at QUT and equip you with the knowledge and skills to succeed in your chosen career.
Knowledge & Technical Skills (KS)
1.1 Demonstrate and apply integrated and advanced discipline and professional practice knowledge, including knowledge of relevant research principles and methods.
1.2 Apply technical, technological and technical research skills to organise and interpret discipline knowledge, including theory and practice, to investigate business issues.
Higher Order Thinking Skills (HO)
2.1 Critically investigate real world business issues and problems drawing on analysis, evaluation and synthesis of discipline knowledge, including theory and practice.
2.2 Exercise creativity and intellectual independence and make informed decisions and judgements in planning, designing, and executing strategic and research-based responses to address real world issues and problems.
Professional Communication (PC)
3.1 Use information literacy skills and communicate effectively and professionally in written forms and using media appropriate for diverse purposes, contexts and audiences.
3.2 Use information literacy skills and communicate effectively and professionally in oral forms appropriate for diverse purposes, contexts and audiences.
Teamwork & Self (TS)
4.1 Exercise self-reflection and accountability in applying knowledge and skills for own learning and effective practice.
4.2 Apply teamwork knowledge and skills for effective collaboration across a range of complex activities and contexts.
Social, Ethical & Global Understanding (SE)
5.1 Demonstrate and apply knowledge of ethical and legal principles and practices of business in critically analysing and effectively responding to complex business issues.
5.2 Demonstrate and apply knowledge of socially responsible behaviour in analysing and addressing business issues and critically reflect on the responsibilities and impacts of organisations in national and international business contexts.
Learning Approaches
This unit follows the standard lecture and tutorial format. The student experience in this unit is built in three parts:
- Learning: This involves students attending the lectures to understand the key concepts (which comprise the topic area of the unit) and the main theories (which explain these concepts).
- Applying and Understanding: During the lectures, activities will be employed to apply the learning (key concepts and theories) and develop understanding.
- Practicing and Mastering: Relates to the practice and development of competence in the assessment tasks. The tutorials in this unit are designed around the assessment items.
Feedback on Learning and Assessment
Students who attend live classes will receive ongoing informal verbal feedback on their ideas and concerns from their lecturer and tutor as the semester progresses. More formal feedback will be provided on the written assessment items. The teaching team will be available to students at specified times for in-person or online consultations and feedback on progress. Feedback will also be provided by email where requested, but should not be regarded as an alternative to participating in scheduled class activities.
Assessment
Overview
There are two assessment items in this unit, both of which draw on the same case. You will be required to select one of the specified cases. These cases will be provided in Week 1.
Students may be required to attend campus or an assessment centre for the purposes of assessment, regardless of the attendance mode for the unit
Unit Grading Scheme
7- point scale
Assessment Tasks
Assessment: Background
You will be provided with a list of current issues, and organisations linked to or impacted by those issues. From the list, you will select one issue and one organisation. In the report, discuss the concepts of stakeholders, issues, and publics. Demonstrate your understanding of those concepts by analysing and assessing the selected issue from the perspective of the selected organisation. You must also discuss the connections between all these elements and their mutual relevance. See the unit's learning site for more information.
Formative or Summative: Formative and Summative
Business Capabilities (AoL goals): KS (1.1), HO (2.1), PC (3.1)
This assignment is eligible for the 48-hour late submission period and assignment extensions.
Assessment: Evaluation and Recommendation
Using the same case that you used in Assignment 1:
- Identify and describe one public relations tactic that the organisation has used to respond to the issue. Identify the public targeted by the tactic. Analyse, discuss and critique the tactic using theoretical concepts from this unit. Provide a succinct evaluation of the effectiveness of the organisation’s response.
- Propose an alternative public relations response, justified and clearly linked to relevant PR theory and practice.
- Discuss ethical considerations relating to the organisation’s response, and your recommended response. You should use one or more of the ethical frameworks discussed in this unit
- Provide a personal reflection, highlighting what you have learned about PR theory and practice.
See the unit's learning site for more information.
Formative or Summative: Formative and Summative
Business Capabilities (AoL goals): KS(1.1), HO(2.1; 2.2), PC(3.1), SE(5.1), TS(4.1)
This assignment is eligible for the 48-hour late submission period and assignment extensions.
Academic Integrity
Students are expected to engage in learning and assessment at QUT with honesty, transparency and fairness. Maintaining academic integrity means upholding these principles and demonstrating valuable professional capabilities based on ethical foundations.
Failure to maintain academic integrity can take many forms. It includes cheating in examinations, plagiarism, self-plagiarism, collusion, and submitting an assessment item completed by another person (e.g. contract cheating). It can also include providing your assessment to another entity, such as to a person or website.
You are encouraged to make use of QUT’s learning support services, resources and tools to assure the academic integrity of your assessment. This includes the use of text matching software that may be available to assist with self-assessing your academic integrity as part of the assessment submission process.
Further details of QUT’s approach to academic integrity are outlined in the Academic integrity policy and the Student Code of Conduct. Breaching QUT’s Academic integrity policy is regarded as student misconduct and can lead to the imposition of penalties ranging from a grade reduction to exclusion from QUT.
Resources
Resource Materials
Other
There is no prescribed text for this unit, however there will be a range of required readings and other resources identified each week via QUT Readings.
Risk Assessment Statement
There are no out-of-the-ordinary risks associated with lectures or tutorials in this unit. You should, however, familiarise yourself with evacuation procedures operating in the buildings in which you attend classes and take the time to view the Emergency video.
Standards/Competencies
This unit is designed to support your development of the following standards\competencies.
QUT Business Capabilities (Postgraduate)
HO (2.1): Critical Analysis
Relates to: ULO1, ULO2, Background, Evaluation and Recommendation
HO (2.2): Independent Judgement and Decision-Making
Relates to: ULO3, Evaluation and Recommendation
KS (1.1): Discipline and Professional Practice Knowledge
Relates to: ULO1, ULO2, ULO3, Background, Evaluation and Recommendation
PC (3.1): Professional Communication (Written)
Relates to: ULO4, Background, Evaluation and Recommendation
SE (5.1): Ethical and Legal Understanding
Relates to: ULO5, Evaluation and Recommendation
TS (4.1): Self-Reflection and Accountability
Relates to: ULO5, Evaluation and Recommendation
Course Learning Outcomes
This unit is designed to support your development of the following course/study area learning outcomes.BS37 Graduate Certificate in Business and Communication
- Demonstrate and apply integrated and advanced discipline and professional practice knowledge, including knowledge of relevant research principles and methods.
Relates to: ULO1, ULO2, ULO3, Background, Evaluation and Recommendation - Critically investigate real world business issues and problems drawing on analysis, evaluation and synthesis of discipline knowledge, including theory and practice.
Relates to: ULO1, ULO2, Background, Evaluation and Recommendation - Exercise creativity and intellectual independence and make informed decisions and judgements in planning, designing, and executing strategic and research-based responses to address real world issues and problems.
Relates to: ULO3 - Use information literacy skills and communicate effectively and professionally in written forms and using media appropriate for diverse purposes, contexts and audiences.
Relates to: ULO4, Evaluation and Recommendation - Exercise self-reflection and accountability in applying knowledge and skills for own learning and effective practice.
Relates to: ULO5 - Demonstrate and apply knowledge of ethical and legal principles and practices of business in critically analysing and effectively responding to complex business issues.
Relates to: ULO5
Unit Outline: Semester 2 2024, Online
| Unit code: | AMN465 |
|---|---|
| Credit points: | 12 |
| Equivalent: | AMX465 |
| Anti-requisite: | CON415 |
Overview
AMN465 Public Relations Foundations introduces students to public relations as a management function in contemporary organisations. Public relations is based on the management of relationships between organisations and the groups or individuals on whom their success or failure depends. This unit lays the foundation for students to begin to explore the nature of such relationships, and the tools, theories and strategies which may be deployed to successfully manage relationships between organisations and their publics.
Learning Outcomes
On successful completion of this unit you will be able to:
- Identify, describe, and discuss the contribution of public relations to the management of organisations - particularly when faced by complex issues - and the challenges and motivations of conducting public relations in a range of practice contexts.
- Recognise and describe the key theoretical concepts and frameworks of public relations; and articulate how these public relations concepts and frameworks inform current public relations practice.
- Formulate recommendations for public relations responses drawing upon appropriate theoretical concepts and frameworks, and demonstrating an awareness of the importance of ethical considerations to such decisions.
- Demonstrate professional communication skills in writing reports and proposals using clear structure and style.Relates to: PG Business Capabilities: PC (3.1)
- Reflect on the complexities of ethical public relations practice.
Content
Students are provided with content relevant to the management of public relations using relationship management as the guiding rationale. Over the semester, a series of practice areas are covered including issues management, public opinion, and media relations. The content is presented in three modules, which are comprised of a series of related topics:
- Module 1: Key concepts
- Module 2: Major theories
- Module 3: Public relations management in practice
The knowledge, skills and capabilities students develop in this unit will enable students to articulate key theoretical concepts and frameworks. Students will draw on these theories and frameworks to inform analysis and evaluation of the impact of public relations issues on the management of organisation-public relationships; and to recommend appropriate and justified public relations responses to issues.
QUT Business Capabilities (Postgraduate)
The content and assessment in this unit are aligned to a selection of the following set of QUT Business Capabilities, also known as Assurance of Learning Goals (AoLs). Developing these capabilities will assist you to meet the desired graduate outcomes set at QUT and equip you with the knowledge and skills to succeed in your chosen career.
Knowledge & Technical Skills (KS)
1.1 Demonstrate and apply integrated and advanced discipline and professional practice knowledge, including knowledge of relevant research principles and methods.
1.2 Apply technical, technological and technical research skills to organise and interpret discipline knowledge, including theory and practice, to investigate business issues.
Higher Order Thinking Skills (HO)
2.1 Critically investigate real world business issues and problems drawing on analysis, evaluation and synthesis of discipline knowledge, including theory and practice.
2.2 Exercise creativity and intellectual independence and make informed decisions and judgements in planning, designing, and executing strategic and research-based responses to address real world issues and problems.
Professional Communication (PC)
3.1 Use information literacy skills and communicate effectively and professionally in written forms and using media appropriate for diverse purposes, contexts and audiences.
3.2 Use information literacy skills and communicate effectively and professionally in oral forms appropriate for diverse purposes, contexts and audiences.
Teamwork & Self (TS)
4.1 Exercise self-reflection and accountability in applying knowledge and skills for own learning and effective practice.
4.2 Apply teamwork knowledge and skills for effective collaboration across a range of complex activities and contexts.
Social, Ethical & Global Understanding (SE)
5.1 Demonstrate and apply knowledge of ethical and legal principles and practices of business in critically analysing and effectively responding to complex business issues.
5.2 Demonstrate and apply knowledge of socially responsible behaviour in analysing and addressing business issues and critically reflect on the responsibilities and impacts of organisations in national and international business contexts.
Learning Approaches
This unit follows the standard lecture and tutorial format. The student experience in this unit is built in three parts:
- Learning: This involves students attending the lectures to understand the key concepts (which comprise the topic area of the unit) and the main theories (which explain these concepts).
- Applying and Understanding: During the lectures, activities will be employed to apply the learning (key concepts and theories) and develop understanding.
- Practicing and Mastering: Relates to the practice and development of competence in the assessment tasks. The tutorials in this unit are designed around the assessment items.
Feedback on Learning and Assessment
Students who attend live classes will receive ongoing informal verbal feedback on their ideas and concerns from their lecturer and tutor as the semester progresses. More formal feedback will be provided on the written assessment items. The teaching team will be available to students at specified times for in-person or online consultations and feedback on progress. Feedback will also be provided by email where requested, but should not be regarded as an alternative to participating in scheduled class activities.
Assessment
Overview
There are two assessment items in this unit, both of which draw on the same case. You will be required to select one of the specified cases. These cases will be provided in Week 1.
Students may be required to attend campus or an assessment centre for the purposes of assessment, regardless of the attendance mode for the unit
Unit Grading Scheme
7- point scale
Assessment Tasks
Assessment: Background
You will be provided with a list of current issues, and organisations linked to or impacted by those issues. From the list, you will select one issue and one organisation. In the report, discuss the concepts of stakeholders, issues, and publics. Demonstrate your understanding of those concepts by analysing and assessing the selected issue from the perspective of the selected organisation. You must also discuss the connections between all these elements and their mutual relevance. See the unit's learning site for more information.
Formative or Summative: Formative and Summative
Business Capabilities (AoL goals): KS (1.1), HO (2.1), PC (3.1)
This assignment is eligible for the 48-hour late submission period and assignment extensions.
Assessment: Evaluation and Recommendation
Using the same case that you used in Assignment 1:
- Identify and describe one public relations tactic that the organisation has used to respond to the issue. Identify the public targeted by the tactic. Analyse, discuss and critique the tactic using theoretical concepts from this unit. Provide a succinct evaluation of the effectiveness of the organisation’s response.
- Propose an alternative public relations response, justified and clearly linked to relevant PR theory and practice.
- Discuss ethical considerations relating to the organisation’s response, and your recommended response. You should use one or more of the ethical frameworks discussed in this unit
- Provide a personal reflection, highlighting what you have learned about PR theory and practice.
See the unit's learning site for more information.
Formative or Summative: Formative and Summative
Business Capabilities (AoL goals): KS(1.1), HO(2.1; 2.2), PC(3.1), SE(5.1), TS(4.1)
This assignment is eligible for the 48-hour late submission period and assignment extensions.
Academic Integrity
Students are expected to engage in learning and assessment at QUT with honesty, transparency and fairness. Maintaining academic integrity means upholding these principles and demonstrating valuable professional capabilities based on ethical foundations.
Failure to maintain academic integrity can take many forms. It includes cheating in examinations, plagiarism, self-plagiarism, collusion, and submitting an assessment item completed by another person (e.g. contract cheating). It can also include providing your assessment to another entity, such as to a person or website.
You are encouraged to make use of QUT’s learning support services, resources and tools to assure the academic integrity of your assessment. This includes the use of text matching software that may be available to assist with self-assessing your academic integrity as part of the assessment submission process.
Further details of QUT’s approach to academic integrity are outlined in the Academic integrity policy and the Student Code of Conduct. Breaching QUT’s Academic integrity policy is regarded as student misconduct and can lead to the imposition of penalties ranging from a grade reduction to exclusion from QUT.
Resources
Resource Materials
Other
There is no prescribed text for this unit, however there will be a range of required readings and other resources identified each week via QUT Readings.
Risk Assessment Statement
There are no out-of-the-ordinary risks associated with lectures or tutorials in this unit. You should, however, familiarise yourself with evacuation procedures operating in the buildings in which you attend classes and take the time to view the Emergency video.
Standards/Competencies
This unit is designed to support your development of the following standards\competencies.
QUT Business Capabilities (Postgraduate)
HO (2.1): Critical Analysis
Relates to: ULO1, ULO2, Background, Evaluation and Recommendation
HO (2.2): Independent Judgement and Decision-Making
Relates to: ULO3, Evaluation and Recommendation
KS (1.1): Discipline and Professional Practice Knowledge
Relates to: ULO1, ULO2, ULO3, Background, Evaluation and Recommendation
PC (3.1): Professional Communication (Written)
Relates to: ULO4, Background, Evaluation and Recommendation
SE (5.1): Ethical and Legal Understanding
Relates to: ULO5, Evaluation and Recommendation
TS (4.1): Self-Reflection and Accountability
Relates to: ULO5, Evaluation and Recommendation
Course Learning Outcomes
This unit is designed to support your development of the following course/study area learning outcomes.BS37 Graduate Certificate in Business and Communication
- Demonstrate and apply integrated and advanced discipline and professional practice knowledge, including knowledge of relevant research principles and methods.
Relates to: ULO1, ULO2, ULO3, Background, Evaluation and Recommendation - Critically investigate real world business issues and problems drawing on analysis, evaluation and synthesis of discipline knowledge, including theory and practice.
Relates to: ULO1, ULO2, Background, Evaluation and Recommendation - Exercise creativity and intellectual independence and make informed decisions and judgements in planning, designing, and executing strategic and research-based responses to address real world issues and problems.
Relates to: ULO3 - Use information literacy skills and communicate effectively and professionally in written forms and using media appropriate for diverse purposes, contexts and audiences.
Relates to: ULO4, Evaluation and Recommendation - Exercise self-reflection and accountability in applying knowledge and skills for own learning and effective practice.
Relates to: ULO5 - Demonstrate and apply knowledge of ethical and legal principles and practices of business in critically analysing and effectively responding to complex business issues.
Relates to: ULO5