AMB163 Introduction to Public Relations
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: | AMB163 |
|---|---|
| Equivalent(s): | AMB263, AMX263 |
| Credit points: | 12 |
| Timetable | Details in HiQ, if available |
| Availabilities |
|
| CSP student contribution | $2,040 |
| Pre-2021 CSP student contribution | $1,597 The pre-2021 commonwealth supported place (CSP) contribution amount only applies to students enrolled in a course prior to 2021. To learn more, visit our Understanding your fees page. |
| Domestic tuition unit fee | $3,024 |
| International unit fee | $4,176 |
Unit Outline: Semester 1 2024, Gardens Point, Internal
| Unit code: | AMB163 |
|---|---|
| Credit points: | 12 |
| Equivalent: | AMB263, AMX263 |
| Assumed Knowledge: | There is no assumed knowledge for this unit. |
| Coordinator: | Lisa Tam | l.tam@qut.edu.au |
Overview
AMB163 Introduction to Public Relations answers three important questions: (a) what is public relations, (b) why do organisations need public relations, and (c) how is public relations practised? The unit introduces key concepts of public relations and lays a foundation for subsequent study in the discipline. This unit applies the role and influence of publics and stakeholders into multiple contexts including crisis communication, stakeholder engagement, and integrated communication. The unit showcases the range of potential careers available in public relations.
Learning Outcomes
On successful completion of this unit you will be able to:
- Describe and analyse the roles and processes of public relations and articulate how and why they solve public relations problems and link to organisational outcomes.
- Define and apply a range of public relations theories to analyse contemporary public relations practice and guide future recommendations.
- Apply ethical reasoning and standards or codes of practice relevant to the discipline of public relationsRelates to: UG Business Capabilities: SE (5.1)
- Demonstrate the ability to communicate effectively using a range of genres.Relates to: UG Business Capabilities: PC (3.1)
Content
AMB163 Introduction to Public Relations introduces you to key concepts in public relations theory and practice. The unit builds understanding of public relations as a foundation for further units and develops and extends skills in research, critical thinking, ethical understanding, and communication. Content will include - but may not be limited to - the following topics:
- Key concepts and themes in public relations including practice areas and roles (e.g., crisis manager, engagement specialist, etc.), publics and stakeholders
- Motivations and focus areas in public relations including influencing public opinion, reaching diverse audiences, and persuading
- Public relations practice contexts including crisis communication, stakeholder engagement, and integrated communication
- Issues in contemporary practice including digital, ethics and legal considerations, and critical perspectives on public relations.
QUT Business Capabilities (Undergraduate)
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 and Technological Skills (KS)
1.1 Demonstrate and apply integrated discipline (including technical) knowledge across the broad field of business with depth in one or more core business disciplines
1.2 Apply technical and technological skills appropriate and effective for real world business purposes and contexts.
Higher Order Thinking (HO)
2.1 Investigate real world business issues and situations through the effective analysis, evaluation and synthesis of theory and practice
2.2 Exercise independent judgment and initiative in adapting and applying knowledge and skills for effective planning, problem solving and decision making in diverse contexts.
Professional Communication (PC)
3.1 Use information literacy skills, and communicate effectively and professionally in written forms and using media appropriate for diverse purposes and contexts
3.2 Use information literacy skills, and communicate effectively and professionally in oral forms, appropriate for diverse purposes and contexts.
Teamwork and Self (TS)
4.1 Exercise self-reflection, responsibility and accountability in relation to own learning and professional practice.
4.2 Apply teamwork knowledge and skills for effective collaboration across diverse purposes and contexts
Social, Ethical and Global Understanding (SE)
5.1 Demonstrate and apply knowledge of ethical and legal principles and practices in analysing and responding to business issues
5.2 Demonstrate and apply knowledge of socially responsible behaviour in analysing and addressing business issues in national and international business contexts.
Learning Approaches
The combination of lectures and tutorials offers the opportunity to be guided and supported in the achievement of the unit's learning outcomes. Lectures involve discussions of the key concepts and theories underpinning public relations practice illustrated by reference to current cases and practice. Tutorials focus on further discussions and applications of lecture content in real world situations in alignment with assessment items.
Unit materials and additional opportunities for discussion can be accessed through Canvas. These resources complement participation during lectures and tutorials, providing the opportunity to engage fully in the interactive aspects of the unit. Through participation in classes and learning activities, students will develop your ability to conduct an appropriate level of critical enquiry and intellectual debate, and demonstrate a commitment to professionalism, social responsibility, and ethical practice.
Feedback on Learning and Assessment
Students will receive feedback in various forms throughout the semester which may include:
- Informal: worked examples, such as verbal feedback in class, personal consultation
- Formal: in writing, such as checklists (e.g. criteria sheets), written commentary
- Direct: to individual students, either in written form or in consultation
- Indirect: to the whole class.
Criterion-referenced assessment will be used to provide feedback to students. Generic feedback across tutorials and the unit will be provided to students in class. All written assignments are returned to students with individual feedback and comments. Further details can be provided upon email request or via face-to-face consultations with tutors.
This unit uses the Turnitin tool in Canvas. Turnitin is a text matching tool that assists students to develop the academic skills required to correctly use and cite reference material as well as to check citations and determine possible instances of plagiarism. You will be expected to submit draft and/or final versions of one or more assignments using Turnitin. Your Unit Coordinator will provide detailed information on how the software will be used in this unit.
Assessment
Overview
There are two assessment items in this unit.
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: Public Relations Audit
This assessment has been co-designed by industry experts to prepare you for work experience roles in public relations. Based on the content covered in the first module, you are expected to apply your knowledge about public relations to (a) audit three public relations tactics (e.g., media release and social media posts), (b) analyse their effects in terms of how they contribute to relationships, and (c) make recommendations to guide future public relations practice.
Mimicking the real-world activity of media monitoring and analysis, you will choose a nominated organisation and collect and analyse three public relations tactics. This process builds your understanding of how organisations communicate with stakeholders across multiple channels and considers content-channel alignment.
Linked to AoLs: 1.1, 2.1, 3.1
This is an assignment for the purposes of an extension.
Assessment: Public Relations Case Study
This assessment draws on the knowledge and expertise you have gained throughout this semester and applies it to a real-world scenario. You will demonstrate a solid understanding of how to apply the theoretical frameworks to real-world practice and reflect on how public relations decision-making can contribute to organisational outcomes.
This assessment involves a summary of the case study scenario, identification of key publics and ethical considerations, evaluation of real-world public relations responses and recommendations that consider the importance of relationships within and beyond the situation.
Information about the scenarios, which align to practice areas, will be made available on Canvas. You are expected to conduct additional research about the case.
Linked to AoLs: 1.2, 2.2, 3.1, 5.1
This is an assignment for the purposes of an extension.
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.
Requirements to Study
Requirements
No additional requirements.
Costs
No additional costs.
Resources
There is a prescribed text book for this unit.
Resource Materials
Prescribed text(s)
Kelleher, T. (2020). Public Relations (2nd Ed.).Oxford University Press
This text can also be purchased as an eBook through multiple vendors online. Please see the Canvas site for further information.
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 (Undergraduate)
HO (2.1): Critical Analysis
Relates to: ULO1, ULO2, Public Relations Audit
HO (2.2): Independent Judgement and Decision-Making
Relates to: ULO2, Public Relations Case Study
KS (1.1): Discipline Knowledge
Relates to: ULO1, ULO2, Public Relations Audit
KS (1.2): Technical and Technological Skills
Relates to: Public Relations Case Study
PC (3.1): Professional Communication (Written)
Relates to: ULO4, Public Relations Audit, Public Relations Case Study
SE (5.1): Ethical and Legal Understanding
Relates to: ULO3, Public Relations Case Study
Course Learning Outcomes
This unit is designed to support your development of the following course/study area learning outcomes.BS05 Bachelor of Business
- Demonstrate and apply integrated discipline (including technical) knowledge across the broad field of business with depth in one or more core business disciplines.
Relates to: ULO1, ULO2, Public Relations Audit - Apply technical and technological skills appropriate and effective for real world business purposes and contexts.
Relates to: Public Relations Case Study - Investigate real world business issues and situations through the effective analysis, evaluation and synthesis of theory and practice.
Relates to: ULO1, ULO2, Public Relations Audit - Exercise independent judgement and initiative in adapting and applying knowledge and skills for effective planning, problem solving and decision making in diverse contexts.
Relates to: ULO2, Public Relations Case Study - Use information literacy skills, and communicate effectively and professionally in written forms and using media appropriate for diverse purposes and contexts.
Relates to: ULO4, Public Relations Audit, Public Relations Case Study - Demonstrate and apply knowledge of ethical and legal principles and practices in analysing and responding to business issues.
Relates to: ULO3, Public Relations Case Study
BS06 Bachelor of Business
- Demonstrate and apply integrated discipline (including technical) knowledge across the broad field of business with depth in one or more core business disciplines.
Relates to: ULO1, ULO2, Public Relations Audit - Apply technical and technological skills appropriate and effective for real world business purposes and contexts.
Relates to: Public Relations Case Study - Investigate real world business issues and situations through the effective analysis, evaluation and synthesis of theory and practice.
Relates to: ULO1, ULO2, Public Relations Audit - Exercise independent judgement and initiative in adapting and applying knowledge and skills for effective planning, problem solving and decision making in diverse contexts.
Relates to: ULO2, Public Relations Case Study - Use information literacy skills, and communicate effectively and professionally in written forms and using media appropriate for diverse purposes and contexts.
Relates to: ULO4, Public Relations Audit, Public Relations Case Study - Demonstrate and apply knowledge of ethical and legal principles and practices in analysing and responding to business issues.
Relates to: ULO3, Public Relations Case Study
BS08 Bachelor of Business - International
- Demonstrate and apply integrated discipline (including technical) knowledge across the broad field of business with depth in one or more core business disciplines.
Relates to: ULO1, ULO2, Public Relations Audit - Apply technical and technological skills appropriate and effective for real world business purposes and contexts.
Relates to: Public Relations Case Study - Investigate real world business issues and situations through the effective analysis, evaluation and synthesis of theory and practice.
Relates to: ULO1, ULO2, Public Relations Audit - Exercise independent judgement and initiative in adapting and applying knowledge and skills for effective planning, problem solving and decision making in diverse contexts.
Relates to: ULO2, Public Relations Case Study - Use information literacy skills, and communicate effectively and professionally in written forms and using media appropriate for diverse purposes and contexts.
Relates to: ULO4, Public Relations Audit, Public Relations Case Study - Demonstrate and apply knowledge of ethical and legal principles and practices in analysing and responding to business issues.
Relates to: ULO3, Public Relations Case Study
KC40 Bachelor of Communication
- Demonstrate effective communication skills with the ability to adapt strategies across different media and professional settings and for diverse audiences.
Relates to: ULO4, Public Relations Audit, Public Relations Case Study - Critically analyse, evaluate and synthesise complex forms of information and evidence to inform decision-making, problem solving and argumentation.
Relates to: ULO1, ULO2, Public Relations Audit - Critically interrogate the economic and cultural power of digital media, communication, entertainment, and news to make ethical, sustainable, and inclusive contributions to diverse workplaces, communities, and audiences.
Relates to: ULO3, Public Relations Case Study
Unit Outline: Semester 1 2024, Online
| Unit code: | AMB163 |
|---|---|
| Credit points: | 12 |
| Equivalent: | AMB263, AMX263 |
| Assumed Knowledge: | There is no assumed knowledge for this unit. |
Overview
AMB163 Introduction to Public Relations answers three important questions: (a) what is public relations, (b) why do organisations need public relations, and (c) how is public relations practised? The unit introduces key concepts of public relations and lays a foundation for subsequent study in the discipline. This unit applies the role and influence of publics and stakeholders into multiple contexts including crisis communication, stakeholder engagement, and integrated communication. The unit showcases the range of potential careers available in public relations.
Learning Outcomes
On successful completion of this unit you will be able to:
- Describe and analyse the roles and processes of public relations and articulate how and why they solve public relations problems and link to organisational outcomes.
- Define and apply a range of public relations theories to analyse contemporary public relations practice and guide future recommendations.
- Apply ethical reasoning and standards or codes of practice relevant to the discipline of public relationsRelates to: UG Business Capabilities: SE (5.1)
- Demonstrate the ability to communicate effectively using a range of genres.Relates to: UG Business Capabilities: PC (3.1)
Content
AMB163 Introduction to Public Relations introduces you to key concepts in public relations theory and practice. The unit builds understanding of public relations as a foundation for further units and develops and extends skills in research, critical thinking, ethical understanding, and communication. Content will include - but may not be limited to - the following topics:
- Key concepts and themes in public relations including practice areas and roles (e.g., crisis manager, engagement specialist, etc.), publics and stakeholders
- Motivations and focus areas in public relations including influencing public opinion, reaching diverse audiences, and persuading
- Public relations practice contexts including crisis communication, stakeholder engagement, and integrated communication
- Issues in contemporary practice including digital, ethics and legal considerations, and critical perspectives on public relations.
QUT Business Capabilities (Undergraduate)
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 and Technological Skills (KS)
1.1 Demonstrate and apply integrated discipline (including technical) knowledge across the broad field of business with depth in one or more core business disciplines
1.2 Apply technical and technological skills appropriate and effective for real world business purposes and contexts.
Higher Order Thinking (HO)
2.1 Investigate real world business issues and situations through the effective analysis, evaluation and synthesis of theory and practice
2.2 Exercise independent judgment and initiative in adapting and applying knowledge and skills for effective planning, problem solving and decision making in diverse contexts.
Professional Communication (PC)
3.1 Use information literacy skills, and communicate effectively and professionally in written forms and using media appropriate for diverse purposes and contexts
3.2 Use information literacy skills, and communicate effectively and professionally in oral forms, appropriate for diverse purposes and contexts.
Teamwork and Self (TS)
4.1 Exercise self-reflection, responsibility and accountability in relation to own learning and professional practice.
4.2 Apply teamwork knowledge and skills for effective collaboration across diverse purposes and contexts
Social, Ethical and Global Understanding (SE)
5.1 Demonstrate and apply knowledge of ethical and legal principles and practices in analysing and responding to business issues
5.2 Demonstrate and apply knowledge of socially responsible behaviour in analysing and addressing business issues in national and international business contexts.
Learning Approaches
The combination of lectures and tutorials offers the opportunity to be guided and supported in the achievement of the unit's learning outcomes. Lectures involve discussions of the key concepts and theories underpinning public relations practice illustrated by reference to current cases and practice. Tutorials focus on further discussions and applications of lecture content in real world situations in alignment with assessment items.
Unit materials and additional opportunities for discussion can be accessed through Canvas. These resources complement participation during lectures and tutorials, providing the opportunity to engage fully in the interactive aspects of the unit. Through participation in classes and learning activities, students will develop your ability to conduct an appropriate level of critical enquiry and intellectual debate, and demonstrate a commitment to professionalism, social responsibility, and ethical practice.
Feedback on Learning and Assessment
Students will receive feedback in various forms throughout the semester which may include:
- Informal: worked examples, such as verbal feedback in class, personal consultation
- Formal: in writing, such as checklists (e.g. criteria sheets), written commentary
- Direct: to individual students, either in written form or in consultation
- Indirect: to the whole class.
Criterion-referenced assessment will be used to provide feedback to students. Generic feedback across tutorials and the unit will be provided to students in class. All written assignments are returned to students with individual feedback and comments. Further details can be provided upon email request or via face-to-face consultations with tutors.
This unit uses the Turnitin tool in Canvas. Turnitin is a text matching tool that assists students to develop the academic skills required to correctly use and cite reference material as well as to check citations and determine possible instances of plagiarism. You will be expected to submit draft and/or final versions of one or more assignments using Turnitin. Your Unit Coordinator will provide detailed information on how the software will be used in this unit.
Assessment
Overview
There are two assessment items in this unit.
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: Public Relations Audit
This assessment has been co-designed by industry experts to prepare you for work experience roles in public relations. Based on the content covered in the first module, you are expected to apply your knowledge about public relations to (a) audit three public relations tactics (e.g., media release and social media posts), (b) analyse their effects in terms of how they contribute to relationships, and (c) make recommendations to guide future public relations practice.
Mimicking the real-world activity of media monitoring and analysis, you will choose a nominated organisation and collect and analyse three public relations tactics. This process builds your understanding of how organisations communicate with stakeholders across multiple channels and considers content-channel alignment.
Linked to AoLs: 1.1, 2.1, 3.1
This is an assignment for the purposes of an extension.
Assessment: Public Relations Case Study
This assessment draws on the knowledge and expertise you have gained throughout this semester and applies it to a real-world scenario. You will demonstrate a solid understanding of how to apply the theoretical frameworks to real-world practice and reflect on how public relations decision-making can contribute to organisational outcomes.
This assessment involves a summary of the case study scenario, identification of key publics and ethical considerations, evaluation of real-world public relations responses and recommendations that consider the importance of relationships within and beyond the situation.
Information about the scenarios, which align to practice areas, will be made available on Canvas. You are expected to conduct additional research about the case.
Linked to AoLs: 1.2, 2.2, 3.1, 5.1
This is an assignment for the purposes of an extension.
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.
Requirements to Study
Requirements
No additional requirements.
Costs
No additional costs.
Resources
There is a prescribed text book for this unit.
Resource Materials
Prescribed text(s)
Kelleher, T. (2020). Public Relations (2nd Ed.).Oxford University Press
This text can also be purchased as an eBook through multiple vendors online. Please see the Canvas site for further information.
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 (Undergraduate)
HO (2.1): Critical Analysis
Relates to: ULO1, ULO2, Public Relations Audit
HO (2.2): Independent Judgement and Decision-Making
Relates to: ULO2, Public Relations Case Study
KS (1.1): Discipline Knowledge
Relates to: ULO1, ULO2, Public Relations Audit
KS (1.2): Technical and Technological Skills
Relates to: Public Relations Case Study
PC (3.1): Professional Communication (Written)
Relates to: ULO4, Public Relations Audit, Public Relations Case Study
SE (5.1): Ethical and Legal Understanding
Relates to: ULO3, Public Relations Case Study
Course Learning Outcomes
This unit is designed to support your development of the following course/study area learning outcomes.BS05 Bachelor of Business
- Demonstrate and apply integrated discipline (including technical) knowledge across the broad field of business with depth in one or more core business disciplines.
Relates to: ULO1, ULO2, Public Relations Audit - Apply technical and technological skills appropriate and effective for real world business purposes and contexts.
Relates to: Public Relations Case Study - Investigate real world business issues and situations through the effective analysis, evaluation and synthesis of theory and practice.
Relates to: ULO1, ULO2, Public Relations Audit - Exercise independent judgement and initiative in adapting and applying knowledge and skills for effective planning, problem solving and decision making in diverse contexts.
Relates to: ULO2, Public Relations Case Study - Use information literacy skills, and communicate effectively and professionally in written forms and using media appropriate for diverse purposes and contexts.
Relates to: ULO4, Public Relations Audit, Public Relations Case Study - Demonstrate and apply knowledge of ethical and legal principles and practices in analysing and responding to business issues.
Relates to: ULO3, Public Relations Case Study
BS06 Bachelor of Business
- Demonstrate and apply integrated discipline (including technical) knowledge across the broad field of business with depth in one or more core business disciplines.
Relates to: ULO1, ULO2, Public Relations Audit - Apply technical and technological skills appropriate and effective for real world business purposes and contexts.
Relates to: Public Relations Case Study - Investigate real world business issues and situations through the effective analysis, evaluation and synthesis of theory and practice.
Relates to: ULO1, ULO2, Public Relations Audit - Exercise independent judgement and initiative in adapting and applying knowledge and skills for effective planning, problem solving and decision making in diverse contexts.
Relates to: ULO2, Public Relations Case Study - Use information literacy skills, and communicate effectively and professionally in written forms and using media appropriate for diverse purposes and contexts.
Relates to: ULO4, Public Relations Audit, Public Relations Case Study - Demonstrate and apply knowledge of ethical and legal principles and practices in analysing and responding to business issues.
Relates to: ULO3, Public Relations Case Study
BS08 Bachelor of Business - International
- Demonstrate and apply integrated discipline (including technical) knowledge across the broad field of business with depth in one or more core business disciplines.
Relates to: ULO1, ULO2, Public Relations Audit - Apply technical and technological skills appropriate and effective for real world business purposes and contexts.
Relates to: Public Relations Case Study - Investigate real world business issues and situations through the effective analysis, evaluation and synthesis of theory and practice.
Relates to: ULO1, ULO2, Public Relations Audit - Exercise independent judgement and initiative in adapting and applying knowledge and skills for effective planning, problem solving and decision making in diverse contexts.
Relates to: ULO2, Public Relations Case Study - Use information literacy skills, and communicate effectively and professionally in written forms and using media appropriate for diverse purposes and contexts.
Relates to: ULO4, Public Relations Audit, Public Relations Case Study - Demonstrate and apply knowledge of ethical and legal principles and practices in analysing and responding to business issues.
Relates to: ULO3, Public Relations Case Study
KC40 Bachelor of Communication
- Demonstrate effective communication skills with the ability to adapt strategies across different media and professional settings and for diverse audiences.
Relates to: ULO4, Public Relations Audit, Public Relations Case Study - Critically analyse, evaluate and synthesise complex forms of information and evidence to inform decision-making, problem solving and argumentation.
Relates to: ULO1, ULO2, Public Relations Audit - Critically interrogate the economic and cultural power of digital media, communication, entertainment, and news to make ethical, sustainable, and inclusive contributions to diverse workplaces, communities, and audiences.
Relates to: ULO3, Public Relations Case Study
Unit Outline: Semester 2 2024, Gardens Point, Internal
| Unit code: | AMB163 |
|---|---|
| Credit points: | 12 |
| Equivalent: | AMB263, AMX263 |
| Assumed Knowledge: | There is no assumed knowledge for this unit. |
| Coordinator: | Lisa Tam | l.tam@qut.edu.au |
Overview
AMB163 Introduction to Public Relations answers three important questions: (a) what is public relations, (b) why do organisations need public relations, and (c) how is public relations practised? The unit introduces key concepts of public relations and lays a foundation for subsequent study in the discipline. This unit applies the role and influence of publics and stakeholders into multiple contexts including crisis communication, stakeholder engagement, and integrated communication. The unit showcases the range of potential careers available in public relations.
Learning Outcomes
On successful completion of this unit you will be able to:
- Describe and analyse the roles and processes of public relations and articulate how and why they solve public relations problems and link to organisational outcomes. [KS 1.1, HO 2.1]
- Define and apply a range of public relations theories to analyse contemporary public relations practice and guide future recommendations. [KS 1.1, 1.2, HO 2.1, 2.2]
- Apply ethical reasoning and standards or codes of practice relevant to the discipline of public relations. [SE 5.1]Relates to: UG Business Capabilities: SE (5.1)
- Demonstrate the ability to communicate effectively using a range of genres. [PC 3.1]Relates to: UG Business Capabilities: PC (3.1)
Content
AMB163 Introduction to Public Relations introduces you to key concepts in public relations theory and practice. The unit builds understanding of public relations as a foundation for further units and develops and extends skills in research, critical thinking, ethical understanding, and communication. Content will include - but may not be limited to - the following topics:
- Key concepts and themes in public relations including practice areas and roles (e.g., crisis manager, engagement specialist, etc.), publics, and stakeholders.
- Motivations and focus areas in public relations including influencing public opinion, reaching diverse audiences, and persuading.
- Public relations practice contexts including crisis communication, stakeholder engagement, and integrated communication.
- Issues in contemporary practice including digital, ethics and legal considerations, and critical perspectives on public relations.
QUT Business Capabilities (Undergraduate)
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 and Technological Skills (KS)
1.1 Demonstrate and apply integrated discipline (including technical) knowledge across the broad field of business with depth in one or more core business disciplines
1.2 Apply technical and technological skills appropriate and effective for real world business purposes and contexts.
Higher Order Thinking (HO)
2.1 Investigate real world business issues and situations through the effective analysis, evaluation and synthesis of theory and practice
2.2 Exercise independent judgment and initiative in adapting and applying knowledge and skills for effective planning, problem solving and decision making in diverse contexts.
Professional Communication (PC)
3.1 Use information literacy skills, and communicate effectively and professionally in written forms and using media appropriate for diverse purposes and contexts
3.2 Use information literacy skills, and communicate effectively and professionally in oral forms, appropriate for diverse purposes and contexts.
Teamwork and Self (TS)
4.1 Exercise self-reflection, responsibility and accountability in relation to own learning and professional practice.
4.2 Apply teamwork knowledge and skills for effective collaboration across diverse purposes and contexts
Social, Ethical and Global Understanding (SE)
5.1 Demonstrate and apply knowledge of ethical and legal principles and practices in analysing and responding to business issues
5.2 Demonstrate and apply knowledge of socially responsible behaviour in analysing and addressing business issues in national and international business contexts.
Learning Approaches
The combination of lectures and tutorials offers the opportunity to be guided and supported in the achievement of the unit's learning outcomes. Lectures involve discussions of the key concepts and theories underpinning public relations practice illustrated by reference to cases and practice. Tutorials focus on further discussions and applications of lecture content in real world situations in alignment with assessment items.
Unit materials and additional opportunities for discussion can be accessed through Canvas. These resources complement participation during lectures and tutorials, providing the opportunity to engage fully in the interactive aspects of the unit. Through participation in classes and learning activities, you will develop your ability to conduct an appropriate level of critical enquiry and intellectual debate, and demonstrate a commitment to professionalism, social responsibility, and ethical practice.
Feedback on Learning and Assessment
Students will receive feedback in various forms throughout the semester which may include:
- Informal: worked examples, such as verbal feedback in class, personal consultation
- Formal: in writing, such as checklists (e.g. criteria sheets), written commentary
- Direct: to individual students, either in written form or in consultation
- Indirect: to the whole class.
Criterion-referenced assessment will be used to provide feedback to students. Generic feedback across tutorials and the unit will be provided to students in class. All written assignments are returned to students with individual feedback. Further details can be provided upon email request or via face-to-face consultations with tutors.
This unit uses text matching tools that assist you to develop the academic skills required to correctly use and cite reference material as well as to check citations and determine possible instances of plagiarism. You will be expected to submit draft and/or final versions of one or more assignments using plagiarism detection software. Your Unit Coordinator will provide detailed information on how the software will be used in this unit.
Assessment
Overview
There are two assessment items in this unit.
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: Public Relations Audit
This assessment has been co-designed by industry experts to prepare you for work experience roles in public relations. Based on the content covered in the first module, you are expected to apply your knowledge about public relations to (a) audit three public relations tactics (e.g., media release and social media posts), (b) analyse their effects in terms of how they contribute to relationships, and (c) make recommendations to guide future public relations practice.
Mimicking the real-world activity of media monitoring and analysis, you will choose a nominated organisation and collect and analyse three public relations tactics. This process builds your understanding of how organisations communicate with stakeholders across multiple channels and considers content-channel alignment.
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: Public Relations Case Study
This assessment draws on the knowledge and expertise you have gained throughout this semester and applies it to a real-world scenario. You will demonstrate a solid understanding of how to apply the theoretical frameworks to real-world practice and reflect on how public relations decision-making can contribute to organisational outcomes.
This assessment involves a summary of the case study scenario, identification of key publics and ethical considerations, evaluation of real-world public relations responses and recommendations that consider the importance of relationships within and beyond the situation.
Information about the scenarios, which align to practice areas, will be made available on Canvas. You are expected to conduct additional research about the case.
Formative or Summative: Summative
Business Capabilities (AoL goals): KS (1.2), HO (2.2), PC (3.1), SE (5.1)
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.
Requirements to Study
Requirements
No additional requirements.
Costs
No additional costs.
Resources
There is a prescribed text book for this unit.
Resource Materials
Prescribed text(s)
Kelleher, T. (2020). Public Relations (2nd Ed.).Oxford University Press
This text can also be purchased as an eBook through multiple vendors online. Please see the Canvas site for further information.
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 (Undergraduate)
HO (2.1): Critical Analysis
Relates to: ULO1, ULO2, Public Relations Audit
HO (2.2): Independent Judgement and Decision-Making
Relates to: ULO2, Public Relations Case Study
KS (1.1): Discipline Knowledge
Relates to: ULO1, ULO2, Public Relations Audit
KS (1.2): Technical and Technological Skills
Relates to: ULO2, Public Relations Case Study
PC (3.1): Professional Communication (Written)
Relates to: ULO4, Public Relations Audit, Public Relations Case Study
SE (5.1): Ethical and Legal Understanding
Relates to: ULO3, Public Relations Case Study
Course Learning Outcomes
This unit is designed to support your development of the following course/study area learning outcomes.BS05 Bachelor of Business
- Demonstrate and apply integrated discipline (including technical) knowledge across the broad field of business with depth in one or more core business disciplines.
Relates to: ULO1, ULO2, Public Relations Audit - Apply technical and technological skills appropriate and effective for real world business purposes and contexts.
Relates to: ULO2, Public Relations Case Study - Investigate real world business issues and situations through the effective analysis, evaluation and synthesis of theory and practice.
Relates to: ULO1, ULO2, Public Relations Audit - Exercise independent judgement and initiative in adapting and applying knowledge and skills for effective planning, problem solving and decision making in diverse contexts.
Relates to: ULO2, Public Relations Case Study - Use information literacy skills, and communicate effectively and professionally in written forms and using media appropriate for diverse purposes and contexts.
Relates to: ULO4, Public Relations Audit, Public Relations Case Study - Demonstrate and apply knowledge of ethical and legal principles and practices in analysing and responding to business issues.
Relates to: ULO3, Public Relations Case Study
BS06 Bachelor of Business
- Demonstrate and apply integrated discipline (including technical) knowledge across the broad field of business with depth in one or more core business disciplines.
Relates to: ULO1, ULO2, Public Relations Audit - Apply technical and technological skills appropriate and effective for real world business purposes and contexts.
Relates to: ULO2, Public Relations Case Study - Investigate real world business issues and situations through the effective analysis, evaluation and synthesis of theory and practice.
Relates to: ULO1, ULO2, Public Relations Audit - Exercise independent judgement and initiative in adapting and applying knowledge and skills for effective planning, problem solving and decision making in diverse contexts.
Relates to: ULO2, Public Relations Case Study - Use information literacy skills, and communicate effectively and professionally in written forms and using media appropriate for diverse purposes and contexts.
Relates to: ULO4, Public Relations Audit, Public Relations Case Study - Demonstrate and apply knowledge of ethical and legal principles and practices in analysing and responding to business issues.
Relates to: ULO3, Public Relations Case Study
BS08 Bachelor of Business - International
- Demonstrate and apply integrated discipline (including technical) knowledge across the broad field of business with depth in one or more core business disciplines.
Relates to: ULO1, ULO2, Public Relations Audit - Apply technical and technological skills appropriate and effective for real world business purposes and contexts.
Relates to: ULO2, Public Relations Case Study - Investigate real world business issues and situations through the effective analysis, evaluation and synthesis of theory and practice.
Relates to: ULO1, ULO2, Public Relations Audit - Exercise independent judgement and initiative in adapting and applying knowledge and skills for effective planning, problem solving and decision making in diverse contexts.
Relates to: ULO2, Public Relations Case Study - Use information literacy skills, and communicate effectively and professionally in written forms and using media appropriate for diverse purposes and contexts.
Relates to: ULO4, Public Relations Audit, Public Relations Case Study - Demonstrate and apply knowledge of ethical and legal principles and practices in analysing and responding to business issues.
Relates to: ULO3, Public Relations Case Study
KC40 Bachelor of Communication
- Demonstrate effective communication skills with the ability to adapt strategies across different media and professional settings and for diverse audiences.
Relates to: ULO4, Public Relations Audit, Public Relations Case Study - Critically analyse, evaluate and synthesise complex forms of information and evidence to inform decision-making, problem solving and argumentation.
Relates to: ULO1, ULO2, Public Relations Audit - Critically interrogate the economic and cultural power of digital media, communication, entertainment, and news to make ethical, sustainable, and inclusive contributions to diverse workplaces, communities, and audiences.
Relates to: ULO3, Public Relations Case Study
Unit Outline: Semester 2 2024, Online
| Unit code: | AMB163 |
|---|---|
| Credit points: | 12 |
| Equivalent: | AMB263, AMX263 |
| Assumed Knowledge: | There is no assumed knowledge for this unit. |
Overview
AMB163 Introduction to Public Relations answers three important questions: (a) what is public relations, (b) why do organisations need public relations, and (c) how is public relations practised? The unit introduces key concepts of public relations and lays a foundation for subsequent study in the discipline. This unit applies the role and influence of publics and stakeholders into multiple contexts including crisis communication, stakeholder engagement, and integrated communication. The unit showcases the range of potential careers available in public relations.
Learning Outcomes
On successful completion of this unit you will be able to:
- Describe and analyse the roles and processes of public relations and articulate how and why they solve public relations problems and link to organisational outcomes. [KS 1.1, HO 2.1]
- Define and apply a range of public relations theories to analyse contemporary public relations practice and guide future recommendations. [KS 1.1, 1.2, HO 2.1, 2.2]
- Apply ethical reasoning and standards or codes of practice relevant to the discipline of public relations. [SE 5.1]Relates to: UG Business Capabilities: SE (5.1)
- Demonstrate the ability to communicate effectively using a range of genres. [PC 3.1]Relates to: UG Business Capabilities: PC (3.1)
Content
AMB163 Introduction to Public Relations introduces you to key concepts in public relations theory and practice. The unit builds understanding of public relations as a foundation for further units and develops and extends skills in research, critical thinking, ethical understanding, and communication. Content will include - but may not be limited to - the following topics:
- Key concepts and themes in public relations including practice areas and roles (e.g., crisis manager, engagement specialist, etc.), publics, and stakeholders.
- Motivations and focus areas in public relations including influencing public opinion, reaching diverse audiences, and persuading.
- Public relations practice contexts including crisis communication, stakeholder engagement, and integrated communication.
- Issues in contemporary practice including digital, ethics and legal considerations, and critical perspectives on public relations.
QUT Business Capabilities (Undergraduate)
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 and Technological Skills (KS)
1.1 Demonstrate and apply integrated discipline (including technical) knowledge across the broad field of business with depth in one or more core business disciplines
1.2 Apply technical and technological skills appropriate and effective for real world business purposes and contexts.
Higher Order Thinking (HO)
2.1 Investigate real world business issues and situations through the effective analysis, evaluation and synthesis of theory and practice
2.2 Exercise independent judgment and initiative in adapting and applying knowledge and skills for effective planning, problem solving and decision making in diverse contexts.
Professional Communication (PC)
3.1 Use information literacy skills, and communicate effectively and professionally in written forms and using media appropriate for diverse purposes and contexts
3.2 Use information literacy skills, and communicate effectively and professionally in oral forms, appropriate for diverse purposes and contexts.
Teamwork and Self (TS)
4.1 Exercise self-reflection, responsibility and accountability in relation to own learning and professional practice.
4.2 Apply teamwork knowledge and skills for effective collaboration across diverse purposes and contexts
Social, Ethical and Global Understanding (SE)
5.1 Demonstrate and apply knowledge of ethical and legal principles and practices in analysing and responding to business issues
5.2 Demonstrate and apply knowledge of socially responsible behaviour in analysing and addressing business issues in national and international business contexts.
Learning Approaches
The combination of lectures and tutorials offers the opportunity to be guided and supported in the achievement of the unit's learning outcomes. Lectures involve discussions of the key concepts and theories underpinning public relations practice illustrated by reference to cases and practice. Tutorials focus on further discussions and applications of lecture content in real world situations in alignment with assessment items.
Unit materials and additional opportunities for discussion can be accessed through Canvas. These resources complement participation during lectures and tutorials, providing the opportunity to engage fully in the interactive aspects of the unit. Through participation in classes and learning activities, you will develop your ability to conduct an appropriate level of critical enquiry and intellectual debate, and demonstrate a commitment to professionalism, social responsibility, and ethical practice.
Feedback on Learning and Assessment
Students will receive feedback in various forms throughout the semester which may include:
- Informal: worked examples, such as verbal feedback in class, personal consultation
- Formal: in writing, such as checklists (e.g. criteria sheets), written commentary
- Direct: to individual students, either in written form or in consultation
- Indirect: to the whole class.
Criterion-referenced assessment will be used to provide feedback to students. Generic feedback across tutorials and the unit will be provided to students in class. All written assignments are returned to students with individual feedback. Further details can be provided upon email request or via face-to-face consultations with tutors.
This unit uses text matching tools that assist you to develop the academic skills required to correctly use and cite reference material as well as to check citations and determine possible instances of plagiarism. You will be expected to submit draft and/or final versions of one or more assignments using plagiarism detection software. Your Unit Coordinator will provide detailed information on how the software will be used in this unit.
Assessment
Overview
There are two assessment items in this unit.
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: Public Relations Audit
This assessment has been co-designed by industry experts to prepare you for work experience roles in public relations. Based on the content covered in the first module, you are expected to apply your knowledge about public relations to (a) audit three public relations tactics (e.g., media release and social media posts), (b) analyse their effects in terms of how they contribute to relationships, and (c) make recommendations to guide future public relations practice.
Mimicking the real-world activity of media monitoring and analysis, you will choose a nominated organisation and collect and analyse three public relations tactics. This process builds your understanding of how organisations communicate with stakeholders across multiple channels and considers content-channel alignment.
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: Public Relations Case Study
This assessment draws on the knowledge and expertise you have gained throughout this semester and applies it to a real-world scenario. You will demonstrate a solid understanding of how to apply the theoretical frameworks to real-world practice and reflect on how public relations decision-making can contribute to organisational outcomes.
This assessment involves a summary of the case study scenario, identification of key publics and ethical considerations, evaluation of real-world public relations responses and recommendations that consider the importance of relationships within and beyond the situation.
Information about the scenarios, which align to practice areas, will be made available on Canvas. You are expected to conduct additional research about the case.
Formative or Summative: Summative
Business Capabilities (AoL goals): KS (1.2), HO (2.2), PC (3.1), SE (5.1)
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.
Requirements to Study
Requirements
No additional requirements.
Costs
No additional costs.
Resources
There is a prescribed text book for this unit.
Resource Materials
Prescribed text(s)
Kelleher, T. (2020). Public Relations (2nd Ed.).Oxford University Press
This text can also be purchased as an eBook through multiple vendors online. Please see the Canvas site for further information.
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 (Undergraduate)
HO (2.1): Critical Analysis
Relates to: ULO1, ULO2, Public Relations Audit
HO (2.2): Independent Judgement and Decision-Making
Relates to: ULO2, Public Relations Case Study
KS (1.1): Discipline Knowledge
Relates to: ULO1, ULO2, Public Relations Audit
KS (1.2): Technical and Technological Skills
Relates to: ULO2, Public Relations Case Study
PC (3.1): Professional Communication (Written)
Relates to: ULO4, Public Relations Audit, Public Relations Case Study
SE (5.1): Ethical and Legal Understanding
Relates to: ULO3, Public Relations Case Study
Course Learning Outcomes
This unit is designed to support your development of the following course/study area learning outcomes.BS05 Bachelor of Business
- Demonstrate and apply integrated discipline (including technical) knowledge across the broad field of business with depth in one or more core business disciplines.
Relates to: ULO1, ULO2, Public Relations Audit - Apply technical and technological skills appropriate and effective for real world business purposes and contexts.
Relates to: ULO2, Public Relations Case Study - Investigate real world business issues and situations through the effective analysis, evaluation and synthesis of theory and practice.
Relates to: ULO1, ULO2, Public Relations Audit - Exercise independent judgement and initiative in adapting and applying knowledge and skills for effective planning, problem solving and decision making in diverse contexts.
Relates to: ULO2, Public Relations Case Study - Use information literacy skills, and communicate effectively and professionally in written forms and using media appropriate for diverse purposes and contexts.
Relates to: ULO4, Public Relations Audit, Public Relations Case Study - Demonstrate and apply knowledge of ethical and legal principles and practices in analysing and responding to business issues.
Relates to: ULO3, Public Relations Case Study
BS06 Bachelor of Business
- Demonstrate and apply integrated discipline (including technical) knowledge across the broad field of business with depth in one or more core business disciplines.
Relates to: ULO1, ULO2, Public Relations Audit - Apply technical and technological skills appropriate and effective for real world business purposes and contexts.
Relates to: ULO2, Public Relations Case Study - Investigate real world business issues and situations through the effective analysis, evaluation and synthesis of theory and practice.
Relates to: ULO1, ULO2, Public Relations Audit - Exercise independent judgement and initiative in adapting and applying knowledge and skills for effective planning, problem solving and decision making in diverse contexts.
Relates to: ULO2, Public Relations Case Study - Use information literacy skills, and communicate effectively and professionally in written forms and using media appropriate for diverse purposes and contexts.
Relates to: ULO4, Public Relations Audit, Public Relations Case Study - Demonstrate and apply knowledge of ethical and legal principles and practices in analysing and responding to business issues.
Relates to: ULO3, Public Relations Case Study
BS08 Bachelor of Business - International
- Demonstrate and apply integrated discipline (including technical) knowledge across the broad field of business with depth in one or more core business disciplines.
Relates to: ULO1, ULO2, Public Relations Audit - Apply technical and technological skills appropriate and effective for real world business purposes and contexts.
Relates to: ULO2, Public Relations Case Study - Investigate real world business issues and situations through the effective analysis, evaluation and synthesis of theory and practice.
Relates to: ULO1, ULO2, Public Relations Audit - Exercise independent judgement and initiative in adapting and applying knowledge and skills for effective planning, problem solving and decision making in diverse contexts.
Relates to: ULO2, Public Relations Case Study - Use information literacy skills, and communicate effectively and professionally in written forms and using media appropriate for diverse purposes and contexts.
Relates to: ULO4, Public Relations Audit, Public Relations Case Study - Demonstrate and apply knowledge of ethical and legal principles and practices in analysing and responding to business issues.
Relates to: ULO3, Public Relations Case Study
KC40 Bachelor of Communication
- Demonstrate effective communication skills with the ability to adapt strategies across different media and professional settings and for diverse audiences.
Relates to: ULO4, Public Relations Audit, Public Relations Case Study - Critically analyse, evaluate and synthesise complex forms of information and evidence to inform decision-making, problem solving and argumentation.
Relates to: ULO1, ULO2, Public Relations Audit - Critically interrogate the economic and cultural power of digital media, communication, entertainment, and news to make ethical, sustainable, and inclusive contributions to diverse workplaces, communities, and audiences.
Relates to: ULO3, Public Relations Case Study