pubr2001 public relations techniques semester 2,...

Unit study package code: PUBR2001

Mode of study: Internal

Tuition pattern summary: Note: For any specific variations to this tuition pattern and for precise information refer to the Learning Activities section.

Lecture: 1 x 1 Hours Weekly Workshop: 1 x 2 Hours Weekly

This unit does not have a fieldwork component.

Credit Value: 25.0

Pre-requisite units: 10855 (v.0) Public Relations Principles 201 or any previous version OR PUBR2002 (v.0) Public Relations Foundations or any previous version

Co-requisite units: Nil

Anti-requisite units: Nil

Result type: Grade/Mark

Approved incidental fees: Information about approved incidental fees can be obtained from our website. Visit fees.curtin.edu.au/incidental_fees.cfm for details.

Unit coordinator:

Title: MrsName: Bridget TomblesonPhone: +618 9266 7532Email: [email protected]: Building: 408 - Room: 2011Consultation times: Email to book appointment

Teaching Staff: Name: Mary AnthonyPhone: +618 9266 3882Email: [email protected]: Building: 402 - Room: 244

Name: Veronica LawrancePhone: 08 9266 2851Email: [email protected]: Building: 408 - Room: 2010

Administrative contact: Name: Kelly NowakPhone: +618 9266 3882Email: [email protected]: Building: 408 - Room: 2014

Unit Outline

PUBR2001 Public Relations Techniques Semester 2, 2016

Curtin Business School (CBS)School of Marketing

PUBR2001 Public Relations Techniques Bentley Campus 19 Jul 2016 School of Marketing, Curtin Business School (CBS)

Page: 1 of 17CRICOS Provider Code 00301J

The only authoritative version of this Unit Outline is to be found online in OASIS

http://fees.curtin.edu.au/incidental_fees.cfm

Acknowledgement of Country We respectfully acknowledge the Indigenous Elders, custodians, their descendants and kin of this land past and present.

Syllabus This unit introduces students to common techniques used by Public Relations professionals and their application. There is particular emphasis for professional Public Relations. Students explore media relations techniques such as media releases, fact sheets, and backgrounders; as well as speech writing, desk top publishing, web page content management and social media techniques. The unit provides opportunities for students to develop aims knowledge and skills in using diverse public relations techniques.

Introduction Welcome to Public Relations Techniques. In this unit you will be given the opportunity to learn and apply the main techniques used by public relations practitioners in today’s business environment. These techniques include traditional essentials such as media releases, briefing notes, newsletters, interviews and speeches; and more recent fundamentals including, but not limited to Twitter, Facebook, podcasts, Instagram, and Hootsuite. This unit also focuses on the importance of video and helps you prepare an online portfolio of your work. Upon completion of this unit, you will have a better understanding and working knowledge of the range and types of techniques used by PR practitioners and an awareness of which ones should be used to best reach identified target audiences.

PR Techniques has a dedicated blog that will keep you up to date with the industry and also include samples of what your online portfolio should look like. Subscribe to the blog for updates: http://curtinprtechniques.weebly.com/pr-writing

Ten weeks of tutorials will be held in The Agency, with weeks 4 and 7 being held in your stated tutorial room. The Agency is located in Building 408, next to Angazi cafe.

In all the public relations units we promote use of Twitter to share information about what is happening in our industry. We encourage all Curtin PR students to use Twitter and follow @CurtinPRdegree to share and discuss any topic relating to PR. We also have hashtags for unit content so please share your findings and be part of the conversation #CurtinPRdegree #PRTechniques

Curtin Business School (CBS) School of Marketing




http://curtinprtechniques.weebly.com/pr-writing

http://curtinprtechniques.weebly.com/pr-writing

https://twitter.com/

https://twitter.com/CurtinPRdegree

https://twitter.com/hashtag/CurtinPRdegree

https://twitter.com/hashtag/PRTechniques

Unit Learning Outcomes All graduates of Curtin University achieve a set of nine graduate attributes during their course of study. These tell an employer that, through your studies, you have acquired discipline knowledge and a range of other skills and attributes which employers say would be useful in a professional setting. Each unit in your course addresses the graduate attributes through a clearly identified set of learning outcomes. They form a vital part in the process referred to as assurance of learning. The learning outcomes tell you what you are expected to know, understand or be able to do in order to be successful in this unit. Each assessment for this unit is carefully designed to test your achievement of one or more of the unit learning outcomes. On successfully completing all of the assessments you will have achieved all of these learning outcomes.

Your course has been designed so that on graduating we can say you will have achieved all of Curtin's Graduate Attributes through the assurance of learning process in each unit.

Curtin's Graduate Attributes

Learning Activities Your learning activities in this unit will consist of a one-hour lecture and a two-hour tutorial in a computer laboratory or collaborative teaching environment each week.

The purpose of the lecture is to detail and describe PR techniques. The lectures will also cover PR theory and unit assessment information, such as what is required in your techniques collection, your online portfolio and the final examination. As part of the blended approach to teaching, four (4) of the lectures will be fully online (noted in the unit outline calendar). You are expected to listen to the lectures and participate in the activities within the online lecture.

The tutorial following the lecture will take place in a collaborative environment in which you will be asked to complete a task each week based on a specific PR technique. A number of these tasks will apply to a real life client and form part of your PR techniques collection assessment and portfolio. Your tutor will guide and assist you to plan, prepare and complete set activities each week. Tutors are highly qualified and experienced PR specialists who work in current practice to provide you with the latest industry knowledge and share with you how to structure and complete your PR techniques activities. Due to the high number of tasks covered each week, content is not repeated so students are strongly encouraged not to miss any tutorial. As in any professional environment, students are to email their tutor if they cannot attend class.

On successful completion of this unit students can: Graduate Attributes addressed

1 Apply appropriate Public Relations technologies and techniques to a range of relevant professional tasks

2 Interpret activity briefs and prepare responses by applying the requested public relation technique

3 Prepare items for inclusion in a media kit

4 Apply desk-top publishing design principles to develop artwork

Apply discipline knowledge Thinking skills (use analytical skills to solve problems)

Information skills (confidence to investigate new ideas)

Communication skills Technology skillsLearning how to learn (apply principles learnt to new situations) (confidence to tackle unfamiliar problems)

International perspective (value the perspectives of others)

Cultural understanding (value the perspectives of others)

Professional Skills (work independently and as a team) (plan own work)

Find out more about Curtin's Graduate attributes at the Office of Teaching & Learning website: ctl.curtin.edu.au





http://ctl.curtin.edu.au/

It is a requirement of this unit for students to read the textbook. Results from previous semesters show students who attended all classes and completed set activities on time increased their probability of achieving high marks in this unit.

This is a Bring Your Own Device (BYOD) unit - students are strongly encouraged to bring a laptop or tablet to work on during the tutorials, there will be a limited number of computers available.

Learning Resources Library Reserve

There are resources for this unit in the library Reserve collection. To access these resources, please click on the following link:

http://link.library.curtin.edu.au/primo/course?PUBR2001

Essential texts

The required textbook(s) for this unit are:

l Wilcox, Dennis L. 2013, Seventh Edition, Public Relations Writing and Media Techniques, Pearson, Boston

Weekly exercises will be selected from this textbook as part of the unit.

(ISBN/ISSN: 978-0-205-87334-0)

Other resources

For Bentley students - this is a Bring Your Own Device (BYOD) tutorial and students are required to bring their own laptop or tablet to perform the tasks each week. In some locations computer laboratories will be used.

We will also be accessing the following cloud platforms which you may like to familiarise yourself with:

Weebly - http://www.weebly.com/

Wordpress - https://wordpress.com/create/

Canva - https://www.canva.com/

Mailchimp - http://mailchimp.com/

Soundcloud - https://soundcloud.com/

A good dictionary, thesaurus and guide to English grammar will be invaluable for this unit. There are numerous quality reference works in these categories on the market - many of them now available in electronic form. A variety of resources, including audio recordings of lectures, may be accessed on the unit’s Blackboard site http://lms.curtin.edu.au





http://link.library.curtin.edu.au/primo/course?PUBR2001

http://www.weebly.com/

https://wordpress.com/create/

https://www.canva.com/

http://mailchimp.com/

https://soundcloud.com/

http://lms.curtin.edu.au/

Assessment Assessment schedule

Detailed information on assessment tasks

1. The Client: Get Loud! event at Curtin, Wednesday 12 October 2016

Curtin’s Bentley campus is hosting GET LOUD Day, a fundraising event in support of Telethon Speech & Hearing. Funds raised from GET LOUD! in 2016 will make a huge difference to the children and families who attend Telethon Speech & Hearing. Money raised will enable Telethon to provide intensive therapy services to the many children and families that need their help and support year after year. Curtin’s aim is to encourage staff, students and visitors to donate money to the cause and participate in the activities on campus. Campus activities will run: 11.30am-1.30pm on Wednesday 12 October and will include: free hearing tests; loud t-shirt making with Library Makerspace and Park’d; taking pics in the photobooth, listening to live music, making wax ear impressions and much more. www.tsh.org.au/get-loud

As a part of this assessment you are required to attend and be involved in the GET LOUD event at Curtin on 12 October - more details will be provided closer to the date.

Goals:

1. Reach all ages to promote speech and hearing health through fun activities. 2. Raise funds for Telethon Speech & Hearing (cheque to be presented on Telethon weekend broadcast). 3. Create an active and fun day for staff, students and visitors to Curtin University. 4. Establish Get Loud Day as an integral part of Curtin’s annual calendar. 5. Encourage staff and students to raise funds by creating their own satellite fund-raising events (morning

teas etc.).

On the day event:

l Marquee’s to house: Library Makerspace table, Parkd activity, Telethon ear impression making, Telethon Information table and George the Therapy Dog.

l Other activities: Photobooth, 2 x hearing buses, live musical entertainment, roaming performers. l Scheduled activity: 12.30pm Ian Callahan to give welcome speech to staff and students and count down

for the “Get Loud Shout-Off’. Staff and students to shout “Get Loud” as loud as they possibly can in Atkinson Forum. Telethon to film and measure sound level.

Professional Skills Development (30%)

The public relations techniques collection comprises five assessable activities. The first activity is to take place during the tutorial in week three where you will be tested on your ability to write a concise and newsworthy media release. You will be given one hour to print or type the release which is to be submitted to your tutor in class. The next four tasks apply to a real life client, which your tutor will define. In the first few weeks of

Task Value % Date DueUnit Learning Outcome(s)

Assessed

1

Professional Skills Development 30 percent Week: Week 6 Day: Monday 12 September Time: 11.30am

1,3

2

Professional Portfolio 40 percent Week: Week 10 Day: Monday 17 October Time: 11.30am

1,2,4

3

Final examination 30 percent Week: Exam Week Day: To be Confirmed Time: To be Confirmed

1,2





http://www.tsh.org.au/get-loud

semester a representative from the chosen organisation will attend a lecture and brief you on an issue or event for which they would like a media release and backgrounder in the form of a podcast; a speech; and an event plan completed. This briefing time will be your only opportunity to ask the client questions so it’s advisable to conduct as much research as possible on the client and the environment in which it operates beforehand. Your lecturer will inform you in week one of the day and time the representative is to visit. Upon completion of this individual assessment, you will have completed and submitted a hard and soft copy of the following:

l 1.1 Test media release completed in week three laboratory (5%) l 1.2 Media release and infographic (8%) - based on client l 1.3 Backgrounder in form of podcast (7%) - based on client l 1.4 Speech (5%) - based on client l 1.5 Event management plan (5%) - based on client

1.1 Test Media Release – Completed in Week Three

During the tutorial in week three you will be tested on your ability to write a concise and newsworthy media release. You will be given one hour to print or type the release which is to then be submitted to Turnitin. If the media release is handwritten, you must hand in the copy to your tutor.

A media release should concisely sum up your story idea and sentences are in order of importance. Chapter five in your textbook provides ideas and tips on how to write brief and newsworthy media releases, sometimes referred to as a news release. Read this chapter and answer the following questions from a client’s perspective:

l Why are you writing this release? What are the objectives? l Who would be interested in this story? Describe the target audience. l In which publication (online and/or print) should the release appear? Describe. l In which social media sites could this information appear? Why? l What is the “newest” information in your release? This should be your lead. l Have you included a catchy and newsy header? l Have you followed the inverted pyramid concept with the most important information placed first? l Have you spelt each person’s name correctly? l Does the content in your media release support and reinforce the vision and mission of your client and

the ethos of organisation for which he or she works? l Does the media release adhere to your client’s media department’s style guide and language/writing

format? Is it to be uploaded to their website? l Is your release fewer than 300 words (one page)? Have you included all contact details? l Would your release interest a journalist/editor? Have you included credible statistical data, if relevant? l How does your preferred publication and journalist like to receive media releases? l Ensure you answer the who, what, when, where, how and why when compiling and writing the release.

PARTS 1.2, 1.3, 1.4 AND 1.5 TO BE PACKAGED AND HANDED IN AS ONE ASSESSMENT IN WEEK 6

1.2 Media Release and Infographic

This assessment requires you to write a media release and produce an infographic for a real life client. Information about how to structure and write releases will be shared with you during lectures and lab sessions. Also refer to point 1.1 above and read chapter five in your textbook. It is advisable to become familiar with the range of media outlets and platforms in which you believe the release should appear and write in a style consistent with this source. Once completed, your release should be proof-read by another person for grammar and sense before it is submitted to your tutor for marking. Refer to the marking rubric to determine assessable criteria. This unit requires you to write ‘draft release’ at the top of your document so it is essential that you include the word “DRAFT” in large letters at the top and/or on every page. It is also not to be circulated to anyone other than your tutor. You can choose a font size and type of your choice, although it is best to adhere to your client’s style guide requirements. At the end of your media release ensure you include an infographic. The infographic should include facts relating to your client's media release. It should be suitable for use on social media (Twitter or Facebook). The infographic does not require you to be an expert in design, you can use free software such as Canva www.canva.com to create this graphic. Information for the infographic will be discussed in class.

1.3 Backgrounder in form of podcast





http://www.canva.com/

This assessment requires you to write a script for a 1-2 minute podcast that is a backgrounder on the client/event and produce the podcast. The podcast should relate to the media release and be 'interview style'. You'll need to create a question and answer sheet for the podcast that should be based on the background of the client. You may include statistical data relevant to the media release but it should be presented in an engaging manner. You will include the podcast in your online portfolio and a link in your Turnitin assessment. Podcasts should be uploaded to https://soundcloud.com/groups/pr-techniques Further details will be provided in class where you will learn how to create a podcast. In both cases it must be marked “FOR STUDENT ASSESSMENT - DRAFT” in large letters at the top and/or on every page. The podcast takes place of the traditional media release backgrounder. Backgrounders provide content that goes beyond the media release. It includes more detailed information about an event, issue or organisation. While media releases list information in order of importance, backgrounders list information presented in chronological or narrative fashion. They may also include profiles and bios. Other content in backgrounders includes legislative snapshots and policies relevant to the issue discussed in the release. When and where possible, the backgrounder should be referenced.

1.4 Speech

Writing a speech for another person can be challenging, but equally rewarding. In this assessment you are to research, plan, and write a speech for your client. Talented speechwriters understand speakers’ personalities – from their backgrounds and frequently used language. It’s crucial to ensure the words you choose for another person complement their personality and body language so your speaker is ‘at one’ with the ideas, language and examples you have chosen when they deliver the speech. Too often politicians discard speeches written by young public relations staff because the words and ideas simply don’t reflect their own thoughts and opinions.

Other important points to consider when preparing and writing a speech include: describe and understand the audience and their unique idiosyncrasies; list the objectives of the speech; and detail the key messages you would like the audience to ‘take away’ with them. A speech should engage and excite an audience into taking action. In this assignment you can choose a font size and style of your choice, but remember to adhere to requirements set out in your client’s style guide. Your speech should be fewer than 500 words and include language to which the audience can relate, clearly detail the key message and ensure the objectives set by the project are met. It must be marked “DRAFT” in large letters at the top and/or on every page. Chapter 15 in your textbook is a very good resource. Refer to the marking guide for assessment criteria.

1.5 Event Management Plan

Event management is strategic public relations technique that enables professionals within organisations to raise awareness, communicate new and existing ideas and products, and build relations and reputations with a wide range of stakeholders. Attracting stakeholders to events can be extremely challenging in this time of event competition and audience preference for electronic communications. In this assessment you are required to include four sections: an event plan; a checklist; a run-sheet; and an event review. More detail on each includes:

l Event plan ¡ An event plan includes the specifics pertaining to an event. For example, what date, venue,

speakers, alternate speakers and catering is to be organised. What is the purpose of the event and organisational objectives? Other matters to consider are the budget, venue permits and licences, insurances, décor, security, aid stations, emergency plans, transport, parking and weather considerations. All event planners must consider alternative plans, such as a Plan B.

l Event checklist ¡ A checklist is a document that lists jobs to be done, required items, points to consider and

people to contact. It’s often referred to as a ‘to do list’ and is created to ensure an event manager does not forget to include an item on a run sheet or schedule of events.

l Event run-sheet ¡ A run-sheet is a detailed list of the order of events in temporal, timed and segmented sequence,

including breaks. The run sheet lists what is to happen and when and who is to speak and in which order. Run sheets detail the person responsible for each event task, resources needed, timing, and back-up plans. Often project management software is used for run-sheets. It is





https://soundcloud.com/groups/pr-techniques

critical to be realistic (and flexible) when deciding run-sheet times and orders because speakers may be late and events can easily run over time which does not make an organisational look professional.

l Event review and evaluation ¡ The event review and evaluation step is when the event management team assesses what

worked well, such as reviewing participant and visitor feedback surveys, and discuss areas and issues that require improvement before the next event. In this step, students are to detail in fewer than 300 words the steps they recommend the event management team is to implement.

Strategic public relations professionals often apply the concept of reverse engineering when planning events – they imagine that the event has taken place and was a resounding success and then work backwards by detailing everything that took place. Your event management plan is to be marked “DRAFT” in large letters at the top and/or on each page. More information on events can be found in chapters 17, 18 and 19 and during class time.

DO NOT COPY AND PASTE FROM EXISTING MATERIAL ON THE INTERNET. THIS IS PLAGIARISM AND WILL BE DEALT WITH VIA CURTIN’S PLAGIARISM POLICY.

2. Professional Portfolio (40%)

The portfolio of in-class activities comprises four assessable activities. The first assignment is to create a personal Twitter account and to upload suitable tweets relating to the #PRTechniques unit. You also need to suggest a suitable Facebook post. The purpose of this exercise is to assist you to understand how social media sites can contribute to raising awareness of an organisation and enhancing its reputation.

The second task you will set up an online portfolio in Weebly www.weebly.com or WordPress wordpress.com with details about your current skills in public relations, along with at least one (1) media release example (this can be from your media release test or first assignment). The aim of this is to build a portfolio that you can show future employers. You are also required to upload a biography in the form of a video OR podcast that you will create using iMovie, or YouTube www.youtube.com or Soundcloud soundcloud.com

The third task asks you to plan, research and write one blog post and one news article relating to the client used in the first assessment. The blog post should read similar to a feature article, with more information than a standard news article. The news article is a short article and must be different to your media release. You will post both the blog post and the news article on your Portfolio site that you created in Weebly or Wordpress. Both posts should include a suitable image or social media infographic however this must be different to your first assignment. The fourth assessment is your participation during labs. Upon completion of this individual assessment, you will have completed and submitted a hard and soft copy of the following:

l 2.1 Twitter posts and Facebook posts including one social media image (10%) l 2.2 Online portfolio with at least one (1) media release example and bio video (10%) l 2.3 Online newsletter articles including (1) blog post and (1) news article (10%) - based on client l 2.4 Laboratory participation (10%)

It is in your best interest to attend all lectures and tutorials as it allows you to work on each weekly activity and obtain feedback. You will be allowed to edit your work in your own time, but it’s anticipated that you will complete the majority of tasks during labs. This will allow your tutor to view your draft work and provide comments. Because feedback will be given to you in-class, this assignment will include an assessment of general competency and completion of the tasks matching the briefs, rather than detailed feedback on each item. You are required to submit hard and soft copies of every assessment activity. Because of the assessment policy at CBS, all items will need to be printed and scanned as one document, then uploaded to Turnitin. More direction will be given in class. It is recommended that you use more than one method to save your work. Saving and backing-up your work is your own responsibility. Keeping a hard copy is highly recommended. Please note collections containing less than what is stipulated above will be allocated a mark of zero.

2.1 Twitter and Facebook posts including one social media image - show why #PRTechniques is a unit you need to study

The first assignment is to create a personal Twitter account and post two (2) suitable tweets relating to the #PRTechniques unit. In week six your tutor will ask you to create a personal Twitter account. You are also required to suggest one Facebook post - you DO NOT need to post the Facebook post, use the template






http://wordpress.com/

http://www.youtube.com/

http://soundcloud.com/

provided on Blackboard. Included in one of these tweets and the Facebook post you need to include a relevant social media tile or image relating to the #PRTechniques unit. The purpose of this exercise is to assist you to understand how social media sites can contribute to raising awareness of an organisation and enhancing its reputation - in this case the Curtin PR course! Your tweet and post should answer 'why #PRTechniques is a unit you need to study'. A sample of this is shown below:

You will be given a template to post your Facebook post, rather than posting online. You must take a screenshot of your tweets and place in a document for the purpose of assessment.

2.2 Online portfolio with at least one media release example and bio video

The second task you will setup an online portfolio in Weebly www.weebly.com or Wordpress www.wordpress.com/website with details about your current skills in public relations, along with at least one (1) media release example (this can be from your media release test or first assignment). The aim of this is to build a portfolio that you can show future employers. You are also required to upload a biography in the form of a video or podcast (your choice) that you will create using either iMovie, YouTube www.youtube.com or Soundcloud www.soundcloud.com. Video is one of the fastest growing mediums on social media and PR practitioners need to be versed in its use. More information on this will be given in your lab. Instead of a video, you may also choose to create a podcast about yourself. This could be you giving an introduction about yourself, or you might get someone to interview you. More details will be given in class.

Your video or podcast should be no more than 2 minutes and include:

l A brief introduction on yourself – what you are studying, areas of interest (related to PR), any related work experience in PR

l Why you think PR is of growing importance to organisations, governments and NGOs l What kind of organization you’d like to work for

2.3 Online blog post and news article

The third task asks you to plan, research and write one blog post and one news article relating to the client used in the first assessment. You will post both the blog post and the news article on your Portfolio site that you created in Weebly. Both posts should include a suitable image or social media infographic however this must be different to your first assignment. You will need to include a link to your portfolio site in your hardcopy and Turnitin document, as well as including the copy of the two news articles in the final assessment document. More will be discussed in class.

A. Blog post

The blog post should be written in a personal, engaging manner. You may choose to write it in the format of a journal entry, list, interview, question and answer, plus many more styles. The key is it should be engaging and want the reader to comment and discuss further with you. Excellent writers are talented at relaying colourful and interesting anecdotes that engage and entertain readers from the beginning to end. Your blog






http://www.wordpress.org/

http://www.wordpress.com/website

http://www.youtube.com/

https://soundcloud.com/

post should focus on the human-interest side of the story. Although there is no word count, aim for around 500 words.

B. News article

The news article is a short article and must be different to your media release. A news story is similar to a media release, but is ‘current news’ and should be fewer than 300 words. The news release follows the principles of media release writing. Everything you write must be carefully researched, factually correct, error free and proofed. You will also be required to take photos and/or include graphics in your newsletter. The purpose of this assessment is for you to apply your interviewing, researching and writing skills as well as your ability to think creatively and target appropriate media.

Some tips to consider when creating your blog post and news article online:

Layout

l Consider elements you want highlighted online l Target audience is easy to identify and describe l Effective use of page real estate (areas readers see first) l Consistent use of font styles and types in headers and body copy l Use links and/or video to enhance your story

2.4 Participation

The fourth task is your participation in weekly tutorials from weeks 2-11. Each week your tutor will allocate you a participation mark based on your contribution during the tutorial. The scale will be from (poor = did not participate at all) to five (excellent = actively participated at all times). If you do not attend a tutorial then you will not be awarded a mark for that week. Please ensure you always email your tutor if you cannot make it to class.

Upon completion of this individual assessment, you will have submitted hardcopies to your tutor and uploaded to Turnitin in class activities 2.1 to 2.3 in one document. You will need to screen shot online elements, or print out and scan in to be able to upload to Turnitin.

3. Final Examination (30%) The final exam is to be held during the regular examination period. Details about the exam will be shared with students in week 12.

Pass requirements

Must achieve an overall mark equal to or above 50%, attempt all assessments and satisfactorily demonstrate achievement of the unit learning outcomes.

Fair assessment through moderation

Moderation describes a quality assurance process to ensure that assessments are appropriate to the learning outcomes, and that student work is evaluated consistently by assessors. Minimum standards for the moderation of assessment are described in the Assessment and Student Progression Manual, available from policies.curtin.edu.au/policies/teachingandlearning.cfm





http://policies.curtin.edu.au/policies/teachingandlearning.cfm

Late assessment policy

This ensures that the requirements for submission of assignments and other work to be assessed are fair, transparent, equitable, and that penalties are consistently applied.

1. All assessments students are required to submit will have a due date and time specified on this Unit Outline. 2. Students will be penalised by a deduction of ten percent per calendar day for a late assessment submission

(eg a mark equivalent to 10% of the total allocated for the assessment will be deducted from the marked value for every day that the assessment is late). This means that an assessment worth 20 marks will have two marks deducted per calendar day late. Hence if it was handed in three calendar days late and given a mark of 16/20, the student would receive 10/20. An assessment more than seven calendar days overdue will not be marked and will receive a mark of 0.

Assessment extension

A student unable to complete an assessment task by/on the original published date/time (eg examinations, tests) or due date/time (eg assignments) must apply for an assessment extension using the Assessment Extension form (available from the Forms page at students.curtin.edu.au/administration/) as prescribed by the Academic Registrar. It is the responsibility of the student to demonstrate and provide evidence for exceptional circumstances beyond the student's control that prevent them from completing/submitting the assessment task.

The student will be expected to lodge the form and supporting documentation with the unit coordinator before the assessment date/time or due date/time. An application may be accepted up to five working days after the date or due date of the assessment task where the student is able to provide an acceptable explanation as to why he or she was not able to submit the application prior to the assessment date. An application for an assessment extension will not be accepted after the date of the Board of Examiners' meeting.

Deferred assessments

Supplementary assessments

Supplementary assessments, if granted by the Board of Examiners, will have a due date or be held between 06/02/2017 and 17/02/2017 . Notification to students will be made after the Board of Examiners’ meeting via the Official Communications Channel (OCC) in OASIS.

It is the responsibility of students to be available to complete the requirements of a supplementary assessment. If your results show that you have been granted a supplementary assessment you should immediately check OASIS for details.

Reasonable adjustments for students with disabilities/health circumstances likely to impact on studies

A Curtin Access Plan (CAP) is a document that outlines the type and level of support required by a student with a disability or health condition to have equitable access to their studies at Curtin. This support can include alternative exam or test arrangements, study materials in accessible formats, access to Curtin’s facilities and services or other support as discussed with an advisor from Disability Services (disability.curtin.edu.au). Documentation is required from your treating Health Professional to confirm your health circumstances.

If you think you may be eligible for a CAP, please contact Disability Services. If you already have a CAP please provide it to the Unit Coordinator at the beginning of each semester.

If your results show that you have been granted a deferred assessment you should immediately check OASIS for details.

Deferred examinations/tests will be held from 06/02/2017 to 17/02/2017 . Notification to students will be made after the Board of Examiners’ meeting via the Official Communications Channel (OCC) in OASIS.





http://students.curtin.edu.au/administration/

http://life.curtin.edu.au/health-and-wellbeing/CAP.htm

http://life.curtin.edu.au/health-and-wellbeing/disability_services.htm

http://life.curtin.edu.au/health-and-wellbeing/disablity_services_eligibility.htm#/health-and-wellbeing/10126.htm

http://life.curtin.edu.au/health-and-wellbeing/contact_disability_services.htm

Referencing style

The referencing style for this unit is Chicago.

More information can be found on this style from the Library web site: http://libguides.library.curtin.edu.au/referencing.

Copyright © Curtin University. The course material for this unit is provided to you for your own research and study only. It is subject to copyright. It is a copyright infringement to make this material available on third party websites.

Academic Integrity (including plagiarism and cheating) Any conduct by a student that is dishonest or unfair in connection with any academic work is considered to be academic misconduct. Plagiarism and cheating are serious offences that will be investigated and may result in penalties such as reduced or zero grades, annulled units or even termination from the course.

Plagiarism occurs when work or property of another person is presented as one's own, without appropriate acknowledgement or referencing. Submitting work which has been produced by someone else (e.g. allowing or contracting another person to do the work for which you claim authorship) is also plagiarism. Submitted work is subjected to a plagiarism detection process, which may include the use of text matching systems or interviews with students to determine authorship.

Cheating includes (but is not limited to) asking or paying someone to complete an assessment task for you or any use of unauthorised materials or assistance during an examination or test.

From Semester 1, 2016, all incoming coursework students are required to complete Curtin’s Academic Integrity Program (AIP). If a student does not pass the program by the end of their first study period of enrolment at Curtin, their marks will be withheld until they pass. More information about the AIP can be found at: https://academicintegrity.curtin.edu.au/students/AIP.cfm

Refer to the Academic Integrity tab in Blackboard or academicintegrity.curtin.edu.au for more information, including student guidelines for avoiding plagiarism.

Information and Communications Technology (ICT) Expectations Curtin students are expected to have reliable internet access in order to connect to OASIS email and learning systems such as Blackboard and Library Services.

You may also require a computer or mobile device for preparing and submitting your work.

For general ICT assistance, in the first instance please contact OASIS Student Support: oasisapps.curtin.edu.au/help/general/support.cfm

For specific assistance with any of the items listed below, please contact The Learning Centre: life.curtin.edu.au/learning-support/learning_centre.htm

l Using Blackboard, the I Drive and Back-Up files l Introduction to PowerPoint, Word and Excel





http://libguides.library.curtin.edu.au/referencing

https://academicintegrity.curtin.edu.au/students/AIP.cfm

http://academicintegrity.curtin.edu.au/

https://oasisapps.curtin.edu.au/help/general/support.cfm

http://life.curtin.edu.au/learning-support/learning_centre.htm

Additional information Join Curtin's PR Student Chapter

Students are encouraged to join the PR Student Chapter (PRSC). Benefits of being part of the PRSC is you'll receive first choice work experience leads, be invited to excellent events such as PR in Fashion; connect and meet other PR students; and increase your professional network. For more information visit the PRSC at www.curtinprsc.com or join the Facebook site at https://www.facebook.com/pages/Curtin-Public-Relations-Student-Chapter-PRSC/168867956500824 and Twitter https://twitter.com/CurtinPRSC.

Referencing

** Be aware of correct and full referencing requirements as well as the definition of plagiarism (including self plagiarism). Incorrect and/or incomplete referencing and/or any type of plagiarism in your work can result in an alleged academic misconduct report and suspension of your results until an investigation is completed. The Academic Integrity link has more information.

http://academicintegrity.curtin.edu.au/local/docs/StudentPlagiarismGuide.pdf

Self-plagiarism: "You can NOT submit your own previously submitted or assessed work without permission or acknowledgement. You can NOT submit your own previously submitted or published work for publication elsewhere without permission or acknowledgement. This is known as self-plagiarism. Once you have submitted academic work for assessment or credit, it is considered dishonest to then submit the same work for further credit elsewhere."

Enrolment

It is your responsibility to ensure that your enrolment is correct - you can check your enrolment through the eStudent option on OASIS, where you can also print an Enrolment Advice.

Student Rights and Responsibilities It is the responsibility of every student to be aware of all relevant legislation, policies and procedures relating to their rights and responsibilities as a student. These include:

l the Student Charter l the University's Guiding Ethical Principles l the University's policy and statements on plagiarism and academic integrity l copyright principles and responsibilities l the University's policies on appropriate use of software and computer facilities

Information on all these things is available through the University's "Student Rights and Responsibilities" website at: students.curtin.edu.au/rights.

Student Equity There are a number of factors that might disadvantage some students from participating in their studies or assessments to the best of their ability, under standard conditions. These factors may include a disability or medical condition (e.g. mental illness, chronic illness, physical or sensory disability, learning disability), significant family responsibilities, pregnancy, religious practices, living in a remote location or another reason. If you believe you may be unfairly disadvantaged on these or other grounds please contact Student Equity at [email protected] or go to http://eesj.curtin.edu.au/student_equity/index.cfm for more information

You can also contact Counselling and Disability services: http://www.disability.curtin.edu.au or the Multi-faith services: http://life.curtin.edu.au/health-and-wellbeing/about_multifaith_services.htm for further information.

It is important to note that the staff of the university may not be able to meet your needs if they are not informed of your individual circumstances so please get in touch with the appropriate service if you require assistance. For general wellbeing concerns or advice please contact Curtin's Student Wellbeing Advisory Service at: http://life.curtin.edu.au/health-and-wellbeing/student_wellbeing_service.htm





http://www.curtinprsc.com/

https://www.facebook.com/pages/Curtin-Public-Relations-Student-Chapter-PRSC/168867956500824

https://www.facebook.com/pages/Curtin-Public-Relations-Student-Chapter-PRSC/168867956500824

https://twitter.com/CurtinPRSC

http://academicintegrity.curtin.edu.au/local/docs/StudentPlagiarismGuide.pdf

http://students.curtin.edu.au/rights/

mailto:[email protected]

http://eesj.curtin.edu.au/student_equity/index.cfm

http://www.disability.curtin.edu.au/

http://life.curtin.edu.au/health-and-wellbeing/about_multifaith_services.htm

http://life.curtin.edu.au/health-and-wellbeing/student_wellbeing_service.htm

Recent unit changes Students are encouraged to provide unit feedback through eVALUate, Curtin's online student feedback system. For more information about eVALUate, please refer to evaluate.curtin.edu.au/info/.

Recent changes to this unit include:

Lecture content has been updated to reflect the ever-growing range of new social media platforms and better reflect tasks delivered during weekly labs. There is now a focus on video and podcast production, which is a growing requirement of PR professional skills.

To view previous student feedback about this unit, search for the Unit Summary Report at https://evaluate.curtin.edu.au/student/unit_search.cfm. See https://evaluate.curtin.edu.au/info/dates.cfm to find out when you can eVALUate this unit.





http://evaluate.curtin.edu.au/info/index.cfm

https://evaluate.curtin.edu.au/student/unit_search.cfm

https://evaluate.curtin.edu.au/info/dates.cfm

Program calendar Teaching

Week Start Date Lecture Tutorial Tasks Pre-readings

Assessment Due

O-Week 25 July Orientation Week Textbook Chapters

1. 1 August Public relations techniques –

Unit introduction

Media alerts and releases

*TUTORIALS IN THE AGENCY*

Assessment 1 & 2

1. Media release writing basics

2. Set up Weebly/Wordpress Portfolio

1, 2, 3, 5

2. 8 August Working with the media – Communicating with editors, journalists, bloggers, and social media specialists, the effect of citizen journalism

Tips for week three test

##CLIENT BRIEFING FOR GET LOUD! DO NOT MISS##


Assessment 1 & 2

Media release writing

Weebly confirmation - setting up your portfolio online

Leadership activity: NEGOTIATION Introduction to podcasts - how to negotiate a payrise

5, 6, 8, 9

3. 15 August Media techniques –

Media kits: releases, factsheets, backgrounders, bios, photo/videos, podcasts, interviews

Media release briefing notes


Assessment 1

Media release writing test

Contacting the media

Backgrounders, bios, fact sheets

Finalise podcast activity

4, 7, 10, 13

Assessment 1.1

Media release test during lab

4. 22 August *NOTE ONLINE LECTURE THIS WEEK*

Speech writing and delivery –

Know the speaker and audience, identify organisational objectives and key messages, words/semantics, body language, location, visual aids

Assessment 1

Speech writing

How to create infographics and social media images in Canva

Finalise podcast activity

15

NT 29 August Tuition Free Week 29 August to 2 September

5. 5 September

Event management –

Planning, implementation: checklist, run-sheet, review and post review


Assessment 1

17, 18, 19





debrief

Event briefing note Event documentation – event plan, checklist, run-sheet and review

Media release test feedback

6. 12 September

Digital and social media – Websites, intranets, analytics, Twitter, Facebook, blogs, Instagram, Hootsuite, apps, emails, etc

Writing and sharing online - emotional connection and spreadability

Social media images - the importance of the visual and video on social media

Assessment 2

Set up Twitter account

Twitter minimum 2 tweets

Create one Facebook post with image in template

Assessment

1.2 – 1.5

Upload to Turnitin Hard copy to tutor

7. 19 September

*NOTE ONLINE LECTURE THIS WEEK*

Visual literacy –

Style guides, images / photos / videos; web page and intranets; and supplier briefs to printers, photographers, designers and programmers

Why video is becoming so important


Assessment 2

Using iMovie, YouTube to create a video bio

Finalising up your portfolio online

Creating podcasts

Leadership activity: DIPLOMACY

12, 13

NT 26 September

Tuition Free Week 26 September 30 September

8. 3 October Newsletters and Intranets

Newsletters (physical and online), reports and brochures – planning, designing, distribution/uploading and printing.

Intranets - key elements for online communication, software

Creating briefs for suppliers


Assessment 1 feedback

Assessment 2

Newsletter – news stories x 1 and setting it up online with images

Writing for the Intranet

13, 16

9. 10 October News, blog and feature writing –

Editorials, advertorials, opinion pieces, blogs / forum contributions with a focus on blog writing

A storytelling approach to writing


Assessment 2

Newsletter – feature article x 1 (blog post)

Finalise online newsletter layout and receive tutor feedback

1, 2, 3,

10. 17 October *NOTE ONLINE LECTURE THIS WEEK*

Presentation –


Assessment 2

Upload to





Building and managing your personal brand and reputation (speaking, writing, clothing, digital footprint, documentation).

The implications of copyright for PR practitioners

Professional portfolio of work samples

Personal brand management

Key message and call-to-action

Selecting your samples for your online portfolio

Turnitin

as one document.

Hard copy to tutor during lab

11. 24 October *NOTE ONLINE LECTURE THIS WEEK*

Advertisements and sponsorships –

Print and digital PR advertisements

Partnerships and sponsorships


Advertisement mock-ups

Finalise your online portfolio

12. 31 October *No lecture*

The semester in review - a showcase of your work

Exam review


Assessment 2 & 3

Assessment 2 Feedback

Assessment 3 Exam review and tips

7 November

Study Week

14 November

Examinations

21 November

Examinations





pubr2001 public relations techniques semester 2,...

Documents