52660 Emergent Public Relations
Warning: The information on this page is indicative. The subject outline for a
particular session, location and mode of offering is the authoritative source
of all information about the subject for that offering. Required texts, recommended texts and references in particular are likely to change. Students will be provided with a subject outline once they enrol in the subject.
Subject handbook information prior to 2025 is available in the Archives.
Credit points: 6 cp
Result type: Grade and marks
Anti-requisite(s): 54042 Principles of Public Relations AND 58117 Principles of Public Relations
Description
Public relations practitioners operate in a communication landscape that is increasingly dynamic, brought about by emerging platforms of communication and changing expectations of industries, organisations and their stakeholders. This subject introduces students to principles, models, and conceptual frameworks in public relations practice that explain the strategic role that communication practitioners play in different sectors such as government, corporate, and not-for-profit. Guided by theory, students examine domestic and international public relations campaigns to learn how sustainable and strategic relationships between organisations and their broader communities are developed. They learn about the relationship between public relations and other media practitioners in co-creating communication messages that address social issues, inform public opinion, and enact change. Students collaborate to examine public relations’ influence in news story development by analysing newsworthiness of media stories. They conduct research in developing communication plans and writing media releases in traditional and social media formats.
Subject learning objectives (SLOs)
| a. | Critique public relations professional practice using public relations theories |
|---|---|
| b. | Develop communication plan responsive to hypothetical client needs and context |
| c. | Write media releases for traditional and social media suitable for identified publics/publications/platforms |
| d. | Demonstrate proficiency in academic writing and expression |
Course intended learning outcomes (CILOs)
This subject engages with the following Course Intended Learning Outcomes (CILOs), which are tailored to the Graduate Attributes set for all graduates of the Faculty of Arts and Social Sciences:
- Act in a professional manner appropriate to communication industries (1.1)
- Apply theoretically informed understandings of communication industries to independent and collaborative projects across a range of media (1.2)
- Exemplify effective and appropriate communication in different communication industry contexts (6.1)
- Utilise digital literacy and production skills across a range of media (6.2)
Teaching and learning strategies
This subject is offered in a blended format that incorporates face-to-face and online teaching and learning strategies. Students engage in a mix of individual and group activities in unpacking content from pre-recorded subject materials, readings, and other multimodal resources that are available via prescribed online portals. Class activities incorporate small group discussions, presentations, videos, simulations and case studies that are designed to encourage creativity and collaboration in student learning experience. Students are provided with weekly preparatory activities to support in-class learning sessions. They use a range of online and open education resources from the UTS Library and other relevant databases to stimulate critical thinking and discussion. Students are given verbal formative feedback by Week 4 or before the census date.
Assessment
Assessment task 1: Critical Essay on PR Theory and Practice
| Objective(s): | a and d | ||||||||||||||||||||||||
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Weight: | 50% | ||||||||||||||||||||||||
| Length: | 1500 words | ||||||||||||||||||||||||
| Criteria linkages: |
SLOs: subject learning objectives CILOs: course intended learning outcomes |
Assessment task 2: Communication Plan and Media Release Writing Simulation Exercise
| Objective(s): | b and c | ||||||||||||||||||||||||||||
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Weight: | 50% | ||||||||||||||||||||||||||||
| Length: | Communication plan (as per required Communication Plan format): 1000 words equivalent Media releases: (as per required traditional and social media formats): 800 words equivalent | ||||||||||||||||||||||||||||
| Criteria linkages: |
SLOs: subject learning objectives CILOs: course intended learning outcomes |
Minimum requirements
All lectures and tutorials are recorded and posted to the online UTS site. In this subject assessment tasks are cumulative so that each task builds understanding and/or skills, informed by formative feedback. Consequently, all assessments must be submitted in order for you to receive feedback. Students who do not submit all assessments will not pass the subject.
Attendance at tutorials and guest lectures are essential in this subject. These classes are based on a collaborative approach that involves essential workshopping and interchange of ideas with other students and the tutor to build capacities towards meeting the subject learning objectives. A roll will be taken at each class (whether on campus or online). Students who have more than two absences from class will be refused marking of their final assessment (see Rule 3.8).
The A2 simulation exercise is considered an Essential Presentation Event; all absences must be approved via Special Consideration. Students who fail to attend the simulation without approval of the absence will not be allowed to sit the assessment.
Required texts
All readings used in the subject are available via Canvas (Reading List tab). Students are directed to links provided by the UTS Library. Refer to the weekly reading list in Canvas for your reference.
References
Indicative References:
Adi, A. (2019). Protest Public Relations: Communicating Dissent and Activism (1st ed., Vol. 1). Routledge.
Bernadas, J. M. A. C. (2021). Reimagining the “public” in public health: Exploring the challenges of and opportunities for public relations research in public health in the Philippines. Public Relations Review, 47(3), 102043–.
Bivins, T. (2013), Public relations writing: the essentials of style and format (7th ed.). New York.
Brunner, B. R., & Smallwood, A. M. K. (2019). Prioritizing public interest in public relations: Public interest relations. Public Relations Inquiry, 8(3), 245–264.
Centre, A.H., Jackson, P., Smith, S., Stansberry, F. (2014), Public relations practices - managerial case studies and problems (8th ed). Boston.
Cutlip, S.M., Center, A.H. & Broom, G.M. (2013), Effective public relations (11th ed.). Boston.
Kelleher, T. (2018). Public relations. Oxford.
Kim, C. (2019). Public Relations: Competencies and Practice (1st ed.). Routledge.
Macnamara, J. 2014, The 21st century media (r)evolution: emergent communication practices (2nd ed.). New York.
Theaker, A., & Yaxley, H. (2018). The Public Relations Strategic Toolkit: An Essential Guide to Successful Public Relations Practice (2nd ed.). Routledge.
Wang, Y., Cheng, Y., & Sun, J. (2021). When public relations meets social media: A systematic review of social media related public relations research from 2006 to 2020. Public Relations Review, 47(4), 102081–.
*Golden Target Awards Collections Database (via the UTS Library)