57214 Stakeholder Engagement

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.

Description

Students in this subject examine the concept of stakeholder engagement to develop holistic understandings of factors that generate or hinder engagement. They consider the notions of stakeholders, stakeseekers, audiences, and publics. Students explore key concepts in the phenomena of public engagement, disengagement and non-engagement such as motivation, trust, cynicism, authenticity and credibility. They investigate strategies to enable mutual gains, manage conflict and develop social capital. Students consider internal and external practices that foster engagement and research and role-play for a stakeholder scenario.

Subject learning objectives (SLOs)

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:

• Apply an advanced body of practice-oriented knowledge and skills to develop, implement and evaluate innovative solutions to real-world communication challenges with a high level of personal autonomy, leadership and accountability (1.1)
• Plan, execute and utilise a substantial body of research for professional practice (2.1)
• Critically and creatively rethink and reflect on public relations, advertising and organisational change models and practices for the 21st century beyond dominant models and approaches and seek innovative approaches (2.2)
• Locate, gather, organise and synthesise information across diverse platforms to guide their mastery of contemporary communication issues and challenges (2.3)
• Graduates are able to exercise strong leadership in the development of communication strategies that address challenges and implement solutions on issues of exclusion, equity, cultural difference and social justice (5.1)
• Graduates have high-level knowledge and skills to engage with diverse audiences through both written and oral communication strategies, across a range of media formats, with consideration of others' needs and views (6.1)

Teaching and learning strategies

A variety of teaching and learning strategies will be used, including online lectures, collaborative workshops, blocks, visiting speakers and presentations. The learning program is designed for beginning graduate students and focuses on developing their ability to learn independently as well as to interact productively in small groups. Current issues and scenarios are used. A curated collection of educational materials will be available online for students to access and engage with prior to class including a podcast and online work for Week 1.

Content (topics)

This subject introduces students to research and theory building in stakeholder/public engagement. Students examine different worldviews, theories and models that inform current practices of engagement. They critically examine the ethical implications of communicating with publics, stakeholders and stakeseekers to inform professional practice. In this subject students individually research identified stakeholder groups and develop multiple stakeholder engagement plans in groups. They attend a one day workshop online to learn negotiation skills to inform engagement practices.

Assessment

Assessment task 1: Stakeholder investigation and analysis

Assessment task 2: Public/stakeholder engagement recommendations

Assessment task 3: Presentation of engagement plan for multiple stakeholders

Minimum requirements

Submission of assessment tasks
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 students to receive feedback. Students who do not submit all assessments will not pass the subject.

This subject is based on a collaborative approach which involves workshopping and interchange of ideas with other students and the tutor, so a minimum of 80% attendance is required in this class.

References

Anastasi, C. 2018, Strategic stakeholder engagement: A voice behind the curtain, Routledge, London & New York.
Boutilier, R. 2012, A stakeholder approach to issues management, Business Expert Press, New York, NY.
Broom, G.M. 2013, Cutlip & Center's effective public relations, Pearson, Boston.
Butsch, R. & Livingstone, S. 2014, Meanings of audiences: comparative discourses, Routledge, Abingdon, Oxon, & New York.
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Coombs, W.T. & Holladay, S.J. 2014, It's not just PR: Public relations in society, 2nd edn, Wiley, Chichester, UK; Blackwell, Malden, MA.
Coombs, W.T. & Holladay, S.J. 2010, PR strategy and application: Managing influence, Wiley, Chichester, UK; Blackwell, Malden, MA.
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Demetrious, K. 2013, Public relations, activism, and social change, Routledge, New York.
Diggs-Brown, B. 2013, The PR style guide: Formats for public relations practice, 3rd edn, Wadsworth, Boston.
Dozier, D, Grunig J. & Grunig, L. 1995, Manager's guide to excellence in public relations and communication management, Lawrence Erlbaum Associates, Hillsdale, N.J.
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Fells, R. 2016, Effective negotiation: From research to results, 3rd edn, Cambridge University Press, Port Melbourne, Vic.
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Ki, E.-J., Kim, J.-N. & Ledingham, J.A. (eds) 2015, Public relations as relationship management: A relational approach to the study and practice of public relations, 2nd edn, Routledge, New York.
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