Public Relations Project (9037.4)
|Available teaching periods||Delivery mode||Location|
|View teaching periods|
|0.125||3||Faculty Of Arts And Design|
|Discipline||Study level||HECS Bands|
|Discipline Of Communication And Media||Level 3 - Undergraduate Advanced Unit|| Band 2 2021 (Commenced Before 1 Jan 2021)
Band 4 2021 (Commenced After 1 Jan 2021)
Band 4 2021 (Commenced After 1 Jan Social Work_Exclude 0905)
Learning outcomesOn completion of this unit students will be able to:
1. demonstrate strong client and relationship management skills, together with an understanding of how academic theories intersect with the needs, challenges, and operational parameters of real organisations operating in complex environments;
2. identify and critically analyse real situations and develop innovative yet realistic responses that can be practically adopted by their client organisations;
3. demonstrate refined skills in listening to the client's needs and developing considered, high quality responses through excellent oral and written work;
4. demonstrate a higher order understanding of the socially responsible, ethical approach to public relations in a real-life context.
Graduate attributes1. UC graduates are professional - communicate effectively
1. UC graduates are professional - employ up-to-date and relevant knowledge and skills
1. UC graduates are professional - use creativity, critical thinking, analysis and research skills to solve theoretical and real-world problems
1. UC graduates are professional - work collaboratively as part of a team, negotiate, and resolve conflict
2. UC graduates are global citizens - behave ethically and sustainably in their professional and personal lives
2. UC graduates are global citizens - think globally about issues in their profession
3. UC graduates are lifelong learners - adapt to complexity, ambiguity and change by being flexible and keen to engage with new ideas
3. UC graduates are lifelong learners - reflect on their own practice, updating and adapting their knowledge and skills for continual professional and academic development
This unit is about drawing together everything you've learned over the past few years and putting it to good use for real clients. This year, the unit will be run a little differently. You will be working to our client, the ACT Board of the International Association of Business Communicators (IABC). You will interview communications professionals across Canberra who have nominated their programs to be part of the 'Communicating Canberra: 2018 Showcase'. You will use these interviews, and your research, to then develop case studies of best practice communications campaigns run in the community, private and public sectors in 2017-2018. These case studies will be included on a website we will create, and will in themselves become applications to the IABC's International Gold Quill Awards. We will celebrate the project through a networking event at the end of semester with the cohort, representatives from all the featured organisations, and the IABC Board members. You will also all contribute to the creation and promotion of this event as part of your assessment.
Through this approach you will meet and network with a range of leading industry professionals who may be very valuable for you when you graduate. You will learn about the latest innovative communication programs and campaigns being run across the sectors; will prepare submissions for local organisations that may receive international recognition; contribute to an inaugural Showcase program and will organise (and promote) an event to celebrate your work. In the process you'll deepen your skills in research, interviewing and writing in a range of formats; event organisation and publicity, teamwork and professionalism, and will produce some excellent tangible products for your eportfolio.
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Links and resources will be placed on Canvas
Submission of assessment items
Extensions & Late submissions
All submissions through Canvas.
Students have a responsibility to uphold University standards on ethical scholarship. Good scholarship involves building on the work of others and use of others' work must be acknowledged with proper attribution made. Cheating, plagiarism, and falsification of data are dishonest practices that contravene academic values. Refer to the University's Student Charter for more information.
To enhance understanding of academic integrity, all students are expected to complete the Academic Integrity Module (AIM) at least once during their course of study. You can access this module within UCLearn (Canvas) through the 'Academic Integrity and Avoiding Plagiarism' link in the Study Help site.
Use of Text-Matching Software
The University of Canberra uses text-matching software to help students and staff reduce plagiarism and improve understanding of academic integrity. The software matches submitted text in student assignments against material from various sources: the internet, published books and journals, and previously submitted student texts.
This is an unprecedented opportunity for all students to work closely with some of Canberra's most experienced, and most exciting emerging consultancies. All teams are required to meet with their agencies and their clients regularly throughout the semester and to work closely in partnership with them.
Required IT skills
Work placement, internships or practicums
This unit involves involvement with industry on real projects and therefore, additional student responsibilities are required in addition to those described in this section. Work integrated learning requires strict adherence to professional practice principles and ethics. Client confidentiality must always be maintained. Students are also expected to dress - and behave - professionally when interviewing organisations offsite.