Public Relations Writing (9497.2)
| Available teaching periods | Delivery mode | Location |
|---|---|---|
| View teaching periods | ||
| EFTSL | Credit points | Faculty |
| 0.125 | 3 | Faculty Of Arts And Design |
| Discipline | Study level | HECS Bands |
| Discipline Of Communication And Media | Level 1 - Undergraduate Introductory 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 outcomes
On successful completion of this unit, students will be able to:1. Access and evaluate information: identify information for inclusion in public relations materials; analyse, summarise and apply information to specific public relations activities;
2. Think critically: analyse basic public relations situations to generate creative solutions to communication opportunities; assess the application of different public relations approaches to various communication environments, target publics and media;
3. Apply knowledge: explain the contexts to which different public relations approaches are applied; synthesise and integrate information in to appropriate written formats; and
4. Communicate effectively: apply clear, concise and accurate writing techniques to producing public relations materials.
Graduate attributes
1. UC graduates are professional - communicate effectively1. UC graduates are professional - display initiative and drive, and use their organisation skills to plan and manage their workload
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
2. UC graduates are global citizens - behave ethically and sustainably in their professional and personal lives
2. UC graduates are global citizens - make creative use of technology in their learning and professional lives
2. UC graduates are global citizens - think globally about issues in their profession
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
2. UC graduates are global citizens - understand issues in their profession from the perspective of other cultures
Prerequisites
NoneIncompatible units
7130 Public Relations Writing.Equivalent units
7130 Public Relations Writing.Assumed knowledge
None| Year | Location | Teaching period | Teaching start date | Delivery mode | Unit convener |
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Required texts
Core text for this unit (available at the Co-Op Bookshop):
Smith, R. D. (2017). Becoming a Public Relations Writer (5th ed.). New York, NY: Routledge.
You will also find this a useful resource for writing in this unit and others:
Fogarty, M. (2011). Grammar Girl Presents the Ultimate Writing Guide for Students. New York, NY: St Martin's Griffin.
Additional Required Readings are listed on the Weekly Modules and are available from the Reading List on the UC Learn (Canvas) site .
Students must apply academic integrity in their learning and research activities at UC. This includes submitting authentic and original work for assessments and properly acknowledging any sources used.
Academic integrity involves the ethical, honest and responsible use, creation and sharing of information. It is critical to the quality of higher education. Our academic integrity values are honesty, trust, fairness, respect, responsibility and courage.
UC students have to complete the Academic Integrity Module annually to learn about academic integrity and to understand the consequences of academic integrity breaches (or academic misconduct).
UC uses various strategies and systems, including detection software, to identify potential breaches of academic integrity. Suspected breaches may be investigated, and action can be taken when misconduct is found to have occurred.
Information is provided in the Academic Integrity Policy, Academic Integrity Procedure, and University of Canberra (Student Conduct) Rules 2023. For further advice, visit Study Skills.
Participation requirements
Failure to attend tutorials in Week 5 and 6 will result in the award of a zero grade for the In-class Media Release & Editing (A1) assessment. Exceptions will only be possible if you have an approved Assignment Extension application.
Students are also required to participate as an audience member in the Discussion Panel (A2) assessment held in tutorials Wk 7, 9, 10, 11 and 12. Participation in the discussion and asking questions of panel members across the various weeks forms part of the assessment and is included in the marking criteria for this assessment.
Required IT skills
Required IT skills
- Normal computing and word processing skills.
- Students are expected to be able to send emails, use Canvas, use the library catalogue, use search functions such as Google.
- Use of Canvas' Peer Review function will be required as part of the In-class Media Release + Editing (A1) assessment. Use of this tool will be covered in tutorials.
Work placement, internships or practicums
None.
