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25-Nov-09
Subject Outline: Advanced Media Relations
Faculty of Humanities and Social Sciences
School of Communication and Media
Details
The information published in this document is intended as a guide as the University reserves the right to change its
program offerings and subjects without notice. Persons considering subject enrolment should be aware that changes
are possible up to and including the first week of class after which the latest version of this subject outline will be
available on the subject’s ilearn site.
Subject Code: PUBR71-235
Subject Title: Advanced Media Relations
Prerequisites: Nil
Subject Level: Postgraduate
Year/Semester: [101] January Semester 2010
Credit Points: 10 (USA 3 or 4, ECTS 7.5 - indicative only)
Subject Description: Voted the skill most desired by the majority of public relations employers, media relations
is an essential course for any student who is serious about a career in public relations or
related fields. Bond's media relations course is taught by a journalist with public relations
experience to give students unique insight into both sides of the PR/MR equation. Practical
assignments for real clients provide face-to-face understanding of the realities of working
in and through the media.
The course aims to develop students' professional media skills through a thorough
understanding of the media industry and journalists' working conditions, and to develop
specific oral and written communication skills.
Contacts
Contact Name: Mr Hamish McLean Contact Name:
Position: Principal Teaching Fellow Position:
Telephone: +61 7 559 52538 Telephone:
Email: hmclean@bond.edu.au Email:
Building/Level/Room: b1a Building/Level/Room: 3_33
http://www.bond.edu.au Page 1 of 6
Delivery & Attendance
Timetable: http://timetable.bond.edu.au:8010
Mode of Delivery and Teaching One two-hour lecture and one one-hour tutorial per week.
Schedule:
Attendance Requirements: Punctual attendance at ALL class sessions is expected. Groups find it very
difficult to function when members are absent from a class session in which
relevant issues are discussed and/or time for group work is allowed.
Resources
Prescribed Resources: Johnston, J (2007) Media Relations. Issues and Strategies. Allen and Unwin.
Crows Nest.
Additional Resources: Hudson, M. (1994) The media game; An insider’s guide to powerful publicity.
Melbourne: Longman. (Available in the library).
Use of iLearn in this Subject: Tba
Bond Graduate Attributes Emphasised in this Subject
1. Knowledge and Critical Thinking -- Graduates have acquired a sound knowledge of their discipline and the ability
to critically evaluate, manage, reflect on, integrate and apply it.
2. Leadership, Initiative and Teamwork - Graduates have the skills to contribute to their discipline or profession as an
effective leader and as a member of collaborative, cooperative and successful teams.
3. Communication Skills - Graduates have the skills to communicate effectively with their profession, their peers and
the wider community.
4. Responsibility - Graduates are aware of the standards, ethics and values of their discipline, in both the local and
global context.
Program Outcomes and Graduate Attributes
If you are undertaking this subject as part of a degree program you should refer to the relevant degree program
outcomes and graduate attributes as they relate to this subject.
http://www.bond.edu.au Page 2 of 6
Learning Outcomes of this Subject
1. Effective communication (written)
2. Critical evaluation
3. Work in teams
4. Problem solving
5. Effective oral communication
6. Creativity and innovation
Assessment
Task Weight Date Intended Learning
Outcomes Assessed
1.Client briefing Media Alert 15% Due 10.00a.m. 1, 2, 6
Monday Week
6
2. Media Kit and rationale 25% Due 10.00a.m 1, 2, 6
Monday Week
9
3. Tutorials: 20% Group project 1, 3, 4
Week 8-11
Media Conference Delivery
Media Conference Report
4. Tutorial Research Presentation 10% Individual 5, 2
5. Exam 30% Exam block 4, 2, 1
Assessment Criteria
High 85-100 Outstanding or exemplary performance in the following areas: interpretative ability;
Distinction intellectual initiative in response to questions; mastery of the skills required by the
subject, general levels of knowledge and analytic ability or clear thinking.
Distinction 75-84 Usually awarded to students whose performance goes well beyond the minimum
requirements set for tasks required in assessment, and who perform well in most of the
above areas.
Credit 65-74 Usually awarded to students whose performance is considered to go beyond the
minimum requirements for work set for assessment. Assessable work is typically
characterised by a strong performance in some of the capacities listed above.
Pass 50-64 Usually awarded to students whose performance meets the requirements set for work
provided for assessment.
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Fail 0-49 Usually awarded to students whose performance is not considered to meet the minimum
requirements set for particular tasks. The fail grade may be a result of insufficient
preparation, of inattention to assignment guidelines or lack of academic ability. A
frequent cause of failure is lack of attention to subject or assignment guidelines.
Other Course Information
Referencing Style: APA See Library Website for more information: http://www.bond.edu.au/library
Assignment All assignments are to be accompanied by a copy of the faculty coversheet
Coversheet: http://www.hss.bond.edu.au/_files/coversheet_web.pdf or, if submission is via Turnitin,
then the acceptance of the coversheet is acknowledged as a condition of submission via
Turnitin.
Submissions All work/assignments must be handed into the HSS Faculty Services Office after 9.00am or
Procedures: before 4.00pm. Any late assignment will not be accepted until the next working day.
All work/assignments must be handed in at the HSS Faculty Services Office unless otherwise
specified by the lecturer.
Policy on Late Late submissions are not acceptable in a subject that aims to prepare you for working in a
Submission, professional context. Late assignments without a certified extension will receive a penalty of
extensions and special 10% of total marks per day and may not be marked until the end of the course. Assignments
consideration:
will not be accepted more than one week after the due date.
However, if you have a genuine reason for handing your assignment in late (illness, car
accident, unforeseen and serious family issues) your case will be treated with
understanding. Your tutor will grant you an extension in these exceptional circumstances,
but excuses such as broken printers and lost disks are not acceptable. You must request an
extension, in writing or via email, before the due date. These requests must be
accompanied or followed-up by supporting original documents (not copies), such as a
medical certificate, counsellor’s letter, or funeral notice. Such documents must specify exact
dates and explain circumstances without disclosing private or personal details. Students
with poor class attendance will not normally be granted any extensions.
Policy on Plagiarism: The University Policy on Plagiarism defines plagiarism as taking and using another person’s
thoughts, ideas or writings and passing them off as one’s own. The University considers the
act of plagiarising to be academic misconduct. The University definition of plagiarism
appears in Schedule B – Student Conduct Code of the Discipline Regulations:
(i) knowingly plagiarising the work of another person, including a fellow student by
adapting or incorporating it in a piece of assessment without due acknowledgement;
(ii) knowingly plagiarising the ideas of an author of a text by incorporating them in a
piece of assessment without due acknowledgement
(iii) collaborating with another student about assessable work and representing that as
individual work
(iv) intentionally fabricating, falsifying or mis-stating results which are reported in, or
relied on for the purposes of a piece of assessment
(v) submitting the same or a similar piece of work twice unless prior approval has been
obtained from the coordinators of both subjects
(vi) bringing unauthorised material into an examination room.
http://www.bond.edu.au Page 4 of 6
Examinations: General information and procedures : http://www.bond.edu.au/student-resources/exams-
assessment/index.htm
The exam will take place some time during the exam block. It is your responsibility to ensure
that you do not make any other arrangements that might interfere with your attendance at
this exam. Requests for alternative sittings will only be considered if there are serious
medical or other unforeseen circumstances. In such cases, the appropriate paperwork
should be collected from HSS Administration (2nd floor), filled in and returned to me with
supporting evidence as soon as possible. Requests for alternative sittings to accommodate
travel and other social arrangements will not be entertained!
Examination Policy: http://www.bond.edu.au/students/manage/exams/index.html
Return of Assessment Tba
Material:
Other:
Weekly Outline
Week Topic Description
1 The power of the media How structural considerations create both opportunities and
limitations?
2 What makes news Learning to give editors and journalists what they need.
3 Media alert and release basics Good writing and good research, anticipating key questions.
4 Behind the scenes Building good relationships; photo opportunities and key messages
5 Media conferences Who, what, when & where
6 How to give media interviews
and train a spokesperson
7 Electronic media Understanding how to use radio and television in campaigns.
http://www.bond.edu.au Page 5 of 6
8 Print media Legal issues in media relations
9 Electronic media Websites and online services, building an online newsroom
10 Dealing with crises and Media relations under pressure.
emergencies
11 Achieving publicity for events Media monitoring and evaluation methods
12 Exam Review
13
14
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