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  2. Media Relations [PRN2225]

School: Arts and Humanities

This unit information may be updated and amended immediately prior to semester. To ensure you have the correct outline, please check it again at the beginning of semester.

  • Unit Title

    Media Relations

  • Unit Code

    PRN2225

  • Year

    2016

  • Enrolment Period

    1

  • Version

    1

  • Credit Points

    15

  • Full Year Unit

     N

  • Mode of Delivery

    On Campus

Description

This unit examines how public relations practitioners work with traditional news outlets, new media and media internal to an organisation. The unit provides the basics of public relations practice in communicating within an organisation as well as representing an organisation to its external stakeholders. Students learn how to write key messages, press releases and pitches to journalists, as well as learning the essential techniques for organisational communication and developing strategies for online communication.

Learning Outcomes

On completion of this unit students should be able to:

  1. Identify news angles and write news material for pitching to journalists.
  2. Monitor and evaluate coverage in the news media.
  3. Apply techniques for keeping aware of emerging trends and developments in social media and communication technology.
  4. Plan and implement publicity activities in support of an organisation's mission and goals.
  5. Describe the broad features of the news media and their relationship with the public relations profession.
  6. Prepare various public relations materials, such as media releases, fact sheets, backgrounders, speeches and pitches, to use in publicity.
  7. Develop an understanding of controlled and uncontrolled communication.
  8. Understand and apply the principles of good design, layout and typography to electronic and print material.

Unit Content

  1. The agenda setting role of news media.
  2. Design, layout and typography
  3. Media pitching techniques.
  4. Media relations ethics.
  5. Understanding audiences and messaging.
  6. Structure and nature of the news media.
  7. Monitoring, analysis and evaluation of publicity in the news media and conversations in social media.
  8. Nature of persuasion.
  9. The strategic purpose of publicity pro-active and reactive.
  10. Writing news releases, fact sheets, backgrounders, producing media kits and visual material.

Additional Learning Experience Information

Lectures. Computer lab workshops.

Assessment

GS1 GRADING SCHEMA 1 Used for standard coursework units

Students please note: The marks and grades received by students on assessments may be subject to further moderation. All marks and grades are to be considered provisional until endorsed by the relevant Board of Examiners.

ON CAMPUS
TypeDescriptionValue
PortfolioPortfolio70%
AssignmentAssignment 30%

Text References

  • Lattimore, D., Baskin, O., et al., (2007). Public relations: The profession and the practice. (2nd ed.). Boston, MA: McGraw-Hill.
  • Newsom, D., & Haynes, J. (2005). Public relations writing: Form and style. (7th ed.). Belmont, CA: Thomson Wadsworth.
  • Smith, R. (2012). Becoming a public relations writer. (4th ed.). New York, NY: Routledge.
  • ^ Johnston, J. (2013). Media relations: Issues and strategies. (2nd ed.). Sydney, Australia: Allen & Unwin.

Journal References

  • PR Week
  • Rublic Relations Review
  • Public Relations Journal
  • Communication World

^ Mandatory reference

Disability Standards for Education (Commonwealth 2005)

For the purposes of considering a request for Reasonable Adjustments under the Disability Standards for Education (Commonwealth 2005), inherent requirements for this subject are articulated in the Unit Description, Learning Outcomes and Assessment Requirements of this entry. The University is dedicated to provide support to those with special requirements. Further details on the support for students with disabilities or medical conditions can be found at the Access and Inclusion website.

Academic Misconduct

Edith Cowan University has firm rules governing academic misconduct and there are substantial penalties that can be applied to students who are found in breach of these rules. Academic misconduct includes, but is not limited to:

  • plagiarism;
  • unauthorised collaboration;
  • cheating in examinations;
  • theft of other students' work;

Additionally, any material submitted for assessment purposes must be work that has not been submitted previously, by any person, for any other unit at ECU or elsewhere.

The ECU rules and policies governing all academic activities, including misconduct, can be accessed through the ECU website.

PRN2225|1|1

School: Arts and Humanities

This unit information may be updated and amended immediately prior to semester. To ensure you have the correct outline, please check it again at the beginning of semester.

  • Unit Title

    Media Relations

  • Unit Code

    PRN2225

  • Year

    2016

  • Enrolment Period

    2

  • Version

    1

  • Credit Points

    15

  • Full Year Unit

     N

  • Mode of Delivery

    On Campus

Description

This unit examines how public relations practitioners work with traditional news outlets, new media and media internal to an organisation. The unit provides the basics of public relations practice in communicating within an organisation as well as representing an organisation to its external stakeholders. Students learn how to write key messages, press releases and pitches to journalists, as well as learning the essential techniques for organisational communication and developing strategies for online communication.

Learning Outcomes

On completion of this unit students should be able to:

  1. Identify news angles and write news material for pitching to journalists.
  2. Monitor and evaluate coverage in the news media.
  3. Apply techniques for keeping aware of emerging trends and developments in social media and communication technology.
  4. Plan and implement publicity activities in support of an organisation's mission and goals.
  5. Describe the broad features of the news media and their relationship with the public relations profession.
  6. Prepare various public relations materials, such as media releases, fact sheets, backgrounders, speeches and pitches, to use in publicity.
  7. Develop an understanding of controlled and uncontrolled communication.
  8. Understand and apply the principles of good design, layout and typography to electronic and print material.

Unit Content

  1. The agenda setting role of news media.
  2. Design, layout and typography
  3. Media pitching techniques.
  4. Media relations ethics.
  5. Understanding audiences and messaging.
  6. Structure and nature of the news media.
  7. Monitoring, analysis and evaluation of publicity in the news media and conversations in social media.
  8. Nature of persuasion.
  9. The strategic purpose of publicity pro-active and reactive.
  10. Writing news releases, fact sheets, backgrounders, producing media kits and visual material.

Additional Learning Experience Information

Lectures. Computer lab workshops.

Assessment

GS1 GRADING SCHEMA 1 Used for standard coursework units

Students please note: The marks and grades received by students on assessments may be subject to further moderation. All marks and grades are to be considered provisional until endorsed by the relevant Board of Examiners.

ON CAMPUS
TypeDescriptionValue
PortfolioPortfolio70%
AssignmentAssignment 30%

Text References

  • Lattimore, D., Baskin, O., et al., (2007). Public relations: The profession and the practice. (2nd ed.). Boston, MA: McGraw-Hill.
  • Newsom, D., & Haynes, J. (2005). Public relations writing: Form and style. (7th ed.). Belmont, CA: Thomson Wadsworth.
  • Smith, R. (2012). Becoming a public relations writer. (4th ed.). New York, NY: Routledge.
  • ^ Johnston, J. (2013). Media relations: Issues and strategies. (2nd ed.). Sydney, Australia: Allen & Unwin.

Journal References

  • PR Week
  • Rublic Relations Review
  • Public Relations Journal
  • Communication World

^ Mandatory reference

Disability Standards for Education (Commonwealth 2005)

For the purposes of considering a request for Reasonable Adjustments under the Disability Standards for Education (Commonwealth 2005), inherent requirements for this subject are articulated in the Unit Description, Learning Outcomes and Assessment Requirements of this entry. The University is dedicated to provide support to those with special requirements. Further details on the support for students with disabilities or medical conditions can be found at the Access and Inclusion website.

Academic Misconduct

Edith Cowan University has firm rules governing academic misconduct and there are substantial penalties that can be applied to students who are found in breach of these rules. Academic misconduct includes, but is not limited to:

  • plagiarism;
  • unauthorised collaboration;
  • cheating in examinations;
  • theft of other students' work;

Additionally, any material submitted for assessment purposes must be work that has not been submitted previously, by any person, for any other unit at ECU or elsewhere.

The ECU rules and policies governing all academic activities, including misconduct, can be accessed through the ECU website.

PRN2225|1|2