PUBRL201-20B (HAM)

Media Relations and Publicity

15 Points

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Division of Management
School of Management and Marketing

Staff

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Convenor(s)

Lecturer(s)

Administrator(s)

: helena.wang@waikato.ac.nz

Placement/WIL Coordinator(s)

Tutor(s)

Student Representative(s)

Lab Technician(s)

Librarian(s)

: nat.enright@waikato.ac.nz

You can contact staff by:

  • Calling +64 7 838 4466 select option 1, then enter the extension.
  • Extensions starting with 4, 5, 9 or 3 can also be direct dialled:
    • For extensions starting with 4: dial +64 7 838 extension.
    • For extensions starting with 5: dial +64 7 858 extension.
    • For extensions starting with 9: dial +64 7 837 extension.
    • For extensions starting with 3: dial +64 7 2620 + the last 3 digits of the extension e.g. 3123 = +64 7 262 0123.
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Paper Description

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Companies as well as non-profit and government organisations are employing public relations (PR) professionals to communicate and build relationships with their stakeholders. PR professionals should be able to use all appropriate channels of communication, including traditional media (print, radio, TV), online (bloggers) and social media platforms to raise awareness, engage stakeholders with the organisation, and influence public opinion and behaviours. Media-relations is a major responsibility of PR and involves many ethical dilemmas. In the current communication environment, facing a proliferation of social media and “fake news”, professionals who speak on behalf of organisations need extensive training to be able to create and provide news stories in an effective and responsible way.

Students of PUBRL201-20B are trained in a variety of news writing styles for different channels of communication. They learn concepts and techniques for building effective and trustworthy relationships with journalists and bloggers, as well as social media networks' participants. They also learn to train management personnel to improve relationships and appearances on media. Students get an opportunity to organise a news conference and prepare media kits. The training also includes television appearances and media interviews. In tutorials students will write news items, evaluate organisations' news items, experience media interviews and make oral presentations.

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Paper Structure

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The paper content is delivered via a weekly online lecture on Zoom enabling students to participate in a conversation. The lecture is recorded and students who are unable to attend the lecture could follow it on Moodle a day later. Practical tutorials will be held both online and in F2F sessions on campus.

The tutorials provide an opportunity for group work. Students will be able to experience the lecture topic, deliver oral presentations, and conduct a TV interview. Students will also use tutorials to discuss ethical aspects of media relations. The class will use Moodle for resources and for submitting assignments.

Students should sign up for tutorials ASAP. When signing in a tutorial students will need to choose to participate in a tutorial that would take place F2F on campus or a tutorial that would be conducted remotely via Zoom. Once a choice is made the student should sign up to the appropriate tutorial group and from then be committed to stay in the selected tutorial group for the rest of the trimester.

In case the country goes back to lock-down all tutorials and group work would be delivered online.

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Learning Outcomes

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Students who successfully complete the paper should be able to:

  • Identify key issues in the relationships between media and public relations professionals and suggest ethical practices
    Linked to the following assessments:
  • Prepare news stories for traditional as well as online media channels
    Linked to the following assessments:
  • Train clients for media interviews
    Linked to the following assessments:
    Tutorial participation (6)
  • Prepare a media kit
    Linked to the following assessments:
    Media kit (5)
  • Conduct media conferences
    Linked to the following assessments:
    Press conferences (4)
  • Use a variety of communication tools for different media channels
    Linked to the following assessments:
    News via social media (1)
    News Release for print (2)
    In-class test (3)
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Assessment

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Assessment Components

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The internal assessment/exam ratio (as stated in the University Calendar) is 100:0. There is no final exam. The final exam makes up 0% of the overall mark.

The internal assessment/exam ratio (as stated in the University Calendar) is 100:0 or 0:0, whichever is more favourable for the student. The final exam makes up either 0% or 0% of the overall mark.

Component DescriptionDue Date TimePercentage of overall markSubmission MethodCompulsory
1. News via social media
11 Aug 2020
2:30 PM
10
  • Online: Submit through Moodle
2. News Release for print
12 Aug 2020
12:30 PM
25
  • Online: Submit through Moodle
3. In-class test
6 Oct 2020
12:00 PM
25
  • Online: Moodle Forum Discussion
4. Press conferences
30 Sep 2020
3:00 PM
20
  • In Class: In Tutorial
5. Media kit
23 Oct 2020
12:30 PM
15
  • Online: Submit through Moodle
6. Tutorial participation
5
  • In Class: In Tutorial
Assessment Total:     100    
Failing to complete a compulsory assessment component of a paper will result in an IC grade
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Required and Recommended Readings

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Required Readings

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Wilcox, D.L., & Reber, B. H. (2013). Public relations writing and media techniques. (7th edition). Boston, MA: Pearson Education.
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Recommended Readings

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 Johnston, J. (2013). Media relations: Issues and strategies (2nd ed.). Crows Nest, NSW: Allen & Unwin.
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Other Resources

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Chapters on course Moodle page under "resources".

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Online Support

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Students will use Moodle system to access information and submit assignments.

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Workload

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Weekly contact hours in lectures and tutorials 32 hours; Preparing for lectures - reading text books, following news items, researching for in-class exercises: 50 hours; Writing individual assignments - 22 hours; preparing groups assignments - 33 hours. Preparing for a test - 13 hours.

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Linkages to Other Papers

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Prerequisite(s)

Corequisite(s)

Equivalent(s)

Restriction(s)

Restricted papers: MCOM235, MCOM335

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