PUBRL201-21B (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)

: evgenii.liapin@waikato.ac.nz
: zheng.liu@waikato.ac.nz
: olivia.neill@waikato.ac.nz

Student Representative(s)

Lab Technician(s)

Librarian(s)

: clive.wilkinson@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. Professionals should be able to use all 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 opinions 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 news stories and generate publicity in an effective and responsible way.

Students of PUBRL201-21B have an opportunity to try a variety of news writing styles for different channels of communication. They learn concepts and techniques for building effective and trustworthy relationships with journalists, bloggers, and influencers as well as social media networks' followers. 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 stories, 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 lecture and a weekly tutorial. The class will use Moodle for resources and for assignments. Students should follow the course outline.

The lecture is recorded and students who are unable to attend the lecture in person could follow it on Moodle.

The tutorials provide an opportunity for practical experiences relevant to the lecture content. Working in groups students will deliver oral presentations, conduct a TV interview, and discuss ethical aspects of media relations.

Practical tutorials will be held in F2F sessions on Hamilton campus but students who will not be able to attend the F2F tutorial can join a weekly online tutorial. When signing in a tutorial students will need to choose between F2F tut on campus or a tutorial that would be conducted remotely via Zoom. Students should sign in a tutorial group and from then be committed to stay in the selected tutorial for the rest of the trimester.

Students should sign up for tutorials ASAP.

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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
10 Aug 2021
4:30 PM
10
  • Online: Submit through Moodle
2. News Release for print
11 Aug 2021
12:30 PM
25
  • Online: Submit through Moodle
3. In-class test
5 Oct 2021
2:00 PM
25
  • Online: Submit through Moodle
4. Press conferences
30 Sep 2021
3:00 PM
20
  • In Class: In Tutorial
5. Media kit
20 Oct 2021
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.

Macnamara, J. (2012). Public relations: Theories, practices, critiques. French Forest NSW, AU: Pearson.

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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.

Lectures will be recorded and uploaded on the class Moodle page.

One tutorial is available online.

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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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