Public Relations

Public RelationsUnderstanding how to approach your assessmentUnderstanding your assessment and improving your performanceThis assessment guide is to be read in conjunction with the AMB263 Introduction to Public Relations unit outline, and the relevant tutorial material overviewing the assessment.This document provides detailed information for AMB263 Introduction to Public Relations assessment items. Please note it is very important that you understand the requirements of each assessment item. If you do not, please arrange a time to meet with your tutor or see Bree Devin, your lecturer and unit coordinator, so your queries can be answered.The assessment in this unit aims to support your achievement of the learning objectives for both Discipline Knowledge and Other Graduate Capabilities. Assessment is designed to allow you to:•    Receive feedback on your learning as you progress toward the development of knowledge, understanding, skills and attitudes (formative assessment); and•    Demonstrate your learning in order to achieve a final grade (summative assessment).Criterion-referenced assessmentAssessment in AMB263 Introduction to Public Relations is based on criterion-referenced assessment (CRA). Criterion-referenced assessment builds your understanding of assessment practices and allows you to demonstrate your application of knowledge and skills at your desired level or grade.Criteria for AMB263Your performance in your assignments will be measured against five key criteria, which were selected to achieve Faculty Assurances of Learning and unit objectives. They will also guide your progress as you build graduate skills and capabilities in areas that are central to the practice of public relations. These criteria will be used as the basis of assessment in all units in the public relations major, although not all criteria will be assessed in all units. The five criteria are:1.    Knowledge and Technological Skills2.    Higher Order Thinking3.    Professional Communication4.    Teamwork and Self5.    Social, Ethical and Global UnderstandingUnderstanding how this works for youCriteria and performance standards provide you with information, which you can use to demonstrate your skills to the grade you wish to achieve in this unit. In tutorials and lectures, we will help you understand the differences in each performance standard and encourage you to achieve your best. We will also help you understand how to evaluate your work. Building your skills in ‘self assessment’ will help you improve your performance as you move through your course at QUT, and then into the workplace.Presentation of workAll material within this unit must be professionally presented. Your written tone should be appropriate for a formal report or essay, and you should not use contractions (e.g. don’t, can’t etc.) or colloquialisms. You must carefully proofread your work, and structure your content using appropriate headings. To pass each assignment, you must complete and submit all required elements. Use the pre-submission checklists in this document to guide you.ReferencingThe referencing format for this unit is APA. Details about APA style are available on the library website: http://www.citewrite.qut.edu.au/cite/qutcite.jsp#apa Your paper will be marked carefully to this style.Submitting your assignmentsThe exam will be conducted online.The written assignments in this unit (Assignment 2: Report, and Assignment 3: Essay) should be submitted via online submission on Blackboard. This may require you to upload your assignment through SafeAssign.Penalty for late submissionIf you submit an assignment late you will get 0% or a 1 grade unless you have an extension approved. You should submit an uncompleted paper on the due date so you are eligible for part marks.Please note that you must upload your assignment by 11.59pm on the due date. After this time, the upload link will become unavailable, and you will be required to email your assignment directly to your tutor. Any assignments submitted after this time will be deemed a late submission.If you are having technical difficulties, please email both your tutor and unit co-ordinator prior to the submission deadline. Be sure to attach a copy of your completed assignment to the email.Penalty for length variationsThe report and essay have set word limits of 1500 and 2500 words respectively. In AMB263, everything from the first word in your introduction to the last work in the conclusion is included in the word count. So this includes all headings, in-text citations, tables, etc.If your work varies from this limit by more than 10%, you will receive a zero for the technical elements criteria of your assignment.Assignment    Minimum(-10%)    Set amount    Maximum (+10%)Report    1350    1500    1650Essay    2250    2500    2750Assessment Item 3Assessment Name: EssayDescription: Using the three concepts identified below, write an essay in which you discuss these concepts and show how they link to relevant Grunig and Hunt’s public relations model/s. You will need to find a real-world example to demonstrate each concept in practice and draw on ethical frameworks to analyse the organisation’s behaviour in each example.Length/Duration: 2,500 wordsFormative or Summative: SummativeWeighting: 50%Relates to learning outcomes: Unit objectives: 1, 4 and AOL goals: KS (1.1), HO (2.1), PC (3.1) and SE (5.1)Internal or External: InternalGroup or Individual: IndividualDue Date: Online by 11.59p.m. on Saturday 1 November (Central Examination Period) via BlackboardWhat do I do?1.    Use the three concepts as the focus in the essay:•    Traditional media•    Social media•    Stakeholder engagement2.    For each of the three concepts, provide:a.    An overview of each concept, providing insights relating to their application, individually, and ideally in relation to each other. You should also outline the relevance of the concept to contemporary public relations practice. You must use reference sources beyond the textbook to support your discussion in this section.b.    An analysis and justification as to which of Grunig and Hunt’s four models relate to this concept (you can describe more than one).c.    An example of a real world application of each concept – find an example of each concept as it was applied in contemporary public relations practice. You must find a different example for each concept. Show how each concept applies to your chosen example, overviewing the links between characteristics of the concept, the relevant Grunig and Hunt model/s, the real world application, and result.d.    Reflect on any ethical considerations (challenges or benefits) related to the organisation’s behaviour in practice. You must use the ethical frameworks specified in the lecture.3.    Present your ideas in a formal essay.For more details, refer to the CRA sheet.AMB263 Assessment 3 essay checklistYou will be marked on your ability to demonstrate the following, so please use this checklist to make sure you have addressed these requirements. You will be assessed on how well:Knowledge of concept (out of 25 marks):Done?    You describe each concept.    You overview and identify the key characteristics of each concept.    You draw conclusions about the implications of the combination of all the concepts for public relations practice.    You support your discussion by references to the textbook and other sources.Application of models (out of 25 marks):    You identify the relevant Grunig and Hunt model/s for each concept.    Your provide justification for your decision, drawing on the textbook and other sources.Application to example (out of 30 marks):    You identify appropriate examples of each of your three concepts in practice.    You state which concept is being demonstrated in each real-world example/situation.    You clearly identify and discuss the links between the key characteristics of each concept identified in the previous section and your practical examples.    You clearly identify and discuss the links between the relevant Grunig and Hunt model/s and your practical examples.    You provide justification for your decisions.Ethical understanding (out of 10 marks):    You identify and discuss ethical issues in your practical examples.    You apply ethical framework/s to your organisation’s behaviour.Technical elements (punctuation, grammar, referencing, structure) (out of 10 marks):    Your assignment follows the essay format requirements.    Your assignment avoids technical and referencing errors.    Your assignment demonstrates academic integrity (including adhering to the word limit).Knowledge and Technological Skills (KS): 1.1 Demonstrate and apply integrated discipline (including technical) knowledge across the broad field of business with depth in one or more core business disciplinesGrade    7    6    5    4    3-1Marks     21.5-25     19-21.5    16.5-18.5     12.5-16     0-12Knowledge of concepts    You provide an in-depth review of each concept, overviewing their key characteristics. You provide a wide range of detailed, accurate insights into the implications of these concepts for public relations in contemporary practice with a diverse range of sources to support these. You clearly make links between the concepts.    You provide an accurate description of each concept. You overview most key characteristic of each concept. You provide some detailed and accurate insights into the implications of these concepts for public relations in contemporary practice with a diverse range of sources to support these. You make some links between the concepts.    You provide an accurate description of each concept. You overview some key characteristics of each theory. You include mostly-correct insights into how these concepts relate to public relations contemporary practice. You include some additional sources to support these. You attempt to make links between the concepts.    You provide a mostly-accurate description of each concept with key characteristics acknowledged. You attempt to identify links between the public relations concepts and practice. You include few additional sources to support these beyond the readings.     You do not make an appropriate selection of concepts;AND/ORYou do not provide an accurate description of each concept, their key characteristics, or identify the links to public relations practice;AND/ORYou do not include references to sources beyond readings.Marks     21.5-25     19-21.5    16.5-18.5     12.5-16     0-12Application of models    You provide a comprehensive and sophisticated analysis of all the Grunig and Hunt model/s relevant to each concept. You provide strong justification for your decisions.    You provide an analysis of all the Grunig and Hunt model/s relevant to each concept. You provide clear justification for your decisions.    You provide an analysis of most the Grunig and Hunt model/s relevant to each concept. You provide some justification for your decisions.    You outline relevant Grunig and Hunt model/s for each concept, but offer little justification for your choice.    You do not identify relevant Grunig and Hunt model/s for each concept.AND/ORYou do not offer justification for your decision.Higher Order Thinking (HO): 2.1 Investigate real world business issues and situations through the effective analysis, evaluation and synthesis of theory and practiceGrade    7    6    5    4    3-1Marks    25.5 – 30     22.5 – 25     19.5 – 22      15 – 19     0 – 14.5Application to examples    You source three ‘real world’, relevant examples which reflect the three concepts overviewed. You provide a comprehensive and sophisticated analysis of the links between the concepts, relevant Grunig and Hunt model/s and your practical examples, and provide strong justification for your decisions.     You source three ‘real world’, relevant examples which reflect the three concepts overviewed. You discuss the links between the concepts, relevant Grunig and Hunt model/s and your practical examples, with clear justification for your decisions.    You source three ‘real world’, relevant examples which reflect the three concepts overviewed. You describe the links between concepts, relevant Grunig and Hunt model/s and your practical examples, with some justification for your decisions.    Your ‘real world’ examples are not all relevant to the three concepts overviewed. You state which concept and Grunig and Hunt model is being demonstrated in each situation, but with limited justification for your decisions or inaccurate assumptions.    You do not clearly identify three different examples of your concepts in practice;AND/ORYou have not selected contemporary public relations examples;AND/ORYou do not offer justification for your choices.Social, Ethical and Global Understanding (SE): 5.1 Demonstrate and apply knowledge of ethical and legal principles and practices in analysing and responding to business issuesGrade    7    6    5    4    2-1Marks    8.5 – 10    7.5 – 8    6.5 – 7     5 – 6    0-4.5Understanding of ethical issues    You provide a comprehensive discussion of ethical issues in all of your practical examples and provide a sophisticated application of one or more of the ethical framework/s covered in this unit to the organisation’s behaviour in each situation.    You clearly identify ethical issues in all of your practical examples and closely apply one or more of the ethical framework/s covered in this unit to the organisation’s behaviour in each situation.    You identify ethical issues in all of your practical examples and show to a limited extent how one or more of the ethical framework/s covered in this unit could be applied to the organisation’s behaviour in each situation.    You identify ethical issues in all of your practical examples and link one or more relevant ethical framework from those covered in this unit to the organisation’s behaviour in each situation.    You do not identify ethical issues in some of your practical examples.AND/ORYou do not use one of the ethical frameworks specified.Professional Communication (PC): 3.1 Use information literacy skills, and communicate effectively and professionally in written forms and using media appropriate for diverse purposes and contextsGrade    7    6    5    4    2-1Marks    8.5 – 10    7.5 – 8    6.5 – 7     5 – 6    0-4.5Technical elements (punctuation, grammar, referencing, structure)    Assignment follows the essay format requirements for this unit with no more than two errors (including referencing errors) on any one page.     Assignment follows the essay format requirements for this unit and contains no more than three technical errors (including referencing errors) on any one page.     Assignment follows most of the essay format requirements for this unit and contains no more than four technical errors (including referencing errors) on any one page.    Assignment follows some of the essay format requirements for this unit and contains more than four technical errors (including referencing errors) on any one page.          Assignment does not follow essay format requirements for this unit (including word limit).AND/OR    APA referencing is not used, or is used incorrectly.AND/OR    Assignment does not demonstrate academic integrity.CJN 277 – Public RelationsPR Writing Tools – Assignment #1 – E-mailDirections: On the next page you will se an e-mail from Neal Patterson, CEO of Cerner Corporation. Cerner Corporation is a Kansas City based medical software company. Patterson is famous for this e-mail flaming managers for employee work habits, now a prominent example used when discussing e-mail netiquette. On the day that the email was posted to Yahoo!, the company’s stock price fell by over 22% from a high of $1.5 billion USD.CJN 277 – Public RelationsPR Writing Tools – Assignment #1 – E-mailDirections: On the next page you will se an e-mail from Neal Patterson, CEO of Cerner Corporation. Cerner Corporation is a Kansas City based medical software company. Patterson is famous for this e-mail flaming managers for employee work habits, now a prominent example used when discussing e-mail netiquette. On the day that the email was posted to Yahoo!, the company’s stock price fell by over 22% from a high of $1.5 billion USD.

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