成人大片

MDIA 7005 - Media Relations

North Terrace Campus - Semester 2 - 2021

This course introduces you to the theory and practice of media relations. It focuses on the role of media relations in a rapidly changing media environment, with an emphasis on the needs and expectations of different media, how to build effective media relationships, and the communication strategies used within the NGO, government and corporate sectors. You will enhance your understanding of media relations strategies and tactics across a variety of contexts and media platforms, design and plan a media campaign, and develop practical skills in media relations writing, research, strategy and evaluation

  • General Course Information
    Course Details
    Course Code MDIA 7005
    Course Media Relations
    Coordinating Unit Media
    Term Semester 2
    Level Postgraduate Coursework
    Location/s North Terrace Campus
    Units 6
    Contact Up to 2 hours per week
    Available for Study Abroad and Exchange Y
    Incompatible MDIA 2227
    Assessment Online activities 20%, media release and exegesis 30%, communication plan 50%
    Course Staff

    Course Coordinator: Associate Professor Michelle Phillipov

    Course Timetable

    The full timetable of all activities for this course can be accessed from .

  • Learning Outcomes
    Course Learning Outcomes
    On successful completion of this course students will be able to:
    1. Demonstrate knowledge of the role of media relations techniques in shaping contemporary communication practices and relationships across the NGO, government and corporate sectors.
    2. Analyse established and emerging media relations strategies and tactics, and locate these in the context of relevant strategic communication theory.
    3. Apply media relations skills in research, writing, strategy and evaluation, and critically reflect on the role of media relations in addressing contemporary communications issues.
    4. Design and plan an effective media relations campaign.
    University Graduate Attributes

    This course will provide students with an opportunity to develop the Graduate Attribute(s) specified below:

    University Graduate Attribute Course Learning Outcome(s)
    Deep discipline knowledge
    • informed and infused by cutting edge research, scaffolded throughout their program of studies
    • acquired from personal interaction with research active educators, from year 1
    • accredited or validated against national or international standards (for relevant programs)
    1, 2, 3, 4
    Critical thinking and problem solving
    • steeped in research methods and rigor
    • based on empirical evidence and the scientific approach to knowledge development
    • demonstrated through appropriate and relevant assessment
    2, 3, 4
    Teamwork and communication skills
    • developed from, with, and via the SGDE
    • honed through assessment and practice throughout the program of studies
    • encouraged and valued in all aspects of learning
    2, 3, 4
    Career and leadership readiness
    • technology savvy
    • professional and, where relevant, fully accredited
    • forward thinking and well informed
    • tested and validated by work based experiences
    1, 2, 3, 4
    Intercultural and ethical competency
    • adept at operating in other cultures
    • comfortable with different nationalities and social contexts
    • able to determine and contribute to desirable social outcomes
    • demonstrated by study abroad or with an understanding of indigenous knowledges
    1, 2, 3, 4
    Self-awareness and emotional intelligence
    • a capacity for self-reflection and a willingness to engage in self-appraisal
    • open to objective and constructive feedback from supervisors and peers
    • able to negotiate difficult social situations, defuse conflict and engage positively in purposeful debate
    2, 4
  • Learning Resources
    Required Resources
    All required reading and preparation for workshops will be available on MyUni.
    Online Learning
    In addition to your regular weekly readings, you will complete one hour of online preparation prior to attending your weekly workshop. The required content will be available each week on MyUni.

    All written assignment tasks will be submitted online, via MyUni.
  • Learning & Teaching Activities
    Learning & Teaching Modes
    This course is taught via a 2-hour weekly workshop. Workshops will be highly interactive, and will be designed to help you to apply key media relations concepts 'in practice'. These concepts will be introduced via online content and weekly readings, both of which will be available on MyUni. You will need to complete one hour of online preparation, plus your required reading/s, prior to attending your workshop each week.

    Workload

    No information currently available.

    Learning Activities Summary

    No information currently available.

  • Assessment

    The University's policy on Assessment for Coursework Programs is based on the following four principles:

    1. Assessment must encourage and reinforce learning.
    2. Assessment must enable robust and fair judgements about student performance.
    3. Assessment practices must be fair and equitable to students and give them the opportunity to demonstrate what they have learned.
    4. Assessment must maintain academic standards.

    Assessment Summary
    Assessment Task Weighting Course Learning Outcome(s)
    Online activities 20% 1
    Media release and exegesis 30% 2, 3
    Communication plan 50% 3, 4
    Assessment Related Requirements
    Students must complete and submit all assignments by the due date and meet the university requirements for attendance to be eligible for assessment.
    Assessment Detail
    Details of assessment tasks are available on the MyUni course site.
    Submission
    All written assessments will be submitted via MyUni.
    Course Grading

    Grades for your performance in this course will be awarded in accordance with the following scheme:

    M10 (Coursework Mark Scheme)
    Grade Mark Description
    FNS   Fail No Submission
    F 1-49 Fail
    P 50-64 Pass
    C 65-74 Credit
    D 75-84 Distinction
    HD 85-100 High Distinction
    CN   Continuing
    NFE   No Formal Examination
    RP   Result Pending

    Further details of the grades/results can be obtained from Examinations.

    Grade Descriptors are available which provide a general guide to the standard of work that is expected at each grade level. More information at Assessment for Coursework Programs.

    Final results for this course will be made available through .

  • Student Feedback

    The University places a high priority on approaches to learning and teaching that enhance the student experience. Feedback is sought from students in a variety of ways including on-going engagement with staff, the use of online discussion boards and the use of Student Experience of Learning and Teaching (SELT) surveys as well as GOS surveys and Program reviews.

    SELTs are an important source of information to inform individual teaching practice, decisions about teaching duties, and course and program curriculum design. They enable the University to assess how effectively its learning environments and teaching practices facilitate student engagement and learning outcomes. Under the current SELT Policy (http://www.adelaide.edu.au/policies/101/) course SELTs are mandated and must be conducted at the conclusion of each term/semester/trimester for every course offering. Feedback on issues raised through course SELT surveys is made available to enrolled students through various resources (e.g. MyUni). In addition aggregated course SELT data is available.

  • Student Support
  • Policies & Guidelines
  • Fraud Awareness

    Students are reminded that in order to maintain the academic integrity of all programs and courses, the university has a zero-tolerance approach to students offering money or significant value goods or services to any staff member who is involved in their teaching or assessment. Students offering lecturers or tutors or professional staff anything more than a small token of appreciation is totally unacceptable, in any circumstances. Staff members are obliged to report all such incidents to their supervisor/manager, who will refer them for action under the university's student鈥檚 disciplinary procedures.

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