AMB263 Intro to Public Relations

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AMB263 Intro to Public Relations

• Week 7

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Assignment 2 Essay

• Due date Must be uploaded to Blackboard by
  11.59pm Sunday 22 September 2013 (end of Week 9)
• Length 1500 words
• Weighting 30

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Assignment 2 Essay

• What you have to do
• Write an essay in which you discuss the Grunig
  and Hunt model of four types of public relations
  practice. For each type, identify a real-world
  example of contemporary public relations
  practice. Across your examples you should include
  discussion of the use of traditional media,
  social media and stakeholder engagement. Your
  discussion should also consider the ethical
  elements in practice.

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Assignment 2 Essay

• Describe the four types of public relations in
  the model
• Find an example of a real world application of
  each type in contemporary public relations
  practice.
• You must find a different example for each type.
• Identify how traditional and social media, and
  engaging with stakeholders are used in these
  types of public relations

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Assignment 2 Essay

• For each of the types
• Reflect on any ethical considerations (challenges
  or benefits) related to using each in practice.
• (FYI We covered ethics in Week 6 and Chapter 9 of
  the text)
• Present your ideas in a formal essay.

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Assignment 2 Essay
Knowledge of theories (out of 40 marks) Done?
You describe/analyse each type/model of public relations (Grunig Hunt).
You overview and identify the key elements of each type.
You draw conclusions about the implications of the combination of all the concepts for public relations practice.
You support your discussion by references from the text and other sources.
Application of theories (out of 40 marks)
You identify appropriate examples of each of the models in practice.
You state how media and engagement is being demonstrated in each real-world example/situation.
You clearly identify and discuss the links between the key elements of each type, media/engagement and your practical examples.
You provide justification for your decisions.
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Assignment 2 Essay
Social and ethical understanding (out of 10 marks)
You identify and discuss ethical issues in your practical examples.
You apply ethical framework/s to your organisations 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).
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 Source Queensland University of Technologys
Cite/Write website http//www.citewrite.qut.edu.au
/write/essayorg.jsp  

• General order of content for an analytical
  academic essay - see your tutorial guide for
  some more insights

Intro - 200 words
Theory 1 300 words
Theory 2 300 words
Theory 3 300 words
Theory 4 300 words
Conc - 100 words
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How to write an essay

• Remember, this is an essay, so you dont include
  headings, but this will give you an idea of how
  it should be structured.
• Introduction
• Appropriate definitions
• Provide background info about your topic
• Outlines the ideas and concepts to be discussed
  in your essay
• Define the scope or limits of what will be
  discussed in your essay
• Indicate you argument (point of view on the
  topic)
• For AMB 263, you will need to outline the
  contents of your essay in approximately 200 words

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How to write an essay

• Body paragraphs
• Paragraph 1
• Topic sentence
• Additional information sentences
• Supporting evidence
• A concluding sentence
• Paragraph 2
• Topic sentence
• Additional information sentences
• Supporting evidence
• A concluding sentence
• And so on
• For AMB263, you should write as many paragraphs
  as necessary within the word limit! to
  present your information. For more detail, see
  your assignment guide. This section is the major
  part of this assignment and should be about 1200
  words (guideline only).

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How to write an essay

• Conclusion
• Restate the purpose for comparison and/or
  contrast
• Summarise the main similarities and differences
• Draw a conclusion
• For AMB 263, you will need to provide a
  conclusion that summarises your discussions
  remember, no new information here. About 100
  words here should be enough.

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How to write an essay

• Reference list
• This must contain all of the material cited in
  the essay
• For AMB 263, you need to follow APA. Keep in mind
  that you will have a heading called Reference
  List
• Appendixes
• This contains extra support information that is
  put at the end of the essay so as not to distract
  the reader from the main issues. They contain
  detailed information, such as questionnaires,
  tables, graphs, and diagrams. Appendixes should
  be clearly set out and numbered in the order they
  are mentioned in the text.
• For AMB 263, you may not have an appendix, but
  you are welcome to include one.

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Format (without the headings of course!)

• Introduction
• Road map what the essay will say
• Type1
• Overview the type of public relations in the G
  H model and explain significance for contemporary
  PR
• Identify relevant real world examples. Discuss
  use of media and engagement
• Outline and link recent example
• Ethical considerations relevant to example, using
  ethical frameworks outlined in Week 6
• Type 2 (repeat a-d)
• Type3 (repeat a-d)
• Type3 (repeat a-d)
• Conclusion
• Reference list
• Appendices (optional)

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A step-by-step guide

• Start researching each type. Begin with the text
  book.
• Describe each one and note where these types are
  most commonly used.

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A step-by-step guide

• 2. By the time you have completed this you will
  have a good understanding of the four types. Now
  you need to start looking for situations in which
  you can demonstrate what they look like in
  practice. You can look for potentially relevant
  media stories in the Factiva database, available
  through QUTs library website. Once youve found
  a couple of likely scenarios for each theory, see
  what else you can find out about the situations.
  Try looking on organisational websites and
  similar sources for this type of detail. Make
  notes about what you find. You should now be in a
  position to decide on examples to illustrate each
  different type.

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A step-by-step guide

• Following the guidelines provided in the CRA
  sheet for this assignment, start writing your
  essay. I would suggest using the following
  template to make sure you are on track
• Introduction about 200 words.
• Body
• Type 1 describe, discuss, apply (about 300
  words)
• Type 2 describe, discuss, apply (about 300
  words)
• Type 3 describe, discuss, apply (about 300
  words)
• Type 4 describe, discuss, apply (about 300
  words)
• Conclusion about 100 words.
• More detail about the content of each section can
  be found on the template in this tutorial guide.
  You should also refer to the CRA sheet, and talk
  to your tutor well in advance of submission if
  you are unsure of what is required.
•  
• Aim to finish the first draft of your essay no
  later than the Wednesday before it is due this
  gives you ample time to proof read it, and check
  for any grammatical or referencing mistakes.

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A step-by-step guide

• Make sure you save your draft and subsequent
  versions of your essay in multiple locations.
• We wont accept technical problems or the loss of
  a single file as an excuse for late submission.
• Make sure you attend the Week 9 tutorial and take
  advantage of your tutors availability to answer
  short last minute questions.

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A step-by-step guide

• Plan time to refine, edit, and proof read your
  essay. Make sure your references are correct.
  Allow plenty of time for this. Maybe see if you
  can get someone else to help you, as you will
  probably not be able to get an objective
  perspective on your essay at this stage.
• Dont leave it to the last minute to submit it
• Remember, it is due via online submission

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Final assessment CRA
Knowledge and skills (KS) Knowledge and skills (KS) Knowledge and skills (KS) Knowledge and skills (KS) Knowledge and skills (KS) Knowledge and skills (KS)
Grade 7 6 5 4 3-1
Range of marks allocated to each criterion 35 40 30 34.5 26 29.5 20 25.5 0 19.5
Discussion of theories You use and provide an in-depth review of each model, overviewing their key elements. You provide a wide range of detailed, accurate insights into the implications of these models for public relations in contemporary practice with a diverse range of sources to support these.   You use and provide an accurate description of each model. You overview most key elements of each theory. You provide some detailed and accurate insights into the implications of these models for public relations in contemporary practice with a diverse range of sources to support these. You use and provide an accurate description of each model. You overview some key elements of each theory. You include mostly-correct insights into how these models relate to public relations contemporary practice. You include some additional sources to support these. You use the models and provide a mostly-accurate description of each concept with key elements acknowledged. You attempt to identify links between the public relations theories and practice. You include few additional sources to support these beyond the readings. You do not make an appropriate selection of models AND/OR You do not provide an accurate description of each model or their key elements AND/OR You do not include references to sources beyond readings.
Critical thinking and application (CTA) Critical thinking and application (CTA) Critical thinking and application (CTA) Critical thinking and application (CTA) Critical thinking and application (CTA) Critical thinking and application (CTA)
Grade 7 6 5 4 3-1
Marks 35 40 30 34.5 26 29.5 20 25.5 0 19.5
Application of theories (building on the previous section) You source four real world, relevant examples which reflect the models overviewed. You provide a comprehensive and sophisticated analysis of the links between all elements of the models and your practical examples, and provide strong justification for your decisions. You source real world, relevant examples which reflect the three models overviewed. You discuss the links between most of the key elements of each model and your practical examples with clear justification for your decisions. You source real world, relevant examples which reflect the three models overviewed. You describe the links between some of the key elements of each model and your practical examples with some justification for your decisions. Your real world examples are not all relevant to the three models overviewed. You state which 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 models in practice AND/OR You do not offer justification for your choices.
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Final assessment CRA
Social and ethical understanding (SEU) Social and ethical understanding (SEU) Social and ethical understanding (SEU) Social and ethical understanding (SEU) Social and ethical understanding (SEU) Social and ethical understanding (SEU)
Grade 7 6 5 4 2-1
Marks 8.5 10 7.5 8 6.5 7 5 6 0-4.5
Understanding 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 organisations 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 organisations 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 organisations 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 organisations behaviour in each situation. You do not identify ethical issues in some of your practical examples.
Professional communication in an intercultural context (PC) Professional communication in an intercultural context (PC) Professional communication in an intercultural context (PC) Professional communication in an intercultural context (PC) Professional communication in an intercultural context (PC) Professional communication in an intercultural context (PC)
Grade 7 6 5 4 2-1
Marks 8.5 10 7.5 8 6.5 7 5 6 0-4.5
Technical 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.
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Next week

• We will be looking at the CRA for the essay in
  more detail!!