NM2219
PRINCIPLES OF COMMUNICATION MANAGEMENT (2012/2013, Semester 1) 

 MODULE OUTLINE Created: 17-Jun-2012, Updated: 10-Mar-2014
 
Module Code NM2219
Module Title PRINCIPLES OF COMMUNICATION MANAGEMENT
Semester Semester 1, 2012/2013
Modular Credits 4
Faculty Arts & Social Sciences
Department Communications And New Media
Timetable Timetable/Teaching Staff
Module Facilitators
DR Ganga S Dhanesh Lecturer
DR Debalina Dutta Co-Lecturer
MRS Gayatheri Manikam Teaching Assistant
MS Satveer Kaur Teaching Assistant
Weblinks
http://www.prmuseum.com/
Established in 1997, this is the place to go to learn about how ideas are developed for industry, education, and government, and how they have been applied to successful public relations programs since the PR industry was born.
Tags --


Learning Outcomes | Prerequisites | Preclusions | Teaching Modes | Syllabus | Schedule | Assessment | FAQs on term tests | Workload | Expectations | Academic Honesty | References


 LEARNING OUTCOMES Top
This module is designed to introduce students to the field of communication management and to the organisational, societal and legal contexts in which the profession takes place. Emphasis is placed on ethics, social responsibility, the role of mass communication in the formation of public opinion, the role of organisational communication in democracy, the global practices of communication management and major influences that affect organisational behaviour. This is the foundation module for students pursuing careers in communication management.

NM2219 is an essential module in the Communication Management sequence. To be able to advance in the sequence, students must have taken NM2219. 


*The information listed is broadly correct although details are subject to change.




 PREREQUISITES Top
Although there are no prerequisites, students would have a clear advantage if they have completed or are concurrently enrolled in NM2101: Theories of Communications & New Media and NM2102: Communications and New Media Research.




 PRECLUSIONS Top
NIL


 TEACHING MODES Top
This is a lecture-tutorial format module. Tutorials will start from week 3 (week of Aug 27). Lectures will not be webcast unless specified.

*The lecture in Week 2 has been cancelled as it falls on a public holiday.





 SYLLABUS Top
Defining Communications Management/Public Relations
The Organization of Communications Management
The History of Public Relations
The PR Management Process
Theories of Public Relations & Communication
Ethics & Professionalism
Public Relations & Law
Employee & Media Relations
Public Relations and Technology
The Practice of Communications Management/Public Relations


 SCHEDULE Top
WEEK 1 (13 AUG) DEFINING COMMUNICATIONS MANAGEMENT/PUBLIC RELATIONS
Readings
Chapter 1: Introduction to Contemporary Public Relations
Chapter 2: Practitioners of Public Relations
 
WEEK 2 (20 AUG) CLASS CANCELLED
 
WEEK 3 (27 AUG) PUBLIC RELATIONS : ORGANIZATIONAL SETTINGS & HISTORY
Readings
Chapter 3: Organizational Settings
Chapter 4: Historical Origins
    
Project Milestone
Your tutor will brief you on the requirements for your project and will form your project teams.
 
WEEK 4 (03 SEP) THE PR MANAGEMENT PROCESS (PART 1)
Readings
Chapter 11: Defining the Public Relations Problem
Chapter 12: Planning & Programming
 
Project Milestone
Each team should come to the tutorial with a team contract agreed upon and signed by all members of the team.
 
Identify an organization for which the team will monitor one PR issue.
Scan for issues that can affect your chosen organization. Remember that an issue implies a controversy. As you scan the environment for these issues, identify one that is important to your organization and that you can track during the semester.
 
Settle on an issue by this week, when team leaders will report the issues to be tracked to the tutor.
 
No two teams within a tutorial should track the same issue.
 
WEEK 5 (10 SEP) THE PR MANAGEMENT PROCESS (PART 2)
Readings
Chapter 13: Taking Action & Communicating
Chapter 14: Evaluating the Program
 
Project Milestone
Complete situation analysis on (a) the organization and (b) the issue
 
The Organisation: Describe origins, early history; what the organization is today, what it does and its basic mission (mission statement); the relationship of parent and any subsidiaries; numbers and types of key publics; geographical areas in which it operates; and any other information important to understanding the organization. Use the organization’s existing publications, including its website(s), for sources.
 
The Issue: Include the issue's background/history; the cause and relevant facts about the issue; its likely duration; its significance to the organisation; any known impediments to a solution; and the key publics most affected or involved, including other groups or organisations. Formulate a succinct problem statement. Finally, identify the proposed target audience and give its demographics.
 
Identify sub-issues/different facets of the issue for individual team members to focus on.
 
START media monitoring.
 
WEEK 6 (17 SEP) EXAM I
You will be tested on chapters from Week 1 to Week 5.
 
Project Milestone
Complete SWOT analysis
CONTINUE media monitoring
 
RECESS WEEK (22 Sep – 30 Sep)
Project Milestone
CONTINUE media monitoring
 
WEEK 7 (01 OCT) THEORIES OF PUBLIC RELATIONS & COMMUNICATIONS MANAGEMENT (PART 1)
Readings
Chapter 7: Theoretical Underpinnings: Adjustment & Adaptation
 
Project Milestone
CONTINUE media monitoring
 
WEEK 8 (08 OCT) THEORIES OF PUBLIC RELATIONS & COMMUNICATIONS MANAGEMENT (PART 2)
Readings
Chapter 8: Communication & Public Opinion
 
Project Milestone
END media monitoring [By the end of the media monitoring exercise each team member should have 3 unique clips]  
 
WEEK 9 (15 OCT) PUBLIC RELATIONS ETHICS & PROFESSIONALISM
Readings
Chapter 5: Ethics & Professionalism
 
Project Milestone
Set PR goals and objectives
 
WEEK 10 (22 OCT) PUBLIC RELATIONS & LAW
Readings
Chapter 6: Legal Considerations
 
Project Milestone
Finalize presentation
 
WEEK 11 (29 OCT) EMPLOYEE & MEDIA RELATIONS
Readings
Chapter 9: Internal Relations & Employee Communication
Chapter 10: External Media & Media Relations
 
Project Milestone
Media monitoring project presentation (15 minutes) to your tutorial class
 
WEEK 12 (05 NOV) PUBLIC RELATIONS AND TECHNOLOGY [Guest lecture]
Readings
Coombs, T.W. & Holladay, S.J. (2010). Technological developments and online PR. Uploaded on IVLE E reserves

 
Project Milestone
Media monitoring project presentation (15 minutes) to your tutorial class
 
WEEK 13 (12 NOV) THE PRACTICE OF PR: Corporate/Government/NGO
Readings
Chapter 15: Business & Industry Public Relations
Chapter 16: Government & Public Affairs
Chapter 17: Nonprofits, Trade Associations, and Non-government Organizations
 
Project Milestone
Write the final report
 
READING WEEK Sat 17 Nov – Fri 23 Nov 2012    
 
FINAL EXAM Tue 27 Nov 2012
Time: 5 p.m. - 7 p.m.
Venue: LT11 and LT12
You will be tested on material from the second half of the course, weeks 7 to 13.




 ASSESSMENT Top
Exam I (17 Sept, in lecture theatre) 20%
Team media monitoring presentation (in weeks 11/12) and report (due on Nov 16, 5 p.m.) 25%
Individual media monitoring summaries (due on Nov 12, 5 p.m.) and peer reviews (due on Nov 19, 5 p.m.) 10%
Class participation (includes tutorial attendance and participation and IVLE Forum participation) 10%
Exam II (27 Nov) 35%


 FAQS ON TERM TESTS Top
1. Can I request a make-up midterm?
A make-up midterm can be arranged provided the following conditions are met

a) The student e-mails both the tutor and lecturer with a valid reason either before the exam or on the day of the exam. The e-mail must be supported by official documents.
b) The original document (not a copy) of a medical certificate or other official document must be provided within two days of the exam.
 
2. Can I take the final exam earlier or postpone the final exam? 
No. This date is set by the university registrar and cannot be changed by departments. Exchange students and international students in particular must take note of this. Rigid flight reservations, a need to vacate temporary accommodation and a pressing need to return to your home campus cannot be used as reasons to move the date of the final.

3. Can I view the exam papers from previous semesters for this module? 
No.


 WORKLOAD Top
2 hours of lecture per week.
1 hour of tutorial per week.
0 hour of laboratory work per week.
3 hours of projects, assignments, fieldwork etc per week.
4 hours of preparatory work by a student per week.

You will be expected to put in 10 hours of work each week for this module.





 EXPECTATIONS Top
Students who take NM2219 are expected to:

1. Own a copy of the textbook.
There is no way you can get through this course without the textbook.

2. Read the relevant chapters in the textbook before coming to lecture.
You will understand the lecture much better and save yourself a lot of revision time later on.

3. Work consistently throughout the semester. 
Students who only begin working close to deadlines do not necessarily score poorly, but they do give themselves a very unpleasant working experience.
This applies especially to the media-monitoring project. Start as soon as you form your teams.

4. Attend lectures and tutorials regularly and punctually.
You are expected to turn up for ALL lectures and all tutorials.
Attendance at tutorials for media-monitoring presentations is mandatory even if your group is not presenting.

5. Be active participants during tutorial discussions.
In this course, you will learn the importance of maintaining 2-way symmetrical communication. Likewise, as audience to your TA or fellow classmates during presentations, you are expected to ask questions and give constructive comments. You are always welcome to share your thoughts in the IVLE forum.

6. Be a good team player.
In the field of PR you will be working a lot in teams. For this course, teamwork is paramount to the whole group's sucess. Make sure to pull your own weight.

7. Maintain open communication with the lecturers and TAs.
One lesson you will learn in this module is that feedback is very important to the PR practitioner. The NM2219 teaching staff always want to hear from you. We are always willing to listen to any suggestions or complaints throughout the semester. Bring problems to our attention as soon as they emerge. Do not wait until the semester ends when it is far too late to resolve them. You can also use the anonymous feedback system on IVLE anytime during the semester.


 ACADEMIC HONESTY Top
Academic honesty is expected and required, just as high ethical standards are required professionally. There will be zero-tolerance for anything less. That means not giving, accepting or taking unauthorized aid, or doubling on any assignments without permission of all professors involved. Cases of academic dishonesty will be prosecuted according to the university’s rules of discipline.