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Course Outline Corporate and International Public Relations COMM 2066 Study Period 5 - 2012 Internal - Magill Campus

Introduction Welcome Welcome to Corporate and International PR. Both large corporations and the discipline of public relations are often the focus of much public criticism in regards to ethics, however the growing professionalism of the communication function challenges these claims. In this course, we will examine corporate public relations through an ethical lens, particularly through studying the growing issues of corporate social responsibility, reputation and image. With a particular emphasis on the global environment, public relations efforts within various countries and within multinational organisations will be the focus of our attention. Students in the course come primarily from the Bachelor of Public Relations and the Bachelor of Marketing and Communication and so the course will address the integration of the marketing and public relations functions within the private sector. Course content will be delivered through lectures and tutorials, but it is imperative that students complete the allocated weekly readings, as well as further readings in the field. Much of the student learning will come through the participation in conversations in seminars, which can only be successful if you have a well-informed opinion on the weekly topics. This will come from the scholarly material, but it will also be important for you to keep abreast of current affairs and the business community in particular. Good luck with the course, and I look forward to exploring corporate and international public relations with you this study period. Leanne Glenny, PhD Course Coordinator

Course Teaching Staff Course Coordinator:

Dr Leanne Glenny


School of Communication, International Studies and Languages B2-21



+61 8 8302 4365

Staff Home Page:

* Please refer to your Course homepage for the most up to date list of course teaching staff.

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School Contact Details School of Comm, International Studies & Languages School Phone:

+61 8 8302 4850

School Fax:

+61 8 8302 4745

School Website:

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Course Overview Prerequisite(s) There are no prerequisite courses to be completed before this course can be undertaken.

Corequisite(s) There are no corequisite courses to be completed in conjunction with this course.

Course Aim This course provides students with an understanding of the relations and corporate communication in an international context, including reputation management and corporate social responsibility.

Course Objectives On completion of this course, students should be able to: CO1. Understand how corporate communication decisions support organisational objectives CO2. Develop analytical skills to assess corporate communication strategy CO3. Have a working knowledge of corporate social responsibility and plan or analyse a CSR program for an organisation CO4. Understand the concept of reputation management and develop skills for reputation management CO5. Understand the impact of globalisation on communication management and the international perspectives important to public relations in corporate communication CO6. Understand ethical issues and frameworks in corporate communication Upon completion of this course, students will have achieved the following combination of Graduate Qualities and Course Objectives: Graduate Qualities being assessed through the course GQ1 GQ2 GQ3 GQ4 GQ5 GQ6 GQ7 CO1


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Graduate Qualities A graduate of UniSA: GQ1. operates effectively with and upon a body of knowledge of sufficient depth to begin professional practice GQ2. is prepared for life-long learning in pursuit of personal development and excellence in professional practice

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GQ3. is an effective problem solver, capable of applying logical, critical, and creative thinking to a range of problems

GQ4. can work both autonomously and collaboratively as a professional GQ5. is committed to ethical action and social responsibility as a professional and citizen GQ6. communicates effectively in professional practice and as a member of the community GQ7. demonstrates international perspectives as a professional and as a citizen

Course Content Context and principles of corporate communication; corporate structures, boards and non-consumer stakeholders; interface of corporate communication, overall corporate strategy, codes of practice; the interface of marketing and public relations in corporate communication management; reputation management: issues and dynamics; international perspectives and new media context of corporate communication; managing ethically, corporate social responsibility; community programs and not-for profit sector; cause related marketing, brand management.

Teaching and Learning Arrangements Tutorial

1.5 hours x 13 weeks


1 hour x 13 weeks

Unit Value 4.5 units

Additional assessment requirements There are no additional assessment requirements identified for this course.

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Learning Resources Textbook(s) There are no textbooks listed for this course.

Reference(s) The following references are a suggested start point for your research in this course. Books ● Belasen, AT 2008, The theory and practice of corporate communication: A competing values perspective, Sage, Thousand Oaks, CA. ● Burchell, J (ed) 2008, The corporate social responsibility reader, Routledge, Abingdon, Oxon, UK. ● Chaney, LH & Martin, JS 2007, Intercultural business communication, 4th edn, Pearson Prentice Hall, Upper Saddle River, NJ. ● Christensen, LT, Morsing, M & Cheney, G 2008, Corporate communications: Convention, complexity, and critique, Sage Publications, London. ● Curtin, PA & Gaither, TK 2007, International public relations: Negotiating culture, identity, and power, Sage Publications, Thousand Oaks, CA. ● Crane, A, Matten, D & Spence, LJ (eds) 2008, Corporate social responsibility: Readings and cases in a global context, Routledge, Oxon, UK. ● Davies, G et al. (2003), Corporate Reputation and Competitiveness, Routledge, USA. (e-book available through library catalogue) ● Doorley, J & Garcia, HF 2007, Reputation management: The key to successful public relations and corporate communication, Routledge, NY. (available online as e-book) ● Flynn, N 2006, Blog rules: A business guide to managing policy, public relations, and legal issues, American Management Association, NY. ● Freitag, AR & Stokes AQ 2009, Global public relations: Spanning borders, spanning cultures, Routledge, London (e-book available through library catalogue) ● Gower, KK 2008, Legal and ethical considerations for public relations, Waveland Press, Long Grove, IL. ● Guth, D & Marsh, C 2009 Public Relations. A Values-driven approach, (4th ed.), Pearson/Allyn & Bacon, Boston, MA ● Kamalipour, YR (ed) 2007, Global communication, 2nd edn, Thomson Wadsworth, Belmont, CA. ● L'Etang, L 2006, 'Corporate responsibility and public relations ethics', in Public relations: Critical debates and contemporary practice, eds J L'Etang & M Pieczka, Lawrence Erlbaum Associates, Mahwah, NJ, pp. 405-421 (available electronically through library catalogue) ● Lerbinger, O 2006, Corporate public affairs: Interacting with interest groups, media, and government, Lawrence Erlbaum Associates, Mahwah, NJ. ● Sriramesh, K & Vercic, D 2009 (eds), The global public relations handbook: Theory, research and practice, Lawrence Erlbaum Associates, Mahwah, NJ. (e-book available through library)

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● Theaker, A (ed) 2008, The public relations handbook, 3rd edn, Routledge, Abingdon, Oxon, UK. ● Van Riel, CBM & Fombrun, CJ 2007, Essentials of corporate communication: Implementing practices for effective reputation management, Routledge, London. (e-book available through library and ereader on course website)

Journals Access to the following journals is available through the UniSA Library catalogue and databases: ● Corporate Communications: An International Journal ● Public Relations Review ● Journal of Public Relations Research ● Journal of Communication Management ● Corporate Reputation Review ● Asia Pacific Public Relations Journal ● European Journal of Marketing ● Journal of Corporate Governance ● International Journal of Media Management Corporate Social Responsibility and Environmental Management

Websites ● UN Global Compact ● Global Reporting Initiative ● Corporate Communication International ● Arthur Page Society ● Global Alliance (particularly PR landscapes) ● International Public Relations Association ● Public Relations Institute of Australia ● International Communications Consultancy Organisation (ICCO) ● Public Relations Organisation International ● International Association for Public Participation ● Australian Centre for Corporate Social Responsibility ● CSR Europe (search CSR Solutions for case studies)

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● Corporate Responsibility Magazine ● PR Influences (particularly sections on Corporate Communication and Reputation) ● Corporate Responsibility Index ● Human Rights and Equal Opportunity Commission ity.html ● Reputation Institute ● European Journalism Centre

Materials to be accessed online learnonline course site All other course related materials can be accessed through:

myUniSA All study related materials can be accessed through:

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Assessment Assessment Details Details of assessment submission and return are listed under each assessment task. Assessment tasks will be returned to you within two to three weeks of submission. If submitting in hard copy, please attach an Assignment Cover Sheet which is available on the learnonline course site and in myUniSA.

Assessment Summary #

Form of assessment Length



Due date (Adelaide Time)

Submit via

Objectives being assessed



1000 words



17 Aug 2012, 11:00 PM


CO1, CO4, CO6



2000 words



21 Sep 2012, 11:00 PM


CO1, CO2, CO3, CO5, CO6




15 minutes


23 Oct 2012, learnonline 11:00 PM

CO2, CO5, CO6

Assessments Assessment #1 - Report (Graded) Length: Weight: Due date:

1000 words 15% Friday 17 August 2012

Aim: 1. To demonstrate an understanding of theoretical concepts of identity, image and reputation. 2. To develop research, analysis and report writing skills. Task: You are the Communications Assistant for a particular company (to be named in Week 1). The Corporate Communication Manager asks you to track online activity regarding the company, and advise how this may impact the organisation’s image or reputation. You are directed to look at the online activity of: ● the company (apart from its website), ● media outlets (coverage over at least a seven-day period) and ● other online comments (such as blogs) by organisations or individuals. Format: This research is to be presented as a formal report, including: ● a title page; ● an executive summary (not included in the word count); ● introduction, research methods, findings, conclusions and recommendations; ● reference list; and

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● appendices (if appropriate). Marking Criteria: Students will be assessed under the following criteria: ● understanding of the concepts of image and reputation (45%) ● breadth of research (40%) ● correct use of Harvard referencing style, grammar, spelling, punctuation, sentence and paragraph structures (10%) ● professional presentation of report (5%) Feedback details: Feedback on this assessment will be provided on the Feedback form. The feedback forms for this assessment are located at:

Assessment #2 - Essay (Graded) Length: Weight: Due date:

2000 words 40% Friday 21 September 2012

Aim: 1. To demonstrate an understanding of theoretical concepts of Corporate Social Responsibility and how it is practised. 2. To develop essay writing and critical analysis skills. Task: Using the various views of CSR within the scholarly literature, analyse the CSR activities of Telstra in terms of how it addresses its responsibilities in the marketplace, the workplace, the community and the environment. Format: This paper is to be submitted as a scholarly essay, using Harvard referencing style for in-text citations and the reference list. Marking Criteria: Students will be assessed under the following criteria: ● understanding of the theory and its application to the case (30%) ● the level of analysis and the development of an argument/position throughout the essay (30%) ● research and the use of supporting evidence (30%) ● correct use of Harvard referencing style, grammar, spelling, punctuation, sentence and paragraph structures (10%) Feedback details: Feedback on this assessment will be provided on the Feedback form.

The feedback forms for this assessment are located at:

Assessment #3 - Presentation (Graded) Length: Weight:

15 mins 45%

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Due date:

Tuesday 23 October 2012 for PowerPoint slides (Presentations in seminars in Weeks 12 and 13)

Aim: 1. To develop an understanding of the global environment in which public relations is practised. 2. To further develop research and presentation skills in an academic context. Task: At the seminars in Week 1, you will be allocated a nation to research throughout the study period. Two students in each seminar will be given the same nation and may work as a pair to undertake research as guided in the Weekly Study Guide - a wiki may be used to help collate this research. For the final assessment, each pair will be teamed with another pair that has been allocated a nation in the same region of the world. In your team of four students, deliver a presentation to your tutorial on the practice of public relations in your region.

Format: All students are to have a formal part in the research, planning and delivery of this assessment. The delivery can be supported by a PowerPoint or Prezi presentation. Students are to speak from dot points, not scripts. The final slide or page of notes is to contain a reference list. Submission details: One member of the team is to submit the presentation slides with written notes through Gradebook by the submission date. The submission should clearly indicate the relevant contributions of each team member. Timings for presentations will be allocated in seminars. Marking criteria: Students will be assessed under the following criteria: ● structure and appropriateness of content (20%) ● depth of understanding of public relations in an international context (35%) ● evidence of broad and skilful research (including contribution to wiki) (25%) ● correct use of Harvard style referencing (5%) ● individual presentation skills and contribution to the team (15%) Feedback details: Feedback on this assessment will be provided on the Feedback form. The feedback forms for this assessment are located at:

Supplementary Assessment Supplementary assessment is not available for this course.

Important information about all assessment All students must adhere to the University of South Australia's policies about assessment: .

Students with disabilities or medical conditions Students with disabilities may be entitled to a variation or modification to standard assessment arrangements.

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Information for students with disabilities is available at: .

Variations to assessment tasks Variation to assessment methods, tasks and timelines can be provided in: 1.

Unexpected circumstances, for example bereavement, unexpected illness. Variation to assessment in unexpected circumstances should be discussed with your course coordinator as soon as possible.


Expected circumstances, for example religious observance grounds, or community services. Variations to assessment in expected circumstances must be requested within the first two weeks of the course (or equivalent for accelerated or intensive teaching).

More information about variation to assessment may be found by consulting the relevant policy:

Academic Integrity The university aims to foster and preserve the scholarly values of inquiry, experimentation, critical appraisal and integrity, and to foster these values in its students. Academic Integrity is a term used at university to describe honest behaviour as it relates to all academic work (for example papers written by staff, student assignments, conduct in exams, etc) and is the foundation of university life. One of the main principles is respecting other people's ideas and not claiming them as your own. Anyone found to have used another person's ideas without proper acknowledgement is guilty of Academic Misconduct and the University considers this to be a serious matter. The University of South Australia wants its students to display academic integrity so that its degrees are earned honestly and are trusted and valued by its students and their employers. To ensure this happens and that students adhere to high standards of academic integrity and honesty at all times, the University has policies and procedures in place to promote academic integrity and manage academic misconduct for all students. Work submitted electronically by students for assessment will be tested using text comparison software Turnitin . More information about Academic Integrity and what constitutes academic misconduct can be found in Section 9 of the Assessment policies and procedures manual at: or on the Learning and Teaching Unit website at:

Submission and return of assessment tasks See above under Assessment details.

Evaluation of the course Process of evaluation This course will be evaluated through the CEI and SET processes at the end of the Study Period as well as by regular review through informal feedback sessions with students. In addition, students are encouraged to speak directly with the Course Coordinator about any aspect of the course content, structure or delivery. Previous evaluation Student feedback from the previous courses has been fairly positive however changes have been made to the assessment tasks in order to improve the level of engagement with the topic. Following feedback from 2010, the 2012 assessment tasks have been given a more practical focus. More guidance will also be given on the course website regarding the formatting of assignments.

Conceded and Terminating Passes Version 2 (03 August 2012)


Conceded and Terminating passes are not available in this course.

Further Assessment Information Extensions, late submissions and resubmissions In accordance with UniSA’s Assessment policy, extensions will only be considered following the submission of documentary evidence of medical or compassionate grounds or special circumstances. For more details see the Assessment Policy Sections 3.4, 7.6, 7.7 and 7.8. Applications for extension, along with the documentary evidence, must be submitted through the Extensions link on the course website. Requests must be made at least 24 hours before the due time and date for submission. Assignments which are not granted extensions and are submitted after the due date will have 5% deducted from the mark for each day or part thereof after the assignment lodgement date. Gradebook will continue to take assignments after the due date. A student who considers they have grounds for re-submission must contact the Course Coordinator within five working days of the return of the assessment, to discuss the original assessment. The Course Coordinator will notify the student in writing within five working days whether a re-submission has been granted or denied. Students who pass a re-submission will be granted a maximum mark of 50% unless: ● the Course Coordinator considers there are exceptional circumstances which warrant the full range of grades being available, or ● the re-submission is the result of an academic misconduct inquiry. In these cases an Academic Integrity Officer will determine the range of marks available, in consultation with the Course Coordinator.

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Course Calendar Study Period 5 - 2012 Weeks


Assessment Details (Adelaide Time)

09 - 15 July


16 - 22 July



23 - 29 July

Contexts and principles of corporate communication in a global society


30 July - 05 August

Identity, image, reputation and branding


06 - 12 August

Measuring reputation


13 - 19 August

Stakeholder driven communication


20 - 26 August

Ethical dimensions of corporate communication


27 August - 02 September

Corporate Social Respponsibility and the community Part 1


03 - 09 September

Corporate Social Responsibility and the community Part 2


10 - 16 September

Public relations across international boundaries Part 1

17 - 23 September


24 - 30 September



01 - 07 October

Public relations across international boundaries Part 2


08 - 14 October

Corporate communication and the international media


15 - 21 October

The new media context for corporate communication


22 - 28 October

Change communication in the corporation


29 October - 04 November Internship briefing (Bachelor of PR students) Issues and crisis management (all other students)

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Report due 17 Aug 2012, 11:00 PM

Essay due 21 Sep 2012, 11:00 PM

Presentation due 23 Oct 2012, 11:00 PM



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