Outline

Overview

This unit of study analyses and examines the convergence of public relations, advertising and political consulting in the history of political campaigning. The unit's objectives are to demonstrate an understanding of the relationships that exist in the political process between politicians, the media and public relations. It develops student skills specific to the delivery of political public relations and political campaigns. Its focus is the process of professionalisation and internationalisation of electioneering and campaign practices in media-centred democracies.

Unit details and rules

Academic unit	Media and Communications
Credit points	6
Prerequisites ?	None
Corequisites ?	None
Prohibitions ?	None
Assumed knowledge ?	None
Available to study abroad and exchange students	Yes

Teaching staff

Coordinator	Mitchell Hobbs, mitchell.hobbs@sydney.edu.au
Lecturer(s)	Mitchell Hobbs, mitchell.hobbs@sydney.edu.au
Tutor(s)	Jessie Nguyen, jessie.nguyen@sydney.edu.au
Tutor(s)	Paul Allen, paul.allen@sydney.edu.au

Assessment

The census date for this unit availability is 2 September 2024

Details
Criteria

Type	Description	Weight	Due	Length
Presentation	Campaign presentation and tactics portfolio n/a	30%	Multiple weeks	2000 words
Outcomes assessed:
Participation	Seminar participation Seminar participation will include discussion exercises and practicums.	10%	Ongoing	N/A
Outcomes assessed:
Assignment	Campaign proposal n/a	30%	Week 04 Due date: 23 Aug 2024 at 23:59	2000 words
Outcomes assessed:
Assignment	Essay n/a	30%	Week 13 Due date: 28 Oct 2024 at 23:59	2000 words
Outcomes assessed:
= hurdle task ? = group assignment ?

Assessment summary

Campaign proposal (two options):

Option 1: You will need to identify a political candidate or current politician and prepare a campaign proposal that could be successfully employed in the Australian political context. The campaign proposal needs to be targeted at a local, state or federal election. The campaign proposal should be written in a report format.

Option 2: You will need to identify an industry association (i.e. trade association) or other organisation (such as a corporation or lobby group) that will be the ‘client’. The goal of this proposal is to either help an organisation to persuade relevant publics to take actions supportive of a social movement or assist in the lobbying of government to influence the creation of legislation.

Campaign presentation: In groups of three, students will deliver a 15-20 minute presentation. This presentation focuses on the specific media tactics and communication materials that would be used in a campaign, either for a public affairs client or a political candidate. Specifically, students need to develop a small portfolio of political PR tactics (i.e. communication materials) and present them to the class as part of a campaign pitch.

Essay: Several essay questions will be released via CANVAS towards the end of the semester. Students choose one and prepare a long-form essay in response.

Tutorial participation: Expectations and grading of class participation will be discussed in the first seminar, but will typically include discussion question exercises and quizzes.

Word Length Penalty: Where a word length is specified, you must conform to the word length. Where a student exceeds the word length, the student will lose 10% of the total marks when the submission is 10% above the word length and 10% for each 10% over-length thereafter. Note that the word limit excludes the reference list at the end of the document.

All assessments must be attempted to pass the unit.

Assessment criteria

The University awards common result grades, set out in the Coursework Policy 2014 (Schedule 1).

As a general guide, a High distinction indicates work of an exceptional standard, a Distinction a very high standard, a credit a good standard, and a pass an acceptable standard.

Result name	Mark range	Description
High distinction	85 - 100	Professional Criteria (Communications Plan & PR Tactics): A grade at this level indicates work of outstanding overall quality. It will consist of an original and ambitious project, which has achieved its goals with a very good to high level of technical competence (in relation to the experience of the student). It will have been well researched and planned and exhibit a highly developed critical awareness of the medium or industry, as well as the intended audience, including an excellent strategy. It will be informed by the strength of its original idea(s) and an appropriate structure, which is both engaging and professional. It will demonstrate an understanding of the theories related to ‘best practice’ in the industry and have a sound evidence base. It will be work that the Department would normally regard as appropriate to exhibit to the University or wider industry partners and communities. Essay Criteria Work of outstanding quality, demonstrating an excellent standard of written English and of criticism, logical argument, interpretation of materials or use of methodology. Evidence of extensive research and use of primary sources, a thoughtful structure, substantial additional work and independent learning. This grade may be given to recognise particular originality or creativity.
Distinction	75 - 84	Professional Criteria (Communications Plan & PR Tactics) A grade at this level indicates work that overall achieves a very high standard. The work will have achieved most of its goals and will demonstrate a significant degree of originality and ambition, with a very good level of technical competence, especially in regard to a messaging strategy. The work will be based on original ideas and will be well structured. It will show significant evidence of research/planning and demonstrate a critical awareness of the medium. It will be work that the Department would normally regard as appropriate to exhibit or publish within the School or University. Essay Criteria Work of superior quality, demonstrating a command of language, sound grasp of content, efficient organisation and selectivity. Evidence of relevant research, additional work and independent learning.
Credit	65 - 74	Professional Criteria (Communications Plan & PR Tactics) A grade at this level indicates work that overall achieves a higher than satisfactory standard. The work will have achieved its principle goal(s) and will demonstrate degrees of originality and ambition, especially regarding an appropriate messaging strategy. Technically it will be competent in quality with a recognisable and successful overall structure. It will be based on a degree of research and planning and exhibit some critical awareness of the medium and of issues such as audience and representation. It will be work that the Department would normally regard as appropriate to internal Department exhibition or publication. Essay Criteria A sound performance, competent and appropriate. Work that is well written and demonstrates good research skills. Demonstrates a clear grasp of the basic skills and knowledge. Work of good quality, showing more than satisfactory achievement.
Pass	50 - 64	Professional Criteria (Communications Plan & PR Tactics) A grade at this level indicates work of an overall satisfactory standard but with some significant positive features. It will demonstrate some originality or ambition and a limited critical awareness of the medium and of issues such as audience and representation. Its goals will have been only partially realised although some reasonable attempt will have been made to achieve them. The level of technical competence will range from adequate to poor with significant structural weaknesses. Its weak structure will show evidence of inadequate research/planning. It will be work the Department would not normally regard as appropriate for exhibition or publication. Essay Criteria A satisfactory attempt to meet the demands of the assignment. Demonstrates understanding and command of basic skills and core knowledge. The assignment may have significant weaknesses, or may not be wholly successful or coherent, but shows at least satisfactory achievement in more important aspects.
Fail	0 - 49	When you don’t meet the learning outcomes of the unit to a satisfactory standard.

For more information see sydney.edu.au/students/guide-to-grades.

For more information see guide to grades.

Late submission

In accordance with University policy, these penalties apply when written work is submitted after 11:59pm on the due date:

Deduction of 5% of the maximum mark for each calendar day after the due date.
After ten calendar days late, a mark of zero will be awarded.

This unit has an exception to the standard University policy or supplementary information has been provided by the unit coordinator. This information is displayed below:

For every calendar day up to and including ten calendar days after the due date, a penalty of 5% of the maximum awardable marks will be applied to late work. The penalty will be calculated by first marking the work, and then subtracting 5% of the maximum awardable mark for each calendar day after the due date. For work submitted more than ten calendar days after the due date a mark of zero will be awarded. The marker may elect to, but is not required to, provide feedback on such work.

Academic integrity

The Current Student website provides information on academic integrity and the resources available to all students. The University expects students and staff to act ethically and honestly and will treat all allegations of academic integrity breaches seriously.

We use similarity detection software to detect potential instances of plagiarism or other forms of academic integrity breach. If such matches indicate evidence of plagiarism or other forms of academic integrity breaches, your teacher is required to report your work for further investigation.

Use of generative artificial intelligence (AI) and automated writing tools

You may only use generative AI and automated writing tools in assessment tasks if you are permitted to by your unit coordinator. If you do use these tools, you must acknowledge this in your work, either in a footnote or an acknowledgement section. The assessment instructions or unit outline will give guidance of the types of tools that are permitted and how the tools should be used.

Your final submitted work must be your own, original work. You must acknowledge any use of generative AI tools that have been used in the assessment, and any material that forms part of your submission must be appropriately referenced. For guidance on how to acknowledge the use of AI, please refer to the AI in Education Canvas site.

The unapproved use of these tools or unacknowledged use will be considered a breach of the Academic Integrity Policy and penalties may apply.

Studiosity is permitted unless otherwise indicated by the unit coordinator. The use of this service must be acknowledged in your submission as detailed on the Learning Hub’s Canvas page.

Outside assessment tasks, generative AI tools may be used to support your learning. The AI in Education Canvas site contains a number of productive ways that students are using AI to improve their learning.

Learning support

Simple extensions

If you encounter a problem submitting your work on time, you may be able to apply for an extension of five calendar days through a simple extension.  The application process will be different depending on the type of assessment and extensions cannot be granted for some assessment types like exams.

Special consideration

If exceptional circumstances mean you can’t complete an assessment, you need consideration for a longer period of time, or if you have essential commitments which impact your performance in an assessment, you may be eligible for special consideration or special arrangements.

Special consideration applications will not be affected by a simple extension application.

Using AI responsibly

Co-created with students, AI in Education includes lots of helpful examples of how students use generative AI tools to support their learning. It explains how generative AI works, the different tools available and how to use them responsibly and productively.

Support for students

The Support for Students Policy 2023 reflects the University’s commitment to supporting students in their academic journey and making the University safe for students. It is important that you read and understand this policy so that you are familiar with the range of support services available to you and understand how to engage with them.

The University uses email as its primary source of communication with students who need support under the Support for Students Policy 2023. Make sure you check your University email regularly and respond to any communications received from the University.

Learning resources and detailed information about weekly assessment and learning activities can be accessed via Canvas. It is essential that you visit your unit of study Canvas site to ensure you are up to date with all of your tasks.

If you are having difficulties completing your studies, or are feeling unsure about your progress, we are here to help. You can access the support services offered by the University at any time:

Support and Services (including health and wellbeing services, financial support and learning support)
Course planning and administration
Meet with an Academic Adviser

Weekly schedule

WK	Topic	Learning activity
Week 01	Course introduction: political PR in Australia today	Seminar (2 hr)
Week 02	From classic methods of persuasion to contemporary practices	Seminar (2 hr)
Week 03	News media management and concepts	Seminar (2 hr)
Week 04	Election campaigns	Seminar (2 hr)
Week 05	Political rhetoric and leadership	Seminar (2 hr)
Week 06	Issues management for public affairs	Seminar (2 hr)
Week 07	Political marketing and advertising	Seminar (2 hr)
Week 08	New digital trends in political PR	Seminar (2 hr)
Week 09	Crisis communication and political PR	Seminar (2 hr)
Week 10	Government communications	Seminar (2 hr)
Week 11	Relationship building and stakeholder management	Seminar (2 hr)
Week 12	New tactics in online and targeted campaigning	Seminar (2 hr)
Week 13	Course Conclusion	Seminar (2 hr)

Attendance and class requirements

Attendance: According to Faculty Board Resolutions, students in the Faculty of Arts and Social Sciences are expected to attend 90% of their classes. If you attend less than 50% of classes, regardless of the reasons, you may be referred to the Examiner’s Board. The Examiner’s Board will decide whether you should pass or fail the unit of study if your attendance falls below this threshold.

Preparation: Students should commit to spending approximately three hours of preparation time (reading, studying, homework, essays, etc.) for every hour of scheduled instruction.

Study commitment

Typically, there is a minimum expectation of 1.5-2 hours of student effort per week per credit point for units of study offered over a full semester. For a 6 credit point unit, this equates to roughly 120-150 hours of student effort in total.

Required readings

All readings for this unit can be accessed on the Library eReserve link available on Canvas.

Stromback J. and Kiousis, S. (Eds) (2020) Political Public Relations: Principles and Applications, Routledge, New York City.

Learning outcomes

Learning outcomes are what students know, understand and are able to do on completion of a unit of study. They are aligned with the University's graduate qualities and are assessed as part of the curriculum.

Outcomes
Graduate qualities

At the completion of this unit, you should be able to:

LO1. produce written and multimedia political public relations texts to advanced industry standards using the latest software and applications
LO2. design and evaluate election campaigns for political candidates or public affairs clients
LO3. demonstrate the application of scholastic knowledge to professional practices and new situations in the rapidly changing communications landscape
LO4. plan and undertake primary and secondary research relevant to communications campaigns and research reports
LO5. develop communication strategies and techniques to support transparency and accountability in democratic systems of governance.

Graduate qualities

The graduate qualities are the qualities and skills that all University of Sydney graduates must demonstrate on successful completion of an award course. As a future Sydney graduate, the set of qualities have been designed to equip you for the contemporary world.

GQ1	Depth of disciplinary expertise Deep disciplinary expertise is the ability to integrate and rigorously apply knowledge, understanding and skills of a recognised discipline defined by scholarly activity, as well as familiarity with evolving practice of the discipline.
GQ2	Critical thinking and problem solving Critical thinking and problem solving are the questioning of ideas, evidence and assumptions in order to propose and evaluate hypotheses or alternative arguments before formulating a conclusion or a solution to an identified problem.
GQ3	Oral and written communication Effective communication, in both oral and written form, is the clear exchange of meaning in a manner that is appropriate to audience and context.
GQ4	Information and digital literacy Information and digital literacy is the ability to locate, interpret, evaluate, manage, adapt, integrate, create and convey information using appropriate resources, tools and strategies.
GQ5	Inventiveness Generating novel ideas and solutions.
GQ6	Cultural competence Cultural Competence is the ability to actively, ethically, respectfully, and successfully engage across and between cultures. In the Australian context, this includes and celebrates Aboriginal and Torres Strait Islander cultures, knowledge systems, and a mature understanding of contemporary issues.
GQ7	Interdisciplinary effectiveness Interdisciplinary effectiveness is the integration and synthesis of multiple viewpoints and practices, working effectively across disciplinary boundaries.
GQ8	Integrated professional, ethical, and personal identity An integrated professional, ethical and personal identity is understanding the interaction between one’s personal and professional selves in an ethical context.
GQ9	Influence Engaging others in a process, idea or vision.

Outcome map

Learning outcomes	Graduate qualities
Learning outcomes

Responding to student feedback

This section outlines changes made to this unit following staff and student reviews.

This unit is regularly revised and updated in response to student feedback.

Additional information

MECO6912 Assessments

Assessment 1: Campaign Proposal (two options)

Option 1: A political campaign for election

You will need to identify a political candidate or current politician and prepare a campaign proposal that could be successfully employed in the Australian political context. The campaign proposal needs to be targeted at a local, state, or federal election. The campaign proposal should be written in a report format and include the following sections:

Introduction (introduce the candidate and their political values)

• The candidate's political philosophy

• The seat/electorate the candidate will contest

Stakeholders and Issues Analysis (identify the strategic stakeholders and publics relevant to your chosen candidate)

• Identify the local issues affecting the electorate and key strategic stakeholders

• Identify the national and international issues and policies affecting the electorate

A political strategy for the candidate

• Highlight the issues on which the candidate should campaign

• Highlight the different tactics the candidate should use and how these will support the overarching strategy of the relevant political organisation

• Set objectives and goals which can help define the campaign’s success

• Other issues and problems the candidate might encounter and how these can be managed

• Third-party allies that might be mobilised to support the campaign

• Schedule/timeline of how this campaign might unfold in the lead-up to the next election

Conclusion

• Measuring success (how will success be determined?)

References

• APA system

Further advice:

Students should conduct independent research into political campaigns, parties, and politicians and use this to inform their proposals. Students should identify the values of their political candidate and the local, regional, and national issues facing their electorates on which a politician can campaign.

Other excellent resources are available at:

The Parliament of Australia: http://www.aph.gov.au/

The Parliament of NSW: https://www.parliament.nsw.gov.au/

Australian Electoral Commission: http://www.aec.gov.au/ Electoral Commission NSW: http://www.elections.nsw.gov.au/

Australian Bureau Statistics: http://www.abs.gov.au/

Option 2: A political campaign for a third-party interest group

Students need to prepare a strategic communications plan that could be successfully implemented in the Australian business and legal context. Students must identify a corporation or organisation that will be their ‘client’ (i.e. a case study) for this assessment. The goal of this assessment is to develop a strategic communications plan applicable to one of the following scenarios:

1 Help an organisation to persuade relevant publics to take actions supportive of a social movement, political party, union, or cause.

2 Assist an industry association or lobby group to influence the creation of legislation through an effective public lobbying campaign.

Once an organisation and scenario have been chosen, students need to conduct research into the background, brands, products, publics, and issues relevant to their case study. For instance, the database Factiva can be used to locate all news stories on a particular corporation and is, therefore, a great source of independent information. Likewise, Annual Reports are an excellent source of information on a corporation’s values, operations, and finances. Primary research in the form of a small-scale survey or focus groups can also be conducted with classmates and other students in order to test messaging strategies or understand public perceptions of a particular product, company, or issue. More information on these research methods will be provided in class.

This communication plan should be written in report format and include the following sections:

1. Introductory Information

• Executive summary (introduce the organisation, the scenario, and the aims)

2. Research and analysis

• Background to the problem, issue, scenario, or brand

• Situation analysis

• Research findings (primary and secondary findings)

3. Strategy development

• Goals and Objectives (the latter needs to be measurable)

• Publics and Stakeholders

• Key messages and tactics

• Third-party actions (that you might depend on in order to make your communication effective)

• Risk management

• Ethical considerations

• Budgeting (be realistic by sourcing current industry prices)

4. Implementation

• Project management

• Timing

5. Evaluation and adjustment

• Measuring the effectiveness of messages, media reach, and outcomes

6. References (these will not be included in the word count)

This is an industry-focused assessment item. As such, students can make use of bullet points and tables where appropriate, but fragmented expression should be avoided. Evidence will also be needed to support the strategic approach outlined in the communications plan. Accordingly, students should provide in-text citations and a list of references. Both academic and industry sources will be valuable sources of evidence and should be cited using the APA system of referencing. All communications plans must be submitted to the Turnitin assignment drop box.

Assessment 2: Campaign presentation (Group work)

Assessment 2 builds on the knowledge acquired during the completion of Assessment 1, but it requires group work as opposed to an individual assignment. In groups of three, students will deliver a 20-minute presentation based on one of their communication plans/campaign proposals (students must choose the plan by voting). Assessment 2 is essentially a campaign presentation that focuses on the specific political public relations strategies and tactics that would be used in this campaign. Specifically, students need to develop a small portfolio of tactics and present them to the class.

Students should complete any six of the following for their tactic’s portfolio:

• Media releases x 3 (300-400 words each) (with correct formatting) (all groups must complete, and it only counts as one tactic, with each student writing one media release each)

• Backgrounder (300 words)

• Media statement for a media conference (300-400 words)

• Q&A talking points for a townhall event (300-400 words)

• An issues pamphlet (should be created using Adobe InDesign software or equivalent)

• A direct-mail letter that provides a personality profile on the candidate or that campaigns on a specific issue (300-400 words) (with correct formatting)

• Spot advertisement for a newspaper, social media, or owned media (should be created using Adobe InDesign software)

• 15-20 second radio advertisement (needs to be an audio file: can be recorded using a smartphone). Students can role-play (i.e. act) as a political candidate or the CEO of a lobby group.

• 15-30 second issues advertisement (for distribution on social media channels or television). Students can role-play (i.e. act) as a political candidate or the CEO of a lobby group.

• 15-60 second TicTok video (for a candidate or a third-party political actor). Alternative platforms are Twitter and YouTube. Students can role-play (i.e. act) as a political candidate or the CEO of a lobby group.

• Campaign flyer on a particular issue (InDesign software)

• Internet memes x 5 (be creative but not offensive—humour is the goal)

• Social media campaign strategy with a specific messaging strategy (framing issues). This should include a sample of images, photos, and posts.

• Campaign poster (use InDesign software)

• Issues billboard (use InDesign)

• An email pitch letter to a specific publication for a "profile article" for a newspaper or blog (200 words). Alternatively, a profile article could be written for "owned media," such as an industry magazine or newsletter (600 words).

• Newsletter (400 words, professional layout, with images and a messaging strategy)

• An email pitch letter to a specific publication for a feature story on the candidate’s life story and values (200 words). Alternatively, a feature article could be written for "owned media," such as an industry magazine or newsletter, or website (600 words).

• Five photographs for distribution with media releases on other tactics (students must take these)

• Detailed plan for a media event, with speech notes for an opening address (600 words)

• Five talking points (with correct factual details and framing strategy) on a key issue or policy announcement (500 words).

• Another tactic not listed but approved by your seminar instructor.

The proposed format of the presentation:

• Introduction (introduce the politician or lobby group and describe the issues they face)

• Campaign goals and communication objectives

• Targeted publics/stakeholders (constituents and third-party organisations)

• Key messages (including a framing strategy on specific issues)

• Tactics (this will be the largest segment of the presentation, and each tactic needs to have a messaging strategy and media distribution strategy)

• Budget (estimates based on public information only -- i.e. don't contact industry people for quotes).

• Evaluation (how you are going to measure success).

The presentation is group work and involves ALL group members, plus questions and answers from the class. Students must be sufficiently prepared to answer questions on their hypothetical campaign and should not read from talking notes. Groups should rehearse their presentations in order to identify any issues before the day of their presentation.

Interpersonal conflicts or other issues regarding group dynamics and contributions should be brought to the attention of their seminar instructor. Where students have not contributed in an equitable manner to a group, they will be marked based on their limited contribution. Peer evaluation forms identifying a problem with a participant's contribution should be emailed to the seminar instructor.

The final numerical score for these presentations will reflect both the quality of the presentation (i.e. public speaking skills, professional use of PowerPoint or similar software, etc.) and the quality of the PR tactics presented to the class (i.e. creativity, professionalism, potential effectiveness, etc.) (see the rubric on Canvas). Additional advice on this assessment will be provided in class.

The presentations will begin in Week 5 and conclude in Week 13. Additional advice on this assessment will be provided in class.

Disclaimer

The University reserves the right to amend units of study or no longer offer certain units, including where there are low enrolment numbers.

To help you understand common terms that we use at the University, we offer an online glossary.

Current students

Overview

Overview

Unit details and rules

Teaching staff

Assessment

Assessment

Assessment summary

Assessment criteria

Late submission

Academic integrity

Learning support

Learning support

Simple extensions

Special consideration

Using AI responsibly

Support for students

Weekly schedule

Weekly schedule

Attendance and class requirements

Study commitment

Required readings

Learning outcomes

Learning outcomes

Graduate qualities

Outcome map

Responding to student feedback

Responding to student feedback

Additional information

Additional information

Disclaimer

On this page

Useful links

Media

Student links

About us

Connect

Current students

MECO6912: Political Public Relations

Semester 2, 2024 [Normal day] - Camperdown/Darlington, Sydney

Overview

Overview

Unit details and rules

Teaching staff

Assessment

Assessment

Assessment summary

Assessment criteria

Late submission

Academic integrity

Learning support

Learning support

Simple extensions

Special consideration

Using AI responsibly

Support for students

Weekly schedule

Weekly schedule

Attendance and class requirements

Study commitment

Required readings

Learning outcomes

Learning outcomes

Graduate qualities

Outcome map

Responding to student feedback

Responding to student feedback

Additional information

Additional information

Disclaimer

On this page

Useful links

Media

Student links

About us

Connect