between theory and practice

Task description

Each student writes a 1,500-word essay in response to a question related to public relations theory and practice. You will demonstrate explicit connections between theory and practice, illustrated with case studies from the Golden Target Awards or other examples of industry practice, and supported by academic literature.

Learning outcomes

a) assess theories and concepts in public relations

b) critique public relations professional practice

context

The public relations industry is built upon informing, influencing, and persuading the public of a wide variety of organizations including private corporations, government agencies, not-for-profits, and community groups. Grunig & Hunt’s four models of Public Relations practice provide a framework for examining the different approaches to PR that can be employed to produce different outcomes for different types of clients. Debate in the literature about ethical public relations often centers around the Excellence Theory’s focus on 2-way symmetrical communication (Grunig 1992). Two-way communication emphasizes the importance of engaging public in decisions made by organizations. Social media present new challenges for public relations practitioners to build on the framework arising from the Excellence Study’s (Grunig 1992) focus on symmetrical communication. The evolution of the field to incorporate online and social media requires practitioners to be skilled in managing the 2-way exchange.

Deadline

End of Week 5 (11.59pm Sunday 11 April 2021) – Individual essay (1,500 words) submitted to Turnitin via link on Canvas.

Assessment criteria

Extent to which question is answered, depth of critical analysis (30%).

Selection of appropriate case studies, expression of their relevance to the questions (30%).

Connection between PR practice and theoretical ideas, and Grunig & Hunt’s model (30%).

Quality of written expression: vocabulary, colloquialisms, spelling, grammar (5%).

Referencing, and appropriate word count (5%).

Brief

ESSAY preparation and research guide

Make sure you understand the brief. If in doubt, ask you tutor for clarification.

Research two case studies and relevant theoretical material for your answers. Case studies may be found on the GTA Worksheet (A1 Preparation) page on Canvas and by searching the UTS Library.

Write a brief introduction which states a clear hypothesis. What are you going to prove?

Briefly summarise the key aspects of each of your chosen case studies then explore in more detail identifying its relevance (focus on the communication techniques used in the case study).

Apply Grunig’s models of PR practice to your case study and wider argument. Which model or models do the communication techniques in your case studies best fit? Why?

Consider Macnamara’s notion of organisational listening. To what extent do the client organisations in your case studies use information/feedback gathered from their stakeholders (eg. via social media)?

Write a brief conclusion.

Use in-text references to support your arguments with academic and industry sources.

Include a list of references. A minimum of 2 case studies and 5 academic references required.

support

Workshops in Weeks 3 and 5 provide an introduction to the Assessment 1 Brief and time in class to begin research for your essay under the supervision of your tutor.

essay question

How can Grunig’s models usefully guide contemporary public relations practice, including use of the principles of 2-way communication to inform organisations and publics? (Grunig 1992) What about the notion of organisational listening (Macnamara, 2013; 2014) that questions ability and willingness of organisations to embed stakeholder views with organisational practices? Organisational listening questions the extent organisations use information/feedback gathered from their stakeholders, in this case, social media. Use the Golden Target Awards collection to support and extend your views.