Introduction to Public Relations

 

 

 

 

Task: Learning Reflection
Weighting: 25%
Length: 1000 words (2 reflective journal entries @ 500 words each)
Submission: Journal entries to completed via course Blackboard

 

 

 

This assignment task involves students reflecting on their learning, and writing two reflective journal entries.  This experience helps to build reflective practice, which is emerging as a vitally important component of modern public relations.  It is through reflection that today’s public relations practitioners become more attuned to the challenges of implementing best practice approaches.  Through reflection, professionals adopt more critical perspectives on developments in the field, and develop as flexible, adaptable, and strategic members of their organisations and consultancies.

 

In Week 1 you are to prepare one learning journal entry. Entry #1 will be a pre-reflection on the course, and Entry #12 will be a post-reflection on the course.  These entries need to be structured following the SEAL format (see below).

 

The entries are to be prepared and submitted via the course Blackboard.  Your tutor will provide detailed guidance and instructions on how to complete the two entries.

 

This needs to be a critical reflection.  Therefore, you will need to move beyond merely describing your learning experience.  Instead, you should aim to highlight, explain, and analyse the changes in your understandings and approaches as a result of your learning experience.  Unfold the moments when you consider you came to deeper realisations and understandings (the ‘aha moments’).  Assess the implications of what you have learned for your future professional practice.

 

 

Here is the schedule and structure for your journal entries:

 

Week

1

Entry  #1 Pre-

Reflection

As you begin studying this course, record your reflections on:

•   What do you think is involved in public relations?

•   What has shaped your current thinking about what public relations is?

•   What do you think are the key challenges of public relations in the contemporary organisation?

•   What value do you think public relations brings to an organisation?

Week 12 Entry #2 Post-

Reflection

As you are coming to the end of this course, record your reflections on:

•   Now, what do you think is involved in public relations?

•   Which aspects of the course learning experience have been most helpful in shaping your current thinking about what is involved in public relations?  (The lectures?  The tutorials?  The workshops?  The textbook chapters?  The video interviews with PR professionals?  The assignment tasks?)

•   Which aspects of the course learning experience have been most challenging for you, and why?

•   Now, what do you think are the key challenges of public relations in the contemporary organisation?

•   Now, what value do you think public relations brings to an organisation?

 

 

 

COMU1052 Introduction to Public Relations Assignment 1 Marking Rubric – Learning Reflection

 

 

Criteria High Distinction (7) Distinction (6) Credit (5) Pass (4) Fail (3) Fail (1-2)
Depth of understanding 20% Insightful account and analysis of how deep understandings have developed. Masterful explanations of key concepts are provided. Strong description of key learnings.  Insights are elaborated upon, with only minor gaps evident.  More specific detail/ explanation could be provided. Demonstrates a very sound understanding of the subject matter.  There are gaps in the explanations of key concepts. Demonstrates an adequate understanding of the subject matter.  More specific and detailed explanations of key concepts needed. There is very weak evidence of the student forming understandings of what was learned. Scant descriptions are provided. Not included/ not a satisfactory standard of work.
Critical self-evaluation

20%

Demonstrates an open, nondefensive ability to critically evaluated self- learning.  Insightful analysis of both challenges and areas of growth. A strong attempt at critically examining the personal learnings, though at times  more cautious or less open to exploring challenges and areas of growth. Demonstrates an ability to seek understanding and examine experiences. More critical consideration of areas of challenge and growth needed. Sound self-reflection. Tends to be more superficial and/or more cautious.  Stronger, and more open, critical selfanalysis is needed. There is limited selfdisclosure.  Is more descriptive than selfreflective. Not included/ not a satisfactory standard of work.
Implications for professional practice

20%

Makes insightful and applicable connections to professional practice.  Clearly identifies future professional development needs, and establishes a well defined development plan. Makes very strong connections to professional

practice.  Future

development needs are well identified, with only minor gaps evident.  A strong plan for professional development is given.

Makes some good connections to professional practice.  More careful consideration of ongoing development needs required, and how to address these needs, is needed. There are more limited connections to professional practice.  Much stronger treatment of future professional development needs is required.  More defined pathways of future development are needed. There is little exploration of the connections to professional practice.  There is limited awareness demonstrates on future professional development needs, and how to address these needs. Not included/ not a satisfactory standard of work.
Format 15% The correct format has been followed for all entries.  The SEAL framework has been used exceptionally well. The correct format has been followed for almost all entries.  The SEAL framework has been used very well. The correct format has been followed for most entries.   The SEAL framework has been used quite well. The correct format has been followed for some entries.  The SEAL format needs to be used more effectively in the entries. The correct format has not been followed in the majority of the entries. Not included/ not a satisfactory standard of work.
Process 15% Very well-written.  The work is technically excellent and exceptionally coherent. Very effectively structured and well organized. Reads very well. Some minor technical issues that diminish readability. Generally very well structured and organised. Some reflections need further editing for readability. Technical errors are evident. Structure and organisation are sound. Several reflections are unclear. There are errors in spelling/grammar.  Structure and organisation are unclear at times. Poorly written.  The reflections are not coherent.  There are many errors in grammar and expression.

Poorly structured work.

Not included/ not a satisfactory standard of work.
Academic demands 10% Information from a very strong base of relevant and credible academic sources is excellently and appropriately used.  The work is fully aligned with APA requirements. Relevant information from appropriate academic sources has been used well.  Demonstrates very strong use of APA style, with only minor flaws evident. Information from relevant academic sources has been used quite well. Very good use of APA style, though there are some errors in referencing format. Some material from academic sources has been included.  While there is some adherence to APA style, there are errors in referencing format. There is low-level use integration of information from academic sources. There are significant errors in academic referencing format. Not included/ not a satisfactory standard of work.