How Public Communication Professionals Influence Debate In The Public Sphere
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Important: Also follow the instructions in the subject outline for this assignment.
ASSIGNMENT TASK: Discuss how public communication professionals influence debate in the
public sphere, including how they do this for at least two of the following sectors: Not-For-Profit,
Private/For-Profit, and Public/Government. In the course of this discussion you should consider
arguments in the literature that illuminate the roles public communication professionals may play
in enabling or obstructing access to and representation in the public sphere.
Your discussion should cover these themes:
1. Public relations and advertising use all forms of media to affect
• what publics think :
• how important an issue is (agenda setting/building) and
• how publics think about an issue, event, person or organization (framing).
2. There are different parameters, limitations and opportunities specific to the different
sectors (Not-For-Profit, Private/For-Profit, Public/Government), and these affect the way
public communication professionals do their work.
3. You should address both advertising AND public relations in at least two of the sectors.
In your discussion:
1. Refer to academic literature covering each of the following areas of communication
research:
a. Literature that talks about the public sphere (Assessment 1);
b. Literature that defines public communication, such as advertising and PR
(Assessment 1);
c. Media effects theories and research;
d. Media agenda-setting/building and framing research; AND
e. Information on the different sectors and public communication practice for these
sectors.
2. Select one of the contemporary media issues from those below to illustrate your
discussion. As our news has been dominated by COVID19 and its effects in Australia, a
debate within this broad scope would be appropriate. For example:
a. COVID19 and domestic violence OR
b. NRL COVID19 shut down and resumption OR
c. COVID19 and workers’ rights OR
d. Staying fit and healthy during isolation.
e. Alternatively, climate change, in light of either Australia’s summer bush fires or COVID
19 carbon pollution reduction
If you want to use another media issue (not listed here), please consult your tutor before
going ahead.
3. You are advised (though not required) to also refer to the presentations from our industry
guests in the May recordings.
You should only discuss the contemporary media issue to illustrate points about the academic
literature. The media issue itself is not the assignment topic. However, you should include the
following information about the issue you select:
• a brief summary of the debate/issue depicted in the media;
• what sources (people, departments, organizations) are included in the stories and ads
about the issue;
• whether those sources represent organizations;
• the sectors that the organizations come from (Not-For-Profit, Private/For-Profit,
Public/Government);
• public relations activities which may have contributed to these stories; and
• any advertising which may have contributed to what people know about the issue.
Your choice of media material will help you illustrate your discussion for the assignment
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