| Effective Term: | 2024/05 |
| Institute / School : | Institute of Health and Wellbeing |
| Unit Title: | Sport, Media and Public Relations |
| Unit ID: | ISMAN3001 |
| Credit Points: | 15.00 |
| Prerequisite(s): | Nil |
| Co-requisite(s): | Nil |
| Exclusion(s): | Nil |
| ASCED: | 080509 |
| Other Change: | |
| Brief description of the Unit |
This unit aims to provide students with an understanding and appreciation of the connection between sport and media industries and their relationship with new technologies, sport content and the globalisation of sport. The unit introduces students to the requirements of media performance of sport organisations and athletes, explores the theories and principles of sport public relations and examines how this is applied by sport organisations and athletes, in particular to management of crisis. Topics covered in the unit include: the role of the media and its importance to the development and promotion of sport; the relationships between sport, ethics and social responsibility in media coverage; public relations with the sport media context; technologies to enhance media opportunities; planning, implementation and evaluation of media campaigns; preparing the tools of media releases, interviews, advertisements and other forms of promotional materials; the use of sports personalities in the promotion of sport; preparing athletes to work with the media; crisis media management. |
| Grade Scheme: | Graded (HD, D, C, P, MF, F, XF) |
| Work Experience Indicator: |
| No work experience |
| Placement Component: | |
| Supplementary Assessment:No |
| Supplementary assessment is not available to students who gain a fail in this Unit. |
| Course Level: |
| Level of Unit in Course | AQF Level(s) of Course | | 5 | 6 | 7 | 8 | 9 | 10 | | Introductory | | | | | | | | Intermediate | | | | | | | | Advanced | | |  | | | |
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| Learning Outcomes: |
| Knowledge: |
| K1. | Examine and define the connection between sport and the media industries and their relationship with new technologies, sport content and the globalisation of sport. |
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| K2. | Define and explain the theoretical principles of public relations and its relationship with the promotion and publicity of sport organisations and athletes. |
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| K3. | Determine the ethical and social responsibility of the media and sport industry in relation to the promotion and publicity of sport. |
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| Skills: |
| S1. | Explain and critique the use of technology and information systems in the global coverage and promotion of sport. |
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| S2. | Critically analyse and evaluate approaches to crisis media management and public relations in a sport context. |
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| S3. | Research, critically analyse and synthesise information to demonstrate judgement to define and solve problems associated with the promotion and publicity of sport. |
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| S4. | Develop and manage creative and engaging digital content to effectively communicate and engage media coverage in sport. |
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| Application of knowledge and skills: |
| A1. | Demonstrate application of knowledge and skill to explain how theoretical principles are applied to engage media to promote sport. |
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| A2. | Apply the theoretical principles of public relations to different scenarios of crisis management in sport. |
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| Unit Content: |
This may include:
•Sport media: Evolution, role and importance
•Sport, media and strategic management
•Sport media: Regulations, ethics and values
•Sports broadcasting and technologies
•Public relations: Role and tensions
•Media portals and narrative production
•Managing crises, scandals and reputations
•Working with the media
•Planning and implementing media and PR strategies
•Developing content for media (Part 1)
•Developing content for media (Part 2)
•Evaluation of media and PR campaigns |
| Graduate Attributes: |
| | Learning Outcomes Assessed | Assessment Tasks | Assessment Type | Weighting | | 1. | K1, K3, S1, S2, A1 | To examine and critically analyse a sport media case study and respond to set questions. | Case Study | 20-40% | | 2. | K1, K2, K3, S1, S2, S3, A1, A2, | Research, critically analyse and evaluate a sport media public relations activity. | Public relations analysis | 30-50% | | 3. | K1, S1,S2, S4, A1, A2 | Plan and develop media responses to a sport crisis scenario. | Media scenario response | 20-40% |
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