Overview
This unit develops essential media engagement skills valuable across diverse professional contexts. You will gain practical understanding of how news and information flow through modern media channels, building expertise in crafting and delivering compelling content for different audiences. The unit combines news principles and storytelling techniques with strategic communication skills, teaching you how to research, write and structure effective media materials. You will learn to navigate the contemporary media landscape, develop professional relationships with journalists, and create engaging content across traditional and digital platforms. Through examining real-world cases and ethical considerations in local and global contexts, you will build transferable skills in professional communication that are increasingly vital in many career paths.
Details
Pre-requisites or Co-requisites
36 credit points
Important note: Students enrolled in a subsequent unit who failed their pre-requisite unit, should drop the subsequent unit before the census date or within 10 working days of Fail grade notification. Students who do not drop the unit in this timeframe cannot later drop the unit without academic and financial liability. See details in the Assessment Policy and Procedure (Higher Education Coursework).
Offerings For Term 1 - 2025
Attendance Requirements
All on-campus students are expected to attend scheduled classes - in some units, these classes are identified as a mandatory (pass/fail) component and attendance is compulsory. International students, on a student visa, must maintain a full time study load and meet both attendance and academic progress requirements in each study period (satisfactory attendance for International students is defined as maintaining at least an 80% attendance record).
Recommended Student Time Commitment
Each 6-credit Undergraduate unit at CQUniversity requires an overall time commitment of an average of 12.5 hours of study per week, making a total of 150 hours for the unit.
Class Timetable
Assessment Overview
Assessment Grading
This is a graded unit: your overall grade will be calculated from the marks or grades for each assessment task, based on the relative weightings shown in the table above. You must obtain an overall mark for the unit of at least 50%, or an overall grade of 'pass' in order to pass the unit. If any 'pass/fail' tasks are shown in the table above they must also be completed successfully ('pass' grade). You must also meet any minimum mark requirements specified for a particular assessment task, as detailed in the 'assessment task' section (note that in some instances, the minimum mark for a task may be greater than 50%). Consult the University's Grades and Results Policy for more details of interim results and final grades.
All University policies are available on the CQUniversity Policy site.
You may wish to view these policies:
- Grades and Results Policy
- Assessment Policy and Procedure (Higher Education Coursework)
- Review of Grade Procedure
- Student Academic Integrity Policy and Procedure
- Monitoring Academic Progress (MAP) Policy and Procedure - Domestic Students
- Monitoring Academic Progress (MAP) Policy and Procedure - International Students
- Student Refund and Credit Balance Policy and Procedure
- Student Feedback - Compliments and Complaints Policy and Procedure
- Information and Communications Technology Acceptable Use Policy and Procedure
This list is not an exhaustive list of all University policies. The full list of University policies are available on the CQUniversity Policy site.
Feedback, Recommendations and Responses
Every unit is reviewed for enhancement each year. At the most recent review, the following staff and student feedback items were identified and recommendations were made.
Feedback from Teaching Staff Evaluation
The removal of media-focused content in discontinued units provides a key opportunity
Broaden the scope and focus of this unit to incorporate more media-focused content.
- Analyse how news values and media processes influence content creation and distribution across different platforms
- Demonstrate ethical awareness and professional judgment in media relations and communication practices
- Evaluate media opportunities and develop appropriate communication strategies in response to different scenarios
- Apply professional writing and research skills to create effective media materials for diverse purposes and audiences
- Create and adapt content using contemporary storytelling techniques and digital tools
Alignment of Assessment Tasks to Learning Outcomes
| Assessment Tasks | Learning Outcomes | ||||
|---|---|---|---|---|---|
| 1 | 2 | 3 | 4 | 5 | |
| 1 - Case Study - 20% | |||||
| 2 - Report - 35% | |||||
| 3 - Portfolio - 45% | |||||
Alignment of Graduate Attributes to Learning Outcomes
| Graduate Attributes | Learning Outcomes | ||||
|---|---|---|---|---|---|
| 1 | 2 | 3 | 4 | 5 | |
| 1 - Communication | |||||
| 2 - Problem Solving | |||||
| 3 - Critical Thinking | |||||
| 4 - Information Literacy | |||||
| 5 - Team Work | |||||
| 6 - Information Technology Competence | |||||
| 7 - Cross Cultural Competence | |||||
| 8 - Ethical practice | |||||
| 9 - Social Innovation | |||||
| 10 - Aboriginal and Torres Strait Islander Cultures | |||||
Textbooks
There are no required textbooks.
IT Resources
- CQUniversity Student Email
- Internet
- Unit Website (Moodle)
- Padlet
All submissions for this unit must use the referencing style: American Psychological Association 7th Edition (APA 7th edition)
For further information, see the Assessment Tasks.
a.johnson2@cqu.edu.au
Module/Topic
Understanding the modern media landscape
Chapter
Events and Submissions/Topic
Module/Topic
News values and media operations
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Events and Submissions/Topic
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Strategic media planning
Chapter
Events and Submissions/Topic
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Creating effective media content I
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Events and Submissions/Topic
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Creating effective media content II
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Events and Submissions/Topic
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Events and Submissions/Topic
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Media relationship fundamentals
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Events and Submissions/Topic
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Interview preparation and management
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Events and Submissions/Topic
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Media ethics and professional practice
Chapter
Events and Submissions/Topic
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Broadcast media skills
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Events and Submissions/Topic
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Digital media engagement
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Events and Submissions/Topic
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Measuring media success
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Events and Submissions/Topic
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Reflection and consolidation
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Events and Submissions/Topic
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Events and Submissions/Topic
Module/Topic
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Events and Submissions/Topic
1 Case Study
Overview In this assessment, you will analyse how a news media story was covered across different media platforms. This task develops your understanding of news values, media processes, and how content is adapted for different channels and audiences. You'll examine a recent case study to understand how media coverage decisions are made and their implications for professional practice.
Task Description
Select and analyse a media story from the past 3 months that received coverage across multiple platforms. Your analysis should examine how news values and media processes influenced the story's coverage and distribution.
Your case study analysis should include:
Story Context and Background (approx. 300 words)
- Provide a clear overview of the chosen story
- Explain its significance within the broader health communication landscape
- Outline the scope and reach of its media coverage
News Values Analysis (approx. 450 words)
- Identify and analyse the key news values present in the story
- Discuss how these values influenced coverage decisions
- Examine why the story gained traction in the media
Platform Comparison (approx. 450 words)
- Compare and contrast how the story was covered across 2-3 different media platforms
- Analyse how the content was adapted for different audiences and platforms
- Examine the effectiveness of different approaches used
Professional Implications (approx. 300 words)
- Discuss key lessons for communications professionals
- Provide evidence-based recommendations for future media engagement
- Consider ethical implications and professional responsibilities
Use of GenAI Tools
Within this assessment, the use of GenAI tools (including but not limited to ChatGPT, Microsoft CoPilot and Grammarly) is permitted for:
- Grammar and style checking
- Reference formatting
All analysis, critical thinking, and recommendations must be your own work.
Important Notes
- Choose a story that received substantial coverage across multiple platforms
- The story must be from the past 3 months, though try to avoid stories which are still developing
Week 4 Friday (4 Apr 2025) 11:59 pm AEST
Submit via Moodle
Vacation Week Friday (18 Apr 2025)
Grades and Feedback Returned Via Moodle
A full marking criteria will be provided on Moodle, however you will be assessed based on your attention to completion of requirements of task, writing standard, evidence of learning and research and referencing.
- Analyse how news values and media processes influence content creation and distribution across different platforms
- Demonstrate ethical awareness and professional judgment in media relations and communication practices
2 Report
Overview This assessment focuses on your ability to evaluate media opportunities and develop appropriate communication strategies in response to real-world scenarios. You'll demonstrate your professional writing and research skills while creating effective media materials, showing your understanding of how news values and media processes influence content creation and distribution. The task allows you to apply your developing knowledge of ethical media relations practices in a practical context.
Task Description
For one of the provided scenarios (or your own choice, see below), develop:
Media Pitch (approx. 500 words)
- News angle and hook
- Key messages
- Spokesperson quotes
- Supporting resources/visuals available
Strategy Overview (approx. 800 words)
- Target media identification and rationale
- Timing considerations
- Implementation approach
- Success measures
Scenario Options
Select one scenario from the provided options (available in Moodle). Each scenario describes a event or initiative requiring media coverage. You can propose your own real-world initiative requiring media coverage. If choosing your own scenario, please submit a brief proposal to the unit coordinator by Week 6 for approval.
Use of GenAI Tools
Within this assessment, the use of GenAI tools (including but not limited to ChatGPT, Microsoft CoPilot and Grammarly) is permitted for:
- Grammar and style checking
- Reference formatting
All analysis, critical thinking, and recommendations must be your own work.
Week 8 Friday (9 May 2025) 11:59 pm AEST
Submit via Moodle
Week 10 Friday (23 May 2025)
Grades and feedback returned via Moodle
A full marking criteria will be provided on Moodle, however you will be assessed based on your attention to completion of requirements of task, writing standard, evidence of learning and research and referencing.
- Demonstrate ethical awareness and professional judgment in media relations and communication practices
- Evaluate media opportunities and develop appropriate communication strategies in response to different scenarios
- Apply professional writing and research skills to create effective media materials for diverse purposes and audiences
3 Portfolio
Overview This portfolio assessment allows you to demonstrate your ability to create and adapt content across different media formats, while applying professional writing and research skills. Through practical activities completed throughout the term, you'll show your understanding of contemporary storytelling techniques and digital tools, as well as your development of ethical awareness and professional judgment in media relations. The portfolio format enables you to build evidence of your growing expertise in evaluating and responding to different media opportunities.
Task Description
Throughout the unit, you will build a digital portfolio using Padlet to collect evidence of your developing media skills. Padlet allows you to easily upload and organise different types of content, creating a dynamic record of your learning journey.
Your Padlet portfolio should:
- Document your completion of weekly activities (as outlined in Moodle)
- Include reflections on your learning and development
- Demonstrate your growing understanding of media engagement
- Show evidence of your practical skill development
Submission Process
Build your portfolio progressively throughout the term using Padlet. Organise content clearly with appropriate headings and sections. In Week 12, confirm your final Padlet URL via the Moodle submission point
Important Notes
- Only the free version of Padlet is required for this unit
- Detailed instructions for using Padlet will be provided in Moodle
- You have the option to keep your Padlet private, sharing access only with the unit coordinator
- Alternative submission options are available for students with internet access challenges or other difficulties using Padlet. Please contact the unit coordinator early in the term if you need to discuss alternative arrangements
Use of GenAI Tools
Within this assessment, the use of GenAI tools (including but not limited to ChatGPT, Microsoft CoPilot and Grammarly) is permitted for:
- Grammar and style checking
- Reference formatting
- Elsewhere as per specific instructions listed in Moodle only.
All analysis, critical thinking, and recommendations must be your own work.
Week 12 Friday (6 June 2025) 11:59 pm AEST
Submit via Moodle
Exam Week Friday (20 June 2025)
Grades and feedback returned via Moodle
A full marking criteria will be provided on Moodle, however you will be assessed based on your attention to completion of requirements of task, writing standard, evidence of learning and research and referencing.
- Apply professional writing and research skills to create effective media materials for diverse purposes and audiences
- Create and adapt content using contemporary storytelling techniques and digital tools
As a CQUniversity student you are expected to act honestly in all aspects of your academic work.
Any assessable work undertaken or submitted for review or assessment must be your own work. Assessable work is any type of work you do to meet the assessment requirements in the unit, including draft work submitted for review and feedback and final work to be assessed.
When you use the ideas, words or data of others in your assessment, you must thoroughly and clearly acknowledge the source of this information by using the correct referencing style for your unit. Using others’ work without proper acknowledgement may be considered a form of intellectual dishonesty.
Participating honestly, respectfully, responsibly, and fairly in your university study ensures the CQUniversity qualification you earn will be valued as a true indication of your individual academic achievement and will continue to receive the respect and recognition it deserves.
As a student, you are responsible for reading and following CQUniversity’s policies, including the Student Academic Integrity Policy and Procedure. This policy sets out CQUniversity’s expectations of you to act with integrity, examples of academic integrity breaches to avoid, the processes used to address alleged breaches of academic integrity, and potential penalties.
What is a breach of academic integrity?
A breach of academic integrity includes but is not limited to plagiarism, self-plagiarism, collusion, cheating, contract cheating, and academic misconduct. The Student Academic Integrity Policy and Procedure defines what these terms mean and gives examples.
Why is academic integrity important?
A breach of academic integrity may result in one or more penalties, including suspension or even expulsion from the University. It can also have negative implications for student visas and future enrolment at CQUniversity or elsewhere. Students who engage in contract cheating also risk being blackmailed by contract cheating services.
Where can I get assistance?
For academic advice and guidance, the Academic Learning Centre (ALC) can support you in becoming confident in completing assessments with integrity and of high standard.
What can you do to act with integrity?
