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PRL1003 Reputation Management

Semester 2, 2012 On-campus Toowoomba
Units : 1
Faculty or Section : Faculty of Arts
School or Department : School of Humanities and Communication
Version produced : 30 December 2013

Contents on this page


Examiner: Alison Feldman
Moderator: Barbara Ryan

Other requisites

Students will require access to e-mail and have internet access to UConnect for this course.


An organisation's most valuable commodity is its reputation. Reputation provides the ability to secure positive public value judgements of the organisation, and results in significant tangible benefits including the ability to attract and retain good staff and volunteers, to build a strong consumer base, to motivate suppliers, to attract investors, and to increase an organisationís financial performance. Therefore, effective management of that reputation is one of the most pervasive and persistent challenges of contemporary organisations.


Increased interest in an organisation's performance is shared by not only shareholders, but also employees, other stakeholders, market and business analysts, the government, competitors, social and charity groups, and especially business and news media. The public relations professional requires knowledge and skills to understand the directions and aspirations of the organisation's internal and external stakeholders, as well as the strategic thinking of the organisation's management' and to bring these together into an overarching reputation management approach. The student will be introduced to the concept of reputation management, will be presented with a process for managing reputation, and will explore a cross section of the specialist areas which constitute the practice of public.


On completion of this course students will be able to:

  1. Comprehend the basic concepts and principles of public relations as a management function, and the role of the public relations professional as boundary spanner;
  2. Define reputation management;
  3. critically analyse the core concepts of applicable organisational theories and their application to reputation management;
  4. demonstrate information literacy skills appropriate to the discipline, and apply research strategies to identify and integrate information into a formal communication product;
  5. demonstrate written and oral communication skills by researching, planning, and submitting communication products appropriate to a professional setting;
  6. show initiative as part of a set assignment task through the development of a learning activity for others;
  7. comprehend the components of a reputation management process and demonstrate an understanding of the application of this process;
  8. comprehend the variety of specialist public relations practices undertaken in corporate, consultancy and government environments which are essential to reputation management;
  9. demonstrate oral communication skills by preparing a class presentation;
  10. demonstrate academic and professional literacy skills by reflecting on their own learning;
  11. communicate in writing by preparing and submitting a written assignment.


Description Weighting(%)
1. The historical context of reputation management and the role of public relations in an organisation's reputation management strategy 5.00
2. The emergence of reputation management as a field of study 10.00
3. Reputation management defined and its presence in corporate, consultancy and government environments 10.00
4. Core public relations communications and organisational theories applicable to reputation management 15.00
5. An integrated working model of reputation management 15.00
6. Specialist public relations practices which are essential to reputation management 40.00
7. Issues (including ethical issues) concerned with managing, maintaining and changing corporate images and reputations 5.00

Text and materials required to be purchased or accessed

ALL textbooks and materials available to be purchased can be sourced from USQ's Online Bookshop (unless otherwise stated). (

Please contact us for alternative purchase options from USQ Bookshop. (

  • Lattimore, D, Baskin, O, Heiman, S, Toth, E & Van Leuven, J 2009, Public relations: the profession and the practice, 3rd edn, McGraw-Hill, Boston.

Reference materials

Reference materials are materials that, if accessed by students, may improve their knowledge and understanding of the material in the course and enrich their learning experience.
  • Doorley, J 2007, Reputation management: the key to successful public relations and corporate communication, Routledge.
  • Dowling, J 2007, Creating corporate reputations: identity, image, and performance, Oxford University Press, Oxford.
  • Fombrun, C J 1996, Reputation: realizing value from the corporate image, Harvard Business School Press, Boston, Mass.
  • Moorley, M 1998, How to manage your global reputation: a guide to the dynamics of international public relations, New York University Press, New York.
  • Theaker, A 2004, The public relations handbook, 2nd edn, Routledge, New York/London.

Student workload requirements

Activity Hours
Assessments 45.00
Directed Study 40.00
Lectures 26.00
Private Study 40.00
Tutorials 13.00

Assessment details

Description Marks out of Wtg (%) Due Date Notes
LEARNING PORTFOLIO 100 30 24 Aug 2012
REPUTATION AUDIT 100 30 05 Oct 2012
CMA TEST 100 10 22 Oct 2012
EXAM 100 30 End S2 (see note 1)

  1. Scheduled date of examination to be advised when timetables are finalised

Important assessment information

  1. Attendance requirements:
    It is the students? responsibility to attend and participate appropriately in all activities (such as lectures, tutorials, laboratories and practical work) scheduled for them, and to study all material provided to them or required to be accessed by them to maximise their chance of meeting the objectives of the course and to be informed of course-related activities and administration. Students must attend and complete the requirements of the Workplace Health and Safety training program for this course where required.

  2. Requirements for students to complete each assessment item satisfactorily:
    To satisfactorily complete an individual assessment item a student must achieve at least 50% of the marks.

  3. Penalties for late submission of required work:
    If students submit assignments after the due date without (prior) approval of the examiner then a penalty of 5% of the total marks gained by the student for the assignment may apply for each working day late up to ten working days at which time a mark of zero may be recorded.

  4. Requirements for student to be awarded a passing grade in the course:
    To be assured of receiving a passing grade a student must achieve at least 50% of the total weighted marks available for the course.

  5. Method used to combine assessment results to attain final grade:
    The final grades for students will be assigned on the basis of the aggregate of the weighted marks obtained for each of the summative assessment items in the course.

  6. Examination information:
    Candidates are allowed to bring only writing and drawing instruments into the Closed examination.

  7. Examination period when Deferred/Supplementary examinations will be held:
    Any Deferred or Supplementary examinations for this course will be held during the next examination period.

  8. University Student Policies:
    Students should read the USQ policies: Definitions, Assessment and Student Academic Misconduct to avoid actions which might contravene University policies and practices. These policies can be found at

Assessment notes

  1. The due date for an assignment is the date by which a student must despatch the assignment to the USQ. The onus is on the student to provide proof of the despatch date, if requested by the Examiner.

  2. Students must retain a copy of each item submitted for assessment. This must be despatched to USQ within 24 hours if required by the Examiner.

  3. In accordance with University Policy, the Examiner may grant an extension of the due date of an assignment in extenuating circumstances.

  4. If electronic submission of assessments is specified for the course, students will be notified of this in the course Introductory Book and on the USQ Study Desk. All required electronic submission must be made through the Assignment Drop Box located on the USQ Study Desk for the course, unless directed otherwise by the examiner of the course. The due date for an electronically submitted assessment is the date by which a student must electronically submit the assignment. The assignment files must be submitted by 11.55pm on the due date using USQ time (as displayed on the clock on the course home page; that is, Australian Eastern Standard Time).

  5. If the method of assessment submission is by written, typed or printed paper-based media students should (i) submit to the Faculty Office for students enrolled in the course in the on-campus mode, or (ii) mail to the USQ for students enrolled in the course in the external mode. The due date for the assessment is the date by which a student must (i) submit the assessment for students enrolled in the on-campus mode, or (ii) mail the assessment for students enrolled in the external mode.

  6. The Faculty will NOT normally accept submission of assessments by facsimile or email.

  7. Students who do not have regular access to postal services for the submission of paper-based assessments, or regular access to Internet services for electronic submission, or are otherwise disadvantaged by these regulations may be given special consideration. They should contact the examiner of the course to negotiate such special arrangements prior to the submission date.

  8. Students who have undertaken all of the required assessments in a course but who have failed to meet some of the specified objectives of a course within the normally prescribed time may be awarded one of the temporary grades: IM (Incomplete - Make up), IS (Incomplete - Supplementary Examination) or ISM (Incomplete -Supplementary Examination and Make up). A temporary grade will only be awarded when, in the opinion of the examiner, a student will be able to achieve the remaining objectives of the course after a period of non directed personal study.

  9. Students who, for medical, family/personal, or employment-related reasons, are unable to complete an assignment or to sit for an examination at the scheduled time may apply to defer an assessment in a course. Such a request must be accompanied by appropriate supporting documentation. One of the following temporary grades may be awarded IDS (Incomplete - Deferred Examination; IDM (Incomplete Deferred Make-up); IDB (Incomplete - Both Deferred Examination and Deferred Make-up).

  10. Students may be assigned an "Incomplete" grade to signify that all the requirements of the course have not yet been met. Students who are graded "I" can pass the course by successfully completing such additional work as prescribed by the examiner by a given date. Students who have been awarded an IM, ISM, IDM or IDB grade must access information regarding further work to be completed, in the Student Centre of U Connect. The Grades Page in the Student Centre contains information about further work to be completed. Students who have not completed the additional work to the satisfaction of the examiner by the given date will receive the appropriate Failing grade.

Other requirements

  1. Students can expect that questions in assessment items in this course may draw upon knowledge and skills that they can reasonably be expected to have acquired before enrolling in the course. This includes knowledge contained in pre-requisite courses and appropriate communication, information literacy, analytical, critical thinking, problem solving or numeracy skills. Students who do not possess such knowledge and skills should not expect to achieve the same grades as those students who do possess them.