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PRL3004 Organisational Communication and Culture

Semester 2, 2019 On-campus Springfield
Short Description: Org Comm & Culture
Units : 1
Faculty or Section : Faculty of Business, Education, Law and Arts
School or Department : School of Humanities & Communication
Student contribution band : Band 3
ASCED code : 080509 - Public Relations
Grading basis : Graded


Examiner: Chris Kossen


Managers and professionals in profit, non-profit and public sector organisations have to deal with unprecedented complexity in the face of rapid and continuous economic, political and technological change. Effective and ethical functioning and proficiency requires depth of knowledge and related skills to be able to balance a range of contested and competing imperatives for productivity, competitiveness, co-operation and stakeholder demands. This course provides students preparing to enter professional contexts with advanced conceptual frameworks for analysing the internal and external social and cultural factors that shape organisational communication dynamics and culture.


Students in this course are required to use a range of perspectives to critically examine organisational structuring. Through paradigms including (but not limited to) profit capital, students will analyse diverse concepts such as public interest, social good, corporate responsibility, accountability and sustainability. Students will also examine processes and initiatives that facilitate strategic, functional organisational communication and culture, covering both public and private sectors.


On successful completion of this course students should be able to:

  1. Critically evaluate key conceptual paradigm frameworks underlying organisational management, culture and communication
  2. Apply a range of practical and conceptual skills for the strategic management of organisational communication, cultures and climates
  3. Analyse ways in which communication processes can be used to facilitate strategic planning and policy development for organisations
  4. Apply the skills of ethical research and enquiry to find appropriate sources and adhere to norms of academic integrity
  5. Prepare and submit a tutorial presentation, assignment journal and an applied theory project using written and oral communication skills
  6. Critically examine corporate social responsibility, ethical concepts and principles, and debates in relation to balancing competing demands.


Description Weighting(%)
1. Conceptual frameworks and perspectives on organisational communication and culture 20.00
2. Approaches to organisational management and communication 20.00
3. Strategic planning and policy development for organisations: communication processes and strategy 20.00
4. Communication and professionalism in public service, not-for-profit, social service and community organisations 20.00
5. Communication campaigns to persuade and change behaviour 20.00

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. (

There are no texts or materials required for this course.

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.
Beckwith, SL 2006, Publicity for nonprofits: generating media exposure that leads to awareness, growth, and contributions, Kaplan Pub, Chicago, IL.
Chung K 1999, Going public. communicating in the public & private sectors, Hale & Iremonger, Alexandria, NSW.
Feinglass, A 2005, The public relations handbook for nonprofits: a comprehensive and practical guide, Jossey-Bass, San Francisco.
Kossen, C, Kiernan, E & Lawrence, J 2018, Communicating for success, 2nd edn, Pearson Education, Frenchs Forest, NSW.
Moss, D & DeSanto, B (eds) 2010, Public relations cases: international perspectives, 2nd edn, Routledge, New York.
Young, SA 2007, Government communication in Australia, Cambridge University Press, Cambridge [England] & New York.

Student workload expectations

Activity Hours
Directed Study 39.00
Independent Study 126.00

Assessment details

Description Marks out of Wtg (%) Due Date Notes
ASSIGNMENT 1 100 50 11 Oct 2019
ASSIGNMENT 2 100 50 25 Oct 2019

Important assessment information

  1. Attendance requirements:
    It is the students' responsibility to attend and participate appropriately in all a activities (such as lectures and tutorials) 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.

  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 for that item.

  3. Penalties for late submission of required work:
    Students should refer to the Assessment Procedure (point 4.2.4)

  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 items for the course.

  6. Examination information:
    There is no examination in this course.

  7. Examination period when Deferred/Supplementary examinations will be held:
    There is no examination in this course, there will be no deferred or supplementary examinations.

  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. Referencing in assignments must comply with the Harvard (AGPS) referencing system. This system should be used by students to format details of the information sources they have cited in their work. The Harvard (APGS) style to be used is defined by the USQ library’s referencing guide. This guide can be found at

Evaluation and benchmarking

In meeting the University’s aims to establish quality learning and teaching for all programs, this course monitors and ensures quality assurance and improvements in at least two ways. This course:

1. conforms to the USQ Policy on Evaluation of Teaching, Courses and Programs to ensure ongoing monitoring and systematic improvement.
2. forms part of the Bachelor of Communication and Media and the Bachelor of Arts and is benchmarked against the internal USQ accreditation/reaccreditation processes which include (i) stringent standards in the independent accreditation of its academic programs, (ii) close integration between business and academic planning, and (iii) regular and rigorous review.