a 1300-word literature review on relevant strategic communication approaches, definitions, and/or principles that can potentially be applied to analyze a strategic communication scenario or case.
COMU7103 ASSESSMENT SCENARIOS
SPRING 2023
SCENARIO 1
THE UNIVERSITY OF QUEENSLAND INDIGENOUS EMPLOYMENT
As part of its efforts to enhance diversity on its campuses, The University of Queensland “is committed to the
employment, career development, and support of Aboriginal and Torres Strait Islander peoples and recognises
their contributions to its community in academic and professional roles and at all levels.” To achieve this
commitment, the University of Queensland aims to position itself as an employer of choice for Aboriginal and
Torres Strait Islander peoples, provide meaningful access to career development opportunities and develop a
workplace environment that values Aboriginal and Torres Strait Islander peoples’ contribution.
Visit: https://indigenous-engagement.uq.edu.au/about/employment
THE BRIEF (NOTE : THIS IS A SIMULATION)
1. The client: UQ wants to encourage Aboriginal and Torres Strait Islander people to apply for positions
at UQ.
2. The goal: To enhance UQs position as an employer of choice for Aboriginal and Torres Strait Islander
people and to increase the number of applications from Aboriginal and Torres Strait Islander people.
UQ particularly aims to improve in terms of applications for academic positions.
3. Target audience: Aboriginal and Torres Strait Islander people who are at an employment age.
ASSESSMENT TASKS
Through 4 pieces of assessment, you will conduct research on both the issue and the discipline and the
ways in which strategic communication will allow you to achieve the client’s goal to reach, connect with,
and persuade your target audiences to visit, learn from, and engage with the exhibition.
1.
‘Literature Review’ – Strategic Comms/PR concepts + application: You will conduct desk research
(using the library and other academic and professional search devices) to seek information, arguments,
and writers about:
a.
THE TOPIC: UQ’s history and current position in terms of diversity in employment in general
and specifically in terms of indigenous careers and employment of Aboriginal and Torres Strait
Islander people. Relevant data about past and current practices, initiatives and organizational
strategies. A good starting point will be the Aboriginal and Torres Strait Islander Employment
Strategy 2019-2022 and the Reconciliation Action Plan 2019-2022. However, you will need to
go beyond these documents to search for relevant academic texts, news coverage about UQ,
diversity, reconciliation, and employment of Aboriginal and Torres Strait Islander people.
b.
THE DISCIPLINE: You will research and define relevant strategic communication concepts and
themes; you will assess whether and how relevant theory and techniques from strategic
communication and related disciplines can help you, promote UQs efforts and persuade your
target audiences or publics.
Structure: You may organise the review by concepts, topics, authors, on: (a) UQ Indigenous
employment, and (b) Strategic communication themes. You may use material from weeks 14. Always include a brief introduction and conclusion. Presentation and structure are key in
academic work.
2.
ESSAY – Building relations today: You are asked to present a research-based, well-informed, and
supported argument about the types of relationships that you need to build, secure, and/or manage
(online/offline) to effectively achieve your client’s goal and promote your message among your target
audiences and publics. You are asked to build an argument and support it with relevant information
from academic literature and/or applied examples. To help you write your essay, you may ask yourself:
What are the types of relations that are most suitable to build, manage and use to help your client?
Interpersonal communication? Media relations? Social media relations? Community relations or
engagement? Commercial/corporate relations? Advocacy, activism? Others?
For this assessment, you will benefit from course materials on relationship building and community
engagement our course focuses on between weeks 5 and 8.
3.
“Newsworthy” strategy and asset (assessments 3 & 4). You will apply the findings of your literature
review and the essay to produce a ‘newsworthy text’ – a text, media release, blog post, or series of
social media posts, that are memorable, attractive, include some novelty details, can be potentially
appealing to your audience and may potentially be disseminated on relevant outlets or sites.
To execute this task, you are encouraged to ask the following questions: What is the newsworthy tactic
that might help you persuade your audiences to consider UQ as an employer? This can be a series of
social media posts that help you build a social media community. Alternatively, it can be a media
release that may be potentially published by specialised journalists and outlets or a memorable blog
post. UQ’s website, for example, has a video that is intended as a testimonial for dissemination
(https://youtu.be/Y7_3XnohoIQ). Perhaps, face-to-face events can be an option. Or a mix of some of
the above?
For this assessment, you will have two steps:
• (Assessment 3): To get you prepared for the next task, you propose a newsworthy idea to get
tutors’ and your peers’ feedback (whether you are on the right track).
•
(Assessment 4): You will write and/or graphically present your piece (media release, blog
post, series of social media posts, community strategy, and respective site). This should be
accompanied by a short justification of why this is your preferred text to persuade your
audience. Please note that when answering this last question, we are interested in how you
use what we have studied to provide a theoretically informed reason for your action.

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