Download scom8501 manual 2030 2011 FINAL v2 - cpas

scom8501 strategies in science communication
The Australian
National University
Centre for the Public
Awareness of Science
coursework manual 2011
Lawrie Kirk
Workshops
Mondays 6-8 pm green couch room, #38A
some Wednesdays 5:30 pm - 6:30 pm green couch
room, #38A
see full timetable details
[email protected]
timetable 2011
semester1
Lectures will be at CPAS usually on a Monday (unless specified) from 6pm –
8 pm. There is a need for some weeks to have two evenings of lectures due
to the breaks in the academic calendar. Tutorials will be one hour duration
at CPAS normally on a Wednesday (5.30 pm – 6.30 pm) unless specified in
the outline.
Timing for the two phases:


Phase one – A total of 6 lectures and 1 tutorial. First assessable
work due Monday 28th March; and
Phase two – A total of 9 lectures and 4 tutorials. Second
assessable work due 8th June. Phase two completes with a series of
peer presentations (8th June) by each participant on both assessable
pieces of work, demonstrating an ability to present both strategic and
tactical aspects of science communication.
Total face to face lecturing time is 32 hours hrs; total tutorial time 5 hrs.
assessment
assignment
marks
due date
1. Desktop review
35%
6pm 28 Mar
2. Tactical planning
report
35%
6pm 8th June
3. Presentation
30%
8th June
*See full assessment details below*
scom8501 strategies in science communication
cpasobjectives
Scientific knowledge
contributes to our
understanding of every aspect
of life. Science communication
teaching and research at
CPAS aims to better enable
all people to engage with the
science that is relevant to
them.
This manual is a resource designed to help you get the most out of
SCOM8501, Strategies in science communication. Included is a brief
introduction to the Centre for the Public Awareness of Science, a
description of your course and resources to assist you with your studies.
Read this through now and keep it handy, it will prove crucial to your
success in the course.
thecentreforthepublicawarenessofscience
The Centre for the Public Awareness of Science at ANU is Australia’s oldest
and most diverse academic science communication centre. Located in the
unique environment of the ANU Colleges of Physical Science and Medicine,
Biology and Environment, CPAS offers undergraduate and postgraduate
courses and postgraduate research supervision. The Centre also boasts a
unique connection with Questacon – the National Science and Technology
Centre, and linkages with some of Australia’s leading science
communicators.
courseobjective
To provide participants with a thorough and practical understanding of the
process used in developing a communication plan including developing a
strategic framework and an action plan that allocates resources and
timeframes.
principles
This subject builds on successive courses held since 2006. The subject will
be delivered by a series of lectures and tutorials over the 2011 first
semester.
The proposed course outline has two key phases and the proposed
outcomes for each lecture and tutorial are provided in the summary below.
The outputs from this subject can be utilised by the participants to
undertake a practical review of an organisation’s approach to
communication. Emphasis is place on developing an agreed strategic
approach within the context of science communication.
Phase one – Building a strategic approach to communication planning. In
this phase the students will be shown how to take a more strategic
approach to communication planning using a process that has been
developed and refined by the lecturer (Lawrie Kirk) over the last 12 years.
There will be a corresponding assessable piece of work that requires the
students to show their understanding of the strategic process by
undertaking a desktop review of an organisation’s communication strategy
or developing an organisation’s/project’s communication strategy using the
process. Support for developing the assessable piece of work will be
provided by two tutorials.
Phase two – Developing a communication action plan. In this phase the
students will be shown an interactive technique that assists a group in
developing an action plan. It is supported by an assessable piece of work
where the students will be required to develop an action plan to the
strategic activity developed in Phase one. Three supportive tutorials are
planned to assist in students in the second piece of assessable work.
timetable 2011
Date
Activity
Length
Topic(s)
Outcomes
(hours)
Phase One – Taking a more strategic approach
Monday 21 February
Lecture L1
2
(6pm – 8 pm)
Wednesday 23
Tutorial 1
February
(5.30 pm – 6.30
Introduction and overview


1




Course outline
Performance indicators/key
milestones
Sharing of experience in group
Expectations and principles
Communication methods
Issuing of First piece of
assessable work






Overview of assessment tasks
Understanding of expectations of
assessable work

Appreciation of need to undertake a
strategic approach to communication
Understanding of different ways
communication can be planned
Acceptance that ownership and resource
inventory is a mandatory first step
How to segment communication partners
into broad categories
pm)
Monday 28 February
Lecture L2
2
Strategic Communication Planning



(6pm – 8 pm)


Wednesday 2 March
Tutorial 2
(5.30 pm – 6.30
pm)
1


Why plan?
Examples of planning cycles
Identifying ownership and
allocation of resources
Case study examples
Defining Communication
partners
Clarification of assignment
1.0
Brainstorming possible
organisations to review
Understanding of focus of subject
Appreciation of principles behind using an
industry based lecturer
Acceptance of phases and key milestones
Appreciation of other experience in class
members





Understanding of the requirements of the
assessable work and the deliverables
Selection of possible science organisations
to review
timetable cont’d
Date
Activity
Length
Topic(s)
Outcomes
(hours)
Wednesday 9 March
Lecture L3
2
(NB: different day
Communication Partners
than normal Monday)
Wednesday 16
Defining Relationships with




Lecture L4
2
March (NB: different
Why define relationships
How to define relationships
Group role play
Principles of qualitative
evaluation
Strategies used in a communication
plan



Monday 21 March
Lecture L5
2


Differences between a
strategy and tactic
Defining your communication
outcomes
Risk Communication
Communication Tactics




day than normal
Monday)

How to select tactics
Examples of tactics use in a
communication plan



Acceptance of the need to define
relationships
Understanding of principles of qualitative
evaluation (built on from the definition of
relationships)
Understanding of how to facilitate this step
in a group
Appreciation of the difference between a
communication strategy and tactic
Acceptance of the need to define desired
communication outcomes in a strategic
communication plan
Awareness of tactics that can be used that
are inexpensive but effective
Appreciation of the wide array of tactics that
can be utilised
Understanding of how to cull and prioritise
tactics
timetable cont’d
Date
Activity
Length
Topic(s)
Outcomes
(hours)
Wednesday 28
Lecture L6
2
March
Evaluation








Principles used in evaluation
Data collection
Analysis techniques
Outline of techniques – qualitative
vs quantitative
Frequency of evaluation
Resources used in evaluation
Submission of first piece of
assessable work



Understanding of the need for evaluation to
be incorporated at all stages of the
planning cycle
Ways to collect data
Awareness of the need to allocate
sufficient resources to evaluation
Delivery of #1 Assessable work
Phase Two – Developing a Communication Action Plan
Date
Activity
Length
Topic(s)
Outcomes
(hours)
Monday 4 April
Lecture L7
2
Marketing your Strategy

Presenting and selling your
Communication Strategy –
internally and externally
 Feedback on first assessable
work
 Discussion on second piece of
assessable work



Appreciation of the need to present the
Communication Strategy to different audiences
Awareness of ways to increase acceptance
Clarification of any issues relating to the
assessment of first piece of work
Wednesday 27 April
Lecture L8
2
Review of Strategic Planning
Process and outline of action


planning process




Monday 2 May
Lecture L9
3*
Developing an action plan

(an interactive
workshop)
Monday 9 May
Lecture L 10
2
Tutorial 3
1
A workshop technique that
can be used to allow group
participation in developing
a communication action
plan
Workshop Debrief

Wednesday 11 May
Revision of previous phases
Outline of how to undertake
an action plan
Principles of developing an
action plan



Debrief on the Action Plan –
how to document findings
Analysis of results
Assistance with second
piece of assessable work
Selection of tactics

Clarification of any issues
Appreciation of principles involved in
developing a Communication Action Plan
Appreciation of the difference between a
tactical plan and a strategic plan
Preparation for following night interactive
workshop
0







Awareness of one technique that can be used
to effectively gain group input into an action
plan
Understanding of the value of group
participation
Appreciation of the need to have a strategic
foundation established prior to undertaking an
action plan
Ability to synthesize data from the workshop
Document outputs from the workshop in
meaningful ways
Clarification of tactics needed for selected case
studies
Clarification of expectations of second and
third assessable tasks
Monday 16 May
Lecture L 11
2
Documenting strategies and tactics


Monday 23 May
Lecture L 12
2
The value of mind mapping
in documenting strategies
and tactics used in a
communication action plan
How to document and
present your
strategy/action plan
Costing and planning the




Appreciation of how to link in with other
methodologies to assist implementation of
action plan

Group discussion on second piece of
assessable work
Time for individual discussion on proposals
Appreciation of the need to ensure the plan is
well presented
Understanding of ways plans can be marketed
internally and externally
Increased understanding of how to undertake
tactical planning
implementation of the action plan


Wednesday 25 May
Monday 30 May
Wednesday 1 June
Tutorial 4
Lecture L 13
Tutorial 5
1
2
1

Principles of Project
management
How to ensure the tactics
will be delivered
Progress on second piece of
assessable work
Presenting your action plan


Marketing your plan
Internal communication

Additional support to
second piece of assessable
work
Awareness of the value of mind mapping
techniques to illustrate the relationship
between strategies and tactics
Understanding of the value of commercial
software in handling group input
Appreciation of the ways a strategy and action
plan need to be reported (i.e. the different
documentation required for reporting upwards
and downwards in an organisation




Monday 6 June
Lecture L 14
2
Overview and review

Wednesday 8 June
Lecture L 15
3


Final clarification of outstanding issues



Delivery of Assessable piece
Course feedback
Ability to articulate and communicate key
findings of assessable work #1 and #2
Subject Overview and
Career paths in strategic
communication planning
Submission of Assessable
work # 2
 Peer presentation by each
member of Strategic plan
and Action plan 15 mins
(assessable work #3)
COURSE COMPLETION 8th JUNE
scom8501 assessment in detail
assessmenttask#1–35%
Objective: This task will require the participant to demonstrate a thorough
knowledge of the strategic communication planning process demonstrated
in SCOM 8501.
Activity: Each participant is required to understand the development of the
strategic intent of a Communication Strategy through a desktop review of a
Science related Communication Strategy. A desktop review is an industry
term that requires a person not to undertake primary research but
undertake an assessment using information that is publically available.
You MUST NOT undertake primary research by contact with the organisation
as that requires clearances from the University.
Assistance will be provided in one tutorial dedicated to this piece of
assessment.
The following are the minimum areas that need to be covered:





Identification of key communication partner groupings and subcategories;
Relationships – are they defined for each partner and if so what
are they?
Key Communication messages;
Communication objective(s)/Outcomes; and
Key performance indicators (measurement or evaluation criteria).
Presentation:
The reporting, analysis and recommendations on suitability of the
information reviewed must not exceed 5 A4 pages (12 pt font). An
Executive Summary must be provided at the start of the report and is
included within the 5 page limit.
Deadline: 6. 00pm, Monday 28th March 2009 at CPAS office; hard copies
only.
Value of assessment: 35%. Late penalty 5% deduction from total mark per
calendar day. Assignments received after 7 days will not be marked
assessmenttask#2–35%
Objective: This task will require the participant to demonstrate a thorough
knowledge of the tactical planning process demonstrated in SCOM 8501.
Activity: Each participant is required to have undertaken a desktop review
of a science related communication strategy (Task #1), identify and analyse
the tactical planning aspects (NB: this can be the same strategy undertaken
in the first assessment task).
Assistance will be provided in three tutorials dedicated to this piece of
assessment.
The following are the minimum areas that need to be covered:




Selection of suitable strategies (and supporting tactics);
Identification of specific tactics used;
Measurement and evaluation of the tactics chosen; and
Prioritisation of tactics.
Presentation:
The reporting, analysis and recommendations on suitability of the
information reviewed must not exceed 5 A4 pages (12 pt font). An
Executive Summary must be provided at the start of the report and is
included within the 5 page limit.
Deadline: 6:00 pm, Wednesday 8th June 2009 at CPAS office; hard copies
only.
Value of assessment: 35%. Late penalty 5% deduction from total mark per
calendar day. Assignments received after 7 days will not be marked.
assessmenttask#3–30%
Objective: This task will require the participant to present their desktop
assessment findings (Assessment #1 and #2) and display a thorough
knowledge of both the strategic and tactical planning process
demonstrated in SCOM 8501. It will simulate a real life experience of
presenting to a high level Executive, Project Board or Project Steering
Committee,
Activity: Each participant is required present to the rest of the class (which
may include other CPAS staff and students) a max 10 min presentation
(plus 5 min question time) on their key findings from investigation of the
strategic intent and tactical delivery of a science related communication
strategy. The participant is to assume that the two previous pieces of
assessable work have been circulated to the audience as briefing papers.
Presentation:
The presentation is to be based on an assumption that the audience
represents the Executive of the relevant organisation or a Project
Steering/Management Committee. The key findings of the analysis and
any recommendations for improvement need to be clearly and effectively
articulated.
Deadline: Presentations will be undertaken on Wednesday 2nd June
Value of assessment: 30%.
Two staff members will evaluate your presentations
plagiarism
All students must be familiar with the University’s Policy on Academic
Honesty. “Plagiarism is regarded as a serious example of ‘academic
misconduct’. Plagiarism is a serious academic offence, and severe
penalties will be imposed on anyone found guilty of it.” (Academic Honest
and Plagiarism ANU, 2005:
http://academichonesty.anu.edu.au/UniPolicy.html)
referencing
An important aspect of any well-researched and written essay or
assignment is the thorough documentation of the information on which it is
based. This means that the source of anything you write that is not the
product of your thinking and analysis must be indicated by citing the
appropriate reference(s). It is essential that all references that are cited in
the text appear in full in the reference list at the end of the text and vice
versa.
You must use a recognised referencing style (such as APA, MLA, Harvard)
for your references and reference list, unless otherwise indicated by course
convenors. If you don’t know one, use APA. Information on APA style is
available at en.wikipedia.org/wiki/Apa_style. Notes about referencing are
also included on the CPAS website at: cpas.anu.edu.au/student_resources
If you have concerns about referencing unconventional sources and/or you
are experiencing difficulty complying with the Academic Honesty Policy,
please speak to your tutor.
assignment submission
Assignments are to be submitted by 6pm on the due date. It is ANU policy
that all assignments be submitted with a statement certifying that the work
is the student’s own and not submitted elsewhere.
Extensions are possible for under certain circumstances but will require
evidence (such as a medical certificate) that you will be unable to complete
the assessment item in the time required due to circumstances beyond
your control. You should contact teaching staff as soon as you are aware
that you will not be able meet the deadline.
Assignments are to be submitted physically to the CPAS office or directly to
the lecturer. When doing so, you must indicate the assignment is your own
work by adding this declaration at the start of the work: “I declare that this
assignment is entirely my own work. Any material from other sources is
correctly acknowledged.” Remember to write your full name on the
document.
For each day an assignment is late, including weekends, 5% of the total
possible mark will be deducted from the awarded mark. Assignments
submitted 7 days or more after the due date will not be accepted.
Assignments will be returned to students in class. Those assignments not
collected will be available for collection from the tray at the entrance to
CPAS.