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HE Unit Template
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Sport, Media and Public Relations
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ISMAN3001 - Sport, Media and Public Relations
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20240200
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1.2
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2026-09-10
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2026-09-10
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Exercise and Sport Science
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Institute of Health and Wellbeing
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Exercise & Sport Science
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Undergraduate
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15
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.125
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080509
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Public Relations
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080509 - Public Relations
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<a href="http://www.federation.edu.au/locate/unit/isman3001">View unit fees</a>
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Graded (e.g. HD, D, C, etc)
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7
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Bachelor Degree
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<p>This unit aims to provide students with an understanding and appreciation of the connection between sport and media industries and their relationship with new technologies, sport content and the globalisation of sport. The unit introduces students to the requirements of media performance of sport organisations and athletes, explores the theories and principles of sport public relations and examines how this is applied by sport organisations and athletes, in particular to management of crisis. Topics covered in the unit include: the role of the media and its importance to the development and promotion of sport; the relationships between sport, ethics and social responsibility in media coverage; public relations with the sport media context; technologies to enhance media opportunities; planning, implementation and evaluation of media campaigns; preparing the tools of media releases, interviews, advertisements and other forms of promotional materials; the use of sports personalities in the promotion of sport; preparing athletes to work with the media; crisis media management.</p>
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<p>This may include:<br>
•Sport media: Evolution, role and importance <br>
•Sport, media and strategic management <br>
•Sport media: Regulations, ethics and values <br>
•Sports broadcasting and technologies <br>
•Public relations: Role and tensions <br>
•Media portals and narrative production <br>
•Managing crises, scandals and reputations <br>
•Working with the media <br>
•Planning and implementing media and PR strategies <br>
•Developing content for media (Part 1)<br>
•Developing content for media (Part 2) <br>
•Evaluation of media and PR campaigns</p>
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<p>Where supplementary assessment is available a student must have failed overall in the Unit but gained a final mark of 45 per cent or above, has completed all major assessment tasks (including all sub-components where a task has multiple parts) as specified in the Unit Description and is not eligible for any other form of supplementary assessment.</p>
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Overview
Key information
Requisites
Learning outcomes
Assessment
FedTASK
Parent Region
Overview
Unit description
<p>This unit aims to provide students with an understanding and appreciation of the connection between sport and media industries and their relationship with new technologies, sport content and the globalisation of sport. The unit introduces students to the requirements of media performance of sport organisations and athletes, explores the theories and principles of sport public relations and examines how this is applied by sport organisations and athletes, in particular to management of crisis. Topics covered in the unit include: the role of the media and its importance to the development and promotion of sport; the relationships between sport, ethics and social responsibility in media coverage; public relations with the sport media context; technologies to enhance media opportunities; planning, implementation and evaluation of media campaigns; preparing the tools of media releases, interviews, advertisements and other forms of promotional materials; the use of sports personalities in the promotion of sport; preparing athletes to work with the media; crisis media management.</p>
Unit content
<p>This may include:<br> •Sport media: Evolution, role and importance <br> •Sport, media and strategic management <br> •Sport media: Regulations, ethics and values <br> •Sports broadcasting and technologies <br> •Public relations: Role and tensions <br> •Media portals and narrative production <br> •Managing crises, scandals and reputations <br> •Working with the media <br> •Planning and implementing media and PR strategies <br> •Developing content for media (Part 1)<br> •Developing content for media (Part 2) <br> •Evaluation of media and PR campaigns</p>
Key information
Institute / school:
Institute of Health and Wellbeing
Discipline:
Exercise & Sport Science
Study level:
Undergraduate
Credit points:
15
EFTSL:
0.125
Field of education:
080509 - Public Relations
Grade scheme:
Graded (e.g. HD, D, C, etc)
Placement component:
No
Fee information:
<a href="http://www.federation.edu.au/locate/unit/isman3001">View unit fees</a>
Requisites
Prerequisite
None
Corequisite
None
Exclusion
None
Learning outcomes
Learning outcomes
<p>On successful completion of this unit, students are expected to gain the following [K]nowledge, [S]kills and [A]pplication of knowledge & skills</p>
Learning Outcomes
Ref
Outcome
K1
<p>Examine and define the connection between sport and the media industries and their relationship with new technologies, sport content and the globalisation of sport.</p>
K2
<p>Define and explain the theoretical principles of public relations and its relationship with the promotion and publicity of sport organisations and athletes.</p>
K3
<p>Determine the ethical and social responsibility of the media and sport industry in relation to the promotion and publicity of sport.</p>
S1
<p>Explain and critique the use of technology and information systems in the global coverage and promotion of sport.</p>
S2
<p>Critically analyse and evaluate approaches to crisis media management and public relations in a sport context.</p>
S3
<p>Research, critically analyse and synthesise information to demonstrate judgement to define and solve problems associated with the promotion and publicity of sport.</p>
S4
<p>Develop and manage creative and engaging digital content to effectively communicate and engage media coverage in sport.</p>
A1
<p>Demonstrate application of knowledge and skill to explain how theoretical principles are applied to engage media to promote sport.</p>
A2
<p>Apply the theoretical principles of public relations to different scenarios of crisis management in sport.</p>
Assessment
Learning Tasks and Assessment
Ref
Learning task
Assessment type
Weighting
Learning outcomes assessed
1
<p>To examine and critically analyse a sport media case study and respond to set questions.</p>
<p>Case Study</p>
<p>20-40%</p>
K1, K2, K3, S1, S2, A1
2
<p>Research, critically analyse and evaluate a sport media public relations activity.</p>
<p>Public relations analysis</p>
<p>30-50%</p>
K1, K2, K3, S1, S2, S3, A1, A2
3
<p>Plan and develop media responses to a sport crisis scenario.</p>
<p>Media scenario response</p>
<p>20-40%</p>
K1, S1, S2, S4, A1, A2
Supplementary assessment available:
Yes
Supplementary assessment information:
<p>Where supplementary assessment is available a student must have failed overall in the Unit but gained a final mark of 45 per cent or above, has completed all major assessment tasks (including all sub-components where a task has multiple parts) as specified in the Unit Description and is not eligible for any other form of supplementary assessment.</p>
FedTASK
FedTASK
Description of FedTASK outcome
Level
FedTASK 1: Interpersonal
The ability to effectively communicate, interact and work with others both individually and in groups.
FedTASK 2: Leadership
The ability to apply professional skills and behaviours in leading others.
FedTASK 3: Critical Thinking and Creativity
The ability to work in complexity and ambiguity using imagination to create new ideas.
FedTASK 4: Digital Literacy
The ability to work fluently across a range of tools and applications to achieve a range of skills.
FedTASK 5: Sustainable and Ethical Mindset
The ability to consider and assess the consequences and impact of ideas and actions in enacting ethical and sustainable decisions.
FedTASK
<p>Federation University recognises that students require key transferable employability skills to prepare them for their future workplace and society. FedTASKs (<strong>T</strong>ransferable <strong>A</strong>ttributes <strong>S</strong>kills and <strong>K</strong>nowledge) provide a targeted focus on five key, transferable Attributes, Skills, and Knowledge that are embedded within curriculum, developed gradually towards successful measures and interlinked with cross-discipline and co-operative learning opportunities.</p>
Key information
Institute / school:
Institute of Health and Wellbeing
Discipline:
Exercise & Sport Science
Study level:
Undergraduate
Credit points:
15
EFTSL:
0.125
Field of education:
080509 - Public Relations
Grade scheme:
Graded (e.g. HD, D, C, etc)
Placement component:
No
Fee information:
<a href="http://www.federation.edu.au/locate/unit/isman3001">View unit fees</a>
Additional information
Add Info Static Text
Internal reference: ISMAN3001 - U1.2