Staff Profile

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Career Summary

Biography

Prue Robson is a Lecturer in Communication at the University of Newcastle. Her research interests include social media, strategic communication and public relations education. More specifically, her postgraduate work examines best practice frameworks for social media communication. Prue has over eight years experience in public relations and marketing having been involved in strategy development, campaign planning and event management for regional and national clients. Her recent work focused on the use of social media by non-capital city practitioners and has been published in the Asia Pacific Public Relations Journal. You can find her on Twitter @pruerobson.

Qualifications

  • Bachelor of Communication (Honours), University of Newcastle, 13/12/2010
  • Bachelor of Business, University of Newcastle, 11/12/2006
  • Bachelor of Communication, University of Newcastle, 11/12/2006

Research

Research keywords

  • Pedagogy
  • Public relations
  • Social media
  • Strategic communication

Research expertise

Prue's research interests are around the effect social media and online tools are having on organisational communication. Her research higher degree work focuses on identifying organisations who are using social media in an excellent manner, and investigating how they organise, integrate, plan, manage, and enact social media in their organisation so it contributes to the achievement of organisational objectives. As part of this research she aims to identify a provisional framework for excellent social media that organisations can use to guide the planning, implementation and evaluation of social media efforts. In 2012, she presented part of this research at the World Public Relation Forum in Melbourne. Her research has also been published in the Asia Pacific Public Relations Journal.

Prue also supervises a number of honours students who are researching organisational use of social media.

Fields of Research

CodeDescriptionPercentage
200100Communication And Media Studies50
150500Marketing50

Memberships

Body relevant to professional practice.

  • Member - Public Relations Institute of Australia
  • Member - Professional Communicators Network

Awards

Recognition.

2010Faculty of Science and Information Technology Faculty Medal
University of Newcastle (Australia)
Awarded for overall academic achievement and first class honours research.

Administrative

Administrative expertise

Prue has served as a Faculty of Science and IT representative on Academic Senate since 2012, and as part of this role she also sits on the Faculty Board.

Prue has also been involved in a number of community and industry projects. She recently represented the University at the inaugural Newcastle 2020 awards as a judge. In this role she assisted in selecting artworks, events, models and installations that represented a vision for Newcastle’s future.

Prue was also involved in the planning and execution of The Walkley Foundation Student Industry Day in August 2012. The event was aimed at helping students to understand how to get a start in journalism and the role of professional bodies in their career.

Prue was also involved in the process of having the Bachelor of Communication Public Relations major accredited by the Public Relations Institute of Australia in 2012. This involved a significant amount of course development to bring UoN's offerings in line with the accreditation requirements of the industry body.

Teaching

Teaching keywords

  • Audience studies
  • Public relations
  • Writing

Teaching expertise

Prue is a passionate teacher and makes a quality contribution to undergraduate teaching in the Bachelor of Communication, consistently receiving SFT scores above 4.

Prue has been involved in developing new courses and redeveloping existing courses in the Public Relations major as part of the accreditation process by the Public Relations Institute of Australia. Prue incorporates a number of innovative assessments and teaching methods in her courses to ensure they remain up-to-date with current practice.

Prue is currently undertaking a Graduate Certificate in the Practice of Tertiary Teaching.

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Highlighted Publications

For publications that are currently unpublished or in-press, details are shown in italics.

YearCitationAltmetricsLink
2011Robson PL, James MB, 'Trialling PR2.0: An exploratory study of the non-capital city practitioner's social media use', Asia Pacific Public Relations Journal, 12 19-40 (2011) [C1]

Co-authors: Melanie James

Publications

For publications that are currently unpublished or in-press, details are shown in italics.

Click on a category title below to expand the list of citations for that specific category.

Chapter (1 outputs)

YearCitationAltmetricsLink
2012James MB, Robson PL, 'Strategies to proactively manage activity', Introduction to Public Relations: From Theory to Practice, Oxford University Press, South Melbourne, VIC 259-285 (2012) [B2]

Co-authors: Melanie James

Journal article (2 outputs)

YearCitationAltmetricsLink
2013Robson PL, James M, 'Not everyone¿s aboard the online public relations train: the use (and non-use) of social media by public relations practitioners', Prism, 9 1-18 (2013) [C1]

Co-authors: Melanie James

2011Robson PL, James MB, 'Trialling PR2.0: An exploratory study of the non-capital city practitioner's social media use', Asia Pacific Public Relations Journal, 12 19-40 (2011) [C1]

Co-authors: Melanie James

Conference (2 outputs)

YearCitationAltmetricsLink
2013Robson PL, 'Time to bridge the gaps: issues with current social media research in public relations', Refereed Proceedings of the Australian and New Zealand Communication Association conference: Global Networks-Global Divides: Bridging New and Traditional Communication Challenges, Freemantle, Australia (2013) [E1]
2012Robson PL, Sutherland KE, 'Public relations practitioners and social media: Themes in a global context', World Public Relations Forum 2012 Research Colloquium Conference Proceedings, Melbourne (2012) [E3]
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Grants and Funding

No funding.

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Research Supervision

Number of current supervisions2

For supervisions undertaken at an institution other that the University of Newcastle, the institution name is listed below the program name.

Current Supervision

CommencedProposed
Completion
ProgramSupervisor TypeResearch Title
20132013Honours Communication & Media Studies
University of Newcastle
Sole SupervisorThe effect of social media on the public relations practitioner and journalist relationship
20132013Honours Communication & Media Studies
University of Newcastle
Principal SupervisorEngage with Us?: An Examination of Student Perception and Engagement with University Facebook pages
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Ms Prue Robson

Work Phone(02) 4921 6765
Fax(02) 4921 5896
Email
PositionLecturer in Communication
School of Design Communication and IT
Faculty of Science and Information Technology
The University of Newcastle, Australia
Office
MCG02,
McMullin Building,
Callaghan
University Drive
Callaghan NSW 2308
Australia
URL:www.newcastle.edu.au/profile/prue-robson