Ms Prue Robson

Ms Prue Robson

Lecturer in Communication

School of Design Communication and IT

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 and PRism. You can find her on Twitter @pruerobson.

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 and PRism. Prue is currently undertaking her PhD at the University of Canberra. Prue also supervises a number of honours students who are researching organisational use of social media.

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.

Administrative Expertise
Prue served as a Faculty of Science and IT representative on Academic Senate in 2012-13, and as part of this role she also sat on the Faculty Board. Prue has also been involved in a number of community and industry projects. She 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.


Qualifications

  • Bachelor of Communication (Honours), University of Newcastle
  • Bachelor of Business, University of Newcastle
  • Bachelor of Communication, University of Newcastle

Keywords

  • Pedagogy
  • Place branding
  • Public relations
  • Social media
  • Strategic communication
  • Writing

Fields of Research

Code Description Percentage
150599 Marketing not elsewhere classified 50
200199 Communication and Media Studies not elsewhere classified 50

Professional Experience

UON Appointment

Title Organisation / Department
Lecturer in Communication University of Newcastle
School of Design Communication and IT
Australia

Academic appointment

Dates Title Organisation / Department
1/04/2011 - 1/12/2011 Associate Lecturer in Communication University of Newcastle
School of Design Communication and IT
Australia
1/01/2011 -  Membership - Public Relations Institute of Australia Public Relations Institute of Australia
Australia
1/01/2007 -  Membership - Professional Communicators Network Professional Communicators Network
Australia

Awards

Recognition

Year Award
2010 Faculty of Science and Information Technology Faculty Medal
University of Newcastle
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Publications

For publications that are currently unpublished or in-press, details are shown in italics.


Chapter (1 outputs)

Year Citation Altmetrics Link
2012 James 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)

Year Citation Altmetrics Link
2013 Robson P, James MB, '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
2011 Robson 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)

Year Citation Altmetrics Link
2013 Robson 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]
2012 Robson 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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Research Supervision

Number of supervisions

Completed2
Current0

Past Supervision

Year Level of Study Research Title / Program / Supervisor Type
2013 Honours The effect of social media on the public relations practitioner and journalist relationship
Communication & Media Studies, University of Newcastle
Sole Supervisor
2013 Honours Engage with Us?: An Examination of Student Perception and Engagement with University Facebook pages
Communication & Media Studies, University of Newcastle
Principal Supervisor
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Ms Prue Robson

Position

Lecturer in Communication
School of Design Communication and IT
Faculty of Science and Information Technology

Contact Details

Email prue.robson@newcastle.edu.au
Phone (02) 4921 6765
Fax (02) 4921 5896

Office

Room MCG02
Building McMullin Building
Location Callaghan
University Drive
Callaghan, NSW 2308
Australia
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