Course Title: Use digital media for public relations

Part B: Course Detail

Teaching Period: Term2 2016

Course Code: MKTG7882

Course Title: Use digital media for public relations

School: 650T Vocational Business Education

Campus: City Campus

Program: C5335 - Diploma of Business (Public Relations)

Course Contact: Sally Parrott

Course Contact Phone: +61 3 9925 5175

Course Contact Email:

Name and Contact Details of All Other Relevant Staff

Fiona McQueen

Nominal Hours: 60

Regardless of the mode of delivery, represent a guide to the relative teaching time and student effort required to successfully achieve a particular competency/module. This may include not only scheduled classes or workplace visits but also the amount of effort required to undertake, evaluate and complete all assessment requirements, including any non-classroom activities.

Pre-requisites and Co-requisites


Course Description

This course covers the performance outcomes, skills and knowledge required to apply knowledge of social media in a planning and strategic context. It includes planning for the establishment and maintenance of a social networking strategy.

National Codes, Titles, Elements and Performance Criteria

National Element Code & Title:

VU21662 Use digital media for public relations


1. Analyze appropriate digital media for public relations activities.

Performance Criteria:

1.1 Analyse and evaluate media networking requirements to determine the most suitable digital media for the public relations activity. 1.2 Research and present documentation on current legislation for use of digital and social media protocols, policies and risks.


2. Implement appropriate media for public relations activities.

Performance Criteria:

2.1 Communicate media selection and intended use to relevant personnel, including non-technical personnel and confirm understanding to ensure consistency of interpretation and application. 2.2 Establish and implement cross-cultural communication protocols based on tolerance and sensitivity. 2.3 Establish and implement social media interface using text and file content. 2.4 Test and evaluate tools and applications for ease of use and facilitating networking interaction. 2.5 Establish evaluation criteria to measure the effectiveness of the implementation of the selected media technologies. 2.6 Explain digital media usage protocols and convey potential consequences of non-compliance. 2.7 Incorporate regular maintenance and monitoring of usage and establish a reporting process for media use refinement.


3. Review and evaluate digital media practices in public relations.

Performance Criteria:

3.1 Review media usage process to ensure compliance with legislative and organisational policies and procedures. 3.2 Propose strategies for resolving non-compliant factors of media use and cultural insensitivities which may impede internal or global practices. 3.3 Complete documentation and make recommendations for improvements where appropriate.

Learning Outcomes

 Students will understand the role of social media in a public relations environment.

Details of Learning Activities

A range of learning activities will be covered in this course including:

Either working as an Individual or in small groups, you will be required to investigate and evaluate different social media platforms and understand the mechanisms in order to implement them in a public relations environment. A mixture of small, medium businesses as well as not-for-profit groups will be investigated.


Teaching Schedule






Prior to training commencement a program level induction session will be conducted that comprises the following:

• Program overview and requirements
• MyRMIT/Blackboard
• Overview of assessment requirements
• Pre-Training Review including:Recognition of Prior Learning and Credit Transfers
Assessment of current skills and knowledge
• Competency/Grading Criteria
• Plagiarism
• Appeals
• Extensions
• Feedback
• Privacy
• Submission requirements
• Re-submission policy
• Where to get support

Wk 1:


Course overview

Wk 2:

Guest speaker – briefing for assessments

Wk 3:

Digital Media Overview

Wk 4:

Social Media Policy & Legislation

Wk 5:



Social Media tools

Assessment 1 due - feedback provided by week 7

Wk: 6: 

Social Media Management

Wk: 7

Understanding the maintenance and monitoring of usage to refine the work

Wk 8:

Graphics & Video


29 August – 2 September

Wk 9:

Infographics and shareable content

Wk 10:

Blogs and eNewsletters
Assessment 2 due - feedback provided by week 12

Wk 11:

Posting v Advertising

Wk 12:

Crisis Management & Trends

Wk 13:


Wk 14:

Presentations in class

Assessment 3 due - feedback provided by week 15

Wk 15:

Feedback and interviews

Wk 16:



Learning Resources

Prescribed Texts


Other Resources

Overview of Assessment

Assessment may incorporate a variety of methods including technical requirements documentation, homework, assignments, group and/or individual projects, in class exercises, written and practical assessments, problem solving exercises, presentations, direct observation of actual and simulated work practice, presentation of a portfolio of evidence which may comprise documents, and/or photographs and/or video and audio files, review of products produced through work-based or course activities.

Students are advised that they are likely to be asked to personally demonstrate their assessment work to their teacher to ensure that the relevant competency standards are being met. Students will be provided with feedback throughout the course to check their progress.

Assessment Tasks

You are required to complete 3 total tasks. All tasks must successfully be completed to be deemed competent in this unit. Once competent each assessment will be graded.  

Assessment Task 1 – Case study report (800 words) .  Due:  End of week five – Sunday 7 August midnight)

This is an individual assessment where you will be presented with a case study of an organisation and will then investigate how they currently use social media.  You will then be asked to consider how the organisation could better use digital and social media. 

 You will need to closely examine the supplied organisation and look at how they have embraced social media over the past three years.  You will then need to consider any strategies they could implement to improve their social media presence.  This may be an extension of what they are already doing or it may be brand new initiatives that they haven’t utilised previously. 

-       Provide a brief overview of the organisation

-       Detail how the organisation currently uses social media

-       Provide details on the target audience

-       Showcase an example of how the organisation has used social media well (provide images – screen shots etc)

-       Showcase an example of how the organisation has used social media in a manner that could be improved on (provide images – screen shots etc)

-       Highlight (3) improvements that could be made in the social media/digital space for the organisation

-       Highlight an example of another audience operating in the SAME market and how they are currently operating in the social and digital media space (provide images – screen shots) 

A full template will be provided for students to follow for the report. 


Assessment Task 2 – Social media/digital portfolio.  Due:  End of week 10 – Sunday 18 September midnight

This assessment will be done in teams of TWO only.  Following on from assessment one, using the same supplied client, you are to now identify an issue/product/brand building opportunity to mock up FIVE different social media/digital vehicles. 

For each mock up you will need to provide a one page summary (minimum 400 words) highlighting:

  • What you are attempting to highlight through the medium
  • Target audience
  • Why you choose this medium
  • Distribution strategy
  • Possible outcomes

It is up to you which social media/digital medium you use for the mock ups.  This could include (but not limited to) use of:

  • Facebook
  • Instagram
  • Snapchat
  • Tinder
  • Periscope
  • Blogging (any platform)
  • Linkedin
  • Youtube
  • Vine

You will be expected to professionally mock up material in line with the social media medium you have chosen to use. 


Assessment Task 3 – Presentation.  Due in class week 14.  

In the same team as assessment two you will present on the material prepared for assessment two plus provide additional details on each chosen social media medium and its use as a PR vehicle. 

Information to include:

  • Detail the social medias you decided to use
  • Explain how you chose the social medias you utilised
  • Detail the benefits of each mediums
  • Explain why you believe those mediums were most suitable for the organisation
  • Examples of the mediums use in other situations (perhaps a competitor of your organisation) 

The presentation must run between seven and 10 minutes.  


Submission Requirements
You should:
• Ensure that you submit assessments on or before the due date.
• Always retain a copy of your assessment tasks. (hard copy and soft copy)
• When you submit work for assessment at RMIT University you need to use a cover sheet that includes a declaration and statement of authorship. You must complete, sign and submit a cover sheet with all work you submit for assessment, whether individual or group work. On the cover sheet you declare that the work you are presenting for assessment is your own work. An assignment cover sheet for submission of each assessment task is available on blackboard.
• Each page of your assessment should include footer with your name, student number, the title of the assessment, unit code and title and page numbers. For example, Julie Macpherson, 324567, Task 2, OHS2345C Ensure safe workplace, Page 1 of 10.

Late Submission Procedures
You are required to submit assessment items and/or ensure performance based assessment is completed by the due dates.
If you are prevented from submitting an assessment item on time, by circumstances outside your control, you may apply in advance to your teacher for an extension to the due date of up to seven calendar days.
More Information:
Form to use:
Where an extension of greater than seven days is needed, you must apply for special consideration.
Applications for special consideration must be submitted no later than two working days after the assessment task deadline or scheduled examination
More Information:;ID=g43abm17hc9w
Form to use:

Resubmissions (VET Programs):
If you are found to be unsuccessful in a Course Assessment Task you will be allowed one resubmission only. Your teacher will provide feedback regarding what you need to do to improve and will set a new deadline for the resubmission. The highest grade you will receive if your resubmission is successful is “CAG”. If you are still not meeting the assessment requirements you must apply to your Program Manager in writing outlining the steps you will take to demonstrate competence in your course. Your submission will be considered by the Program Team and you will be advised of the outcome as soon as possible.

Adjustments to Assessment
In certain circumstances students may be eligible for an assessment adjustment. For more information about the circumstances under which the assessment arrangements might be granted please access the following
More Information:;ID=7usdbki1fjf31
Marking Guide (Competency):
You must demonstrate that you have all the required skills/knowledge/elements in the unit of competency you are studying. You will receive feedback on each assessment task that will inform you about your progress and how well you are performing.
Marking Guide (Grading)
After achieving competency we then grade your performance in the unit and you will achieve one of the following grades:

Final Grades table:
CHD Competent with High Distinction
CDI Competent with Distinction
CC Competent with Credit
CAG Competency Achieved – Graded
NYC Not Yet Competent
DNS Did Not Submit for assessment
Further information regarding the application of the grading criteria will be provided by your teacher.

Assessment Matrix

Course Overview: Access Course Overview