Course Title: Manage the public relations publication process

Part A: Course Overview

Program: C5371 Diploma of Business (Public Relations)

Course Title: Manage the public relations publication process

Portfolio: BUS Portfolio Office

Nominal Hours: 45

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.

Course Contact: Theresa Lyford

Course Contact Phone: +61 3 9925 5444

Course Contact Email: theresa.lyford@rmit.edu.au



Course Description

This unit describes the performance outcomes, skills and knowledge required to manage the design, production, implementation and evaluation of public relations publications in accordance with organisational requirements

Pre-requisite Courses and Assumed Knowledge and Capabilities

NA



National Competency Codes and Titles

National Element Code & Title:

BSBPUB501A Manage the public relations publication process

Elements:

1. Research publication requirements and segment target audience

2. Plan public relations publications

3. Develop and evaluate public relations publications


Learning Outcomes

On successful completion of this course students will produce and evaluate various public relations publications


Overview of Assessment

In order to achieve competency in this unit, you must provide:

Required skills 

  • culturally appropriate communication and negotiation skills to relate to people from diverse backgrounds and people with diverse abilities, to liaise effectively with team members and consult with external suppliers
  • literacy skills to write a range of documents containing complex ideas in a readable and engaging style appropriate to suit a range of audiences
  • organisational, project management and time management skills to ensure publications are ready and distributed on time
  • research and evaluation skills to segment and profile target audiences of public relations communications
  • technology skills to use a range of office equipment and software applications.

Required knowledge 

  • overview knowledge of key provisions of relevant legislation from all levels of government, codes of practice and national standards that affect business operations, such as:
  • anti-discrimination legislation and the principles of equal opportunity, equity and diversity
  • copyright
  • defamation and libel
  • ethical principles such as those outlined in the Public Relations Institute of Australia Code of Ethics and the Australian Journalists Association Code of Ethics
  • marketing codes of practice and conduct such as the Australian Direct Marketing Association Limited (ADMA) Direct Marketing Code of Practice
  • privacy laws
  • TradePracticesAct1974 (Cth)
  • principles and practices of the media and printing industries.

 

Assessment Conditions

Critical aspects for assessment and evidence required to demonstrate competency in this unit 

Evidence of the following is essential:

  • developing and implementing at least one complex public relations publication in accordance with the publication deadline.

You are advised that you are likely to be asked to personally demonstrate your assessment work to your teacher to ensure that the relevant competency standards are being met.

Feedback

Feedback will be provided throughout the semester in class and/or online discussions.  You are encouraged to ask and answer questions during class time and online sessions so that you can obtain feedback on your understanding of the concepts and issues being discussed. Finally, you can email or arrange an appointment with your teacher to gain more feedback on your progress.

You should take note of all feedback received and use this information to improve your learning outcomes and final performance in the course.