Course Title: Use digital media for public relations

Part A: Course Overview

Program: C5371 Diploma of Business (Public Relations)

Course Title: Use digital media for public relations

Portfolio: BUS Portfolio Office

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.

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 use digital media in public relations activity to engage globally. It includes establishing and maintaining a social networking presence using digital media tools and applications and arranging for the training of other personnel in the use of media.

Pre-requisite Courses and Assumed Knowledge and Capabilities

NA



National Competency Codes and Titles

National Element Code & Title:

VU21662 Use digital media for public relations

Elements:

1. Analyse appropriate digital media for public relations activities

2. Implement appropriate media for public relations activities

3. Review and evaluate digital media practices in public relations


Learning Outcomes

On completions of this course students will be able to use digital media tools and applications for various public relations activities.


Overview of Assessment

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

Required Skills

Language and literacy skills to:

  •  read, interpret and communicate legislation, regulations, policies, procedures and guidelines relating to the use of media
  •  communicate impartially and diplomatically with diverse stakeholders, including conducting open discussions
  •  convey technical information to non-technical personnel
  •  time-management skills to plan and prioritise work
  •  interpersonal skills to:
  •  consult and provide advice
  •  conduct business in a cross-culturally sensitive manner
  •  technical skills to:
  •  use digital media networking sites

Required Knowledge

  • basic technical terminology in relation to social networking and digital media applications and tools
  •  basic knowledge of uploading images, text files, PDF files, audio files, video files and link associated files
  •  features and functions of digital media applications
  •  import and export software functions
  •  linking documents
  •  WHS principles and responsibilities for ergonomics, including work periods and breaks
  •  digital media applications and procedures for connecting to social networking sites
  •  use of input and output devices
  •  use of RSS feeds to connect a social network
  •  business ethics
  •  legislation and ethics that impact upon media use
  •  consequences of non-compliance with media use legislation and ethics

 

Assessment Conditions

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

The critical aspects should reflect what someone competent in the workplace is able to do and what is acceptable evidence to permit an assessor to make a professional judgment. Evidence gathered should demonstrate:

• knowledge of contemporary digital media, tools and application in a public relations environment

• analysis of media solutions for a public relations environment

• set up of a networking presence and upload of appropriate information

• cultural sensitivity in digital media use

• communicating media use issues with relevant personal.

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.