Course Title: Develop and manage public relations strategies
Part A: Course Overview
Program: C5371 Diploma of Business (Public Relations)
Course Title: Develop and manage public relations strategies
Portfolio: Vocational Education
Nominal Hours: 40
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.Important Information:
Please note that this course may have compulsory in-person attendance requirements for some teaching activities.
To participate in any RMIT course in-person activities or assessment, you will need to comply with RMIT vaccination requirements which are applicable during the duration of the course. This RMIT requirement includes being vaccinated against COVID-19 or holding a valid medical exemption.
Please read this RMIT Enrolment Procedure as it has important information regarding COVID vaccination and your study at RMIT: https://policies.rmit.edu.au/document/view.php?id=209.
Please read the Student website for additional requirements of in-person attendance: https://www.rmit.edu.au/covid/coming-to-campus
Please check your Canvas course shell closer to when the course starts to see if this course requires mandatory in-person attendance. The delivery method of the course might have to change quickly in response to changes in the local state/national directive regarding in-person course attendance.
Terms
Course Code |
Campus |
Career |
School |
Learning Mode |
Teaching Period(s) |
MKTG7883C |
City Campus |
TAFE |
650T Vocational Business Education |
Face-to-Face or Internet |
Term2 2018, Term2 2020 |
Course Contact: Felicity Burns
Course Contact Phone: +61 3 9925 5486
Course Contact Email: felicity.burns@rmit.edu.au
Course Description
This unit describes the performance outcomes, skills and knowledge required to develop and implement plans for public relations activities within an organisation.
Pre-requisite Courses and Assumed Knowledge and Capabilities
NA
National Competency Codes and Titles
National Element Code & Title: |
CUVPUB501A Develop and manage public relations strategies |
Elements: |
1. Generate organisational identity consistent with organisation's vision 2. Prepare public relations plans or strategies 3. Manage the implementation of public relations plans 4. Evaluate and review public relations plans |
Learning Outcomes
On successful completion of this course students will be able to apply theoretical concepts in a broad range of contexts, which involve contingency planning and devising solutions to unpredictable problems.
Overview of Assessment
In order to achieve competency in this unit, you must provide:
Required Skills and Knowledge
This section describes the skills and knowledge required for this unit.
Required skills
- communication skills to:
- relate to people from diverse backgrounds and people with diverse abilities
- discuss issues around public relations activities with a range of stakeholders
- negotiate changes to public relations strategies in a constructive manner
- brief colleagues about public relations activities
- initiative and enterprise skills to:
- devise public relations activities that best suit target groups
- anticipate and manage risks to public relations activities
- literacy skills to:
- interpret a range of complex material
- write reports and strategic materials
- planning and organising skills to:
- organise information in a logical way when producing public relations plans and reports
- manage projects and processes
- research skills to obtain necessary background information to assist with the development of public relations plans and strategies
- technology skills to:
- use a range of office equipment and software to produce public relations plans and reports
- make effective use of the internet for research purposes.
Required knowledge
- public relations context for the organisation, including ways in which similar organisations generate and promote their identity
- ways in which public relations link to other aspects of marketing and management
- issues and challenges that can arise in the context of developing and managing public relations strategies
- structure and functions of a range of print and electronic media
- planning techniques and formats in relation to public relations
- formats, features and uses of different public relations resources
- legal issues that specifically impact on public relations practice
- intellectual property issues and legislation that impact on public relations activities.
Assessment Conditions
Critical aspects for assessment and evidence required to demonstrate competency in this unit
Evidence of the ability to:
- develop a public relations plan for a specific organisation or area of an organisation
- work collaboratively with others on the development and implementation of public relations activities
- apply knowledge of public relations protocols, resources and activities.
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.