Course Title: Develop public relations campaigns

Part A: Course Overview

Program: C5371 Diploma of Business (Public Relations)

Course Title: Develop public relations campaigns

Portfolio: BUS Portfolio Office

Nominal Hours: 50

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 Code




Learning Mode

Teaching Period(s)


City Campus


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:

Course Description

This unit describes the skills and knowledge required to develop and conduct a public relations campaign, to evaluate its effectiveness and to present the findings to stakeholders.

Pre-requisite Courses and Assumed Knowledge and Capabilities


National Competency Codes and Titles

National Element Code & Title:

BSBPUB402 Develop public relations campaigns


1. Research public relations campaigns

2. Prepare to implement public relations campaigns

3. Implement public relations campaigns

4. Review and evaluate public relations programs

Learning Outcomes

After completing this course students will be able to   undertake the majority of work in creating and implementing the campaign with advice from more senior public relations specialists in their organisation.

Overview of Assessment


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

Performance Evidence

Evidence of the ability to:

  • research and present options for a public relations campaign for a target audience
  • develop, implement, review and evaluate a public relations campaign about a product or service.

Knowledge Evidence

To complete the unit requirements safely and effectively, the individual must:

  • outline principles, practices and theories of marketing, media, and public relations.
  • summarise current issues and trends which affect the public relations industry
  • outline current practice and recent developments in campaign planning
  • explain the relevance of the campaign's audience to campaign planning
  • outline key provisions of relevant legislation, codes of practice and national standards that affect public relations campaigns.

Assessment Conditions

Assessment must be conducted in a safe environment where evidence gathered demonstrates consistent performance of typical activities experienced in the public relations field of work and include access to:

  • office equipment and resources
  • case studies and, where possible, real situations.
  • interaction with others.


Assessors must satisfy NVR/AQTF assessor requirements


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.