Course Title: Develop and apply knowledge of public relations industry

Part B: Course Detail

Teaching Period: Term2 2017

Course Code: MKTG5844C

Course Title: Develop and apply knowledge of public relations industry

School: 650T Vocational Business Education

Campus: City Campus

Program: C5371 - Diploma of Business (Public Relations)

Course Contact: Julia Makin

Course Contact Phone: +61 3 9925 5175

Course Contact Email:

Name and Contact Details of All Other Relevant Staff

Alain Grossbard


Nominal Hours: 80

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 unit describes the performance outcomes, skills and knowledge required to research, analyse and apply knowledge of the various components of the public relations industry, including legal and ethical constraints and strategic communications management planning.

National Codes, Titles, Elements and Performance Criteria

National Element Code & Title:

BSBPUB401A Develop and apply knowledge of public relations industry


1. Apply knowledge of the public relations industry

Performance Criteria:


1.1.            Seek information on the structure and operation of the public relations industry

1.2.            Identify and access sources of information on the public relations industry

1.3.            Obtain information on public relations industry sectors, associations, networks and societal role

1.4.            Identify and access information on key stakeholders

1.5. Apply industry information appropriately in everyday activities related to typical work roles


2. Identify industry employment obligations and opportunities

Performance Criteria:


2.1.            Obtain information on employment obligations and opportunities in relation to the public relations industry

2.2. Apply information on employment opportunities and obligations in everyday activities related to typical work roles


3. Conduct strategic communications management planning

Performance Criteria:

3.1.            Establish purpose and processes for setting objectives in the workplace

3.2.            Identify and apply appropriate planning and measurement tools to workplace objectives

3.3. Develop critical success factors for the communications



4. Update industry knowledge

Performance Criteria:

4.1.            Conduct formal and informal research to update general knowledge of the industry continuously

4.2.            Monitor current issues of concern to the industry

4.3.            Share updated knowledge with client and colleagues

4.4. Incorporate updated knowledge into everyday activities related to typical work roles


Learning Outcomes

This unit applies to individuals working in entry level public relations positions who need to apply knowledge of the structure, organisation and functioning of the public relations industry in order to effectively conduct strategic communications.

Details of Learning Activities

A range of learning activities are planned for this course including self-paced and collaborative classroom based activities.

The self-paced activities will be delivered thought various technology platforms and include your contribution to wikis and discussion threads, reflective journals, quizzes and interactive sessions.

The collaborative classroom based activities will include group discussion, group problem solving activities and opportunities to practice your skills in a simulated/real workplace environment.

It is expected that you to participate and contribute in all scheduled learning activities.

Teaching Schedule



Topics/Learning Outcomes

Assessment Details (include due dates and when feedback will be provided)


Course Induction

·         Course delivery and assessment details

·         Online learning environment – go through Blackboard shell

·         Overview of assessment requirements

·         Competency/Grading Criteria

·         Pre-Training Review including Recognition of Prior Learning & Credit Transfers and Assessment of current skills and knowledge

·         Plagiarism – must have signed cover sheets on all assessments

·         Appeals – take them through this process and where it is on website

·         Extensions – take them through process (details on website.)

·         Feedback – when they can contact you and expect a response.

·         Privacy

·         Submission requirements – how all work must be uploaded and how

·         Resubmission policy – one resubmission, marked to a pass allowed

·         Where to get support  - Student study support details

·         Student responsibilities – must check emails and bbshells weekly


Pre-Training Review

Confirm completion of LLN skills analysis. Program map to confirm all students are correctly enrolled



       Introduction - What is PR and understanding public relations and the PR   practitioner’s role and responsibilities



PR trends and developments

Assessment 1 (Activity)


PR planning – goals and objectives

Assessment 1 (Activity)


PR and Marketing Communications 

Assessment 1 (Activity)


Employee Communications

Assessment 1 (Activity)


Publicity and media relations

Assessment 1 (Activity)


New Media ind Public Relations

Assessment 1 (Activity)


     Issues and Crisis Management    

Assessment 1 (Activity)


Major Assignment

Assessment 2


Mid Semester break (Thursday 13 April to 19 April inclusive)



Law, Ethics & Public Relations

Assessment 1 (Activity)



     Latest Trends in Public Relations & Revision

     Major Assignment due

Assessment 1 

Assessment 2



 Assessment 3


Presentations of Major Assignment

 Assessment 2


Presentations of Major Assignment

Assessment 2


Schedule any resubmission for this week


Learning Resources

Prescribed Texts


Other Resources


Overview of Assessment

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

Evidence of the following:

  • reporting on the public relations industry structure and its role in society and in a particular organisation
  • developing a stakeholder analysis relevant to a particular organisation
  • reporting on the current issues affecting the public relations industry.

Evidence of the knowledge to:

  • current issues and trends which affect the public relations industry
  • 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
  • Australian Direct Marketing Association Limited (ADMA) Direct Marketing Code of Practice
  • FACTS (Federation of Australian Commercial Television Stations) codes
  • privacy laws
  • TradePracticesAct1974 (Cth)
  • industry structures and networks
  • organisational and client operating environments, structures and business and marketing plans
  • principles and practices of marketing communications and media strategies

Evidence of the skills to:

  • communication skills such as questioning, active listening, clarifying and asking open questions
  • culturally appropriate communication and interpersonal skills to relate to people from diverse backgrounds and people with diverse abilities
  • literacy skills to read and interpret business and market data and write reports in a range of styles and for a range of audiences
  • numeracy skills to analyse quantitative data
  • research and evaluation skills to gather and record information about clients, organisations, target audiences, and the media
  • technology skills to use a range of office equipment and information systems.

Assessment conditions 

A range of assessment methods may be used to assess practical skills and knowledge. The following examples are appropriate for this unit:

  • assessment of written reports about the public relations industry, structure, function and role in society
  • assessment of a stakeholder analysis conducted by the candidate
  • direct questioning with review of portfolios of evidence and third party workplace reports of on-the-job performance by the candidate
  • observation of presentations by the candidate about the public relations industry
  • oral or written questioning
  • review of authenticated documents from the workplace or training environment
  • review of testimony from team members, colleagues, supervisors or managers
  • tests of knowledge on the structure and functioning of the public relations industry.

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 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.


Assessment Tasks

Assessment Task 1 –Portfolio of class activities

Date handed out:  Each Week

Date and time due:  Each Week

Group or Individual: Individual



Assessment 1         Portfolio of class activities (60% of total assessment)


  • Either working as an Individual or in small groups, you will be required to do a public relations activity relevant to the lecture and submit the responses by the end of the class. The activity is usually between 100 to 300 words long and there will be between 8 to 10 activities that need to be submitted. The activities will analyse and describe current or past PR events using public relations concepts and tools as well as apply skills in finding information using online resources, books, journals and newspapers.
  • Analyse and describe current or past PR events using public relations concepts and tools. Apply skills in finding information using online resources, books, journals and newspapers.                                                                                                                                      
  • Length of each report activity: Varies between 100 – 300 words
  • 6-8 activities performed in class

Assessment Task 2        Test covering lectures and activities/workshops          


A written test will be assessed on the competency achieved from answering the questions presented on the test.


This is a written test of questions related to the course content covered from series of lectures and activities performed throughout the semester.  It is to be completed by the student on Week 14. The test will test students’ knowledge, skills in public relations concepts and strategic thinking.        


The grade for this assessment task is worth 20% of your overall grade in this course.


Assessment Task 3   Industry Report and Presentation– Interview a Public Relations Practitioner




Student will be required to interview a practising public relations practitioner and write a Report on their outcomes. A hand-out will be provided with a set of instructions as to what is required and expected from the student’s assignment. It is an individual report covering what the student has learnt from a meeting to discuss about public relations from a PR practitioner. The report will be between 800 to 1000 words. This will be followed by a three (3) minute oral and visual presentation to the class.


The grade for this assessment task is worth 20% of your overall grade in this course.


Assessment Task 3   Industry Report and Presentation– Interview a Public Relations Practitioner




Students are required to deliver to the class a three (3) minute oral presentation on what they have learnt from their interview of a practising public relattions practioner . The student can use any form of presentation.  Assessment of your oral delivery to the class will be based on the following criteria:


  1. Appropriate explanation and details
  2. Presentation of information (include attention-getting introduction and summary)
  • Spelling and grammar
  1. Eye contact with class during report, avoidance of excessive reading
  2. Conversational quality,

Effective use of visual aids – charts, slides, whiteboard, and/or other media if available

Assessment Matrix

The Assessment matrix will be provided in the early part of the course

Other Information


Course Overview: Access Course Overview