Course Title: Manage the public relations publication process

Part B: Course Detail

Teaching Period: Term2 2018

Course Code: MKTG6048C

Course Title: Manage the public relations publication process

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

Tegan Addinsall


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.

Pre-requisites and Co-requisites


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

National Codes, Titles, Elements and Performance Criteria

National Element Code & Title:

BSBPUB501A Manage the public relations publication process


1. Research publication requirements and segment target audience

Performance Criteria:

1.1. Prepare a public relations research brief that specifies the research objectives, methodology, time schedule and budget

1.2. Consider the internal and external factors  that may impact the effectiveness of public relations publication

1.3. Assess primary  and secondary research methods  for their capacity to provide information on publications requirements and market segments

1.4. Evaluate and choose criteria  to use in segmenting the audience in accordance with the public relations brief

1.5. Define the target audience in terms of prospective readers of the publications

1.6. Ensure the target audience profile meets organisational requirements in terms of level and style of language usage, format, content and level of detail


2. Plan public relations publications

Performance Criteria:

2.1. Ensure publication purpose  is consistent with organisational mission, vision and corporate values

2.2. Identify, agree upon and document publication objectives and central message consistent with messages in other organisational publications

2.3. Select team members according to skill and knowledge requirements

2.4. Develop and agree upon budgets and schedules with relevant stakeholders

2.5. Identify appropriate suppliers  of goods and services and obtain quotations as required

2.6. Develop criteria to test and evaluate the success of the publication


3. Develop and evaluate public relations publications

Performance Criteria:

3.1. Design and write publication text in accordance with communication objectives and house style

3.2. Check readability of material to ensure it is geared to the target audience's reading levels

3.3. Test document with relevant stakeholders and incorporate findings into the final publication

3.4. Ensure publications, including any changes, comply with legal and ethical requirements 

3.5. Select and contract suppliers to complete publication production processes

3.6. Distribute publication according to public relations plan

3.7. Evaluate aspects  of the publication in line with stakeholder feedback and against evaluation criteria

Learning Outcomes

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

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.

We expect you to participate and contribute in all scheduled learning activities.

Teaching Schedule


The course syllabus provides you with information about:

  • When classes are held, and what topics are covered each week (including the relevant Unit of Competency and associated Elements/Performance Criteria);
  • What learning materials and activities need to be completed; and,
  • What assessments are due

Course Schedule: Manage the PR Publication Process, Semester 2, 2018



Lecture Notes


Week 1

2 July 2018

Orientation and Course Overview

Reading: Lecture Notes Week 1 & 2

Week 2

9 July 2018

The Publication Process

Reading: Lecture Notes Week 1 & 2

Week 3

16 July 2018

Introduction to InDesign

Reading: Lecture Notes Week 3

Week 4

23 July 2018

Text, Proximity and Alignment

Reading: Lecture Notes Week 4

Week 5

30 July 2018

Lines and Colour

Reading: Lecture Notes Week 5

Week 6

6 August 2018

Graphics and Formatting Objects

Reading: Lecture Notes Week 6


Week 7

13 August 2018

Printing and Exporting

Reading: Lecture Notes Week 7

Week 8

20 August 2018


Reading: Lecture Notes Week 8


26 August - 2 September 2018

Mid-Semester Break 

Week 9 

3 September 2018

Creative Brief + Internal/External Factors Reading: Lecture Notes Week 9  

Assessment 1: Group Assessment

Due: 11:59PM Friday 14th September 2018 (online submission)

Week 10

10 September 2018

Research and Target Audiences

Reading: Lecture Notes Week 10

Assessment 2: Group Project

Due: 11:59PM Sunday 16 September 2018 (online submission)

Week 11

17 September  2018

Goals, Objectives and Suppliers

Reading: Lecture Notes Week 11


Week 12

24 September 2018

Evaluation and Budgets

Reading: Lecture Notes Week 12

Week 13

1 October 2018

Presentation Expectations

Reading: Lecture Notes Week 13

Assessment 3: Individual Presentation

Due: Slides to be submitted by 11:59PM Sunday 7 October 2018 (online submission)

Week 14

8 October 2018

Assessment 3 - (Group presentation)

Assessment 3: Individual presentation

Due: In class (refer to delivery schedule for your time) 

Week 15

15 October 2018

Assessment 3 - (Group presentation)

Assessment 3: Individual presentation

Due: In class (refer to delivery schedule for your time) 

Week 16

22 October  2018


Week 17

29 October 2018

Grade Entry

The nominal hours associated with this are a guide only and represent the total teaching time and student effort required to successfully complete this course.  This may include not only scheduled classes but also the amount of effort required to undertake, evaluate and complete all assessment requirements, including any non-classroom activities.


Learning Resources

Prescribed Texts


Other Resources

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 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


You are required to complete 3 tasks.  You must successfully complete all  3  tasks to be deemed competent in this course.

Further details on all assessment on CANVAS as well as discussed in class by your teacher.


Assessment 1 Research Brief  Due: Friday 14 September 11:59pm

Summary and Purpose of Assessment

Public relation protocols and activities are critical for any company/person to implement as by not managing potential situations or campaigns effectively can impact the reputation and market position of a person, product, service or company. The purpose of this task is for students to understand how to create a research brief to provide to a third-party research agency. In this task, students are expected to provide enough information on the brief, yet no more than one-page, to meet their stated objectives. In doing so, students will demonstrate their understanding of research objectives, methodology, time schedule and budget.


Assessment Instructions

You are to complete this task in pairs.

 You are to select a public relations publication from a company of your choice, and create a research brief to supply a third-party agency to evaluate the effectiveness of your chosen publication.

 As part of the brief, you will need to address the following factors:

  • The organisations background – marketing objectives and why you need the research
  • Research objectives – who and what is the research for? What decisions need to be made?
  • Sample – audience information (for instance demographics, ethnographic, etc.)
  • Methodology – your thoughts on how the research agency should conduct the research
  • Deliverables – what you require from the research agency (for instance reports, raw data, etc.)
  • Logistics – Time requirements and budget that you’ll allocate to this activity

Length: one-page in length


Assessment 2 Public Relations Plan Due: Sunday 16 September 11:59pm

Summary and Purpose of Assessment

In industry, it is important for PR practitioners to ensure all communications reach and influence the intended target group and that the PR plan has a solid strategic direction to solve the issue—responding in the most effective way. Therefore, the purpose of this task is to consider all aspects of the PR planning stages such as: identifying target groups and risks, reviewing available budgets, considering priorities and responsibilities, timelines and by providing practical and effective solutions.

 Assessment Instructions

You are to complete this task in pairs.

You are to draw on your research portfolios from Task 1— to develop your strategy.

This Major Report continues on the strategic direction and now uses the research information to be responsible for managing the design, production, implementation and evaluation of a range of public relations’ publications for a campaign of your choosing.

Length: 2000 words


Assessment 3  Public Relations Plan Due: Sunday 7 October 11:59pm (plus Presentation in class Week 14)

Summary and Purpose of Assessment

It is the PR practitioner’s responsibility to produce and manage publications in accordance with the new PR plan and campaign. The publication process can be managed independently or with members of a team assigned to different areas. The publication process is essentially the implementation stage of the new strategy through varied communications and media channels. Publications show and communicate the campaign message through a variety of mediums, influence and have direct impact on the target groups. 

Assessment Instructions

You are to draw on your research portfolio from Assessment 1 and Assessment 2— to individually develop an actual portfolio. This portfolio will showcase the aesthetics and design identified in Assessment 2. Each individual is to produce what they stated in Assessment 2. 

Publications: As chosen in Assessment 2

Presentation (5 - 10 minutes)

Publication due: 11.59pm, Sunday 8th October (Week 13)

Verbal Presentations due: In class, Week 14

All publications from Assessment number 2 and 3 are required to have print marks on their submitted copies. This is to prove your work has been completed in Adobe Indesign instead of another program.





Assessment Matrix


 Submission Requirements

 You should:

 ·   Ensure that you submit assessments on or before the due date. 

·   Always retain a copy of your assessment tasks. (hard copy and soft copy)

·   When you submit work for assessment at RMIT University you need to use the Assessment task document that includes a declaration and statement of authorship.

·   Each page of your assessment should include footer with your name, student number, the title of the assessment, unit code and title and page numbers.

Late Submission Procedures

You are required to submit assessment items and/or ensure performance based assessment is completed by the due dates.

If you are prevented from submitting an assessment item on time, by circumstances outside your control, you may apply in advance to your teacher for an extension to the due date of up to seven calendar days.

More Information

Where an extension of greater than seven days is needed, you must apply for Special Consideration.  Applications for special consideration must be submitted no later than two working days after the assessment task deadline or scheduled examination.

More Information:

Resubmissions (VE Programs):

If you are found to be unsuccessful in a particular Course Assessment Task (or you do not submit/attend) you will be allowed one resubmission.  Your teacher will provide feedback regarding what you need to do to improve and will set a new deadline for the resubmission. 

If you are still not meeting the assessment requirements you must apply to your Program Manager in writing outlining the steps you will take to demonstrate competence in your course. Your submission will be considered by the Program Team and you will be advised of the outcome as soon as possible.

Grading & re-submissions

Successful re-submissions will contribute a CAG only (Competency Achieved Grading) result to your overall grade for the course.

Adjustments to Assessment

In certain circumstances students may be eligible for an assessment adjustment. For more information about the circumstances under which the assessment arrangements might be granted please access the following website:


Marking Guide (Competency):

 You must demonstrate that you have all the required skills/knowledge/elements in the unit of competency you are studying.

 You will receive feedback on each assessment task that will inform you about your progress and how well you are performing.



Marking Guide (Grading)

 After achieving competency we then grade your performance in the unit and you will achieve one of the following grades:


Final Grades table:




Competent with High Distinction




Competent with Distinction




Competent with Credit




Competency Achieved – Graded




Competency Achieved – Not Graded




Not Yet Competent




Did Not Submit for assessment





Further information regarding the application of the grading criteria will be provided by your teacher.


Course Overview: Access Course Overview