Course Title: Develop and manage public relations strategies

Part B: Course Detail

Teaching Period: Term2 2017

Course Code: MKTG7883C

Course Title: Develop and manage public relations strategies

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: 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.

Pre-requisites and Co-requisites


Course Description

This unit describes the performance outcomes, skills and knowledge required to develop and implement plans for public relations activities within an organisation.

National Codes, Titles, Elements and Performance Criteria

National Element Code & Title:

CUVPUB501A Develop and manage public relations strategies


1. Generate organisational identity consistent with organisation's vision

Performance Criteria:

1.1 Collect and analyse internal and external information relevant to the development of public relations strategies

1.2 Review the organisation’s core activities, business values and current business direction to identify potential images and messages

1.3 Identify and consult with key stakeholders about public relations issues


2. Prepare public relations plans or strategies

Performance Criteria:

2.1 Identify target groups for public relations activities

2.2 Identify and select strategies that enhance and promote the organisation’s identity to target groups

2.3 Identify and plan for the range of potential situations and reactions to which the organisation may need to respond

2.4 Incorporate legal and ethical considerations into the planning process

2.5 Provide timely opportunities for colleagues to contribute to public relations planning

2.6 Negotiate changes to plans as required

2.7 Submit public relations plans for approval according to organisational policy as required


3. Manage the implementation of public relations plans

Performance Criteria:

3.1 Define and clearly communicate all aspects of public relations plans to others involved in the public relations activities

3.2 Implement and monitor actions detailed in plans and take action to rectify anything that has the potential to impact negatively on activities

3.3 Produce public relations reports according to organisational policy

3.4 Share public relations information with colleagues to maintain awareness of current direction and priorities of organisation


4. Evaluate and review public relations plans

Performance Criteria:

4.1 Establish appropriate mechanisms to obtain feedback about public relations activities and strategies

 4.2 Evaluate public relations activities using agreed methods and benchmarks

 4.3 Make adjustments according to feedback and evaluation

4.4 Communicate and implement agreed changes


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.

Details of Learning Activities

Supportive activities will involve development of strategies, planning, research and creative tasks. This course covers developing knowledge, skills in project concepts and strategic thinking (based on lecture notes and activities covered during the semester). Preparing, submitting and presenting a public relations publication is recommended for the required project. Individual activity may require development of strategies, creative, media, risk analysis and budgetary recommendations. All team members are to participate in the Report and Presentation.

You will receive ongoing feedback on your progress in the course. You will be informed about how to improve your performance in the competency/course and what you need to do to be deemed competent or to gain a pass in the assessment.

Teaching Schedule




      Assessment / Comment           



Course Induction
• Course delivery and assessment details
• Course support documents – any text books or readings
• Online learning environment – go through Blackboard shell
• Grading – reminder of codes and no marks (codes at end of doc)
• 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 – contact times
• Submission requirements – how all work must be uploaded
• Resubmission policy – one resubmission, marked to a pass allowed
• Where to get support - Student study support details
• Student responsibilities – must check emails and Blackboard shells weekly

*Outline for all Assessment Tasks




Introduction - What are public relations strategies? What is the PR Publication process? Understand the public relations aspect of managing such a process.
Assignment provided.

Research process - activities for preparing a research portfolio

*Overview Assessment 1
Information to inform course content and delivery and formation of groups and allocation of projects



Preparing a research portfolio

Potential PR Issues/ PR Strategies





PR Strategies

*Overview of Assessment 2 and working in groups




The key aspects of a public relations plan
- PR Activities
- Objectives
- Media vehicles




Target groups


 Assessment 1 Due


 Strategic direction to solve potential situations (risks)




Budgets and timelines - how to create a critical path

*Feedback on Assessment 1



Mid Semester Break




Drafting the PR Report

*Overview of Assessment 3



Workshop 1 - PR Report

 Assessment 2 Due


Workshop 2 - PR Report




Preparing for a Presentation/ Editing Publication


 Assessment 3 - Publication Due




Presentation due for peer review and assessment





Presentation due for peer review and assessment


Feedback - Interviews






No classes - Resubmissions only


Learning Resources

Prescribed Texts


Other Resources


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 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 may incorporate a variety of methods including technical requirements documentation, homework, assignments, group and/or individual projects, in class exercises, written and practical assessments, problem solving exercises, presentations, direct observation of actual and simulated work practice, presentation of a portfolio of evidence which may comprise documents, and/or photographs and/or video and audio files, review of products produced through work-based or course activities.

Students are advised that they are likely to be asked to personally demonstrate their assessment work to their teacher to ensure that the relevant competency standards are being met. Students will be provided with feedback throughout the course to check their progress.

Assessment Tasks

Assessment Task 1 – Research Portfolio and PR Strategy (30%), 1000 words - Individual (due week 6)


You are to select a not for profit organisation and provide a new company strategy to address a potential PR issue, supported by a research portfolio. The research portfolio will need to be collated, titled and saved as a PDF file (with a minimum of 10 pages).

During the research portfolio stage, you will need to address the following factors:

- Internal and external information on the organisation (situation analysis)
- Potential PR issue
- The organisation’s core activities, business values, relationship to the public, service and business direction
- Key stakeholders

*A guideline for key areas to be researched and included in the portfolio will be provided on Blackboard.

Details of Assessment:

You will be required to choose from a list of not for profit organisations’ and support their findings through documented research. There are two parts to submit in this assessment. These are:

  1. Research portfolio (minimum of 10 pages)
    2. Rationale of potential issue and new PR strategy (1000 words)

You can use a variety of supporting evidence and research methods, including primary and secondary research. Research portfolios and rationales of the PR strategy need to be electronically submitted via Blackboard. Both pieces are to be submitted in a combined PDF file.

Assessment Task 2 – Public Relations Plan (40%), 1500 words - Small groups of 3 - due week 10


Working in small groups (no more than 3), all group members are to draw on their research portfolios and their developed strategy from Task 1—and implement a new PR plan. The PR plan is the strategic direction of the company that is presented in a brief format. The PR plan highlights: PR activities to undertake, key objectives to meet, proposed time schedules, and the most appropriate media vehicles to use to communicate the message. As the plan is developed in the pre-campaign stages, this assessment piece will be used in Assessment Task 3 for creating a new publication document (for a new PR campaign).

In this task, you are required to identify the most effective PR activities to use, segment the target audience, provide a solution to address any potential situations that could occur and develop a realistic plan within budget and the expected timeframes. The plan needs to be presented in a report format using the brief template provided.

*A brief template of the key aspects to address will be provided on Blackboard.

Details of assessment:

Students are to create a new PR plan in report format using the template headings provided. Students are required to submit their plan electronically via Blackboard in a Word or PDF document. All students within the group are to upload the plan individually to Blackboard, with the names of all their group members listed on the front page.


Assessment Task 3 – Report and Verbal Presentation (30%) - Individual (due week 12 with presentations in weeks 13 and 14)


Building on Task 1 and Task 2, you are required to create a DL flyer that represents the new PR strategy and the organisation’s core values, campaign objectives and corporate responsibilities (in accordance with the organisation’s style and key attributes). Upon completion of the flyer, you are to present their work to the class for peer feedback.

In this task, you are required to align the publication with the new PR plan and address the key elements in the publication stages such as:

  • Meets publication deadline
    • Publication aligns with organisation’s objectives
    • It is within budgetary requirements
    • It is consistent with company values, mission and house style
    • Communicates effectively and reaches the intended target audience
    • Central message is clear and consistent with other publications

*A guidance template will be provided on Blackboard

Details of Assessment:

To meet the competency of this assessment task, students are to submit one DL flyer (addressing the key requirements above) and present their work back to class as a verbal presentation. The publication is to be submitted and uploaded to Blackboard in a PDF file before the presentations begin in Week 14.

Length: Presentation (5 minutes)

Submission Requirements

All Assessment tasks need to be submitted via Blackboard. Email submission will not be accepted. You should:

    • Ensure that you submit assessments on or before the due date. If your performance in the assessment is affected by unexpected circumstances, you should consider applying for Special Consideration. Information on the process and application forms is available at;ID=ls0ydfokry9rz website.
  • 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 a cover sheet that includes a declaration and statement of authorship. You must complete, sign and submit a cover sheet with all work you submit for assessment, whether individual or group work. On the cover sheet you declare that the work you are presenting for assessment is your own work. An assignment cover sheet for submission of work for assessment is available on blackboard.  Late Submission ProceduresYou are required to submit assessment items and/or ensure performance based assessment is completed by the due dates.More Information: 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. Form to use:  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. More Information:;ID=7usdbki1fjf31  Resubmission Guide: 
  • Once a student has submitted an assessment task, a resubmission may be granted if deemed NYC. On resubmission, a student will not receive a grade higher than CAG (Competency achieved)
  • Marking Guide (competency): Vocational Education and Training (VET) is based on current industry needs and the focus on preparing you for the workplace. Because VET courses are informed by practical application of knowledge and skills, they are based on a system known as ‘competency based training’ (CBT). So when you are assessed in VET it is about whether you are competent to do the job, as well as having a firm grasp on the knowledge and skills required to do that job, as opposed to traditional curriculum based education settings that are often based on knowledge retention. You need to demonstrate you are competent in each element of the unit of competency you are studying. You will receive feedback on each assessment task that will inform you whether you are competent or not and how well you are performing. Once competent in all elements of the unit you receive a competency grading. Please refer to the Final Grades table below.
  • 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:
  • Adjustments to Assessment
  • If you are found to be Not Yet Competent in a Course Assessment Task you will be allowed one resubmission only.  Your teacher will provide feedback regarding what you need to do to improve and will set a new deadline for the resubmission.  The highest grade you will receive if your resubmission is successful is “CAG”.
  • Resubmissions (VET Programs):
  • More Information:;ID=g43abm17hc9w (unresolved)
  • Form to use:
  • 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.
  • 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. For example, Julie Macpherson, 324567, Task 2, OHS2345C “Develop a workplace policy and practices for sustainability, Page 1 of 10.”

Marking Guide (Grading) After achieving competency we then grade your performance in the unit; this gives you the opportunity to have the level of your performance formally recognized against industry standards and employability skills. The grading is according to the following criteria: 1. LEVEL OF INDEPENDENCE, INITIATIVE, ENTERPRISE AND PERFORMANCE OF WORK TASK Students are expected to complete all tasks independently as specified in the assessment tasks requirements. Throughout the course students will have to demonstrate a deeper understanding of sustainability practices within an organisational framework and how planning a policy for sustainability can affect the business environment. Developing a sustainability policy requires a step-by-step approach in which students will define the aim and objectives, the scope, strategy and action plan of such policy. Throughout the course students will have to have engaged and shown initiative in applying such skills in different parts in the policy development process.


  1. DEMONSTRATED BREADTH OF UNDERPINNING KNOWLEDGE AND A WILLINGNESS TO CONTINUE LEARNING  Students are expected to build upon the knowledge and skills gained throughout the course and apply them in the development process of the policy. It is expected that students will have researched different approaches to sustainability practices and are able to communicate and assess the effectiveness of a variety of policy approaches. Students are expected to demonstrate their ability to adopt and develop new sustainability practices through a process of continuous exploration of new approaches. 3. TECHNIQUES & PROCESSES, TECHNOLOGY SKILLS AND PROBLEM SOLVING As part of the policy development process students are expected to analyse sustainability challenges and develop a strategy and an action plan to address those challenges. Students will formulate solutions using industry best practices and benchmarks to qualify techniques and processes in their approach. Students are expected to qualify their chosen solutions to environmental challenges and demonstrate the process behind such solutions. 4. WORK ORGANISATION, PLANNING AND SELF MANAGEMENT  As the unit is delivered in a ‘blended mode’, i.e. online and face-to-face students are expected to work on their tasks and self manage their workload accordingly. Students will need to plan their workflow guided by the BlackBoard portal and submit their completed tasks on time. It is expected that students will upload ‘work-in-progress’ files and have a backup plan for potential eventualities, such as file damage, accidental deletion, peer work unavailable, …etc. 5. COMMUNICATION, PEOPLE NETWORKING, LANGUAGE AND INTERPERSONAL SKILLS AND TEAMWORK As part of the assessment, students are required to present their policy with the aim for management adoption. Students will use their skills to influence the audience while communicating the benefit of their policy, how it was developed as a team approach and the overall value proposition of their policy.


Final Grades Table:


CHD: Competent with High Distinction

CDI: Competent with Distinction

CC: Competent with Credit

CAG: Competency Achieved – Graded

NYC: Not Yet Competent

DNS: Did Not Submit for assessment


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

Assessment Matrix

An assessment matrix will be provided in the early stages of this course

Other Information


Course Overview: Access Course Overview