Course Title: Develop and apply knowledge of public relations industry

Part B: Course Detail

Teaching Period: Term1 2021

Course Code: MKTG8047C

Course Title: Develop and apply knowledge of public relations industry

School: 650T Vocational Business Education

Campus: City Campus

Program: C5400 - Diploma of Business (Public Relations)

Course Contact: Felicity Burns

Course Contact Phone: +61 3 9925 5486

Course Contact Email: felicity.burns@rmit.edu.au


Name and Contact Details of All Other Relevant Staff

Alain Grossbard

alain.grossbard@rmit.edu.au

99255522

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

None

Course Description

This unit describes the skills and knowledge required to research, analyse and apply knowledge within public relations frameworks with due consideration to legal and ethical constraints and strategic communications management planning.

It applies to individuals who work in entry level positions with a general knowledge of the structure, organisation and function of the public relations industry. Individuals in this role may provide limited leadership and guidance to others.


National Codes, Titles, Elements and Performance Criteria

National Element Code & Title:

BSBPUB401 Develop and apply knowledge of public relations industry

Element:

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

Element:

2. Identify industry employment obligations and opportunities

Performance Criteria:

2.1 Obtain information regarding employment obligations and opportunities relevant to the public relations industry

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

Element:

3. Conduct strategic communications management planning

Performance Criteria:

3.1 Establish purpose and processes for setting organisation objectives

3.2 Identify and apply appropriate planning and measurement tools to organisation objectives

3.3 Develop critical success factors for the communications

Element:

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

This course is largely face-to-face with workshop activities that need to be completed during class time. In some cases you will see some of the activities prior to the commencement of classes but in most cases you will need to attend to complete the required work for assessment purposes. Please review Canvas on going so that you can see specific current semester delivery details about the course.

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.


Teaching Schedule

Course Schedule

Course Schedule: Develop and Apply Knowledge of PR Industry                                              Semester 1: 2021

Weeks commencing

2021

Topic

Workshop Activities

Assessment

Week 1

8 February

Welcome and Introduction to course 

Exploring course schedule and discussion

 

Week 2

15 February

Why this course matters & The PR Practitioner

Testing student knowledge and understanding about PR 

 

Week 3

22 February

PR Trends & Developments

Activity: Trends & Development - Recent Case Study

 

Week 4

1 March

PR Planning -Goals and Objectives in PR

Activity: Case Study on Goals & Objectives

Assessment Task 1.1: Case Study  1

Due: 11.30 pm on the day of the activity (online submission)

Week 5

8 March

PR & Marketing Communications

Activity:  Case Study on PR & Marketing

Activity: Case Study 2

Due: 11.30 pm on the day of the activity (online submission)

Week 6

15 March

Employee Communications

Activity:  Case Study on Employee Communications

Activity; Case Study 3 

Due: 11.30 pm on the day of the activity (online submission)

Week 7

22 March

Media Relations, Publicity & PRActivity: Case Study on Media Relations

Assessment 1.2: Case Study 4 

Due: 11.30 pm on the day of the activity (online submission)

Week 8

29  to 31 March

Digital Media & PR

Activity: Case Study on Digital Media

 

Activity: Case Study 5 

Due: 11.30 pm on the day of the activity (online submission)

 

Mid-semester break  ( 1-7 April )

 

 

Week 9

8 & 9 April 

Crisis and Issue Management

Activity: Case Study on a Crisis

Assessment 1: Case Study 6 

Due: 11.30 pm on the day of the activity (online submission)

Week 10

12 April

Latest trends in PR Assessment 2 due in Week 12

Week 11

19 April 

Laws, Ethics & PR 

 

Activity: Case Studies on Law & Ethics in PR

Activity : Case Study 7 

Due: 11.30 pm on the day of the activity (online submission)

 

Week 12

26 April

Update Industry Knowledge

 

 

Assessment 2 Due: 11.30 pm on the day of the activity (online submission)

 

Week 13

3 May 

Major Assignment Presentation preparation

 

 

 

Week 14

10 May 

Major Assignment presentation preparation Major Assignment due

Week 15

17 May 

Presentation

 

Assessment 2: Presentation

Week 16

24 May 

Presentations

 

Assessment 2: Presentations

Week 17

31 May

Re-submission

 

 

 This course schedule is subject to change.


Learning Resources

Prescribed Texts


References


Other Resources

To be outlined in class.


Overview of Assessment

Assessment Methods:

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

  • 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.

Required Evidence:

Evidence of the ability to:

  • report on the public relations industry structure, its role in society and within particular organisations
  • develop a stakeholder analysis relevant to particular organisations
  • report on the current issues affecting the public relations industry.

Knowledge Evidence

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

  • discuss current issues and trends which affect the public relations industry
  • categorise industry structures and networks
  • describe organisational and client operating environments, structures and business and marketing plans
  • outline principles and practices of marketing communications and media strategies.

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 includes access to office equipment and resources.

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.


Assessment Tasks

This activity is one of three (3) assessable activities for Task 1 that will take place during the semester.

Working individually, you will be required to do a public relations activity and submit the responses by the end of the class or by the due date and time as specified on Canvas.. The activity has six parts to Activity 1.1 that will need to be answered and then submitted. You need to answer the questions satisfactorily in order to be deemed competent for this total unit.

Assessment Instructions Task 1.1

With this activity there will be instructions so that you can understand what, where, and how this activity will be assessed.

The Activity will be conducted in class supported by the available resources of internet and, where possible, computes. Students should bring their own laptops. If the activity is not completed by the end of class, then the Assessor will require the student to complete by the due date and time set out on Canvas.   

Task 1.1:

Understanding PR and the PR Practitioner’s roles and responsibilities

By completing this weekly activity provided (see link below), you will need to demonstrate the basic standard understanding of the PR industry and associated roles and responsibilities of PR practitioners.

This activity 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. Details will be provided with information on the knowledge and skills that are being assessed. See Section B.

 Additionally, you will also need to demonstrate a basic standard understanding of the communications and associated roles and responsibilities to stakeholders.

 See Canvas for description and activity responses required for questions on this activity to be satisfactorily completed.

 

Assessment Task 1.2 is the second of three (3) assessment tasks for overall Task 1 you need to complete satisfactorily, in order to be deemed competent for this unit.

 This assessment is a short-answer knowledge assessment designed to assess the knowledge required to conduct strategic communication planning that will cover:

  • setting objectives in the workplace
  • critical success factors for communications
  • planning and measurement tools

 To complete this assessment task, you must:

  •  Satisfactorily answer the three (3) short answer questions outlined below. These questions are based on conducting strategic communications management planning within the PR industry. Use Case Study on “Improve Employee Engagement” - see link on the Assessment Guide Task 1.2.
  • Answer all questions in the spaces provided, using full sentences (not dot points)

 You will complete this knowledge assessment under supervision and submitted on Canvas by Week 11 as indicated on the Canvas shell.

 If you are unable to attend the scheduled assessment timeframe you will need to advise the teacher so that an alternative assessment arrangement can be made.

 This knowledge assessment is an individual assessment task that must be completed with minimal support from your supervisor (allowed support includes further explanation of the task requirements or explanation of assessment criteria etc.)

  Important: All knowledge assessment questions must be answered correctly, for you to be assessed as satisfactory for this assessment task.

Task 2

 You are currently working as an employee at a company called Business Assist. A client has engaged this company and as a result your manger has tasked you with preparing a research report/presentation for this client.

 Task:

 You are to investigate a Melbourne based Public Relations (PR) organisation that deals in public relations. You are to identify the functions, roles and activities they perform, for this client. The client requires you to write a report and then present your findings in a short oral presentation to the client (assessor) and your colleagues (class peers).

 Report (Evidence Part 1)

 You are to carry out formal and informal research to update your general knowledge of the public relations (PR) industry and write a report on:

  •  on everyday activities related to typical work roles
  • employment opportunities and obligations
  • critical success factors for the communications
  • current trends and issues of concern to the industry

 Students will need to complete a range of tasks including:

  1. Locate and access a minimum of two (2) sources of information that relates to the PR industry
  2. Demonstrate the skills to successfully research industry information and apply it appropriately in everyday activities related to typical work roles within the PR industry.
  3. Undertake formal research to update their general knowledge of the PR industry on at least three (3) separate occasions, during the period of time that they were addressing the client brief.
  4. Demonstrate they undertook informal research to update their general knowledge of the PR industry on at least three (3) separate occasions, during the period of time that they were addressing the client brief.
  5. Monitor and describe two (2) trends and two (2) current issues of concern relating to the public relations industry, during the period of time that they were addressing the client brief.
  6. Undertake research and detail one aspect of:
    • the organisation’s employment obligations
    • the organisations employment opportunities
  7. Explain how they use the information that they researched (employment opportunities/obligations) and then

applied this updated information to in everyday work activities.

  1. The student identified and established why this organisation would put a process for setting objectives in place.
    • In relation to this organisation, the student outlined a process to assist the organisation set their workplace (SMART) objectives.
  2. The student identified and applied two (2) appropriate planning and measurement tools to this organisation’s

workplace objectives.

  1. The student identified and developed two (2) critical success factors for the organisation’s communications.
  2. Demonstrate a satisfactory level of technology relevant skills, enabling them to effectively use relevant office equipment and information systems.
  3. Demonstrate that they evaluated the:
    • organisation’s clients
    • target audiences
    • associations
    • networks and media
    • societal role

 

Presentation (Evidence Part 2)

 Your presentation is to be supported by an animation platform. Animation Platform Requirements:

You must aim for a three-minute (3) presentation, using either video scribe or powwow. Use this work opportunity to update your knowledge to improve your everyday work activities. For the purpose of this assessment task the teacher will play the role of the client and your classmates will be in roles as your work colleagues.

 Students will need to complete a range of tasks for part 2. Including:

  1. Research information in regards to the structure and operation of the PR (public relations) industry
  2. Create a stakeholder analysis based on information they identified and accessed on the key stakeholders of the PR industry they focused on.
  3. Deliver knowledge on two (2) updated PR activities within the organisation.
  4. While undertaking the presentation.
    1. Use positive communication skills (motivational and persuasive language, questioning, active listening, clarifying and asking open questions.)
    2. Use culturally appropriate communication and interpersonal skills.
    3. Use appropriate literacy skills by correctly reading and interpreting business and market data and then using the information to write a report that would be suitable for a range of audiences.
    4. Demonstrate that they have the appropriate numeracy skills enabling them to analyse quantitative data provided by the organisation.
  5. Demonstrate satisfactory level of research and evaluation skills enabling them to collect and record information about clients, organisations, target audiences, and the media.

 


Assessment Matrix

he assessment maps for all the assessment is available on CANVAS.  

Submission Requirements

You should:

  • Ensure that you submit assessments on or before the due date.  Non submission without supporting evidence such as ELP or special consideration will mean a result of Did Not Submit (DNS)
  • 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. 

 

Other Information

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:  https://www.rmit.edu.au/students/student-essentials/assessment-and-exams/assessment/extensions-of-time-for-submission-of-assessable-work

 

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: https://www.rmit.edu.au/students/student-essentials/assessment-and-exams/assessment/special-consideration

 

Resubmissions: 

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.

 

 

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: 

https://www.rmit.edu.au/students/student-essentials/assessment-and-exams/assessment/adjustments-to-assessment

 

Marking Guide (Competency): 

Feedback on your assignment and your results will be released via the rubric on Canvas. Assessment tasks will receive the following outcomes:

Satisfactory

Not Satisfactory

DNS (Did not Submit)

There are 3 assessments for this course, students must be deemed satisfactory i n all 3 assessments to be competent in this course.

 

Course grades will be given as:

CA (Competency Achieved)

NYC (Not Yet Competent)

DNS (Did not submit)

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.  

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

Course Overview: Access Course Overview