Course Title: Apply corporate social responsibility to public relations

Part A: Course Overview

Program: C6155 Advanced Diploma of Marketing and Communication

Course Title: Apply corporate social responsibility to public relations

Portfolio: BUS Portfolio Office

Nominal Hours: 60

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

Term1 2017,
Term2 2017

Course Contact: Sally Parrott

Course Contact Phone: +61 3 99255175

Course Contact Email:

Course Description

This unit describesthe performanceoutcomes,skillsandknowledgerequiredtoapplycorporate, social responsibility(CSR) topublic relations(PR)policy,i.e.planningfor andcommunicatingthe establishmentand maintenanceof resourceefficientandenvironmentallysustainablework practices.Itincludesdevelopingandimplementingpoliciesand procedurestocontinuouslysupport positiveorganisationalinitiativesthroughitsactivities on theenvironment,consumers,employees, communities,stakeholdersand allimpactedmembersof thepublic sphere

Pre-requisite Courses and Assumed Knowledge and Capabilities


National Competency Codes and Titles

National Element Code & Title:

VU21661 Apply corporate social responsibility to public relations


Apply the policy

Evaluate CSR policy

Explore how CSR applies to workplace PR strategies

Make recommendations on CSR application to PR policy

Learning Outcomes

You will learn how to  support processes and techniques necessary to develop approaches to CSR within organisations or a large enterprise.

Overview of Assessment


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

Performance Evidence

Evidence of the ability to:

Skills Evidence

effective management of different points of view and dissenting stakeholders


• flexible communication skills to:

o enable clear and direct communication, using questioning to identify and confirm requirements, share information, listen and understand

o read and interpret complex and formal documents, such as policy and legislation

o suit different audiences and support information flow between various internal and external stakeholders, using language and concepts appropriate to cultural differences

o use and interpret non-verbal communication

• written skills to prepare written reports requiring:

o precision of expression

o language and structures suited to the intended audience

• innovation and problem solving skills to:

o analyse problems

o apply knowledge about policy to devise policies and procedures around impact upon the environment, consumer practices, employee behaviour, energy usage and resource efficiency and new technologies

o identify improvements and customer service

• research, analyse and present information and techniques

• team work for consultation and validation of policies and procedures

• technology skills for use of software systems, communication, and creating documents and reports.

Knowledge Evidence



the business case for CSR and how it applies to PR practices

• benchmarking against best practice approaches and support for new approaches

• best practice approaches relevant to industry and work area

• environmental or sustainability legislation, regulations, compliance and codes of practice applicable to industry and organisation

• policy development processes and practices and other relevant organisational policies, procedures and protocols

• principles, practices and available products, tools, technology and techniques of sustainability management relevant to the particular industry context

• quality assurance systems relevant to own organisation

• relevant products, technology, systems and procedures to aid in the achievement of an effective
CSR policy in the workplace

• sustainability and triple bottom line principles and concepts

• terms and conditions of employment, including:

• equity and diversity principles

• WHS implications of policy being developed

• policies and procedures