Course Title: Research and apply the public relations role in an industry context

Part A: Course Overview

Program: C6169 Advanced Diploma of Business (Public Relations)

Course Title: Research and apply the public relations role in an industry context

Portfolio: BUS Portfolio Office

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.

Course Contact: Nick Reynolds

Course Contact Phone: +61 3 9925 0791

Course Contact Email: nick.reynolds@rmit.edu.au



Course Description

This unit describes the performance outcomes, skills and knowledge required to research, analyse, increase and update knowledge pertaining to the public relations role in industry. It includes knowledge of and a practical application of public relations activity for cross industry purposes, such as strategies for realising identified business initiatives. This unit also focuses on how changing technology impacts upon public relations.

Pre-requisite Courses and Assumed Knowledge and Capabilities

None



National Competency Codes and Titles

National Element Code & Title:

VU22809 Research and apply the public relations role in an industry context

Elements:

1. Research and apply public relations industry information

2. Seek and apply information on the use of technology in public relations

3. Update public relations role in an industry context


Learning Outcomes

On successful completion of this course you will have developed and applied the skills and knowledge required to demonstrate competency of applying research skills in the public relations industry and use these skills to identify any issues and business opportunities.


Overview of Assessment

Assessment Methods

A range of assessment methods will be used to assess practical skills and knowledge. The following assessment methods will be used specifically to assess competency in researching and the applying the PR role in industry context:

  • Project management
  • Written reports supported by practical assignments or tasks for individual assessment
  • Observation of workplace practice supported by personal interviews
  • Knowledge tests
  • Practical display with personal interview, presentations or documentation
  • Case studies
  • Real situations
  • Interaction with others.

 

You will be assessed on the criteria below:

Required skills

  • language and literacy skills to:
  • read, interpret and communicate legislation, regulations, policies, procedures and guidelines relating to public relations
  • communicate impartially and diplomatically with diverse stakeholders, including conducting open discussions
  • ascertain key requirements of the public relations industry sector
  • research techniques to draw together key information
  • analytical skills to:
  • evaluate information that is relevant to the public relations industry
  • monitor work process to identify possible improvements in public relations processes
  • problem solving skills to identify and resolve problems in a timely manner
  • interpersonal skills to:
  • consult and share knowledge
  • liaise with a range of industry personnel
  • technical skills to:
  • adapt to new technology

Required Knowledge

  • analysis methods and tools
  • public relations work processes
  • key organisations involved in organisational public relations activity
  • technology utilised in public relations activity
  • employment rights and obligation in the public relations industry
  • career opportunities in public relations
  • WHS principles and responsibilities for ergonomics, including work periods and breaks
  • business ethics
  • legislation and ethics that impact upon public relations.

Evidence required to demonstrate competency in this unit

  • knowledge of public relations information sources and key functions
  • knowledge of research techniques and analytical methods
  • analysis of public relations in an organisational context
  • analysis of the use of technology (including new technology) in public relations
  • ability to research, analyse and monitor practices in public relations with a view to introducing improvements
  • ability to share information about public relations with customers and colleagues.

Assessment Conditions

Assessment must be conducted in a safe environment where evidence gathered demonstrates consistent performance of typical activities experienced in the workforce development – diversity field of work and include access to:

  • organisational policies and procedures 
  • business technology
  • case studies and, where possible, real situations with industry
  • interaction with others.

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. You will be provided with feedback throughout the course to check your progress.

Feedback

Feedback will be provided throughout the semester in class and/or with 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. 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.