Course Title: Develop and manage complex public relations campaigns

Part B: Course Detail

Teaching Period: Term1 2021

Course Code: MKTG8052C

Course Title: Develop and manage complex public relations campaigns

School: 650T Vocational Business Education

Campus: City Campus

Program: C6169 - Advanced Diploma of Business (Public Relations)

Course Contact: Nick Reynolds

Course Contact Phone: +613 9925 0791

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


Name and Contact Details of All Other Relevant Staff

Alain Grossbard

alain.grossbard@rmit.edi.au

99255522

Nominal Hours: 50

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 develop and implement multifaceted and potentially ongoing public relations campaigns. It builds upon the skills and knowledge acquired in the unit BSBPUB402 Develop public relations campaigns.

 

 


National Codes, Titles, Elements and Performance Criteria

National Element Code & Title:

BSBPUB502 Develop and manage complex public relations campaigns

Element:

1. Interpret a complex public relations campaign brief

Performance Criteria:

1.1 Identify the primary objective of a complex public relations campaign brief

1.2 Identify the campaign’s messages, strategies, roles and responsibilities, resource requirements including budget, timing and evaluation measures

1.3 Identify legal and ethical constraints in relation to the brief

Element:

2. Identify and evaluate options for a complex public relations campaign

Performance Criteria:

2.1 Analyse information about the target public and their attributes, and the public relations environment

2.2 Identify and evaluate a range of options for message concepts using appropriate methods

2.3 Identify, access and select media appropriate to the target public and the campaign objectives

2.4 Ensure selected media enables reach and frequency requirements to be met within budget

2.5 Consult media directories to ensure that enlisted journalists and any other personnel are the most appropriate for the campaign

2.6 Ensure selected media meets media operational requirements

2.7 Ensure selected media  meets legal and ethical requirements

2.8 Identify requirements for external suppliers and engage or contract these resources where required

Element:

3. Prepare public relations campaign plans

Performance Criteria:

3.1 Scope, plan and document a complex public relations campaign and its approach to suit client requirements

3.2 Seek quotations from suppliers for materials and evaluate against budgetary requirements or constraints

3.3 Determine and agree on budget

3.4 Determine and agree on timing and schedules

3.5 Identify potential sources of risk and develop and document appropriate control mechanisms

3.6 Produce plans on time

3.7 Finalise plan, ensuring it complies with organisational, client, professional and legal requirements

Element:

4. Implement public relations campaign plans

Performance Criteria:

4.1 Implement and regularly monitor public relations plan

4.2 Identify, agree on and implement any changes to the plan

4.3 Complete planning and implementation activities on time


Learning Outcomes


In this course, you will acquire the skills and knowledge required to develop complex and potentially on-going public relations campaigns, assuming responsibility for the development, implementation and evaluation of a complex public relations campaign plan. The complexity of the campaign may be in terms of its size or duration, or the circumstances surrounding the campaign.


Details of Learning Activities

The purpose of this unit is to ensure you have the skills and knowledge in order to develop and effectively manage a complex public relations campaign using recent case studies.

Students will need to read award winning recent Australian PR company's case studies, discuss and respond to the questions asked from each case study. 

This task will assist with creative ideas, techniques and tactics in developing a new campaign and a set of recommendations to the client for your required campaign. 

The student will work with a client in preparing campaign plan containing objectives of the campaign, a risk assessment, strategies, scheduling, budgetary and resource requirements as well as engaging external suppliers where appropriate and finally evaluating the success of campaign.

This unit is co-delivered and co-assessed with Evaluate campaign effectiveness.


Teaching Schedule

Course schedule

Week

 

Week Commencing (2021)

 

Topics

Assessment

1

8 Feb 

Course Induction

  • Course delivery and assessment details
  • Course support documents
  • Online learning environment
  • Grading
  • Plagiarism
  • Appeals
  • Extensions
  • Feedback
  • Privacy
  • Submission requirements
  • Re-submission policy
  • Where to get support
  • Student responsibilities

Introduction to Complex PR Campaigns

 

2

15 Feb 

Advise working groups of Work Integrated Learning Projects – Project initiation

Complex PR Campaigns – Case Study No. 2

Assessment Task 1 preparation

3

22 Feb 

PR Campaign case - Campaign scope & terms of reference

 

4

1 Mar 

Situational Analysis of WIL Campaign - Part 1 & Part 2

Complex PR Campaigns – Case Study No. 3

Assessment Task 2

5

8 Mar 

Situational Analysis of WIL Campaign - Part 3, Part 4 & Part 5

 

6

15 Mar 

Strategy and Programming of WIL Campaign

Assessment Task 1 preparation

7

 22 Mar 

Strategy & Programming using a recent PR Campaign Case Study

Assessment Task 2 

 8

29 Mar 

 Budget, timeline, risk management, etc. - Campaign's scope & terms of reference

Case Study No. 4 

Assessment Task 2 

  

1 April to 7 April inclusive

Mid semester break

 

9

8 April 

Work on your Major Assignment

 

10

12 April 

Evaluate campaign effectiveness

Case Study No. 5

Assessment Task 2 

11

19 April 

Evaluate campaign Effectiveness

Part 4, Major Assignment

 

12

26 April

Finalising Report

  Assessment Part 1 submission 

13

3 May 

Prepare for the pitch to the client

  

14

10 May 

 Prepare for the pitch to the client  

 

 15

17 May 

 Pitch to the client and feedback  Assessment Task 1- Due on the day of the pitch (to be announced)

16

24 May

Pitch to the client and feedback Assessment Part 4 submission 
17

31 May

Re-submission


Learning Resources

Prescribed Texts


References


Other Resources

To be presented in class


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 developing and managing PR campaigns:

  • 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:

Performance Evidence

Evidence of the ability to:

  • prepare a complex public relations campaign plan containing the organisation’s objectives, messages and strategies, risk assessment, roles and responsibilities, scheduling, budgetary and resource requirements
  • engage external suppliers where appropriate
  • implement a complex public relations campaign effectively
  • monitor the success of campaign.

Knowledge Evidence

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

  • summarise key provisions of relevant legislation, codes of practice and national standards that affect public relations
  • outline a range of media vehicles and explain the factors to consider before using them
  • describe techniques for managing complex public relations projects
  • explain techniques used to identify and manage risks.

Assessment Conditions

Assessment will be conducted in a safe environment where evidence gathered demonstrates consistent performance of typical activities experienced in the public relations field of work and include access to:

  • office equipment and resources
  • examples of public relations communication documents
  • case studies and, where possible, real situations
  • 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.


Assessment Tasks

Summary and Purpose of Assessment Task 1

This short-answer assessment task is one of two assessment tasks you need to complete satisfactorily, in order to be deemed competent for this cluster. 

This assessment will allow you to demonstrate your knowledge required to develop public relations campaigns that will cover:

  • Prepare a complex public relations campaign analysis of the organisation’s objectives, messages and strategies, risk assessment, roles and responsibilities, scheduling, budgetary and resource requirements;
  • Implement a complex public relations campaign effectively; and
  • Suggestion of monitoring the success of campaign.

 

Assessment Instructions

What

  • You will be provided with 4 complex public relations campaign case studies during your lectures
  • Each case study will describe the background of the organisation or company and about its products, services, or overall image to its customers, employees, stakeholders, suppliers, or other interested members of the community. The point of these complex public relations campaign is to make the public think favourably about the company and its offerings. Commonly used tools of public relations include news releases, press conferences, speaking engagements, and community service programs.
  • Referring to the case studies, you must satisfactorily answer all 5 questions. These questions are based on developing and reporting on real situation case studies relating to complex public relations campaigns for target publics about a product or service.
  • You should answer all questions in the spaces provided, using full sentences, word count and dot points when requested
  • All work must be your own.

Summary and Purpose of Assessment Task 2

This practical assessment task is the second of two assessment tasks you need to complete satisfactorily, in order to be deemed competent for this cluster. 

 

This practical assessment will allow you to demonstrate your ability to develop and implement:

  • Multifaceted and potentially ongoing public relations campaigns
  • A campaign evaluation strategy to determine whether advertising objectives have been achieved

 

Assessment Instructions

 

What

There are 2 parts to this task, you will be required to complete:

Part 1: Complex public relations campaign report

Part 2: Presentation of public relations campaign

 

This assessment will be conducted in groups of 3.

 

You will research and present options for a complex public relations campaign on a topic, current issue and trends which affect an organisation’s product or service.

 

You will select an organisation provided for a specific target audience. This will require the development, implementation, review and evaluation of the complex public relations campaign. You will then present you findings in an oral presentation to the client, assessor and colleagues (class peers).

 

The public relations campaign will describe the various methods an organisation or company uses to disseminate messages about its products, services, or overall image to its customers, employees, stakeholders, suppliers, or other interested members of the community.

 

 

The purpose of the public relations campaign is to make the public think favourably about the company and its offerings. Commonly used tools of public relations include news releases, press conferences, speaking engagements, and community service programs.

 

Overall, the evidence must be provided of the ability to:

  • Prepare a complex public relations campaign plan containing the organisation’s objectives, messages and strategies, risk assessment, roles and responsibilities, scheduling, budgetary and resource requirements
  • Engage external suppliers where appropriate;
  • Implement a complex public relations campaign effectively; and
  • Monitor the success of campaign.

 

To complete the public relations campaign, the student will access to range of office equipment and information systems (e.g. IT software, internet for research, and platforms) and real situation case studies.

 

You will conduct an 8 minute presentation, using presentation software such as Microsoft PowerPoint, Canva, WPS Office, LibreOffice or iCloud Keynote set of slides or any other suitable presentation software platform. 

 

Part 1: Complex public relations campaign report

Regarding the complex public relations campaign, you will be required to:

  • Describe techniques for managing complex public relations project
  • Summarise media vehicles and explain the factors to consider before using them
  • explain techniques used to identify and manage risks
  • summarise key provisions of relevant legislation, codes of practice and national standards that affect public relations campaigns.

 

The following headings in the public relations campaign are suggested to be used:

 

  1. Interpret a complex public relations campaign brief (approx. 300 words)

 

To complete the following tasks, the student will need to perform research to collect and analyse information:

 

  1. Identify primary (3) objectives of a complex public relations campaign brief. Use SMART campaign objective concept for the campaign plan with client and other key stakeholders
  2. Identify the campaign’s messages, strategies, roles and responsibilities, resources requirements including budget, timing and evaluation measures
  3. Access the website of the chosen organisation to assist in conducting research (quantitative and qualitative) into two (2) current issues and two (2) recent development trends in relation to the campaign planning that may affect the public relations campaign
  4. Identify three (3) legal and two (2) ethical constraints in relation to the brief

 

 

  1. Target groups and stakeholders (approx. 100 words)

 

To complete this part of the Public Relations Campaign, you will need to undertake research on the target groups and stakeholders and their attributes relevant to the public relations campaign under investigation:

 

  1. Identify and access detailed information on the campaign a target audience and their attributes such as demographics, psychographics, socio-economics, etc. and
  2. Identify and access detailed information on three (3) key stakeholders such as staff, sponsors, funding bodies.

 

 

 

 

 

 

 

  1. Identify and evaluate options for a complex public relations campaign (approx. 300 words)

 

To complete this part of the complex public relations campaign, you will need to:

 

  1. Identify and evaluate two (2) options for message concepts using appropriate methods
  2. Identify, access and select three (3) media appropriate to the target public and the campaign objectives
  3. Ensure selected media enables reach and frequency requirements to be met within budget
  4. Show evidence that consultation with three (3) media directories to ensure that enlisted journalists and other personnel are the most appropriate for the campaign
  5. Detail three (3) selected media to meet media operational requirements
  6. Detail three (3) selected media to meet legal and ethical requirements
  7. Identify and detail at least four (4) requirements for external suppliers and engage or contract these resources where required.

 

  1. Prepare public relations plans (400 words)

 

To complete this part of the complex public relations campaign, you will need to:

 

  1. Detail the scope, plan and document a complex public relations campaign and its approach to suit client requirements
  2. Seek and record quotations from suppliers for materials and evaluate against budgetary requirements or constraints
  3. Detail and agree a timing and schedule (in the form of a Gantt Chart)
  4. Detail and agree on budget accurately (to cost relevant items)
  5. Identify three (3) potential sources of risk and develop and document there (3) appropriate control mechanisms
  6. Produce plans on time, set on Canvas

 

 

  1. Legal and ethical considerations in the planning process (approx. 200 words)

 

To complete this part of the Public Relations Campaign, you will need to:

 

  1. Research and detail two (2) aspects of the campaign that needs to comply with legal constraints and requirements into the planning and implementation process. The student response should include information on intellectual property, copyright, privacy, anti-discrimination, deformation and liable laws, cultural expectations and legislation that may impact on public relations campaign.
  2. Research and detail two (2) issues related to the ethical constraints (such as those outlined in the Public Relations Institute of Australia Code of Ethics and the Australian Journalists Association Code of Ethics) and describe the strategies you will use to ensure you comply with these requirements. 

 

  1. Implement and evaluate public relations campaign (approx. 500 words)

 

To complete this part of the Public Relations Campaign, you will need to:

 

  1. Implement the public relations campaign and show evidence of regularly monitor public relations plan. Over a period of 6 weeks, provide evidence on three (3) occasions in the form of a discussion or screenshot of any changes that have occurred that may result in changes or variations for approval to the scheduling and costing requirements in accordance with campaign’s procedures. If there are no changes to these factors, the student must still provide evidence of monitoring the plan.
  2. Outline three (3) appropriate mechanisms that can be used to evaluate the potential effectiveness and use of appropriate media to improve campaign publicity. Such mechanisms may include market research, SEO, Facebook or Instagram analysis, colleagues, direct questioning, and media monitoring, formal and written feedback.
  3. Describe three (3) ways to evaluate the organisation’s public relations campaign using agreed methods and benchmarks such as websites, membership and loyalty programs, launches or guest appearances.
  4. Identify, agree on and implement any changes to the plan
  5. Complete planning and implementation activities on time.

 

Once you have completed the complex Public Relations Campaign Report, submit to the assessor via RMIT Canvas shell for approval. As per organisational policy, you plan should be presented in a logical way as per the outline below in a professional standard.

 

Part 1 Complete the following:

  • Complex public relations campaign report (1800 – 2000 words)

 

Part 2: Presentation of public relations campaign

It is expected that you will source the information using a range of textbooks, Internet and personal contact.

 

A professional Public Relations Campaign Report and associated Presentation slides should be well documented and written, reinforced by good quality of information, visual imagery and any supportive material. Both the Complex Public Relations Campaign and Presentation must be uploaded to RMIT Canvas shell.

 

Public Relations Campaign Presentation

 

The client requires you to prepare a Presentation and then present the findings in a short oral Presentation to the client, assessor and colleagues (class peers).

 

This task will update the client and colleagues’ knowledge to improve their understanding of the development of a complex public relations campaign for their specific organisation or an area of an organisation that relate to current issues and trends which affect industry or society.

 

The complex public relations campaign should describe the various methods an organisation or company uses to disseminate messages about its products, services, or overall image to its customers, employees, stakeholders, suppliers, or other interested members of the community. The point of the complex public relations campaign is to make the public think favourably about the company and its offerings.

 

This will be done through communication skills using written, verbal and technology skills to discuss issues around the public relations campaign using an interesting format, outlining relevant features and using different public relations resources.

 

To complete the presentation, you must use technology skills using a range of updated office equipment and information systems (e.g. IT software, internet for presentations, and presentation platforms).

 

You will conduct an 8 minute presentation, using presentation software such as Microsoft PowerPoint, Canva, WPS Office, LibreOffice or iCloud Keynote set of slides or any other suitable presentation software platform. 

You are to focus on explaining the most important parts of the campaign to the audience as indicated below.

If your visual and oral presentation does not include enough evidence to obtain a satisfactory mark, the assessor can question you on your work, in relation to the required actions.

 

The following items must be covered in your presentation:

 

  1. Introduce strategic and operational plans to outline the scope, theme, and objective(s), messages and strategies, of the complex public relations campaign.
  2. Confirm roles and responsibilities with other members of the public relations team. 
  3. Outline two (2) techniques for developing and managing complex public relations practices in planning of the organisation’s campaign.
  4. Provide an overview of the structure and functions of three (3) different types of media vehicles such as print and electronic media, and explain the factors that has made the student decide on their use for the organisation to improve its campaign publicity.
  5. Outline scheduling, budgetary and resource requirements.
  6. Explain two (2) appropriate mechanisms used to obtain feedback to evaluate public relations campaign using agreed methods and benchmarks.
  7. Present options to other members of the public relations team and relevant stakeholders for consideration. Provide one form of evidence of having consulted with the stakeholders/target group.
  8. Present an updated software application that will use to present the student report on the campaign.

 

Define and clearly communicate all aspects of their organisation campaign to the Client, Assessor and colleagues.

 

At the end of your presentation, you are required to provide an opportunity for your colleagues (audience) to discuss possible changes to the campaign and give feedback. Any necessary changes should be made to the plan and documented.

 

Changes should then be highlighted prior to submission to RMIT Canvas.

 

You will be assessed against the checklist detailed below, use this checklist to guide you with the Presentation.

 

Part 2 Complete the following:

  • Submit a copy of your presentation notes/slides to Canvas
  • Conduct presentation (8 minutes)

 

Where

You will be provided some class time to work on this assessment, however, it is expected that the majority of this assessment will be completed outside of class.

 

 

 


Assessment Matrix

The 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