Course Title: Develop and apply knowledge of public relations industry

Part B: Course Detail

Teaching Period: Term1 2012

Course Code: MKTG5844C

Course Title: Develop and apply knowledge of public relations industry

School: 650T TAFE Business

Campus: City Campus

Program: C5281 - Diploma of Business (Public Relations)

Course Contact : Sally Parrott

Course Contact Phone: +61 3 9925 5175

Course Contact

Name and Contact Details of All Other Relevant Staff

Alain Grossbard

Telephone: 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


Course Description

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.

National Codes, Titles, Elements and Performance Criteria

National Element Code & Title:

BSBPUB401A Develop and apply knowledge of public relations industry


1. Apply knowledge of the public relations industry

2. Identify industry employment obligations and opportunities

3. Conduct strategic communications management planning

4. Update industry knowledge

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

2.1. Obtain information on employment obligations and opportunities in relation to the public relations industry
2.2. Apply information on employment opportunities and obligations in everyday activities related to typical work roles

3.1. Establish purpose and processes for setting objectives in the workplace
3.2. Identify and apply appropriate planning and measurement tools to workplace objectives
3.3. Develop critical success factors for the communications

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 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.

Details of Learning Activities

Divided into self-paced activities (e.g. Blackboard) and group delivery activities (e.g. Classroom) that will be required to enable students to undertake the assessment and achieve the learning outcomes.

A range of learning activities are planned for this course including self-paced and collaborative classroom based activities.
The self-paced activities will be delivered thought various technology platforms and include your contribution to wikis and discussion threads, reflective journals, quizzes and interactive sessions.

The collaborative classroom based activities will include group discussion, group problem solving activities and opportunities to practice your skills in a simulated/real workplace environment. You are expected to participate and contribute in all scheduled learning activities.

Teaching Schedule

Week beginning 2012
Week 1
Course introduction

Week 2
What is PR?
Understanding PR and the PR practitioners

Week 3
PR Trends and developments

Week 4
PR planning

Week 5
Theories of communications

Week 6
PR Goals and objectives
Evaluation and research

Week 7
PR and Marketing

Week 8
Mid semester Test

Week 9
Publicity & media relations

Week 10
Issues and crisis management

Internal and employee communications

Week 12
Community and government relations

Week 13
Ethics and Law

Week 14

Week 15
Final Semester Test

Week 16 Overview

Week 17

Week 18

Learning Resources

Prescribed Texts


Other Resources

Overview of Assessment

Students must demonstrate an understanding of all elements of a particular competency to be deemed competent. Assessment methods have been designed to measure achievement of each competency in a flexible manner over a range of assessment tasks.

Assessment will incorporate a variety of methods including assignments, journals, presentation and written or test. 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.

Assessment Tasks

Assessment 1 Portfolio of class activities
Individual /groups
Length: Varies between 100 – 300 words
6 – 8 activities performed in class

Aims: Analyse and describe current or past PR events using public relations concepts and tools.
Apply skills in finding information using online resources, books, journals and newspapers.

Assessment 2 Tests covering lectures and activities/workshops Week 8 & Week 16
Covers students’ knowledge, skills in public relations concepts and strategic thinking will be tested based on lecture notes and activities covered during the semester.
Assessment 3 Major Assignment – Interview a Public Relations Practitioner
Report Due Date: Week 14
Individual Interviews: Week 15
Length: 1500 words
Interviews: 10 minutes
Aim: This assignment requires you to interview a public relations practitioner and write a report on their activities.

Assessment Matrix

Course Overview: Access Course Overview