Course Title: Develop and apply knowledge of public relations industry

Part B: Course Detail

Teaching Period: Term2 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 Email:sally.parrott@rmit.edu.au


Name and Contact Details of All Other Relevant Staff

Vicki Kyritisis

vicki.kyritisis@rmit.edu.au

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 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

Element:

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

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. Multi Group Presentations (MGPs) are used throughout the course and students are expected to participate in class discussions and exercises. The use of ‘real world’ examples will assist students throughout the course.Learner activity: Students will take an active role during the ‘MGP’.
• Groups will reflect and discuss key concepts.
• Individuals/groups will apply concepts to current situations.
• Students will summarise key points.
• Individuals will participate in case studies and problem solving scenarios
• Groups will respond to generic question sessions. The use of “real world” examples will facilitate the understanding of the theoretical concepts and students will be encouraged to use lateral thinking
 


Teaching Schedule

Week beginning 2012
Week 0 - Course introduction

Week 1 - What is PR?
Understanding PR and the PR practitioners
Week 2 - PR Trends and developments
Week 3 - PR planning
Week 4 - Theories of communications
Week 5 - PR Goals and objectives; Evaluation and research
Week 6 - PR and Marketing
Week 7 - Mid semester Test
Week 8 - Publicity & media relations
Week 9 - Issues and crisis management
Week10 - Internal and employee communications
Week 11 - Community and government relations
Week 12 - Ethics and Law
Week 13 - major Assignment
Week 14 - Presentations
Week 15 - Final Semester Test
Week 16 - Overview
 


 


Learning Resources

Prescribed Texts


References


Other Resources

Nil


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
10 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 Weeks 8 & 15
Individual
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
Individual Report Due Date: Week 13
Individual Interviews: Week 14
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

Assessments cover:
1. Maintain effective work performance in public relations industry
2. Identify industry employment obligations and opportunities
3. Apply and evaluate strategic communications management planning processes 
4. Update industry knowledge 
 

Other Information

Nil

Course Overview: Access Course Overview