Course Title: Develop and apply knowledge of public relations industry

Part B: Course Detail

Teaching Period: Term2 2013

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

RMIT, Building 80, 445 Swanston Street, Melbourne, VIC 3000

Tel: 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

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.

Learning Activities
A range of assessment methods will be used to assess practical skills and knowledge which will include for this unit:

• reporting on the public relations industry structure and its role in society and in a particular organization.

• developing a stakeholder analysis relevant to a particular organization.

• reporting on the current issues affecting the public relations industry.

• writing a business report on the outcomes of the project which will review portfolios of evidence

• oral or written questioning to assess knowledge of how public relations relates to the organisation’s overall mission, goals, objectives and operations

• analysis of documentation reviewing project outcomes and processes against the public relations scope and plan, and

• evaluation of documentation outlining lessons learnt from public relations industry.

Teaching Schedule

Week 1 - Commencing 8 July 2013 Course Induction
• Course delivery and assessment details
• Course support documents – any text books or readings
• Online learning environment – go through Blackboard shell
• Grading – remind them of codes and no marks (codes at end of doc)
• Plagiarism – must have signed cover sheets on all assessments
• Appeals – take them through this process and where it is on website
• Extensions – take them through process (details on website.)
• Feedback – when they can contact you and expect a response.
• Submission requirements – how all work must be uploaded and how
• Resubmission policy – one resubmission, marked to a pass allowed
• Where to get support - Student study support details
• Student responsibilities – must check emails and bb shells weekly
Week 2 Introduction - What is PR and understanding public relations and the PR practitioner’s role and responsibilities
Week 3 PR trends and developments
Week 4 PR planning – goals and objectives
Week 5 Theories of communications
Week 6 PR and marketing
Week 7 Overview of what has been learnt

Week 8 Publicity and media relations

Mid Semester Break: 2 - 6 September inclusive

Week 9\Major Assignment
Week 10 Issues and Crisis Management
Week 11 Major Assignment
Week 12 Community and Government relations
Week 13 Internal and employee communications
Week 14 Major Assignment in
Week 15 Test
Week 16 Resubmissions only

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
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
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 on what the student learnt from meeting and discussing public relations from a PR practitioner
Individual Interviews
Length: 1500 words
Interviews: 10 minutes
Aim: This assignment requires you to interview a public relations practitioner and write a report on their activities.


More detailed assessment sheets for each assessment task will be disseminated throughout course delivery.
Submission Requirements: All assessment tasks need to be submitted via Blackboard.
You should:
• Ensure that you submit assessments on or before the due date. If your performance in the assessment is affected by unexpected circumstances, you should consider applying for Special Consideration. Information on the process and application forms is available at;ID=ls0ydfokry9rz website.
• 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 a cover sheet that includes a declaration and statement of authorship. You must complete, sign and submit a cover sheet with all work you submit for assessment, whether individual or group work. On the cover sheet you declare that the work you are presenting for assessment is your own work. An assignment cover sheet for submission of work for assessment is available from the Student forms website.
• 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. For example, Julie Macpherson, 324567, Task 2, OHS2345C Ensure safe workplace, Page 1 of 10.

Assessment Matrix

Full details on how this course is assessed against the Unit elements and performance criteria plus critical aspects of evidence can be found in the Learning and Assessment Tool available from your course teacher.

Other Information


Course Overview: Access Course Overview