Course Title: Develop and apply knowledge of public relations industry

Part B: Course Detail

Teaching Period: Term2 2014

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

Tel: 99255522

RMIT, Building 80, Level 5, 445 Swanston Street, Melbourne 3000

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


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. Identify industry employment obligations and opportunities


Performance Criteria:

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. Conduct strategic communications management planning



Performance Criteria:

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. Update industry knowledge

Performance Criteria:

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

A range of learning activities to cover evidence of the following is essential, namely 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; and reporting on the current issues affecting the public relations industry. The activities will cover lectures, group discussions, individual workshop tasks, test. major assignment work and research exercises.

Teaching Schedule

Week 1 - 7 July 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
Pre-Training Review
Confirm completion of LLN skills analysis. Explain Recognition of Prior Learning and Credit Transfers (for new students). Program map to confirm all students are correctly enrolled.

Week 2 -15 July Introduction - What is PR and understanding public relations and the PR practitioner’s role and responsibilities
Week 3 - 21 July PR trends and developments
Week 4 - 28 July PR planning – goals and objectives
Week 5 - 4 August Theories of communications
Week 6 - 11 August PR and marketing
Week 7 - 18 August Overview of what has been learnt
Week 8 - 25 August Publicity and media relations
Mid Semester Break (1 – 5 September inclusive)
Week 9 - 8 September Issues and Crisis Management
Week 10 - 15 September Major Assignment
Week 11 - 22 September Community and Government relations
Week 12 - 29 September Internal and employee communications
Week 13 - 6 October Major Assignment in
Week 14 - 13 October Overview of what has been learnt
Week 15 - 20 October Return final assessment and schedule any resubmission for next week
Week 16 - 27 October Interviews/assessment feedback/resubmissions

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:
Work to be saved in a word doc or .pdf and uploaded to the assessment tab in your course blackboard shell by required date. Work sent by email will not be marked.
Work submitted after the deadline and without one of the forms below will not be accepted or marked.
Assessment deadline extensions:
Ensure that you submit assessments on or before the due date. If you think you might not make the due date due to circumstances beyond your control, you must apply for an application of extension time BEFORE the due date:
You can apply for an extension of seven or fewer days from the original due date for submission of assignments, projects, or essays. You must lodge it no later than one working day before the original submission due date. See link below for eligibility criteria and forms.
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 for extension time and special consideration can be found at:;ID=ls0ydfokry9rz.

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 also submit the Assessment record and Cover Sheet that includes a declaration and statement of authorship. You must complete and submit this sheet with all work you submit for assessment, whether individual or group work. Assessment Record and Cover sheets for each assessment will be in each course blackboard shells and distributed with your assessment.
It is the student’s responsibility to check their results and complete resubmissions by deadline set (usually within 2 weeks of receiving feedback/results). Students are entitled to one re-submission per assessment. All resubmissions will be marked to competent or non-competent only, no grades will be given. All resubmissions must be received by week 16.

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:
Form to use:
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:;ID=g43abm17hc9w
Form to use:
If you are found to be unsuccessful in a Course Assessment Task you will be allowed one resubmission only. Your teacher will provide feedback regarding what you need to do to improve and will set a new deadline for the resubmission. The highest grade you will receive if your resubmission is successful is “CAG”.

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:
More Information:;ID=7usdbki1fjf31

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