Course Title: Develop public relations documents
Part B: Course Detail
Teaching Period: Term2 2012
Course Code: MKTG5845C
Course Title: Develop public relations documents
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
David Zerman
david.zerman@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 public relations roles who are required to develop various marketing communication documents. Typically they would do this as part of a team working on a public relations campaign.
National Codes, Titles, Elements and Performance Criteria
National Element Code & Title: |
BSBPUB403A Develop public relations documents |
Element: |
3. Create and edit public relations documents |
Performance Criteria: |
3.1 Design and write communication documents in accordance with organisational objectives which effectively communicate issues, policies and practices of the organisation to target audiences |
Element: |
4. Implement and evaluate public relations documents |
Performance Criteria: |
4.1 Assess appropriateness of the style and tone of text for the target public and carry out structural editing to ensure the document flows logically 4.2 Edit the document to ensure its scope and format is in accordance with the organisation's strategic communications plan and complies with house style 4.3 Gather feedback and regularly monitor the effectiveness of distributed documents using appropriate evaluation methods 4.4 Evaluate results of public relations documents against communication, organisational or client objectives 4.5 Record and file evaluation results and any improvement recommendations for future reference |
Element: |
1. Research appropriate public relations documents |
Performance Criteria: |
1.1 Research previous communication documents for tone, content and style 1.4 Conduct research about target public, clients or relevant organisations |
Element: |
2. Plan production of communication document |
Performance Criteria: |
2.2 Identify and agree upon communication objectives, messages and processes with other team members or supervisors in accordance with organisational procedures 2.5 Identify and agree upon processes to test the success of planned public relations communications 2.6 Determine outsourcing resources, and provide input into developing timelines and costs 2.7 Identify legal and ethical constraints impacting on communication message |
Learning Outcomes
This unit describes the performance outcomes, skills and knowledge required to design, produce and edit public relations documents for various target audiences, and to evaluate their effectiveness in the marketplace.
Details of Learning Activities
This course is structured to provide students with the optimum learning experience. Students will participate in a combination of group and individual assessment activities. These assessable activities will be provided through a combination of face to face teacher/student deliveries, workshops and laboratory exercises. Additional assessable activities may also be provided to students to complete outside of the timetabled time. The concepts learned will be explored through the investigation of real world and simulated environments. There will be a large range of online materials incorporated into these learning activities.
Teaching Schedule
Weekly Schedule
Week 0 - Issues Covered Competency
Course Introduction and Overview.
- key learning outcomes
- course in the context of PR
Week 1 - Public Relations Documents and Channels
Week 2 - Audiences and Stakeholders
Week 3 - Practice Writing
Week 4 - Objectives and Messages
Week 5 - Press Releases & Media Kits
Week 6 - Correspondence Writing and Editing
Week 7 - Client Briefing for Major Assignment
Week 8 - On-line Communications
Week 9 - Newsletters/Fliers
Week 10 - Brochures/Annual Reports
Week 11 - Events/Sponsorship &PR Document scenario case study
Week 12 - Research & Evaluation Legal/Ethical
Week 13 - Scripts/Direct Mail Speeches and continue working on Major Project
Week 14 - PR Document scenario case study Week 14 - Major Project Presentations
Week 15 & 16 - Course Review And Feedback Course Review And Feedback
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 –Written Portfolio 1 (20%)
This assessment will focus on the student’s ability to research, analyse and plan public relations documents. This assessment will also focus on the student’s ability to work in groups and make a constructive presentation which incorporates all the elements covered in class generally.
Assessment 2 – Written Portfolio 2 (30%)
The assessment will focus on the student’s ability to create and edit specific public relations documents, including analysis of audiences, channels, objectives.
Assessment 3 – Major Project and Presentation (50%)
The third assessment will focus on the student’s ability in further specific categories of public relations documents including evaluation criteria. This assessment will also focus on the student’s ability to work in groups and make a constructive presentation which incorporates all the elements covered in class generally.
The above is an overview of your assessment pieces. Throughout the course of the semester you will be provided with more detailed assessment criteria sheets that will stipulate the exact requirements for each assessment piece.
Assessment Matrix
UNIT OF COMPETENCY: BSBPUB403A Develop Public Relations Documents
Element Assessment Tasks
1. Written Portfolio 1: 20%
2. Written Portfolio 2: 30%
3. Major Project & Presentation 50%
1. Research appropriate public relations documents
2. Plan production of communication document
3. Create and edit public relations documents
Other Information
Nil
Course Overview: Access Course Overview