Course Title: Develop public relations documents
Part B: Course Detail
Teaching Period: Term1 2015
Course Code: MKTG5845C
Course Title: Develop public relations documents
School: 650T Vocational Business Education
Campus: City Campus
Program: C5281 - Diploma of Business (Public Relations)
Course Contact : Sally Parrott
Course Contact Phone: +61 3 9925 5175
Course Contact Email:firstname.lastname@example.org
Name and Contact Details of All Other Relevant Staff
Ph: (03) 9225 1612
Available during class time and during the week by appointment.
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
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
2. Plan production of communication document
2.1. Identify and segment the target public
3. Create and edit public relations documents
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
4. Implement and evaluate public relations documents
4.1. Forward any required document to outsourced resources within scheduled timelines
1. Research appropriate public relations documents
1.1. Research previous communication documents for tone, content and style
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 unit describes the performance outcomes, skills and knowledge required to interpret a creative brief and evaluate a range of creative options to write persuasive copy.
This course is structured to provide students with the optimum learning experience. Students will participate in a combination of group and individual learning activities. These activities will be provided through a combination of face to face teacher/student deliveries plus classroom work time. Additional learning activities will also be provided to students to complete outside of timetabled time.
Week 1 - 9 February
Introduction to the course including:
• Course requirements
• Course support documents
• Course Blackboard access
• Accuracy of enrolment
• Assessment requirements/Cover Sheets
• Reminder re Plagiarism
• Reminder re Appeals
• Feedback in this course
• Reminder re submission requirements
• Getting help
Week 2 - 16 February
Introduction to the PR industry and the importance of writing
Basic principles of persuasive writing
Plain English – rhythm, grammar, sentence structure, flow etc
Week 3 - 23 February
Introduction to Public relations tools, documents and channels – overview of media releases, direct mail, newsletters, brochures etc
Week 4 - 2 March
The importance of the media release
Understanding the creative brief
Week 5 - 9 March
Audiences and stakeholders
Week 6 - 16 March
Public relations and marketing communication documents
Week 7 - 23 March
Week 8 - 30 March
Social media integration – twitter, facebook etc
2- 8 April - Mid semester break
Week 9 - 13 April
Tools for persuasive writing
Week 10 - 20 April
Short vs long copywriting
Week 11 - 26 April
Objectives and key messages
Week 12 - 4 May
Week 13 - 11 May
Week 14 - 18 May
Research & Evaluation Legal/Ethical
Week 15 - 25 May
Week 16 - 1 June
Week 17 - 8 June No classes - Resubmissions only
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.
You are required to complete three tasks. You must successfully complete all three taks to be deemed competent in this course.
Task 1 – Portfolio of works – in pairs- (Due end week 5)
In PAIRS, students are required to complete SIX pieces of work that is part of weekly classroom activities. Final document will contribute to a total first assessment grade.
From the class activity submit
• 1 x Press Release
• 1 x social media campaign
• 1 x infographic
• 2 x wiki article
• 1 x online copy
Task 2 – Blog – Individual - (Due in class Week 10)
Working individually, students are to establish and write a blog around a topic of interest using the theory of persuasive copy writing and best practice blog writing. Ultimately, the task is to persuade people to read and interact with a blog which will demand a combination of persuasive writing style, compelling content (copy and visual) and social media engagement. Students are free to use the blogging platform of your choice.
Comprising a minimum of six blog entries (no max) and a minimum of 2000 words of your own copy (3000 max), your blog must:
• Be written in an engaging writing style that encourages readership
• Include graphics/images/moving footage and hyperlinks to other relevant content
• Integration of social media (twitter etc) in an effort to increase blog readership
• Be consistent in layout, writing style and posting regularity
Your work must be completely free of spelling and grammatical errors and must ensure the principles of ‘plain english’ are upheld and the tools of persuasive writing are employed. The copy must ensure appropriate format, language, writing style and tone for the given medium and audience.
Task 3 – Written Portfolio 2 – Group - (Due end week 14)
In groups of NO MORE THAN FOUR, students will choose a virtual client from a supplied list who has a communication objective they need to fulfil. Students will need to consider how that virtual client is going to build their brand and reputation and highlight possible issues the business might be facing, for example:
• A new business has opened and needs to increase awareness
• Launching a new range and needs to inform its public
• Trying to gain interest from a new market
Students are to prepare:
Five pieces in total comprised of:
• Communication Plan/Strategy (using supplied template) – each student must contribute to the communication strategy and plan and notate their contributed section with their initials.
• 2 x Media release (minimum 300 words each)
• 6 x written/designed pieces of MINIMUM 500 words:
o Online web material
o Newsletter article
o Social media campaign
More detailed assessment sheets for each assessment task will be disseminated throughout course delivery.
Ensure that you submit assessments on or before the due date.
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 each assessment task is available on blackboard.
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.
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: http://www.rmit.edu.au/students/assessment/extension
Form to use: http://mams.rmit.edu.au/seca86tti4g4z.pdf
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: http://www.rmit.edu.au/browse;ID=g43abm17hc9w
Form to use: http://mams.rmit.edu.au/8a5dgcaqvaes1.pdf
Resubmissions (VET Programs):
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”.
If you are still not meeting the assessment requirements you must apply to your Program Manager in writing outlining the steps you will take to demonstrate competence in your course. Your submission will be considered by the Program Team and you will be advised of the outcome as soon as possible.
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: <check link is still current>
More Information: http://rmit.edu.au/browse;ID=7usdbki1fjf31
Marking Guide (Competency):
You must demonstrate that you have all the required skills/knowledge/elements in the unit of competency you are studying.
You will receive feedback on each assessment task that will inform you about your progress and how well you are performing.
Marking Guide (Grading)
After achieving competency we then grade your performance in the unit and you will achieve one of the following grades: inal Grades table:
CHD - Competent with High Distinction
CDI - Competent with Distinction
CC - Competent with Credit
CAG - Competency Achieved – Graded
NYC - Not Yet Competent
DNS - Did Not Submit for assessment
Further information regarding the application of the grading criteria will be provided by your teacher.
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.
This subject is co-delivered and co assessed with Write Persuasive Copy MKTG6045C
Course Overview: Access Course Overview