Course Title: Develop public relations campaigns

Part B: Course Detail

Teaching Period: Term1 2013

Course Code: MKTG5846C

Course Title: Develop public relations campaigns

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


This course is co-delivered and co-assessed with course Manage Projects BUSM 6234C

Nominal Hours: 50

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 in entry level or junior public relations roles who are required to develop public relations campaigns. As such they would undertake the majority of work in creating and implementing the campaign with advice from more senior public relations specialists in their organisation.


National Codes, Titles, Elements and Performance Criteria

National Element Code & Title:

BSBPUB402A Develop public relations campaigns


1. Research public relations campaigns

Performance Criteria:

1.1. Analyse strategic and operational plans to determine the scope, theme and objectives of a campaign
1.2. Conduct research into current practice and recent developments in relation to the campaign planning
1.3. Identify the campaign's audience and their attributes
1.4. Develop and present options to other members of the public relations team and relevant stakeholders for consideration


2. Prepare to implement public relations campaigns

Performance Criteria:

2.1. Define and agree upon campaign objectives and campaign plan with client and other key stakeholders
2.2. Schedule and cost campaign accurately, and include in plans
2.3. Comply with legal and ethical constraints
2.4. Confirm roles and responsibilities with other members of the public relations team


3. Implement public relations campaigns

Performance Criteria:

3.1. Implement public relations campaign in accordance with the plan
3.2. Evaluate the potential effectiveness of and use appropriate media to improve campaign publicity
3.3. Implement campaign in accordance with legal and ethical constraints and organisational requirements
3.4. Monitor campaign progress against scheduling and costing requirements and report likely variations for approval in accordance with organisational procedures
3.5. Gain agreement from stakeholders to any changes that need to be made to campaign


4. Review and evaluate public relations programs

Performance Criteria:

4.1. Ensure campaign plans contain methods to monitor, review and evaluate their effectiveness
4.2. Report on the outcomes of the campaign to relevant internal and/or external stakeholders
4.3. Consult relevant internal or external stakeholders as to the campaign effectiveness, and document any recommended improvements

Learning Outcomes

This unit describes the performance outcomes, skills and knowledge required to develop and conduct a public relations campaign, to evaluate its effectiveness and to present the findings to stakeholders.

Details of Learning Activities

This unit describes the performance outcomes, skills and knowledge required to develop and conduct a public relations campaign, to evaluate its effectiveness and to present the findings to stakeholders. A range of teaching and learning methods will be used to assess practical skills and knowledge which will include for this unit including:
• writing a business report on the outcomes of the project which will review portfolios of evidence and third party workplace reports of on-the-job performance by the candidate
• observation of presentations
• oral or written questioning to assess knowledge of how the project relates to the organisation’s overall mission, goals, objectives and operations
• review of project risk management plan and project plan
• evaluation of project reports forwarded to stakeholders
• analysis of documentation reviewing project outcomes and processes against the project scope and plan
• evaluation of documentation outlining lessons learnt from the project.

Teaching Schedule

Week 1 11 February 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 18 February Introduction - What is a campaign and understand the public relations aspect of managing a campaign
Project initiation - Advise working groups of Industry Integrated Learning projects
Client Briefing for Major Assignment - Reading and Interpreting the Brief
Week 3 25 February Business case – project scope and terms of reference
Week 4 4 March Defining a campaign – Planning & research
Week 5 11 March Developing a campaign plan - Goals, Objectives & Audience
Week 6 18 March Developing a project plan - Formulating a Communications Strategy

Week 7 25 March Manage time and manage risk

Mid Semester Break: 28 March – 3 April inclusive

Week 7 1 April Manage time and manage risk
Week 8 8 April Manage campaign - budget
Week 9 15 April Major Assignment
Week 10 22 April Monitor campaign
Week 11 29 April Administer and monitor campaign
Week 12 6 May Major Assignment
Week 13 13 May Major Assignment in & preparation for oral presentation
Week 14 20 May Oral presentations to clients
Week 15 27 May Return final assessment and schedule any resubmission for next week
Week 16 No classes 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

This course is co-delivered and co-assessed with course Manage Projects BUSM 6234C

Assessment 1
Individual /groups
Length: Varies between 300 – 500 words
Analysis of public relations campaigns supplied. Individual activities are assessed that look at the function, form and strategy of different forms of public relations
Assessment 2
In Groups
Develop campaign recommendations for new pitch for a company or organisation. Group activities requiring development of strategies and creative recommendations. Report to support the recommendations. Individual.
Covers students’ knowledge, skills in project concepts and strategic thinking will be tested based on lecture notes and activities covered during the semester.

Assessment 3 Major Assignment – Report and Presentation
Group Report
Length: 1500 words
Presentation: 10 minutes
Preparing, submitting and presenting to a client a full set of recommendations for the required project, event or campaign. Group activity requires presentation to client on development of strategies, creative, media and budgetary recommendations. All team members to participate in the Report and presentation. Report to support presentation and contact reports of student team meetings required.

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.

Course Overview: Access Course Overview