Course Title: Develop public relations campaigns

Part B: Course Detail

Teaching Period: Term1 2014

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

Fiona McQueen

Phone: 0414326100

Thus course is co-delivered and co-assessed with Manage Projects

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 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.

Teaching Schedule

Feb 10 - Course Induction

Feb 17 Introduction - What is a project and understand the public relations aspect of managing a project.
Project initiation - Advise working groups of Industry Integrated Learning projects Information to inform course content and delivery and formation of groups and allocation of projects

Feb 24 Business case – project scope and terms of reference 

 Mar 3 Defining a project; Project management Assessment 1 (Activity)

Mar 10 Developing a project plan 

Mar 17 Developing a project plan Assessment 1 submission

Mar 24 Manage time and manage risk Assessment 2

Mar 31 Manage time and manage risk 

April 07 Manage projects ; the project budget

April 14 Manage projects ; the project budget Assessment 1 (Activity)
Assessment 2 submission

Mid Semester Break 
18 April – 25 April inclusive

April 28 Administer and monitor project

May 5 Administer and monitor project 

May 12 Major Assignment Assessment 3

May 19 Major Assignment in & preparation for oral presentation Assessment 3 submission

May 26 Oral presentations to clients Assessment 3

June 1 Return final assessment and schedule any resubmission for next week


Learning Resources

Prescribed Texts

No prescribed text for this subject. 


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


<font size="3">Assessment Tasks<o:p></o:p></font>


<font size="3">Students are required to complete 3 tasks.  All tasks must successfully be completed to be deemed competent in this unit.<o:p></o:p></font>


<o:p><font size="3"> </font></o:p>


A range of assessment methods will be used to assess practical skills and knowledge which will include for this unit:<o:p></o:p>


  • 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<o:p></o:p>
  • observation of presentations<o:p></o:p>
  • oral or written questioning to assess knowledge of how the project relates to the organisation’s overall mission, goals, objectives and operations<o:p></o:p>
  • review of project risk management plan and project plan<o:p></o:p>
  • evaluation of project reports forwarded to stakeholders<o:p></o:p>
  • analysis of documentation reviewing project outcomes and processes against the project scope and plan<o:p></o:p>
  • evaluation of documentation outlining lessons learnt from the project.<o:p></o:p>


<o:p><font size="3"> </font></o:p>


<font size="3">Task 1 –Analysis of Public Relations campaign (due week 5 - Friday)<o:p></o:p></font>


<o:p><font size="3"> </font></o:p>


Individual assessment piece
Length: 500 words<o:p></o:p>


Analysis of public relations campaigns supplied. <o:p></o:p>


<font size="3">Students are to research the campaign, identify the key campaign elements and perform a critical analysis of the campaign.<o:p></o:p></font>


<o:p><font size="3"> </font></o:p>


<font size="3">Clear report which identifies key campaign element, key inclusions are:  <o:p></o:p></font>


  • <font size="3">Campaign Summary – provide an overview of the campaign <o:p></o:p></font>
  • <font size="3">Research – identify three types of research that would be appropriate to conduct pre-campaign <o:p></o:p></font>
  • <font size="3">Objectives – identify three key objectives the campaign was trying to achieve <o:p></o:p></font>
  • <font size="3">Target Audience – identify and describe the primary audience the campaign was targeted at <o:p></o:p></font>
  • <font size="3">Key Messages – describe the key message(s) the campaign tried to communicate<o:p></o:p></font>
  • <font size="3">Strategy – describe the over-arching strategy that drove the campaign <o:p></o:p></font>
  • <font size="3">Tactics – identify the type and details of all the tactics used as part of this campaign <o:p></o:p></font>
  • <font size="3">Evaluation Measures – identify at least two measures that could be used to evaluate the campaign <o:p></o:p></font>


<o:p> </o:p>


<o:p><font size="3"> </font></o:p>


<font size="3">Task 2 – Campaign development (Week 10 - Friday)<o:p></o:p></font>


Group assessment piece (3 – 4 students per group)<o:p></o:p>


Length – 1500 words <o:p></o:p>


<o:p> </o:p>


Students are to develop campaign recommendations for new pitch for a supplied company or organisation. Group activities requiring development of strategies and creative recommendations. <o:p></o:p>


<o:p><font size="3"> </font></o:p>


<font size="3">Key Elements to Include<o:p></o:p></font>


  • <font size="3">Research – Students should conduct primary/secondary research into<o:p></o:p></font>


<font size="3">-  the industry to identify key issues, competitor strengths and weaknesses, relevant trends and other critical background information<o:p></o:p></font>


<font size="3">- the market to clarify key drives for this market, demographic data, media consumption habits etc<o:p></o:p></font>


  • <font size="3">Campaign Strategy– Identify two separate over-arching approaches that could serve to achieve the campaign objectives<o:p></o:p></font>
  • <font size="3">Campaign Tactics – Outline the critical tactics that will comprise the backbone of the campaign. Be creative with your campaign and consider using a multi-platform approach incorporating a combination of media and non-media channels such as events, guerrilla stunts, social media, viral, sponsorship, media kits, celebrity endorsement, journalist familiarisations etc<o:p></o:p></font>
  • <font size="3">Rationale – Relay the rationale as to why the proposed campaign strategies will achieve the objectives of the brief also outlining any key barriers to success.<o:p></o:p></font>


<o:p><font size="3"> </font></o:p>


<o:p><font size="3"> </font></o:p>


<font size="3">Task 3 – Campaign presentation  (Week 15 - Friday) <o:p></o:p></font>


Group Report  (group as per previous assessment)   <o:p></o:p>


Length: 1500 words<o:p></o:p>


Presentation: 10 minutes                                                                                                                               <o:p></o:p>


<o:p> </o:p>


<font size="3">Students are to prepare and present a campaign pitch outlining all the critical elements of the proposed campaign and a rationale or ‘pitch’ as to why the campaign stands to achieve the objectives of the brief.  Report will include: <o:p></o:p></font>


<o:p><font size="3"> </font></o:p>


  • <font size="3">Background Information – outline which brief has been responded to and the corresponding objectives, any relevant background research findings and identification of any key issues<o:p></o:p></font>
  • <font size="3">Target Audience – identify and describe the primary audience the campaign is targeted including demographic and psychographic information where possible.<o:p></o:p></font>
  • <font size="3">Strategy – describe the over-arching strategy that will drive the campaign including a rationale as to why this strategy should deliver on the objectives<o:p></o:p></font>
  • <font size="3">Key Messages – describe the key message(s) the campaign will communicate<o:p></o:p></font>
  • <font size="3">Tactics – identify the type and details of all the tactics used as part of this campaign including a rationale where appropriate. Include a summary as to the proposed creative direction.<o:p></o:p></font>
  • <font size="3">Budget – including realistic figures for creative production, labour, permits, venue hire, prizes etc <o:p></o:p></font>
  • <font size="3">Timeline – a project timeline that breaks down key milestones by dates and tasks<o:p></o:p></font>
  • <font size="3">Limitations – describe any major barriers to success and strategies to mitigate limitations<o:p></o:p></font>
  • <font size="3">Evaluation Measures – identify at least two measures that could be used to evaluate the campaign <o:p></o:p></font>
  • <font size="3">Conclusion – summary as to why the campaign pitch stands to create cut-through in the market and deliver on the brief’s objectives.<o:p></o:p></font>


<o:p> </o:p>


Assessment Matrix

Course Overview: Access Course Overview