Course Title: Develop public relations campaigns

Part B: Course Detail

Teaching Period: Term2 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

Vicki Kyritsis

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


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


1. Research public relations campaigns

Performance Criteria:

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


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

Week 1, Monday 7 July 2014

Welcome & Course Induction

• Course delivery and assessment details
• Course support documents
• Online learning environment
• Grading
• Plagiarism
• Appeals
• Extensions
• Feedback
• Privacy
• Submission requirements
• Resubmission policy
• Where to get support
• Student responsibilities
2.  Pre-Training Review
• Includes skills analysis and Recognition of Prior Learning and Credit Transfers3
3. Course Overview

Week 2, Monday 4 July
Introduction: What is a campaign and understand the public relations aspect of managing a campaign

Week 3, Monday 21 July
Project initiation - Advise working groups of Industry Integrated Learning projects

Week 4 Monday 28 July
Client Briefing for Major Assignment - Reading and Interpreting the Brief

Week 5 Monday 4 August
Business case – project scope and terms of reference

Week 6 Monday 11 August
Defining a campaign – Planning & research

Week 7 Monday 18 August
Developing a campaign plan - Goals, Objectives & Audience

Week 8 Monday 25 August
Manage time and manage risk

1 – 5 September Mid semester break

Week 9 Monday 8 September
Manage campaign - budget

Week 10 Monday 15 September
Monitor campaign

Week 11 Monday 22 September
Administer and monitor campaign

Week 12 Monday 29 September
Major Assignment

Week 13 Monday 6 October
Preparation for oral presentation

Week 14 Monday 13 October
Oral presentations

Week 15 Monday 20 October
Return final assessment and schedule any resubmission for next week

Week 16 Monday 27 October
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


MKTG5846C Develop public relations campaignsis co-delivered and co-assessed with BUSM6234C Manage Projects

Task 1: Analysis of Public Relations Campiagn (individual assessment)
Due: Week 5 at the end of the scheduled class on Monday 4 August 
Length: 500 words
Students are to research the campaign, identify the key campaign elements and perform a critical analysis of the campaign.

Task 2 – Campaign Development
Due: Week 12 at the end of the scheduled class on Monday 29 September
Group assessment (3 – 4 students per group)
Length: 1500 words (+/- 10%)
Students are to develop campaign recommendations for a new pitch for a supplied company or organisation. Group activities requiring development of strategies and creative recommendations.

Task 3 – Campaign Presentation
Due: Week 14 – Monday 13 October
Group Report (group as per previous assessment)
Length: 1500 words (+/- 10%)
Presentation: 10 minutes
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. 

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 & Performance Criteria plus critical aspects of evidence, this can found in the Learning and Assessment Tool available from instructor or course coordinator.

Other Information

Weekly learning materials will be available on Blackboard. Should a student be absent from a class it is essential that all information from missed class has been read and any activities completed

Course Overview: Access Course Overview