Course Title: Develop and apply knowledge of public relations industry

Part B: Course Detail

Teaching Period: Term2 2015

Course Code: MKTG5844C

Course Title: Develop and apply knowledge of public relations industry

School: 650T Vocational Business Education

Campus: City Campus

Program: C5335 - 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

Alain Grossbard

alain.grossbard@rmit.edu.au

99255522

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 describes the performance outcomes, skills and knowledge required to research, analyse and apply knowledge of the various components of the public relations industry, including legal and ethical constraints and strategic communications management planning.


National Codes, Titles, Elements and Performance Criteria

National Element Code & Title:

BSBPUB401A Develop and apply knowledge of public relations industry

Element:

1. Apply knowledge of the public relations industry

Performance Criteria:

1.1 Seek information on the structure and operation of the public relations industry
1.2 Identify and access sources of information on the public relations industry
1.3 Obtain information on public relations industry sectors, associations, networks and societal role
1.4 Identify and access information on key stakeholders
1.5 Apply industry information appropriately in everyday activities related to typical work roles

Element:

2. Identify industry employment obligations and opportunities

Performance Criteria:

2.1 Obtain information regarding employment obligations and opportunities relevant to the public relations industry
2.2 Apply information on employment opportunities and obligations in everyday activities related to typical work roles

Element:

3. Conduct strategic communications management planning

Performance Criteria:

3.1 Establish purpose and processes for setting organisation objectives
3.2 Identify and apply appropriate planning and measurement tools to organisation objectives
3.3 Develop critical success factors for the communications

Element:

4. Update industry knowledge

Performance Criteria:

4.1 Conduct formal and informal research to update general knowledge of the industry continuously
4.2 Monitor current issues of concern to the industry
4.3 Share updated knowledge with client and colleagues
4.4 Incorporate updated knowledge into everyday activities related to typical work roles


Learning Outcomes



Details of Learning Activities

A range of learning activities will be covered in this course including:<font size="3" face="Times New Roman"> </font>
Either working as an Individual or in small groups, you will be required to do a public relations activity relevant to the lecture and submit the responses by the end of the class. The activity is usually between 100 to 300 words long and there will be between 8 to 10 activities that need to be submitted. The activities will analyse and describe current or past PR events using public relations concepts and tools as well as apply skills in finding information using online resources, books, journals and newspapers.<font face="Times New Roman"> </font>

This is a written test of questions related to the course content covered from series of lectures and activities performed throughout the semester.  It is to be completed by the student on Week 14. The test will test students’ knowledge, skills in public relations concepts and strategic thinking.

 

 

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Student will be required to interview a practising public relations practitioner and write a Report on their outcomes. A hand-out will be provided with a set of instructions as to what is required and expected from the student’s assignment. It is an individual report covering what the student has learnt from a meeting to discuss about public relations from a PR practitioner. The report will be between 800 to 1000 words. This will be followed by a three (3) minute oral and visual presentation to the class.<o:p></o:p>

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Teaching Schedule


Week Commencing 2015 Topics
1 6 July Course Induction
Pre-Training Review
Confirm completion of LLN skills analysis. Program map to confirm all students are correctly enrolled.
2 13 July Introduction - What is PR and understanding public relations and the PR practitioner’s role and responsibilities
3 20 July PR trends and developments
4 27 July PR planning – goals and objectives
5 3 August Theories of communications
6 10 August PR and marketing
7 17 August Publicity and media relations
8 24 August Major Assignment

Mid Semester Break (31 August – 4 September inclusive)

9 7 September Issues and Crisis Management
10 14 September Major Assignment Due
11 21 September Community and Government relations
12 28 September Internal and employee communications
13 5 October What have we learnt?
14 12 October Presentations
15 19 October Return final assessment and schedule any resubmission for next week
16 26 October Interviews/assessment feedback/resubmissions
 


Learning Resources

Prescribed Texts


References


Other Resources

Nil


Overview of Assessment

Assessment may incorporate a variety of methods including technical requirements documentation, homework, assignments, group and/or individual projects, in class exercises, written and practical assessments, problem solving exercises, presentations, direct observation of actual and simulated work practice, presentation of a portfolio of evidence which may comprise documents, and/or photographs and/or video and audio files, review of products produced through work-based or course activities.

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. Students will be provided with feedback throughout the course to check their progress.


Assessment Tasks

 Either working as an Individual or in small groups, you will be required to do a public relations activity relevant to the lecture and submit the responses by the end of the class. The activity is usually between 100 to 300 words long and there will be between 8 to 10 activities that need to be submitted. The activities will analyse and describe current or past PR events using public relations concepts and tools as well as apply skills in finding information using online resources, books, journals and newspapers. This is worth 60% of the total assessment. <font face="Times New Roman"> </font>

This is a written test of questions related to the course content covered from series of lectures and activities performed throughout the semester.  It is to be completed by the student on Week 14. The test will test students’ knowledge, skills in public relations concepts and strategic thinking.

Student will be required to interview a practising public relations practitioner and write a Report on their outcomes. A hand-out will be provided with a set of instructions as to what is required and expected from the student’s assignment. It is an individual report covering what the student has learnt from a meeting to discuss about public relations from a PR practitioner. The report will be between 800 to 1000 words. This will be followed by a three (3) minute oral and visual presentation to the class. This is worth 20% of the overall grade for this course.


Assessment Matrix

Will be submitted in class  with the course guide.

Other Information

Nil

Course Overview: Access Course Overview