Course Title: Develop public relations campaigns

Part B: Course Detail

Teaching Period: Term2 2015

Course Code: MKTG5846C

Course Title: Develop public relations campaigns

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

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 course 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.

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

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

This course is co-delivered and co-assessed with Undertake Project Work

Week 1   - Course Induction

Week 2  Introduction - What is a campaign and understand the public relations aspect of managing a campaign.

Week 3 - Project intiation

Week 4 - Client briefings for major assignment

Week 5 Business case

  • project scope
  • terms of reference

 Week 6  Defining a campaign - Task 1

  • research
  • planning 

Week 7  Developing a campaign plan

  • goals
  • objectives
  • audience

Week 8  Manage time and manage risk 

Mid semester break 31 Aug - 7 Sept

Week 9  Manage campaign budget

Week 10  Administer and monitor campaign

Week 11  Major assignment

Week 12  Major assignmentt 

Week 13  Preparation for individual campaign interveiws (Task 2 due Sunday 17 May midnight)

Week 14  Individual campaign interviews (Task 3 schjeduled interviews in week 14)

Week 15  Individual campaign interveiws (Task 3 scheduled interviews in week 15

Week 16  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

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

 This course is co-delivered and co-assessed with Manage Projects.

Full detailed assessment sheets will be available on the course blackboard shell

 Task 1: Analysis of Public Relations Campaign
Assessment date: Week 6
Type: Individual assessment piece
Analysis of public relations campaigns supplied.
Students are to research the campaign, identify the key campaign elements and perform a critical analysis of the campaign.

Clear report which identifies key campaign element, key inclusions are:
• Campaign Summary – provide an overview of the campaign
• Research – identify three types of research that would be appropriate to conduct pre-campaign
• Objectives – identify three key objectives the campaign was trying to achieve
• Target Audience – identify and describe the primary audience the campaign was targeted at
• Key Messages – describe the key message(s) the campaign tried to communicate
• Strategy – describe the over-arching strategy that drove the campaign
• Tactics – identify the type and details of all the tactics used as part of this campaign
• Evaluation Measures – identify at least two measures that could be used to evaluate the campaign

Task 2: Campaign Development
Assessment date: Week 13
Type: Group assessment piece (up to 4 students per group)
Length: 2000 words (+/- 10%)

Students are to develop campaign recommendations for new pitch for a supplied company or organisation. Group activities requiring development of strategies and creative recommendations.
Key Elements to Include
• Research – Students should conduct primary/secondary research into
o the industry to identify key issues, competitor strengths and weaknesses, relevant trends and other critical background information
o the market to clarify key drives for this market, demographic data, media consumption habits
• Campaign Strategy – Identify two separate over-arching approaches that could serve to achieve the campaign objectives
• 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.
• 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.

Task 3 Campaign Review
Assessment date: In class in week 14 & 15 (worth 30% of student mark)
Type: Individual interview
Duration: 8 minutes
Students will be required to answer 10 random questions on their campaign. The questions will cover the following areas:

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

Submission Requirements
You should:
• 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:
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:

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
More Information:;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:

Final 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.


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


Course Overview: Access Course Overview