Course Title: Manage the public relations publication process

Part B: Course Detail

Teaching Period: Term2 2015

Course Code: MKTG6048C

Course Title: Manage the public relations publication process

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

This course is co-delivered and co-assessed with Develop and Maintain PR Strategies

Nominal Hours: 45

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 course describes the performance outcomes, skills and knowledge required to manage the design, production, implementation and evaluation of public relations publications in accordance with organisational requirements.


National Codes, Titles, Elements and Performance Criteria

National Element Code & Title:

BSBPUB501A Manage the public relations publication process

Element:

1. Research publication requirements and segment target audience

Performance Criteria:

1.1 Prepare a public relations research brief that specifies the research objectives, methodology, time schedule and budget
1.2 Consider the internal and external factors that may impact on the effectiveness of a public relations publication
1.3 Assess primary and secondary research methods for their capacity to provide information on publications requirements and market segments
1.4 Evaluate and choose criteria to use in segmenting the audience in accordance with the public relations brief
1.5 Define the target audience in terms of prospective readers of the publications
1.6 Ensure the target audience profile meets organisational requirements in terms of level and style of language usage, format, content and level of detail

Element:

2. Plan public relations publications

Performance Criteria:

2.1 Ensure publication purpose is consistent with the organisation’s mission, vision and corporate values
2.2 Identify, obtain agreement on and document publication objectives and central message consistent with messages in other organisational publications
2.3 Select team members according to skill and knowledge requirements
2.4 Develop and obtain agreement on budgets and schedules with relevant stakeholders
2.5 Identify appropriate suppliers of goods and services and obtain quotations as required
2.6 Develop criteria to test and evaluate the success of the publication

Element:

3. Develop and evaluate public relations publications

Performance Criteria:

3.1 Design and write publication text in accordance with communication objectives and house style
3.2 Check readability of material to ensure it is aligned to the target audience’s reading levels
3.3 Test document with relevant stakeholders and incorporate findings in the final publication
3.4 Ensure publications, including any changes, comply with legal and ethical requirements
3.5 Select and contract suppliers to complete publication production processes
3.6 Distribute publication according to public relations plan
3.7 Evaluate aspects of the publication in line with stakeholder feedback and against evaluation criteria

Learning Outcomes



Details of Learning Activities

Major Assignment – Public Relations Plan Report and Publishing this Report
Individual or pair assessment
A written report on the student’s own public relations strategies and publication process. Supportive activities will require development of strategies and creative recommendations. Covers students’ knowledge, skills in project concepts and strategic thinking will be tested based on lecture notes and activities covered during the semester. Preparing, submitting and presenting to a client a full set of public relations publications recommended for the required project, event or campaign. Individual activity may require 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.

Presentation of Major Assignment
Individual or pair assessment
Students are required to deliver to the class an oral presentation on what they have learnt from their interview of a practising public relattions practioner . The student can use any form of presentation. Assessment of your oral delivery to the class will be based on the following criteria:
i. Appropriate explanation and details
ii. Presentation of information (include attention-getting introduction and summary)
iii. Spelling and grammar
iv. Eye contact with class during report, avoidance of excessive reading
v. Conversational quality,
vi. Effective use of visual aids – charts, slides, whiteboard, and/or other media if available.


 


Teaching Schedule

Week
Week Commencing 2015 Topics
1 6 July
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
2 13 July Introduction - What are public relations strategies? What is the PR Publication process? Understand the public relations aspect of managing such a process
Assignment provided.
Publication process - publishing
3 20 July Publication process - publishing
4 27 July Publication process - publishing
5 3 August PR Strategies
6 10 August Target groups
7 17 August Potential situations
8 24 August Design – Case Studies
Mid Semester Break
31 August – 4 September inclusive
9 7 September Manage the implementation of public relations plans
10 14 September Manage the implementation of public relations plans
11 21 September Finalise the public relations publication
12 28 September Major Assignment submission
13 5 October Presentations
14 14 October Presentations
15 21 October Return final assignment and schedule any resubmission for next week
16 28 October No classes - Resubmissions only
 


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

This course is co-assessed with Develop and Maintain PR Strategies

Assessment 1 Major Assignment – Public Relations Plan Report and Publishing this Report
Individual or pair assessment
Assessment of a written report on the student’s own public relations strategies and publication process. Supportive activities will require development of strategies and creative recommendations. Covers students’ knowledge, skills in project concepts and strategic thinking will be tested based on lecture notes and activities covered during the semester.
Individual assessment - Assessment of students’ original printed copies of examples of publications developed, including an oral interview/presentation of students’ portfolio of evidence

Preparing, submitting and presenting to a client a full set of public relations publications recommended for the required project, event or campaign. Individual activity may require 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.

Assessment of students’ original printed copies of examples of publications developed, including an oral interview/presentation of students’ portfolio of evidence
Students will receive ongoing feedback on your progress in the course. Feedback on assessment will be given in a timely manner. You will be informed about how to improve your performance in the competency/course and what you need to do to be deemed competent or to gain a pass in the assessment.
Length of Report: 2500 words and production of the publication
The grade for this assessment task is worth 85% of your overall grade in this course (50% of the Report and 35% for the Publication).

 Assessment 2 – Presentation of Major Assignment
Individual or pair assessment
Students are required to deliver to the class an oral presentation on what they have learnt from their interview of a practising public relattions practioner . The student can use any form of presentation. Assessment of your oral delivery to the class will be based on the following criteria:
i. Appropriate explanation and details
ii. Presentation of information (include attention-getting introduction and summary)
iii. Spelling and grammar
iv. Eye contact with class during report, avoidance of excessive reading
v. Conversational quality,
vi. Effective use of visual aids – charts, slides, whiteboard, and/or other media if available.

Presentation: 3 minutes
The grade for this assessment task is worth 15% of your overall grade in this course.

 


Assessment Matrix

An Assessment matrix is provided in the course guide in RMIT Blackboard

Other Information

Nil

Course Overview: Access Course Overview