Course Title: Develop and manage public relations strategies

Part B: Course Detail

Teaching Period: Term1 2016

Course Code: MKTG7883C

Course Title: Develop and manage public relations strategies

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

Felicity Burns

Nominal Hours: 40

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 covers the development and maintenance of positive community relations in the resources and infrastructure industries. It includes establishing community relationship strategies, developing and maintaining community relationships, representing the organisation in the community, and maintaining and improving ongoing community relationships. Licensing, legislative, regulatory and certification requirements that apply to this unit can vary between states, territories, and industry sectors.

National Codes, Titles, Elements and Performance Criteria

National Element Code & Title:

CUVPUB501A Develop and manage public relations strategies


1 Generate organisational identity consistent with organisation's vision

Performance Criteria:

1.1 Collect and analyse internal and external information relevant to the development of public relations strategies
1.2 Review the organisation’s core activities, business values and current business direction to identify potential images and messages
1.3 Identify and consult with key stakeholders about public relations issues


4 Evaluate and review the public relations plan .

Performance Criteria:

4.1 Establish appropriate mechanisms to obtain feedback about public relations activities and strategies
4.2 Evaluate public relations activities using agreed methods and benchmarks
4.3 Make adjustments according to feedback and evaluation
4.4 Communicate and implement agreed changes


2 Prepare public relations plan or strategy

Performance Criteria:

2.1 Identify target groups for public relations activities
2.2 Identify and select strategies that enhance and promote the organisation’s identity to target groups
2.3 Identify and plan for the range of potential situations and reactions to which the organisation may need to respond
2.4 Incorporate legal and ethical considerations into the planning process
2.5 Provide timely opportunities for colleagues to contribute to public relations planning
2.6 Negotiate changes to plans as required
2.7 Submit public relations plans for approval according to organisational policy as required


3 Manage the implementation of the public relations plan .

Performance Criteria:

3.1 Define and clearly communicate all aspects of public relations plans to others involved in the public relations activities
3.2 Implement and monitor actions detailed in plans and take action to rectify anything that has the potential to impact negatively on activities
3.3 Produce public relations reports according to organisational policy
3.4 Share public relations information with colleagues to maintain awareness of current direction and priorities of organisation

Learning Outcomes

Details of Learning Activities

Supportive activities will involve development of strategies, planning, research and creative tasks. This course covers developing knowledge, skills in project concepts and strategic thinking (based on lecture notes and activities covered during the semester). Preparing, submitting and presenting a public relations publication is recommended for the required project. Individual activity may require development of strategies, creative, media, risk analysis and budgetary recommendations. All team members are to participate in the Report and Presentation.

You will receive ongoing feedback on your progress in the course. 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.

Teaching Schedule

 This course is co-delivered and co-assessed with Manage the PR Publication Process


   Week Commencing                                                     Topic                                                                                Assessment / Comment           
 1 8/2/16

Course Induction
• Course delivery and assessment details
• Course support documents – any text books or readings
• Online learning environment – go through Blackboard shell
• Grading – reminder 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 – contact times
• Submission requirements – how all work must be uploaded
• Resubmission policy – one resubmission, marked to a pass allowed
• Where to get support - Student study support details
• Student responsibilities – must check emails and Blackboard shells weekly

*Outline for all Assessment Tasks


 2 15/2/16Introduction - What are public relations strategies? What is the PR Publication process? Understand the public relations aspect of managing such a process.
Assignment provided.

Research process - activities for preparing a research portfolio

*Overview Assessment 1
Information to inform course content and delivery and formation of groups and allocation of projects

 3 22/2/16
Preparing a research portfolio

Potential PR Issues/ PR Strategies


 4 29/2/16


PR Strategies

*Overview of Assessment 2 and working in groups

 5 7/3/16


The key aspects of a public relations plan
- PR Activities
- Objectives
- Media vehicles

 6 14/3/16


Target groups


 Assessment 1 Due
 7 21/3/16

 Strategic direction to solve potential situations (risks)

  24th March - 1st April

 Mid-semester break

 8 4/4/16

Budgets and timelines - how to create a critical path

*Feedback on Assessment 1


 9 11/4/16

Publication process - publishing

Drafting the PR publication

*Overview of Assessment 3


Design Workshop 1 - PR publication

 Assessment 2 Due

Design Workshop 2 - PR publication



Preparing for a Presentation/ Editing Publication


 Assessment 3 - Publication Due
 13 9/5/16



Presentation due for peer review and assessment
 14 16/5/16




Presentation due for peer review and assessment
 15 23/5/16

Feedback - Interviews






No classes - Resubmissions only

Learning Resources

Prescribed Texts


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 the PR Publication Process.

Assessment Task 1 – Research Portfolio and PR Strategy (30%), 1000 words - Individual (due week 6)


You are to select a not for profit organisation and provide a new company strategy to address a potential PR issue, supported by a research portfolio. The research portfolio will need to be collated, titled and saved as a PDF file (with a minimum of 10 pages).

During the research portfolio stage, you will need to address the following factors:

- Internal and external information on the organisation (situation analysis)
- Potential PR issue
- The organisation’s core activities, business values, relationship to the public, service and business direction
- Key stakeholders

*A guideline for key areas to be researched and included in the portfolio will be provided on Blackboard.

Details of Assessment:

You will be required to choose from a list of not for profit organisations’ and support their findings through documented research. There are two parts to submit in this assessment. These are:

1. Research portfolio (minimum of 10 pages)
2. Rationale of potential issue and new PR strategy (1000 words)

You can use a variety of supporting evidence and research methods, including primary and secondary research. Research portfolios and rationales of the PR strategy need to be electronically submitted via Blackboard. Both pieces are to be submitted in a combined PDF file.

Assessment Task 2 – Public Relations Plan (40%), 1500 words - Small groups of 3 - due week 10


Working in small groups (no more than 3), all group members are to draw on their research portfolios and their developed strategy from Task 1—and implement a new PR plan. The PR plan is the strategic direction of the company that is presented in a brief format. The PR plan highlights: PR activities to undertake, key objectives to meet, proposed time schedules, and the most appropriate media vehicles to use to communicate the message. As the plan is developed in the pre-campaign stages, this assessment piece will be used in Assessment Task 3 for creating a new publication document (for a new PR campaign).

In this task, you are required to identify the most effective PR activities to use, segment the target audience, provide a solution to address any potential situations that could occur and develop a realistic plan within budget and the expected timeframes. The plan needs to be presented in a report format using the brief template provided.

*A brief template of the key aspects to address will be provided on Blackboard.

Details of assessment:

Students are to create a new PR plan in report format using the template headings provided. Students are required to submit their plan electronically via Blackboard in a Word or PDF document. All students within the group are to upload the plan individually to Blackboard, with the names of all their group members listed on the front page.


Assessment Task 3 – Publication and Verbal Presentation (30%) - Individual (due week 12 with presentations in weeks 13 and 14)


Building on Task 1 and Task 2, you are required to create a DL flyer that represents the new PR strategy and the organisation’s core values, campaign objectives and corporate responsibilities (in accordance with the organisation’s style and key attributes). Upon completion of the flyer, you are to present their work to the class for peer feedback.

In this task, you are required to align the publication with the new PR plan and address the key elements in the publication stages such as:

• Meets publication deadline
• Publication aligns with organisation’s objectives
• It is within budgetary requirements
• It is consistent with company values, mission and house style
• Communicates effectively and reaches the intended target audience
• Central message is clear and consistent with other publications

*A guidance template will be provided on Blackboard

Details of Assessment:

To meet the competency of this assessment task, students are to submit one DL flyer (addressing the key requirements above) and present their work back to class as a verbal presentation. The publication is to be submitted and uploaded to Blackboard in a PDF file before the presentations begin in Week 14.

Length: DL Flyer (500 words), Presentation (5 minutes)

Submission Requirements:

Work is to be saved in a Word doc or .pdf and uploaded to the assessment tab in your course blackboard shell by the required date. Work sent by email will not be marked. Work submitted after the deadline and without the Cover Sheet form from Blackboard 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 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. Cover sheets for submission of work is available from the Assessment Folder in your Blackboard course shell.

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.


Assessment Matrix

The assessment matrix will be supplied in the RMIT Blackboard course guide.

Other Information


Course Overview: Access Course Overview