Course Title: Develop and apply industry knowledge

Part B: Course Detail

Teaching Period: Term2 2013

Course Code: EMPL5392C

Course Title: Develop and apply industry knowledge

School: 650T TAFE Business

Campus: City Campus

Program: C6102 - Advanced 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

Alain Grossbard

Building 80, Level 5, 445 Swanston Street, Melbourne, VIC 3000

Tel: 99255522

Nominal Hours: 15

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 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:

CUFGEN01A Develop and apply industry knowledge


1. Apply knowledge of the public relations industry

2. Identify industry employment obligations and opportunities

3. Conduct strategic communications management planning

4. Update industry knowledge

Performance Criteria:

1.1 Correctly identify and access sources of information on the industry
1.2 Obtain information to assist effective work performance within the industry, including information on different sectors of the industry, their relationships and the products and services available in each sector; major industry bodies/associations; relationships with other industries; different markets and their relevance to industry sectors; different distribution channels for industry products and services; economic and/or social significance of the industry; the role of local communities; specific features of the local/regional industry; working arrangements
1.3 Access information on the specific sector of work
1.4 Correctly apply industry information in day-to-day work activities

2.1 Obtain information to assist effective work performance within the industry, including information on: ; career opportunities and career paths within the industry; the roles, responsibilities and employment rights of contracted freelance workers within the industry; the roles, responsibilities and inter-r elationships of individual personnel in an industry environment; unions and employer bodies; professional associations; industrial relations issues - awards and enterprise bargaining agreements, non award areas; cultural issues
2.2 Correctly apply industry information on employment opportunities and obligations in day-to-day work activities

3.1 Obtain information to assist effective work performance within the industry, including information on: ; advances in any type of equipment or technology used within the industry; likely effects of new technology on current work practices and the structure of the organisation and industry, and the community; ways of upgrading skills to include the use of new technology; sources of technical advice and support
3.2 Correctly apply industry information on technological advances in day-to-day work activities

4.1 Continually apply informal and/or formal research to update general knowledge of the industry
4.2 Monitor current issues of concern to the industry
4.3 Share updated knowledge with customers and colleagues as appropriate, and incorporate information into day-to-day work activities


Learning Outcomes

This unit describes the skills and knowledge required to access, increase and update knowledge of the film, television, radio and multimedia industry, including the role of different industry sectors, and the impacts of changing technology. This knowledge underpins effective performance in all sectors.

Details of Learning Activities

This unit of competence applies to a range of public relations industries. The focus will depend on the industry involved. Activities will be customised to meet the needs of the particular PR industry and industry sector in which performance is being assessed. 

The specific focus of internship training will depend upon the PR organisation involved. For generic pre-vocational training, organisations should provide training which is tailored to meet the needs of the particular PR industry. It is intended that participants will gain a breadth of industry knowledge, encompassing the full range of industry contexts, with no bias towards individual industry specialisations.
The following activities is critical to the judgement of competence in this unit:
ability to source industry information and general knowledge of the industry, including main roles, functions and inter-relationships of different sectors, with a more detailed knowledge of issues which relate to a specific sector or workplace
Assessment may take place on the job, off the job or a combination of both of these. Off the job assessment must be undertaken in a closely simulated workplace environment.
Assessment may incorporate a range of methods to assess performance and the application of essential underpinning knowledge, and might include:
role play
case studies
work samples or simulated workplace activities
oral questioning/interview
third party reports and authenticated prior achievements
portfolios of evidence.

Teaching Schedule

Week1 Commencing 8 July 2013 - Course InductionWeek 

• 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
Hand out assessment overview in week 1. What students are going to do and when.

Week 2 -Introduction - understanding the PR practitioner’s role and responsibilities Information to inform course content and delivery

Week 3 - PR trends and developments

Week 4 - Understanding the Creative Brief

 Week 5 - Writing for different mediums

Week 6 - Portfolio work

Week 7 - Internship - Non- teaching week

Week 8 - Internship - Non- teaching week

Mid Semester break:  2 - 8 September

Week 9 - Resume writing

Week 10 - Portfolio work

Week 11 - Internship

Week 12 - Portfolio work

Week 13 - Portfolio submission

Week 14 - Interviews of portfolio

Week 15 - Interviews. Return final assessment and schedule any resubmission for next week

Week 16 - 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

Assessment Tasks
Students are required to complete 2 tasks. All tasks must successfully be completed to be deemed competent in this unit.
Task 1 Written Portfolio
The students is to select a real world client for whom they will fulfil an internship brief. You will need to choose a client who is happy to work with you and who has a communications objective they need fulfilled. For example you might choose:
- A local café/bar that has just opened and needs to increase awareness
- A public relations consultancy who needs to inform its public
- A fashion brand that is launching a new range and needs to inform its public
- A sole operator such as a public relations company who is trying to gain interest from a new market
- A retail store that needs to increase its image and sales
- A public relations department in a large public or private sector

Students are to:
• Work with the chosen client to complete the supplied brief in suitable depth paying particular attention to the client’s core objective, target market and key message
• Develop two potential Single Minded Proposition’s (SMP) for the client and a short description of suggested corresponding creative directions
• Choose a SMP/creative approach and work up the following communication pieces:

1 x Press Release (no longer than one page)
1 x Online Copy of 600 words to appear on the client’s website
1 x Print Ad (any size) if possible
1 x DM Piece (letter to customers, email copy, DM flier, online communications); and
Any other communication pieces.
PLEASE NOTE that all communications pieces must carry the same key message, single minded proposition and creative angle and should include a call to action. Your work must follow the basic principles of persuasive writing, be free of spelling and grammar errors.

Task 2 – Individual Persuasive Presentation (Due in class Week 13/14)
Students are to choose a topic of interest and prepare and present a five minute persuasive speech on what was covered in the internship. The discussion will be assessed on a combination of:
• completion of set number of hours completed for the internship
• produce a completed evaluation form about the quality of internship work written by the employer
• content, ability to employ persuasive techniques along with presentation style including visual aids, structure, pace and pitch, poise and eye contact with the interviewee.

Assessment Matrix

Full details on how this course is assessed against the Unit elements and performance criteria plus critical aspects of evidence can be found in the Learning and Assessment Tool available from your course teacher.

Other Information


Course Overview: Access Course Overview