Course Title: Manage the public relations publication process

Part B: Course Detail

Teaching Period: Term1 2013

Course Code: MKTG6048C

Course Title: Manage the public relations publication process

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


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


Course Description

This unit applies to individuals working in a public relations role who are responsible for managing publication of public relations documents for a campaign. They may either manage the publication process independently or coordinate the activities of people working under their supervision.

National Codes, Titles, Elements and Performance Criteria

National Element Code & Title:

BSBPUB501A Manage the public relations publication process


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 geared to the target audience's reading levels
3.3. Test document with relevant stakeholders and incorporate findings into 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


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 the effectiveness of 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


2. Plan public relations publications

Performance Criteria:

2.1. Ensure publication purpose is consistent with organisational mission, vision and corporate values
2.2. Identify, agree upon 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 agree upon 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

Learning Outcomes

This unit 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.

Details of Learning Activities

A series of individual and groups activities including an individual portfolio and a group major report that covers the performance outcomes, skills and knowledge required to manage the design, production, implementation and evaluation of public relations publications in accordance with organisational requirements.

A range of teaching and learning methods will be used to assess practical skills and knowledge which will include for this unit:
• developing a design portfolios of evidence and third party workplace reports of on-the-job performance by the candidate
• observation and delivering presentations
• oral or written questioning to assess knowledge of how the PR publication process relates to the organization’s overall mission, goals, objectives and operations
• evaluation of project reports forwarded to stakeholders
• analysis of documentation reviewing outcomes and processes against the PR publication scope and plan
• evaluation of documentation outlining lessons learnt from the PR publication process.

Teaching Schedule

Week 1 11 February 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
Week 2 18 February Introduction - What is a public relations publication process? Understand the public relations aspect of managing such a process

Week 3 25 February Publication process - publishing
Week 4 4 March Design – Proximity
Week 5 11 March Design - Alignment
Week 6 18 March Design - Repetition
Week 7 25 March Design -Contrast

Mid Semester Break: 28 March – 3 April inclusive

Week 7 1 April Design - Contrast
Week 8 8 April Design – Case studies
Week 9 15 April Major Assignment
Week 10 22 April Design - Type
Week 11 29 April Design – Type contrast
Week 12 6 May Major Assignment
Week 13 13 May Major Assignment submission & preparation for Portfolio
Week 14 20 May Interviews on Portfolio
Week 15 27 May Return final assignment 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 1
Individual assessment throughout the semester
Case studies and set of workshop activities to be submitted for assessment. Individual activities are assessed that look at the function, form and strategy of different forms of public relations

Assessment 2
Individual or pair assessment
Assessment of a written report on the student’s own public relations publication process. Activities requiring 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.

Assessment 3
Major Assignment – Portfolio, Report and Presentation
Group assessment
Length: 1500 words and portfolio of publications
Presentation: 10 minutes
Preparing, submitting and presenting to a client a full set of public relations publications recommended for the required project, event or campaign. Group activity requires 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.


More detailed assessment sheets for each assessment task will be disseminated throughout course delivery.
Submission Requirements: All assessment tasks need to be submitted via Blackboard.
You should:
• Ensure that you submit assessments on or before the due date. 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 is available at;ID=ls0ydfokry9rz website.
• 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 work for assessment is available from the Student forms website.
• 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.


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.

Course Overview: Access Course Overview