Course Title: Manage the public relations publication process
Part B: Course Detail
Teaching Period: Term2 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 Email:email@example.com
Name and Contact Details of All Other Relevant Staff
Level 5, 445 Swanston Street,
Melbourne, Victoria 3000
Nominal Hours: 45
Pre-requisites and Co-requisites
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
1. Research publication requirements and segment target audience
1.1 Prepare a public relations research brief that specifies the research objectives, methodology, time schedule and budget
2. Plan public relations publications
2.1. Ensure publication purpose is consistent with organisational mission, vision and corporate values
3. Develop and evaluate public relations publications
3.1. Design and write publication text in accordance with communication objectives and house style
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
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. No licensing, legislative, regulatory or certification requirements apply to this unit at the time of endorsement.Critical aspects of assessment will be the evidence of the following is essential: Developing and implementing at least one complex public relations publication in accordance with the publication deadline.
A range of assessment 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.
Week 1 commencing 8 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
Week 2 Introduction - What is a public relations publication process? Understand the public relations aspect of managing such a process
Week 3 Publication process - publishing
Week 4 Design – Proximity
Week 5 Design - Alignment
Week 6 Design - Repetition
Week 7 Design -Contrast
Week 8 Design – Case studies
Mid Semester Break (2-8 September inclusive)
Week 9 - Major Assignment
Week 10 Design - Type
Week 11 Design – Type contrast
Week 12 Major Assignment - Final preparation of portfolio
Week 13 Major Assignment - Submission & preparation for Portfolio
Week 14 - Interviews on Portfolio
Week 15 - Return final assignment and schedule any resubmission
Week 16 - Resubmissions only
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.
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
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.
Major Assignment – Portfolio, Report and Presentation
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.
Course Overview: Access Course Overview