Course Title: Manage the public relations publication process

Part B: Course Detail

Teaching Period: Term2 2014

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

Marina Cook

Level 5, 445 Swanston Street,

Melbourne, Victoria 3000

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


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 with the 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


3. Develop and evaluate public relations publications

Performance Criteria:

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

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

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.

Teaching Schedule

Week 1 commencing 7 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 (1-5 September inclusive)
Week 9 - Major Assignment
Week 10 Design - Type
Week 11 Design – Type contrast
Week 12 Major Assignment - individual reviews and feedback on portfolio
Week 13 In class workshop on final preparation ofPortfolio
Week 14 - Portfolio presentations and submission
Week 15 -Portfolio presentations and submissions

Week 16 - Resubmissions and any outstanding work due.

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 - Case Studies. Individual.
Case studies and  workshop activities to be submitted for assessment at set dates handed out at start of seemster.

Individual activities look at the function, form and strategy of different forms of public relations publications.

Assessment 2 . Report.
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:
Work to be saved in a word doc or .pdf and uploaded to the assessment tab in your course blackboard shell by required date. Work sent by email will not be marked.
Work submitted after the deadline and without one of the forms 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 also submit the Assessment record and Cover Sheet that includes a declaration and statement of authorship. You must complete and submit this sheet with all work you submit for assessment, whether individual or group work. Assessment Record and Cover sheets for each assessment will be in each course blackboard shells and distributed with your assessment.
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.

Late Submission Procedures
You are required to submit assessment items and/or ensure performance based assessment is completed by the due dates.
If you are prevented from submitting an assessment item on time, by circumstances outside your control, you may apply in advance to your teacher for an extension to the due date of up to seven calendar days.
More Information:
Form to use:
Where an extension of greater than seven days is needed, you must apply for special consideration. Applications for special consideration must be submitted no later than two working days after the assessment task deadline or scheduled examination.
More Information:;ID=g43abm17hc9w
Form to use:
If you are found to be unsuccessful in a Course Assessment Task you will be allowed one resubmission only. Your teacher will provide feedback regarding what you need to do to improve and will set a new deadline for the resubmission. The highest grade you will receive if your resubmission is successful is “CAG”.

Adjustments to Assessment
In certain circumstances students may be eligible for an assessment adjustment. For more information about the circumstances under which the assessment arrangements might be granted please access the following website:
More Information:;ID=7usdbki1fjf31


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