Course Title: Develop and manage complex public relations campaigns

Part B: Course Detail

Teaching Period: Term1 2013

Course Code: MKTG6049C

Course Title: Develop and manage complex public relations campaigns

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: 50

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 senior public relations roles who are primarily responsible for the development, implementation and evaluation of a complex public relations plan. The complexity of the campaign may be in terms of its size or duration, or the circumstances surrounding the campaign.

National Codes, Titles, Elements and Performance Criteria

National Element Code & Title:

BSBPUB502A Develop and manage complex public relations campaigns


1. Research public relations campaigns

2. Prepare to implement public relations campaigns

3. Implement public relations campaigns

4. Review and evaluate public relations programs

Performance Criteria:

1.1. Identify the primary objective of a complex public relations campaign brief
1.2. Identify the campaign’s messages, strategies, roles and responsibilities, resource requirements including budget and timing and evaluation measures
1.3. Identify legal and ethical constraints in relation to the brief

2.1. Analyse information about the target public and their attributes, and the public relations environment
2.2. Identify and evaluate a range of options for message concepts using appropriate methods
2.3. Identify, access and select media vehicles appropriate to target the required public and the objectives of the campaign
2.4. Ensure selected media vehicles enable reach and frequency requirements to be met within budget
2.5. Consult media directories to ensure that enlisted journalists and any other personnel are the most appropriate for the campaign
2.6. Ensure selected media vehicles meet media operational requirements
2.7. Ensure selected media vehicles meet legal and ethical requirements
2.8. Identify requirements for external suppliers and engage or contract these resources where required

3.1. Scope, plan and document a complex public relations campaign and its approach to suit the requirements of the client
3.2. Seek quotations from suppliers for materials and evaluate against budgetary requirements or constraints
3.3. Determine and agree upon budget
3.4. Determine and agree upon timing and schedules
3.5. Identify potential sources of risk and develop and document appropriate control mechanisms
3.6. Produce plans on time
3.7. Finalise plan and ensure it complies with organisational, client, professional and legal requirements

4.1. Implement and regularly monitor public relations plan
4.2. Identify, agree upon and implement any changes to the plan
4.3. Complete planning and implementation activities on time


Learning Outcomes

This unit describes the performance outcomes, skills and knowledge required to develop complex and potentially on-going public relations campaigns.

Details of Learning Activities

Learning activities will cover the performance outcomes, skills and knowledge required by public relations personnel to coordinate, develop and implement a complex public relations campaign to provide an organisation with a planned communications response for use in such an event. Case studies, lectures and simulation exercises will be part of the total course.

A range of  learning activities will include:
• analysis of responses to case studies and scenarios
• assessment of writtenmanagement plans or reports of management activities
• demonstration of campaign management techniques in a workplace or simulated environment
• direct questioning with review of portfolios of evidence and third party workplace reports of on-the-job performance by the candidate
• observation of presentations in relation to campaign management planning and implementation
• oral or written questioning
• review of authenticated documents from the workplace or training environment
• review of testimony from team members, colleagues, supervisors or managers.

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 Advise working groups of Work Integrated Learning Projects – Project initiation
Complex PR Campaigns Case Study 1
Week 3 25 February PR Campaign case - Project scope & terms of reference
Week 4 4 March Finding the best partnership model for the campaign and ways to be involved
Complex PR Campaigns Case Study 2
Week 5 11 March Community Relations, consumer relations and relations with special public
Complex PR Campaigns - Case Study No. 3
Week 6 18 March PR Campaign case - Project scope & terms of reference
Week 7 25 March Major Assignment

 Mid Semester Break: 28 March – 3 April inclusive

Week 7 1 April Major Assignment
Week 8 8 April Determine financial requirements Business case - Project scope & terms of reference
Complex PR Campaigns - Case Study No. 4
Week 9 15 April Evaluating effectiveness of PR campaigns – need and review of evaluation
Week 10 22 April Evaluate creative content : planning & development
Week 11 29 April Evaluating effectiveness of PR campaigns
Case Study No.5
Week 12 6 May Ethical and Legal requirements of Evaluation
Week 13 13 May PR Campaign - Project scope & terms of reference for major assignment
Week 14 20 May Major Assignment in
Presentation to Clients and feedback
Week 15 27 May Return final assessment and schedule any resubmission
Presentation to Clients and feedback
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

This course is co-delivered and co-assessed with MKTG5826C Evaluate Campaign Effectiveness

Assessment 1:
Analysis of public relations campaigns supplied (through Case Studies).
Individual activities that looks at the function, form and strategy appeals of different forms of public relations campaigns and evaluation processes.
30% of total marks for course.
Assessment 2:
Develop campaign recommendations for new pitch for a company
Group activity requiring development of strategies and creative recommendations and a set of evaluation processes to ensure campaign effectiveness.
Document to support the recommendations.
20% of total marks for course.
You 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.
Assessment 3:
Business Report and Presentation to client on a full set of recommendations for the required project, event or campaign. This activity may take place outside RMIT facilities.
Group activity requiring presentation to Clients requiring development of strategies, creative, media, budgetary and evaluation recommendations. All team members to participate in the presentation.
Documentation to support the presentation and contact reports of student team meetings required.
40% of total marks for written proposal, 10% for oral presentation


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