Course Title: Develop and apply knowledge of public relations industry
Part B: Course Detail
Teaching Period: Term1 2012
Course Code: MKTG5844C
Course Title: Develop and apply knowledge of public relations industry
School: 650T TAFE Business
Campus: City Campus
Program: C5281 - Diploma of Business (Public Relations)
Course Contact : Sally Parrott
Course Contact Phone: +61 3 9925 5175
Course Contact Email:sally.parrott@rmit.edu.au
Name and Contact Details of All Other Relevant Staff
Alain Grossbard
Telephone: 99255522
Nominal Hours: 80
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
None
Course Description
This unit applies to individuals working in entry level public relations positions who need to apply knowledge of the structure, organisation and functioning of the public relations industry in order to effectively conduct strategic communications.
National Codes, Titles, Elements and Performance Criteria
National Element Code & Title: |
BSBPUB401A Develop and apply knowledge of public relations industry |
Element: |
1. Apply knowledge of the public relations industry |
Performance Criteria: |
1.1. Seek information on the structure and operation of the public relations industry 2.1. Obtain information on employment obligations and opportunities in relation to the public relations industry 3.1. Establish purpose and processes for setting objectives in the workplace |
Learning Outcomes
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.
Details of Learning Activities
Divided into self-paced activities (e.g. Blackboard) and group delivery activities (e.g. Classroom) that will be required to enable students to undertake the assessment and achieve the learning outcomes.
A range of learning activities are planned for this course including self-paced and collaborative classroom based activities.
The self-paced activities will be delivered thought various technology platforms and include your contribution to wikis and discussion threads, reflective journals, quizzes and interactive sessions.
The collaborative classroom based activities will include group discussion, group problem solving activities and opportunities to practice your skills in a simulated/real workplace environment. You are expected to participate and contribute in all scheduled learning activities.
Teaching Schedule
Week beginning 2012
Week 1
Course introduction
Week 2
What is PR?
Understanding PR and the PR practitioners
Week 3
PR Trends and developments
Week 4
PR planning
Week 5
Theories of communications
Week 6
PR Goals and objectives
Evaluation and research
Week 7
PR and Marketing
Week 8
Mid semester Test
Week 9
Publicity & media relations
Week 10
Issues and crisis management
Week11
Internal and employee communications
Week 12
Community and government relations
Week 13
Ethics and Law
Week 14
Presentations
Week 15
Final Semester Test
Week 16 Overview
Week 17
Resubmit
Week 18
Learning Resources
Prescribed Texts
References
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 Portfolio of class activities
Individual /groups
Length: Varies between 100 – 300 words
6 – 8 activities performed in class
Aims: Analyse and describe current or past PR events using public relations concepts and tools.
Apply skills in finding information using online resources, books, journals and newspapers.
Assessment 2 Tests covering lectures and activities/workshops Week 8 & Week 16
Individual
Covers students’ knowledge, skills in public relations concepts and strategic thinking will be tested based on lecture notes and activities covered during the semester.
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Assessment 3 Major Assignment – Interview a Public Relations Practitioner
Report Due Date: Week 14
Individual Interviews: Week 15
Individual
Length: 1500 words
Interviews: 10 minutes
Aim: This assignment requires you to interview a public relations practitioner and write a report on their activities.
Assessment Matrix
Course Overview: Access Course Overview