Course Title: Develop and apply knowledge of public relations industry
Part B: Course Detail
Teaching Period: Term1 2014
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
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: |
3. Conduct strategic communications management planning
|
Performance Criteria: |
3.1. Establish purpose and processes for setting objectives in the workplace |
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 |
Element: |
2. Identify industry employment obligations and opportunities
|
Performance Criteria: |
2.1. Obtain information on employment obligations and opportunities in relation to the public relations industry |
Element: |
4. Update industry knowledge |
Performance Criteria: |
4.1. Conduct formal and informal research to update general knowledge of the industry continuously |
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
Learning activities will cover report writing, research, simulated exercises, tests and presentations reporting on the public relations industry structure and its role in society and in a particular organization; developing a stakeholder analysis relevant to a particular organization and reporting on the current issues affecting the public relations industry.
Overview knowledge of key provisions of relevant legislation from all levels of government, codes of practice and national standards that affect business operations such as:
• anti-discrimination legislation and the principles of equal opportunity, equity, and diversity
• copyright
• defamation and libel
• ethical principles
• Australian Direct Marketing Association Limited (ADMA) Direct Marketing Code of Practice
• FACTS (Federation of Australian Commercial Television Stations) codes
• privacy laws
• TradePracticesAct1974
Industry structures and networks
Organisational and client operating environments, structures and business and marketing plans
Principles and practices of marketing communications and media strategies
Communication skills such as questioning, active listening, clarifying and asking open questions
Culturally appropriate communication and interpersonal skills to relate to people from diverse backgrounds and people with diverse abilities
literacy skills to read and interpret business and market data and write reports in a range of styles and for a range of audiences and numeracy skills to analyse quantitative data
Research and evaluation skills to gather and record information about clients, organisations, target audiences, and the media
Teaching Schedule
Week 1 Feb 10 Course Induction
• Course delivery details
• Assessment details and Assessment Task & Feedback Guide
• Grading – remind them of codes (HD, D, C, P) and no marks
• 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 online
• Resubmission policy – one resubmission, marked to a pass allowed
• Course support documents – any text books or readings
• Online learning environment – go through Blackboard shell
• Where to get support - Student study support details
Pre-Training Review
• Conduct an LLN Skills analysis – one per student group
• Explain Recognition of Prior Learning and Credit Transfers (for new students)
Student checklist
Handout checklist and get each student to sign and hand back. Includes:
Student responsibilities (i.e.: must check emails and bb shells weekly)
Program map to confirm all students are correctly enrolled
Week 2 Feb 17 Introduction - What is PR and understanding public relations and the PR practitioner’s role and responsibilities
Week 3 Feb 24 PR trends and developments
Week 4 Mar 3 PR planning – goals and objectives
Week 5 Mar 10 Theories of communications
Week 6 Mar 17 PR and marketing
Week 7 Mar 24 Publicity and media relations
Week 8 Mar 31 Major Assignment
Week 9 April 07 What has you learnt
Week 10 April 14 Issues and Crisis Management
Easter Friday 18 – 25th (Anzac day 25TH) inclusive
Week11 April 28 Community and Government relations
Week12 May 5 Internal and employee communications
Week13 May 12 Major Assignment submission
Week14 May 19 Overview of what has been learnt
Week15 May 26 Return final assessment and schedule any resubmission for next week
Week16 June 1 Assessment feedback and resubmissions
Learning Resources
Prescribed Texts
References
Other Resources
Nil
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
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
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.
Assessment 3: Major Assignment – Interview a Public Relations Practitioner
Individual Report on what the student learnt from meeting and discussing public relations from a PR practitioner
Individual Interviews
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
Competency achieved Standard of performance
ELEMENT PERFORMANCE CRITERIA
as described in the assesment outline CA NYC Enterprise High Excellent
1.Apply knowledge of the public relations industry
1.1. Seek information on the structure and operation of the public relations industry
1.2. Identify and access sources of information on the public relations industry
1.3. Obtain information on public relations industry sectors, associations, networks and societal role
1.4. Identify and access information on key stakeholders
1.5. Apply industry information appropriately in everyday activities related to typical work roles -
-
2.Identify industry employment obligations and opportunities
2.1. Obtain information on employment obligations and opportunities in relation to the public relations industry
2.2. Apply information on employment opportunities and obligations in everyday activities related to typical work roles
3.Conduct strategic communications management planning
3.1. Establish purpose and processes for setting objectives in the workplace
3.2. Identify and apply appropriate planning and measurement tools to workplace objectives
3.3. Develop critical success factors for the communications
4.Update industry knowledge
4.1. Conduct formal and informal research to update general knowledge of the industry continuously
4.2. Monitor current issues of concern to the industry
4.3. Share updated knowledge with client and colleagues
4.4. Incorporate updated knowledge into everyday activities related to typical work roles
Assessment 2
Each test will be assessed on the competency achieved from answering the questions presented on the test
Assessment 3
Major Report and Presentation
TEACHER FEEDBACK TO THE STUDENT
MAJOR ASSESSMENT ON PUBLIC RELATIONS ORGANISATION
Student Name:
Course Name & Code & Name: Develop public relations knowledge (MKTG 5844C)
Program Name: Diploma of Business (Public Relations)
Assessment by:
Signature: Date:
Critical aspect: Reporting on a public relations organisation and its role in society
Not Yet Competent Competent Competent Credit Competent Distinction Competent
High Distinction
Audience cannot understand presentation because there is no sequence of information.
Student does not have grasp of information on the subject; student cannot answer questions about subject.
Student uses superfluous graphics or no visuals on slides.
Student’s presentation has four or more spelling errors and/or grammatical errors.
Student reads all of report with no eye contact.
Student mumbles, incorrectly pronounces terms, and speaks too quietly for students in the back of class to hear. Audience understand but still has difficulty following presentation of the organization because student jumps around.
Student is uncomfortable with information and is able to answer only rudimentary questions.
Student occasionally uses visuals but rarely support text and presentation.
Presentation has three misspellings and/or grammatical errors.
Student occasionally uses eye contact, but still reads most of report.
Student’s voice is low. Student incorrectly pronounces terms. Audience members have difficulty hearing. Audience has difficulty following presentation of the organization because student jumps around.
Student is uncomfortable with information and is able to answer only rudimentary questions.
Student occasionally uses visuals but rarely support text and presentation.
Presentation has three misspellings and/or grammatical errors.
Student occasionally uses eye contact, but still reads most of report.
Student’s voice is low. Student incorrectly pronounces terms. Audience members have difficulty hearing presentation. Student presents information in logical sequence which audience can follow.
Student is at ease with expected answers to all questions, but fails to elaborate.
Student’s visuals relate to text and presentation.
Presentation has no more than two misspellings and/or grammatical errors.
Student maintains eye contact most of the time but frequently returns to notes.
Student’s voice is clear. Student pronounces most words correctly. Most audience members can hear presentation.
Student presents information in logical, interesting sequence which audience can follow.
Student demonstrates full knowledge (more than required) by answering all class questions with explanations and elaboration.
Student’s visuals explained and reinforce text and presentation.
Presentation has no misspellings or grammatical errors.
Student maintains eye contact with audience, seldom returning to notes.
Student uses a clear voice and correct, precise pronunciation of terms so that all audience members can hear presentation.
Submission Requirements for all assessments:
Assessment tasks need to be submitted via Blackboard. A hard copy may be required as well but where possible all assessments must also be submitted electronically
More detailed assessment sheets for each assessment task will be disseminated throughout course delivery.
Submission Requirements:
Format:
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: http://rmit.edu.au/browse;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 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. Cover sheets for submission of work is available from the Student forms website.
Resubmission
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.
Other Information
Nil
Course Overview: Access Course Overview