Course Title: Develop public relations campaigns

Part B: Course Detail

Teaching Period: Term2 2012

Course Code: MKTG5846C

Course Title: Develop public relations campaigns

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

David Zerman

david.zerman@rmit.edu.au

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

None

Course Description

This unit applies to individuals in entry level or junior public relations roles who are required to develop public relations campaigns. As such they would undertake the majority of work in creating and implementing the campaign with advice from more senior public relations specialists in their organisation.

 


National Codes, Titles, Elements and Performance Criteria

National Element Code & Title:

BSBPUB402A Develop public relations campaigns

Element:

3. Implement public relations campaigns

Performance Criteria:

3.1 Implement public relations campaign in accordance with the plan
3.2 Evaluate the potential effectiveness of and use appropriate media to improve campaign publicity
3.3 Implement campaign in accordance with legal and ethical constraints and organisational requirements
3.4 Monitor campaign progress against scheduling and costing requirements and report likely variations for approval in accordance with organisational procedures
3.5 Gain agreement from stakeholders to any changes that need to be made to campaign
 

Element:

4. Review and evaluate public relations programs

Performance Criteria:

4.1 Ensure campaign plans contain methods to monitor, review and evaluate their effectiveness
4.2 Report on the outcomes of the campaign to relevant internal and/or external stakeholders
4.3 Consult relevant internal or external stakeholders as to the campaign effectiveness, and document any recommended improvements
 

Element:

1. Research public relations campaigns

Performance Criteria:

1.1 Analyse strategic and operational plans to determine the scope, theme and objectives of a campaign
1.2 Conduct research into current practice and recent developments in relation to the campaign planning
1.3 Identify the campaign's audience and their attributes
1.4 Develop and present options to other members of the public relations team and relevant stakeholders for consideration
 

Element:

2. Prepare to implement public relations campaigns

Performance Criteria:

2.1 Define and agree upon campaign objectives and campaign plan with client and other key stakeholders
2.2 Schedule and cost campaign accurately, and include in plans
2.3 Comply with legal and ethical constraints
2.4 Confirm roles and responsibilities with other members of the public relations team
 


Learning Outcomes


This unit describes the performance outcomes, skills and knowledge required to develop and conduct a public relations campaign, to evaluate its effectiveness and to present the findings to stakeholders.


Details of Learning Activities

This unit describes the performance outcomes, skills and knowledge required to develop and conduct a public relations campaign, to evaluate its effectiveness and to present the findings to stakeholders. Multi Group Presentations (MGPs) are used throughout the course and students are expected to participate in class discussions and exercises. The use of ‘real world’ examples will assist students throughout the course.Learner activity: Students will take an active role during the ‘MGP’.
• Groups will reflect and discuss key concepts.
• Individuals/groups will apply concepts to current situations.
• Students will summarise key points.
• Individuals will participate in case studies and problem solving scenarios
• Groups will respond to generic question sessions.
 


Teaching Schedule

2012
Week beginning
Elements Topics
Week 0 – 25th June - Define Public Relations objectives
Define Communication Objectives Introduction and outline of course objectives
Discuss activities & assignments
Week 1 – 2nd July - Define campaign objectives What is a campaign?

Week 2 – 9th July - Define campaign objectives
Prepare to implement public relations campaigns Planning - Research
Week 3 – 16th July - Define campaign objectives
Prepare to implement public relations campaigns Planning – Goals & Objectives

Week4 –23rd July - Define campaign objectives
Prepare to implement public relations campaigns Assignment 1 in class

W/C 30th July Move to SAB
Week 5 – 6th August - Define campaign objectives.Prepare to implement public relations campaigns. Implement public relations campaigns Client Briefing - Major Assignment
Reading the Brief
Formulating a Communications Strategy

Week 6 –13th August - Prepare to implement public relations campaigns
Implement public relations campaigns Formulating a Communications Strategy
Week 7 – 20th August - Define campaign objectives
Prepare to implement public relations campaigns
Implement public relations campaigns Assignment 2 work in class
WC 27th August
Mid Semester Break (Student Vacation) –
Week 8 – 3rd September - Implement public relations campaigns Budget Allocation/Preparation for Campaign Strategies
Week 9 – 10th September - Define campaign objectives; Prepare to implement public relations campaigns
Implement public relations campaigns Budget Allocation Preparation
Week 10 – 17th September - Implement public relations campaigns; Review and evaluate public relations programs The PR/Communications Strategy
Week 11 –24th September - Review and evaluate public relations programs The Marketing Communications Strategy

Week 12– 1st October - Review and evaluate public relations programs Scenario Case Studies

Week 13 – 8th October - Define campaign objectives; Prepare to implement public relations campaigns; Implement public relations campaigns; Review and evaluate public relations programs Scenario Case Studies
Major Assignment 3 - class work
Week 14 – 15th October - Define campaign objectives; Prepare to implement public relations campaigns; Implement public relations campaigns; Review and evaluate public relations programs Scenario Case Studies
Major Assignment 3 - class work
Week 15 –22nd October - Review campaign objectives; Review implementing public relations campaigns; Review and evaluate public relations programs Assignment 3 Presentation to Client
Week 16 - Course review


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

Assignment 1:
Analysis of public relations campaigns supplied
Group activity requiring development of strategies and creative recommendations.
All team members to participate in the presentation.
Document to support the recommendations.
20% of total marks for course
W/C 23 July
2012

Assignment 2:
Develop campaign recommendations for a new pitch

Individual activity that looks at the function, form and strategy appeals of different forms of public relations



30% of total marks for course.
W/C 24th September 2012

Major Assignment:
Presentation to client a full set of recommendations for the required campaign. This activity may take place outside RMIT facilities.
Group activity requiring presentation to clients requiring development of strategies, creative, media and budgetary recommendations. Documentation to support the presentation and contact reports of student team meetings required.

40% of total marks for written proposal,
10% for oral presentation
W/C 22nd October 2012

Specific details of each assessment will be provided during lectures and workshops.
 


Assessment Matrix

Activities Assign 1 Assign 2 Major Assign
BSBADV602A
Develop Public Relations Campaigns
Research public relations campaigns
Prepare to implement public relations campaigns 
Implement public relations campaigns
Review and evaluate public relations programs
 

Other Information

Nil

Course Overview: Access Course Overview