Course Title: Develop public relations campaigns

Part B: Course Detail

Teaching Period: Term2 2016

Course Code: MKTG5846C

Course Title: Develop public relations campaigns

School: 650T Vocational Business Education

Campus: City Campus

Program: C5335 - 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

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 course 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.


National Codes, Titles, Elements and Performance Criteria

National Element Code & Title:

BSBPUB402A Develop public relations campaigns

Element:

1. Research public relations campaigns

Performance Criteria:

• Analyse strategic and operational plans to determine the scope, theme and objectives of a campaign • Conduct research into current practice and recent developments in relation to the campaign planning • Identify the campaign's audience and their attributes • 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:

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

Element:

3. Implement public relations campaigns

Performance Criteria:

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

Element:

4. Review and evaluate public relations programs

Performance Criteria:

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

Learning Outcomes



Details of Learning Activities

 

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.

We expect you to participate and contribute in all scheduled learning activities.


Teaching Schedule

This course is co-delivered with BUSM8720C  Undertake project work 

 

 

Week No.

Topic:

Activities and tasks

1

Induction to the course

Meet your teacher and class

2

Introduction to the PR industry

Pantene campaigns

3

A PR Campaign – The First Steps

Preventing obesity

4

Research

Presentation of preventing obesity activity

White Shirt Campaign

5

Taking a brief

Working on assessment task one  

6

Client briefing from Colin Bailey, Head of Development Menzies School of Health Research

The Health Lab

The Health Lab SWOT analysis

7

Define and prepare campaign objectives, strategies and tactics

Identifying your target market

Billabong

LVMH

8

Key messages and how to write them

Mobile phone towers

Writing informative and persuasive messages

Individual feedback

Semester break 29 August – 4 September

9

Project management

Interactive mapping exercise of all the stages of a campaign from the briefing stage to post implementation

10

Budgeting

Pit stop

11

Evaluation

Working in pairs

12

Presenting to clients

Working ion pairs

13

Overview

Assessment work

14

Presentations in class

 

15

Remaining presentations

Student meetings where necessary

 

16

Resubmission period

 

 


Learning Resources

Prescribed Texts


References


Other Resources


Overview of Assessment

Assessment may incorporate a variety of methods including technical requirements documentation, homework, assignments, group and/or individual projects, in class exercises, written and practical assessments, problem solving exercises, presentations, direct observation of actual and simulated work practice, presentation of a portfolio of evidence which may comprise documents, and/or photographs and/or video and audio files, review of products produced through work-based or course activities.

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. Students will be provided with feedback throughout the course to check their progress.


Assessment Tasks

This course is co-delivered and co-assessed with BUSM8720C  Undertake project work 

 

 

Assessment 1

Assessment Task 1: Analysis of Public Relations Campaign

Date handed out:                    Week 2

Date and time due:               Week 6 (to be uploaded on Blackboard no later than 11:55pm on Sunday 14 August 2016)

Individual:                              Individual assessment (30% of student mark)

Word count:                          750 words (-/+ 10%)

 


Analysis of public relations campaigns case study

 

Students are to research the campaign, identify the key campaign elements and perform a critical analysis of the campaign.

 

Your report needs to include:

 

  • Campaign introduction and summary – provide an overview of the campaign
  • Situational analysis – identify the issue that the campaign was tackling – consider why was a campaign was necessary when it was introduced. 
  • Research tools – identify two types of research that were possibly conducted prior to the campaign introduction.   
  • Target Audience – identify and describe the audience the campaign was targeted at
  • Strategy – describe the over-arching strategy that drove the campaign.  Consider the goals, objectives and strategies that would have helped formulate the campaign.  
  • Key Messages – describe the key message(s) the campaign tried to communicate
  • Tactics – identify the type and details of all the tactics used as part of this campaign
  • Evaluation Measures – identify at least two measures that could be used to evaluate the campaign

 

 

Submission Instructions

You should fill in this sheet with your name, number and the title of the assessment, attach your assessment and submit to Blackboard on or before the due date.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Assessment 2

Assessment Task 2 – Campaign Development

Date handed out:                  Week 2

Date and time due:               Week 12 (to be uploaded to Blackboard no later than 11:55pm on  Sunday  2016)

Group:                                   Group assessment (40% of student mark)

Word count:                          2,000 words (-/+ 10%)


In pairs students will be required to develop a strategic and creative public relations campaign for Menzies School of Health Sciences based on their brief.

Key elements to include

  • Campaign name
  • Introduction - (details of what the campaign is about)
  • Research

Conduct primary and secondary research into the industry to:

  • identify key issues
  • competitor strengths and weaknesses
  • relevant trends
  • critical background information
  • key drivers for this market
  • demographic data
  • media consumption habits
  • Target audience
  • Campaign Strategy
  • Identify two separate over arching approaches that could serve to achieve the campaign objectives
  • Key message development
  • Detail key message concept – concentrate on themes for the campaign
  • Briefly describe key messages (minimum three messages)
  • Campaign Tactics
  • Outline the critical tactics that will comprise the backbone of the campaign (minimum six tactics such media release, events, guerrilla stunts, social media, viral, sponsorship, media kits, celebrity endorsement)
  • Evaluation methods
    • How is the success of the campaign going to be measured

PLEASE NOTE that all work must be free of spelling and grammar errors.

 

 

Details of Assessment:

Templates axamples will be provided throughout the semester.

 

 

 

 

 

 

 

 

 

 

 

Assessment 3

Assessment Task 3                Campaign Presentation

Date handed out:                    Week 2

Date and time due:                 Week 14 in class week (A copy of your presentation needs to be uploaded to Blackboard by 11:55 on Sunday 2016)

Group:                                    Group (30% of student mark)

                          

In pairs prepare and present your campaign pitch outlining all the critical elements of the proposed campaign and a rationale as to why the campaign stands to achieve the objectives of the brief. 

 

Students need to submit:

  1. Visual support material – power point with a maximum of 15 slides
  2. Presentation to include one online visual support – highlight a website, you tube or competitor information.
  3. Handout material on campaign (maximum of 500 words)

Essential components of your presentation will include:

  • Outline your campaign
  • Present your material as creatively as possible
  • Show your budget and timeline

 

Ensure your presentation covers:

  • Background Information – outline what the brief required responding to and corresponding objectives, any relevant background research findings and identification of any key issues
  • Target Audience – identify and describe the primary audience
  • Strategy – describe the over-arching strategy that will drive the campaign including a rationale as to why this strategy should deliver on the objectives
  • Key Messages – describe the key message(s) the campaign will communicate
  • Tactics – identify the type and details of all the tactics used as part of this campaign including a rationale where appropriate. Include a summary as to the proposed creative direction.
  • Budget – show what budget you worked to
  • Timeline – highlight your key tasks
  • Limitations – describe any major barriers to success and strategies to mitigate limitations
  • Evaluation Measures – identify at least two evaluation measures
  • Conclusion – summary as to why the campaign pitch stands to create cut-through in the market and deliver on the brief’s objectives.

 

PLEASE NOTE that all work must be free of spelling and grammar errors.

 

 


Assessment Matrix

Details of how this course is assessed against the unit of competency can be found in your Assessment guide

Course Overview: Access Course Overview