Course Title: Develop and manage public relations strategies

Part B: Course Detail

Teaching Period: Term2 2015

Course Code: MKTG7883C

Course Title: Develop and manage public relations strategies

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

Alain Grossbard

alain.grossbard@rmit.edu.au

99255522

This course is co-delivered and co-assessed with Manage the PR Publication Process

Nominal Hours: 40

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 covers the development and maintenance of positive community relations in the resources and infrastructure industries. It includes establishing community relationship strategies, developing and maintaining community relationships, representing the organisation in the community, and maintaining and improving ongoing community relationships. Licensing, legislative, regulatory and certification requirements that apply to this unit can vary between states, territories, and industry sectors.


National Codes, Titles, Elements and Performance Criteria

National Element Code & Title:

CUVPUB501A Develop and manage public relations strategies

Element:

1 Generate organisational identity consistent with organisation's vision

Performance Criteria:

1.1 Collect and analyse internal and external information which informs the development of a public relations strategy.
1.2 Review the organisation's core activities, business values and current business direction to identify potential images and messages .
1.3 Identify and consult with key stakeholders in relation to public relations issues

Element:

2 Prepare public relations plan or strategy

Performance Criteria:

2.1 Identify relevant target groups for public relations activities.
2.2 Identify and select strategies which enhance and promote the organisation's identity to the target groups.
2.3 Identify and plan for the range of potential situations and reactions to which the organisation may need to respond.
2.4 Incorporate legal and ethical considerations into the planning process.
2.5 Provide timely opportunities for colleagues to contribute to public relations planning.
2.6 Submit public relations plan for approval where appropriate in accordance with organisational policy.

Element:

3 Manage the implementation of the public relations plan .

Performance Criteria:

3.1 Define and communicate clearly all priorities, responsibilities, timelines and budgets, involving appropriate colleagues.
3.2 Implement and monitor actions detailed in the plan according to schedule and contingencies.
3.3 Produce public relations reports in accordance with enterprise policy.
3.4 Share public relations information with colleagues to maintain awareness of current organisation direction and priorities.

Element:

4 Evaluate and review the public relations plan .

Performance Criteria:

4.1 Establish appropriate mechanisms to obtain feedback about public relations activities and strategies .
4.2 Evaluate public relations activities using agreed methods and benchmarks.
4.3 Make adjustments in accordance with feedback and evaluation.
4.4 Communicate and implement agreed changes.

Learning Outcomes



Details of Learning Activities

Public Relations Plan Report and Publishing this Report
Individual or pair assessment
A written report on the student’s own public relations strategies and publication process. Supportive activities will require development of strategies and creative recommendations. Covers students’ knowledge, skills in project concepts and strategic thinking will be tested based on lecture notes and activities covered during the semester. Preparing, submitting and presenting to a client a full set of public relations publications recommended for the required project, event or campaign. Individual activity may require presentation to client on development of strategies, creative, media and budgetary recommendations. All team members to participate in the Report and presentation. Report to support presentation and contact reports of student team meetings required.Presentation of students’ original printed copies of examples of publications developed, including an oral interview/presentation of students’ portfolio of evidence
Students 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.
Length of Report: 2500 words and production of the publication
Presentation of Major Assignment
Individual or pair assessment
Students are required to deliver to the class an oral presentation on what they have learnt from their interview of a practising public relattions practioner . The student can use any form of presentation. Assessment of your oral delivery to the class will be based on the following criteria:
i. Appropriate explanation and details
ii. Presentation of information (include attention-getting introduction and summary)
iii. Spelling and grammar
iv. Eye contact with class during report, avoidance of excessive reading
v. Conversational quality,
vi. Effective use of visual aids – charts, slides, whiteboard, and/or other media if available.


 


Teaching Schedule

Week
Week Commencing 2015 Topics
1 6 July
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
2 13 July Introduction - What are public relations strategies? What is the PR Publication process? Understand the public relations aspect of managing such a process
Assignment provided.
Publication process - publishing
3 20 July Publication process - publishing
4 27 July Publication process - publishing
5 3 August PR Strategies
6 10 August Target groups
7 17 August Potential situations
8 24 August Design – Case Studies
Mid Semester Break
31 August – 4 September inclusive
9 7 September Manage the implementation of public relations plans
10 14 September Manage the implementation of public relations plans
11 21 September Finalise the public relations publication
12 28 September Major Assignment submission
13 5 October Presentations
14 14 October Presentations
15 21 October Return final assignment and schedule any resubmission for next week
16 28 October No classes - Resubmissions only
 


Learning Resources

Prescribed Texts


References


Other Resources

Nil


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 Manage the PR Publication Process

Assessment 1 Major Assignment – Public Relations Plan Report and Publishing this Report
Individual or pair assessment
Assessment of a written report on the student’s own public relations strategies and publication process. Supportive activities will require development of strategies and creative recommendations. Covers students’ knowledge, skills in project concepts and strategic thinking will be tested based on lecture notes and activities covered during the semester.
Individual assessment - Assessment of students’ original printed copies of examples of publications developed, including an oral interview/presentation of students’ portfolio of evidence

Preparing, submitting and presenting to a client a full set of public relations publications recommended for the required project, event or campaign. Individual activity may require presentation to client on development of strategies, creative, media and budgetary recommendations. All team members to participate in the Report and presentation. Report to support presentation and contact reports of student team meetings required.

Assessment of students’ original printed copies of examples of publications developed, including an oral interview/presentation of students’ portfolio of evidence
Students 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.
Length of Report: 2500 words and production of the publication
The grade for this assessment task is worth 85% of your overall grade in this course (50% of the Report and 35% for the Publication).

 


Assessment 2 – Presentation of Major Assignment
Individual or pair assessment
Students are required to deliver to the class an oral presentation on what they have learnt from their interview of a practising public relattions practioner . The student can use any form of presentation. Assessment of your oral delivery to the class will be based on the following criteria:
i. Appropriate explanation and details
ii. Presentation of information (include attention-getting introduction and summary)
iii. Spelling and grammar
iv. Eye contact with class during report, avoidance of excessive reading
v. Conversational quality,
vi. Effective use of visual aids – charts, slides, whiteboard, and/or other media if available.

Presentation: 3 minutes
The grade for this assessment task is worth 15% of your overall grade in this course.
 


Assessment Matrix

The assessment matrix will be supplied in the RMIT Blackboard course guide

Other Information

Nil

Course Overview: Access Course Overview