Course Title: Develop and apply knowledge of public relations industry

Part A: Course Overview

Program: C5371 Diploma of Business (Public Relations)

Course Title: Develop and apply knowledge of public relations industry

Portfolio: BUS Portfolio Office

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.


Course Code




Learning Mode

Teaching Period(s)


City Campus


650T Vocational Business Education


Term1 2017,
Term2 2017,
Term1 2018,
Term2 2018,
Term1 2019,
Term2 2019

Course Contact: Felicity Burns

Course Contact Phone: +61 3 9925 5486

Course Contact Email: felicity.

Course Description

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.

Pre-requisite Courses and Assumed Knowledge and Capabilities


National Competency Codes and Titles

National Element Code & Title:

BSBPUB401A Develop and apply knowledge of public relations industry


1. Apply knowledge of the public relations industry

2. Identify industry employment obligations and opportunities

3. Conduct strategic communications management planning

4. Update industry knowledge

Learning Outcomes

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.

Overview of Assessment

In order to achieve competency in this unit, you must provide:

Evidence of the following:

  • reporting on the public relations industry structure and its role in society and in a particular organisation
  • developing a stakeholder analysis relevant to a particular organisation
  • reporting on the current issues affecting the public relations industry.

Evidence of the knowledge to:

  • current issues and trends which affect 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 (Cth)
  • industry structures and networks
  • organisational and client operating environments, structures and business and marketing plans
  • principles and practices of marketing communications and media strategies

Evidence of the skills to:

  • 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
  • numeracy skills to analyse quantitative data
  • research and evaluation skills to gather and record information about clients, organisations, target audiences, and the media
  • technology skills to use a range of office equipment and information systems.

Assessment conditions 

A range of assessment methods may be used to assess practical skills and knowledge. The following examples are appropriate for this unit:

  • assessment of written reports about the public relations industry, structure, function and role in society
  • assessment of a stakeholder analysis conducted by the candidate
  • direct questioning with review of portfolios of evidence and third party workplace reports of on-the-job performance by the candidate
  • observation of presentations by the candidate about the public relations industry
  • oral or written questioning
  • review of authenticated documents from the workplace or training environment
  • review of testimony from team members, colleagues, supervisors or managers
  • tests of knowledge on the structure and functioning of the public relations industry.

You are advised that you are likely to be asked to personally demonstrate your assessment work to your teacher to ensure that the relevant competency standards are being met.


Feedback will be provided throughout the semester in class and/or online discussions.  You are encouraged to ask and answer questions during class time and online sessions so that you can obtain feedback on your understanding of the concepts and issues being discussed. Finally, you can email or arrange an appointment with your teacher to gain more feedback on your progress.

You should take note of all feedback received and use this information to improve your learning outcomes and final performance in the course.