Course Title: Develop and manage public relations strategies

Part A: Course Overview

Program: C5371 Diploma of Business (Public Relations)

Course Title: Develop and manage public relations strategies

Portfolio: BUS Portfolio Office

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.


Course Code




Learning Mode

Teaching Period(s)


City Campus


650T Vocational Business Education


Term2 2017,
Term2 2018

Course Contact: Julia Makin

Course Contact Phone: +61 3 9925 5175

Course Contact Email:

Course Description

This unit describes the performance outcomes, skills and knowledge required to develop and implement plans for public relations activities within an organisation.

Pre-requisite Courses and Assumed Knowledge and Capabilities


National Competency Codes and Titles

National Element Code & Title:

CUVPUB501A Develop and manage public relations strategies


1. Generate organisational identity consistent with organisation's vision

2. Prepare public relations plans or strategies

3. Manage the implementation of public relations plans

4. Evaluate and review public relations plans

Learning Outcomes

On successful completion of this course students will be able to apply theoretical concepts in a broad range of contexts, which involve contingency planning and devising solutions to unpredictable problems.

Overview of Assessment

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

Required Skills and Knowledge

This section describes the skills and knowledge required for this unit.


Required skills 

  • communication skills to:
  • relate to people from diverse backgrounds and people with diverse abilities
  • discuss issues around public relations activities with a range of stakeholders
  • negotiate changes to public relations strategies in a constructive manner
  • brief colleagues about public relations activities
  • initiative and enterprise skills to:
  • devise public relations activities that best suit target groups
  • anticipate and manage risks to public relations activities
  • literacy skills to:
  • interpret a range of complex material
  • write reports and strategic materials
  • planning and organising skills to:
  • organise information in a logical way when producing public relations plans and reports
  • manage projects and processes
  • research skills to obtain necessary background information to assist with the development of public relations plans and strategies
  • technology skills to:
  • use a range of office equipment and software to produce public relations plans and reports
  • make effective use of the internet for research purposes.


Required knowledge 

  • public relations context for the organisation, including ways in which similar organisations generate and promote their identity
  • ways in which public relations link to other aspects of marketing and management
  • issues and challenges that can arise in the context of developing and managing public relations strategies
  • structure and functions of a range of print and electronic media
  • planning techniques and formats in relation to public relations
  • formats, features and uses of different public relations resources
  • legal issues that specifically impact on public relations practice
  • intellectual property issues and legislation that impact on public relations activities.

Assessment Conditions

Critical aspects for assessment and evidence required to demonstrate competency in this unit 

Evidence of the ability to:

  • develop a public relations plan for a specific organisation or area of an organisation
  • work collaboratively with others on the development and implementation of public relations activities
  • apply knowledge of public relations protocols, resources and activities.

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.