Course Title: Develop and apply knowledge of public relations industry
Part B: Course Detail
Teaching Period: Term1 2018
Course Code: MKTG5844C
Course Title: Develop and apply knowledge of public relations industry
School: 650T Vocational Business Education
Campus: City Campus
Program: C5371 - Diploma of Business (Public Relations)
Course Contact: Julia Makin
Course Contact Phone: +61 3 9925 5175
Course Contact Email: Julia.makin@rmit.edu.au
Name and Contact Details of All Other Relevant Staff
Alain Grossbard
99255522
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.
Pre-requisites and Co-requisites
None
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.
National Codes, Titles, Elements and Performance Criteria
National Element Code & Title: |
BSBPUB401A Develop and apply knowledge of public relations industry |
Element: |
1. Apply knowledge of the public relations industry |
Performance Criteria: |
1.1. Seek information on the structure and operation of the public relations industry 1.2. Identify and access sources of information on the public relations industry 1.3. Obtain information on public relations industry sectors, associations, networks and societal role 1.4. Identify and access information on key stakeholders 1.5. Apply industry information appropriately in everyday activities related to typical work roles |
Element: |
2. Identify industry employment obligations and opportunities |
Performance Criteria: |
2.1. Obtain information on employment obligations and opportunities in relation to the public relations industry 2.2. Apply information on employment opportunities and obligations in everyday activities related to typical work roles |
Element: |
3. Conduct strategic communications management planning |
Performance Criteria: |
3.1. Establish purpose and processes for setting objectives in the workplace 3.2. Identify and apply appropriate planning and measurement tools to workplace objectives 3.3. Develop critical success factors for the communications |
Element: |
4. Update industry knowledge |
Performance Criteria: |
4.1. Conduct formal and informal research to update general knowledge of the industry continuously 4.2. Monitor current issues of concern to the industry 4.3. Share updated knowledge with client and colleagues 4.4. Incorporate updated knowledge into everyday activities related to typical work roles |
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.
Details of Learning Activities
A range of in class activities, case studies and independent research are included as the learning activities for this course. We expect you to participate and contribute in all scheduled learning activities.
Teaching Schedule
Course Schedule
Course Schedule: Develop and Apply Knowledge of PR Industry Semester 1: 2018 | |||
Weeks commencing |
Topic |
Workshop Activities |
Assessment |
|
Week 1 5 February 2018 |
Introduction to course schedules |
Exploring course schedule and discussion |
|
|
Week 2 12 February 2018 |
Why this course matters & The PR Practitioner |
Testing student knowledge and understanding about PR |
|
|
Week 3 19 February 2018 |
PR Trends & Developments |
Activity: Trends & Development - Recent Case Study |
Assessment 1: Case Study 1 Due: 11.30 pm on the day of the activity (online submission) |
|
Week 4 26 February 2018 |
PR Planning -Goals and Objectives in PR |
Activity: Case Study on Goals & Objectives |
Assessment 1: Case Study 2 Due: 11.30 pm on the day of the activity (online submission) |
|
Week 5 5 March 2018 |
PR & Marketing Communications |
Activity: Case Study on PR & Marketing |
Assessment 1: Case Study 3 Due: 11.30 pm on the day of the activity (online submission) |
|
Week 6 12 March 2018 |
Employee Communications |
Activity: Case Study on Employee Communications |
Assessment 1: Case Study 4 plan Due: 11.30 pm on the day of the activity (online submission) |
|
Week 7 19 March 2018 |
Media Relations & PR | Activity: Case Study on Media Relations |
Assessment 1: Case Study 5 Due: 11.30 pm on the day of the activity (online submission) |
|
Week 8a 26 March 2018 |
Digital Media & PR |
Activity: Case Study on Digital Media |
Assessment 1: Case Study 6 Due: 11.30 pm on the day of the activity (online submission) |
| 29 March to 4 April inclusive | Mid semester break | ||
|
Week 8b 5 April |
Digital Media & PR | Activity: Case Study on Digital Media |
Assessment 1: Case Study 6 Due: 11.30 pm on the day of the activity (online submission) |
|
Week 9 9 April 2018 |
Crisis Management |
Activity: Case Study on a Crisis |
Assessment 1: Case Study 7 plan Due: 11.30 pm on the day of the activity (online submission) |
|
Week 10 16 April 2018 |
Laws, Ethics & PR |
Activity: Case Studies on Law & Ethics in PR |
Assessment 1: Case Study 8 plan Due: 11.30 pm on the day of the activity (online submission) |
|
Week 11 23 April 2018 |
Major Assignment & Revision for Test |
|
Major Assignment due |
|
Week 12 30 April 2018 |
Latest trends in PR |
|
|
|
Week 13 6 May 2018 |
Test |
|
Test |
|
Week 14 - Week 16 13 May – 20 May 2018 |
Presentations |
|
Presentations |
Learning Resources
Prescribed Texts
References
Other Resources
A range of resources will be provided to you throughout the semester.
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
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.
Assessment Tasks
Assessment 1: Portfolio of class activities
- Either working as an individual or in small groups, you will be required to do a public relations activity relevant to the lecture and submit the responses by the end of the class. The activity is usually between 100 to 300 words long and there will be between 8 to 10 activities that need to be submitted. The activities will analyse and describe current or past PR events using public relations concepts and tools as well as apply skills in finding information using online resources, books, journals and newspapers.
- Analyse and describe current or past PR events using public relations concepts and tools. Apply skills in finding information using online resources, books, journals and newspapers.
- Length of each report activity: Varies between 100 – 300 words
- 6-8 activities performed in class
Assessment Task 2: Test covering lectures and activities/workshops
- A written test will be assessed on the competency achieved from answering the questions presented on the test.
- This is a written test of questions related to the course content covered from series of lectures and activities performed throughout the semester. It is to be completed by the student on Week 13. The test will test students’ knowledge, skills in public relations concepts and strategic thinking.
Assessment Task 3 Industry Report and Presentation– Interview a Public Relations Practitioner
You will be provided with a set of instructions as to what is required and expected from the assignment. It is an individual report covering what you have learnt from discussing public relations with a PR practitioner. The report will be between 800 to 1000 words. This will be followed by a three (3) minute oral and visual presentation to the class.
Assessment Matrix
The assessment matrix that maps all the assessment is available on CANVAS. Submission Requirements You should:
- Ensure that you submit assessments on or before the due date.
- Always retain a copy of your assessment tasks. (hard copy and soft copy)
- When you submit work for assessment at RMIT University you need to use the Assessment task document that includes a declaration and statement of authorship.
- Each page of your assessment should include footer with your name, student number, the title of the assessment, unit code and title and page numbers.
Other Information
Late Submission Procedures You are required to submit assessment items and/or ensure performance based assessment is completed by the due dates. If you are prevented from submitting an assessment item on time, by circumstances outside your control, you may apply in advance to your teacher for an extension to the due date of up to seven calendar days. More Information: https://www.rmit.edu.au/students/student-essentials/assessment-and-exams/assessment/extensions-of-time-for-submission-of-assessable-work Where an extension of greater than seven days is needed, you must apply for Special Consideration. Applications for special consideration must be submitted no later than two working days after the assessment task deadline or scheduled examination. More Information: https://www.rmit.edu.au/students/student-essentials/assessment-and-exams/assessment/special-consideration Resubmissions: If you are found to be unsuccessful in a particular Course Assessment Task (or you do not submit/attend) you will be allowed one resubmission. Your teacher will provide feedback regarding what you need to do to improve and will set a new deadline for the resubmission. If you are still not meeting the assessment requirements you must apply to your Program Manager in writing outlining the steps you will take to demonstrate competence in your course. Your submission will be considered by the Program Team and you will be advised of the outcome as soon as possible. Grading & re-submissions Successful re-submissions will contribute a CAG only (Competency Achieved Grading) result to your overall grade for the course. Adjustments to Assessment In certain circumstances students may be eligible for an assessment adjustment. For more information about the circumstances under which the assessment arrangements might be granted please access the following website: https://www.rmit.edu.au/students/student-essentials/assessment-and-exams/assessment/adjustments-to-assessment Marking Guide (Competency): You must demonstrate that you have all the required skills/knowledge/elements in the unit of competency you are studying. You will receive feedback on each assessment task that will inform you about your progress and how well you are performing. Marking Guide (Grading) After achieving competency we then grade your performance in the unit and you will achieve one of the following grades: Final Grades table: CHD Competent with High Distinction CDI Competent with Distinction CC Competent with Credit CAG Competency Achieved – Graded CA Competency Achieved – Not Graded NYC Not Yet Competent DNS Did Not Submit for assessment Further information regarding the application of the grading criteria will be provided by your teacher.
Course Overview: Access Course Overview