Course Title: Develop and apply knowledge of public relations industry

Part B: Course Detail

Teaching Period: Term2 2019

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: Felicity Burns

Course Contact Phone: +61 3 9925 5486

Course Contact Email: felicity. burns@rmit.edu.au


Name and Contact Details of All Other Relevant Staff

Alain Grossbard

Tel 99255522

email: alain.grossbard@rmit.edu.au

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

 

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.

The purpose of this unit is to ensure you have the 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.

A range of learning activities will be provided in terms of lecture participation, workshop activities, presentations and discussions. Effective performance in this unit will involve the performance needed to demonstrate achievement of the element. Assessment of performance is to be consistent with the evidence guide provided.


Teaching Schedule

Course Schedule

Course Schedule: Develop and Apply Knowledge of PR Industry    Semester 2, 2019

Weeks commencing

2019

Topic

Workshop Activities

Assessment

Week 1

8 July 

Welcome and Introduction to course 

Exploring course schedule and discussion

 

Week 2

15 July 

Why this course matters & The PR Practitioner

Testing student knowledge and understanding about PR 

 

Week 3

22 July 

PR Trends & Developments

Activity: Trends & Development - Recent Case Study

 

Week 4

29 July 

PR Planning -Goals and Objectives in PR

Activity: Case Study on Goals & Objectives

Assessment 1: Case Study  1

Due: 11.30 pm on the day of the activity (online submission)

Week 5

5 August

PR & Marketing Communications

Activity:  Case Study on PR & Marketing

Assessment 1: Case Study 2

Due: 11.30 pm on the day of the activity (online submission)

Week 6

12 August

Employee Communications

Activity:  Case Study on Employee Communications

Assessment 1: Case Study 3 

Due: 11.30 pm on the day of the activity (online submission)

Week 7 

19 August

Media Relations & PR Activity: Case Study on Media Relations

Assessment 1: Case Study 4 

Due: 11.30 pm on the day of the activity (online submission)

Week 8

26 August

Digital Media & PR

Activity: Case Study on Digital Media

 

Assessment 1: Case Study 5 

Due: 11.30 pm on the day of the activity (online submission)

2 - 8 September inclusive

Mid Semester break

 

 

Week 9

9 September   

Crisis Management

Activity: Case Study on a Crisis

Assessment 1: Case Study 6 

Due: 11.30 pm on the day of the activity (online submission)

Week 10

16 September   

Latest trends in PR   Assessment 2 due in Week 12

Week 11

23 September     

Laws, Ethics & PR 

 

Activity: Case Studies on Law & Ethics in PR

Assessment 1: Case Study 7 plan

Due: 11.30 pm on the day of the activity (online submission)

 

Week 12

30 September    

Major Assignment 

 

 

Assessment 2 due

Week 13

7 October

Reflect of the course and test content discussion    

Week 14 

14 October

Coverage of the course

 

Assessment 3: Test

Week 15

21 October

Presentations

 

Assessment 2: Presentations

Week 16

28 October

Presentations

 

Assessment 2: 

Presentations

Week 17

4 November

Re-submission

 

 

 This course schedule is subject to change.


Learning Resources

Prescribed Texts


References


Other Resources

Use Library and Internet resources


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 Task 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

Due date: In-class Weeks' 3 - 10

 

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. The test will test students’ knowledge, skills in public relations concepts and strategic thinking.

Due date: Week 14

                                                                           

 Assessment Task 3   Industry Report and Presentation– Interview a Public Relations Practitioner

Student will be required to interview a practising public relations practitioner and write a Report on their outcomes. A hand-out will be provided with a set of instructions as to what is required and expected from the student’s assignment. It is an individual report covering what the student has learnt from a meeting to discuss about public relations from a PR practitioner. The report will be between 800 to 1000 words. This will be followed by an oral and visual presentation to the class.

 Due date: Week 12 (Report) and Weeks 15 & 16 (Presentation)


Assessment Matrix

An assessment  matrix will be provided in the RMIT CANVAS shell. It comprises of list of criteria for assessment to demonstrate competency that will assess the quality, research and competency achieved for each of the three tasks outline above.

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

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 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.

 

Successful re-submissions will contribute a CAG (Competency Achieved) result to your overall result 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. 

   Final results will be in the following format:

 CAG Competency Achieved

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