Course Title: Develop and apply knowledge of public relations industry

Part B: Course Detail

Teaching Period: Term1 2020

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

9925522

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 below


Teaching Schedule

Course Schedule

Course Schedule: Develop and Apply Knowledge of PR Industry                                              Semester 1: 2020

Weeks commencing

2020

Topic

Workshop Activities

Assessment

Week 1

10 Feb 2020

Welcome and Introduction to course 

Exploring course schedule and discussion

 

Week 2

17 Feb 2020

Why this course matters & The PR Practitioner

Testing student knowledge and understanding about PR 

 

Week 3

24 Feb 2020

PR Trends & Developments

Activity: Trends & Development - Recent Case Study

 

Week 4

2 Mar 2020

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

9 Mar 2020

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

16 Mar 2020

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

23 Mar 2020

 Media Relations, Publicity & 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

30 Mar 2020

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)

 

Mid-semester break  ( 9-15 April )

 

 

Week 9

16 April 2020

Crisis and Issue 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

20 April 2020

 Latest trends in PR   Assessment 2 due in Week 12

Week 11

27 April 2020

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

4 May 2020

Update Industry Knowledge

  

 

 

Assessment 2 Due: 11.30 pm on the day of the activity (online submission)

 

Week 13

11 May 2020

Major Assignment Presentation preparation

 

 

 

Week 14

18 May 2020

 Major Assignment presentation preparation   Major Assignment due

Week 15

25 May 2020

 Presentation

 

Assessment 2: Presentation

Week 16

1 June 2020

Presentations

 

Assessment 2: Presentations

Week 17

8 June 2020

Re-submission

 

 

 This course schedule is subject to change.


Learning Resources

Prescribed Texts


References


Other Resources

All resources will be available in Canvas.


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 range of practical public relations activities relevant to the lecture and submit the responses on Canvas. The activities usually range between 100 to 300 words long. 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.         

                                                                                                                  

Due date: All activities must be submitted by Week 12.

                                                                           

 Assessment Task 2   Industry Report and Presentation

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 the discussion about current activities, knowledge, skills and experiences in public relations from the PR practitioner. The report will be between 900 to 1000 words. This will be followed by an oral and visual presentation to the class.

 Due date: Week 16


Assessment Matrix

A student assessment guide 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 tasks outlined above.

 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 Student Assessment Guide 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 re-submission.  Your teacher will provide feedback regarding what you need to do to improve and will set a new deadline for the re-submission.  

 

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 CA (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:

 

CA 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