Course Title: Use digital media for public relations

Part B: Course Detail

Teaching Period: Term2 2020

Course Code: MKTG7882

Course Title: Use digital media for public relations

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

Elaine Holstein

elaine.holstein@rmit.edu.au

Nominal Hours: 60

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

NA

Course Description

This unit describes the performance outcomes, skills and knowledge required to use digital media in public relations activity to engage globally. It includes establishing and maintaining a social networking presence using digital media tools and applications and arranging for the training of other personnel in the use of media.


National Codes, Titles, Elements and Performance Criteria

National Element Code & Title:

VU21662 Use digital media for public relations

Element:

1. Analyse appropriate digital media for public relations activities

Performance Criteria:

1.1 Analyse and evaluate media networking requirements to determine the most suitable digital media for the public relations activity.

1.2 Research and present documentation on current legislation for use of digital and social media protocols, policies and risks.

 

Element:

2. Implement appropriate media for public relations activities

Performance Criteria:

2.1 Communicate media selection and intended use to relevant personnel, including non-technical personnel and confirm understanding to ensure consistency of interpretation and application.

2.2 Establish and implement cross-cultural communication protocols based on tolerance and sensitivity.

2.3 Establish and implement social media interface using text and file content.

2.4 Test and evaluate tools and applications for ease of use and facilitating networking interaction.

2.5 Establish evaluation criteria to measure the effectiveness of the implementation of the selected media technologies.

2.6 Explain digital media usage protocols and convey potential consequences of non-compliance.

2.7 Incorporate regular maintenance and monitoring of usage and establish a reporting process for media use refinement.

Element:

3. Review and evaluate digital media practices in public relations

Performance Criteria:

3.1 Review media usage process to ensure compliance with legislative and organisational policies and procedures.

3.2 Propose strategies for resolving non-compliant factors of media use and cultural insensitivities which may impede internal or global practices.

3.3 Complete documentation and make recommendations for improvements where appropriate

Learning Outcomes


On completions of this course students will be able to use digital media tools and applications for various public relations activities.


Details of Learning Activities

A range of learning activities will be covered in this course including:

Working as an Individual you will be required to investigate and evaluate different digital and social media platforms and understand the mechanisms in order to implement them in a public relations environment. A mixture of small, medium businesses as well as not-for-profit groups will be investigated.

 


Teaching Schedule

The course syllabus provides you with information about:

  • When classes are held, and what topics are covered each week
  • What assessments are due

Course Schedule: Semester 2, 2020

Use Digital Media for Public Relations VU21662 (MKTG7882)

Week

Topic

Assessment

Week 1

6th July

Orientation

 

 

Week 2

13th July

 Digital media in PR..what, where, why  

Week 3

20th July

Understanding Stakeholders and Target Market analysis

 

  

Week 4

27th July

 PR environment - legal/social implications risk identification In class Quiz. Important Concepts in Digital for PR

Week 5

3rd  August

PR and digital cross cultural communications and protocols

 

Week 6

10th August

Selection of appropriate digital tools and channels an overview

SEO the foundation of digital communications strategy

A basic micro site - possible platforms Word Press, Weebly or WIX

 

Week 7

17th August

Assessment 2 consolidation

 Assessment 1  PR campaign needs analysis due 23:59 Friday

Week 8

24th August

Part 1

PR and digital tools for the media management 

The media list

Digital pitching  Source bottle - For PR expert opinion

  

 

Mid semester break

31st August - 4th September

  

Week 9 

7th September

Part 2

PR and digital tools for general audience management -

A look at:

Canva

A brief look at Ad parlor - for PR services

  

Week 10

14th September

PR and reputation management:

Blogs and forums in more detail

Introduction to Mail chimp for EDM management

Social channels - Intro

Instagram and images

Facebook

 

Week 11

231st September

Public Holiday Friday 25th September

Digital PR management (industry and consumer):

Pinterest, Snapchat, Twitter, LinkedIn and hashtags

 

 

Week 12

28th  September

Digital PR management (industry and consumer):

YouTube, GTV, Facebook Live, 

 

 

Week 13

5th  October

Part 1

Measurement and the digital audit -

Tools of measurement

 

Week 14

12th  October

Part 2

Measurement and the digital audit -

Audit - digital people, processes and technology

 

Week 15

19th  October

Assessment 2

Consolidation

In class activity feedback and effectiveness recommendations

 Assessment 2 - digital strategy due Friday 23:59

Week 16

26th  October

 Communication on resubmissions if required  

Week 17

2nd November

Public Holiday Tuesday 5th November

 Resubmissions

 

 

The nominal hours associated with this are a guide only and represent the total teaching time and student effort required to successfully complete this course.  This may include not only scheduled classes but also the amount of effort required to undertake, evaluate and complete all assessment requirements, including any non-classroom activities.


Learning Resources

Prescribed Texts


References


Other Resources

Resources are provided for students throughout the semester and are also included in the weekly notes and content.


Overview of Assessment

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

Required Skills

Language and literacy skills to:

  •  read, interpret and communicate legislation, regulations, policies, procedures and guidelines relating to the use of media
  •  communicate impartially and diplomatically with diverse stakeholders, including conducting open discussions
  •  convey technical information to non-technical personnel
  •  time-management skills to plan and prioritise work
  •  interpersonal skills to:
  •  consult and provide advice
  •  conduct business in a cross-culturally sensitive manner
  •  technical skills to:
  •  use digital media networking sites

Required Knowledge

  • basic technical terminology in relation to social networking and digital media applications and tools
  •  basic knowledge of uploading images, text files, PDF files, audio files, video files and link associated files
  •  features and functions of digital media applications
  •  import and export software functions
  •  linking documents
  •  WHS principles and responsibilities for ergonomics, including work periods and breaks
  •  digital media applications and procedures for connecting to social networking sites
  •  use of input and output devices
  •  use of RSS feeds to connect a social network
  •  business ethics
  •  legislation and ethics that impact upon media use
  •  consequences of non-compliance with media use legislation and ethics

 

Assessment Conditions

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

The critical aspects should reflect what someone competent in the workplace is able to do and what is acceptable evidence to permit an assessor to make a professional judgment. Evidence gathered should demonstrate:

• knowledge of contemporary digital media, tools and application in a public relations environment

• analysis of media solutions for a public relations environment

• set up of a networking presence and upload of appropriate information

• cultural sensitivity in digital media use

• communicating media use issues with relevant personal.

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

You are required to complete 2 total tasks. All tasks must successfully be completed to be deemed competent in this unit. Once competent each assessment will be graded.  

 

Assessment Task 1 PR digital campaign needs analysis report

Individual

This assessment is due 23:59 Friday end of week 7

Purpose:

This assessment is designed to evaluate student’s ability to analyse the digital requirements for a PR campaign that crosses cultures. Students will also need to make recommendations for digital channel communications for implementation in the next assessment.

Assessment Instructions:

Students are to assume the role of PR consultant for a business product/service launch or event of their choice. Their task is to develop and implement a multimedia multicultural PR campaign.

Formal report

Uploaded onto Canvas as either a word document or PDF

A formal  business report addressing the issues identified that has been well formatted and presented to a high standard

  • The marking guide provides a suggested structure and content for the report.
  • Report to include – heading page with student name, table of contents, referencing in accordance with the RMIT referencing guidelines
  • This will need to be presented in word or PDF with no less than 10 point type.
  •  

Assessment Task 2 PR Digital Campaign Implementation

Individual

This is due Friday 23:59 week 15

Purpose:

This assessment is designed to evaluate student’s ability to implement and measure the digital requirements for a PR campaign that crosses cultural boundaries.

Assessment Instructions:

This is assessment task 2 of 2 assessment tasks. This assessment will be competed individually. Competency and grading criteria is attached to this document. You must successfully complete all tasks to achieve competency in this unit.

Students are to develop and implement their approach including a basic website in-line with the project scoped for Assessment 1 – Needs analysis. The website must be designed incorporating an introduction page, a selection of social media channels, an email newsletter and a blog.  Content must clearly address either the media as a target audience of the end consumer.

Students will produce a detailed digital PR campaign.

A published website URL will be Uploaded onto Canvas.

The  guide contained below provides a suggested structure and content for the PR digital campaign.

This includes an in class activity scheduled for week 15


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.  Non submission without supporting evidence such as ELP or special consideration will mean a result of Did Not Submit (DNS).
  • 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 CA (Competency Achieved) 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

CA

Competency Achieved

NYC

Not Yet Competent

DNS

Did Not Submit

Further information regarding the application of the grading criteria will be provided by your teacher.

Other information:

Academic Integrity

Plagiarism 
Plagiarism is a form of cheating in assessment and may occur in oral, written or visual presentations. It is the presentation of the work, idea or creation of another person, without appropriate referencing, as though it is your own.

The penalties for cheating in assessment are severe, whether the cheating involves plagiarism, fabrication, falsification of data, copyright infringement or some other method. Penalties can include charges of academic misconduct, cancellation of results and exclusion from your course. It is also a disciplinary offence for you to allow your work to be plagiarised by another student.

Referencing 
RMIT Business produce their own referencing guidelines entitled written reports and essays: guidelines for referencing and presentation in RMIT Business which all Business students should use.

RMIT Business referencing guidelines (RTF, 1,286 KB, 52 pages). A supporting Referencing website has been developed for the RMIT Business guidelines. You can find out more about Academic Integrity at RMIT Academic Integrity webpage. 

Group Assessment 
A number of your assessments will rely upon group work. This is a critical part of your program as in the workplace you will be regularly required to work in a team environment. Teamwork is also one of the key employability skills for this qualification.

The key to being successful in group work is getting to know your classmates and finding out what they want to achieve. You should seek to find a team which shares your key interests and drivers.

If you are facing issues with your group, the key is to resolve them quickly well before assessments are due. If you need to you can seek support from your teacher.

Course Overview: Access Course Overview