Course Title: Develop and manage public relations strategies
Part B: Course Detail
Teaching Period: Term2 2018
Course Code: MKTG7883C
Course Title: Develop and manage public relations strategies
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: 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.
Pre-requisites and Co-requisites
NA
Course Description
This unit describes the performance outcomes, skills and knowledge required to develop and implement plans for public relations activities within an organisation.
National Codes, Titles, Elements and Performance Criteria
National Element Code & Title: |
CUVPUB501A Develop and manage public relations strategies |
Element: |
1. Generate organisational identity consistent with organisation's vision |
Performance Criteria: |
1.1 Collect and analyse internal and external information relevant to the development of public relations strategies 1.2 Review the organisation’s core activities, business values and current business direction to identify potential images and messages 1.3 Identify and consult with key stakeholders about public relations issues |
Element: |
2. Prepare public relations plans or strategies |
Performance Criteria: |
2.1 Identify target groups for public relations activities 2.2 Identify and select strategies that enhance and promote the organisation’s identity to target groups 2.3 Identify and plan for the range of potential situations and reactions to which the organisation may need to respond 2.4 Incorporate legal and ethical considerations into the planning process 2.5 Provide timely opportunities for colleagues to contribute to public relations planning 2.6 Negotiate changes to plans as required 2.7 Submit public relations plans for approval according to organisational policy as required |
Element: |
3. Manage the implementation of public relations plans |
Performance Criteria: |
3.1 Define and clearly communicate all aspects of public relations plans to others involved in the public relations activities 3.2 Implement and monitor actions detailed in plans and take action to rectify anything that has the potential to impact negatively on activities 3.3 Produce public relations reports according to organisational policy 3.4 Share public relations information with colleagues to maintain awareness of current direction and priorities of organisation |
Element: |
4. Evaluate and review public relations plans |
Performance Criteria: |
4.1 Establish appropriate mechanisms to obtain feedback about public relations activities and strategies 4.2 Evaluate public relations activities using agreed methods and benchmarks 4.3 Make adjustments according to feedback and evaluation 4.4 Communicate and implement agreed changes |
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.
Details of Learning Activities
Supportive activities will involve development of strategies, planning, research and creative tasks. This course covers developing knowledge, skills in project concepts and strategic thinking (based on lecture notes and activities covered during the semester). Preparing, submitting and presenting a public relations publication is recommended for the required project. Individual activity may require development of strategies, creative, media, risk analysis and budgetary recommendations. All team members are to participate in the Report and Presentation.
You will receive ongoing feedback on your progress in the course. You will be informed about how to improve your performance in the competency/course and what you need to do to be deemed competent or to gain a pass in the assessment.
A range of learning activities are planned for this course including self-paced and collaborative classroom based activities.
The self-paced activities will be delivered thought various technology platforms and include your contribution to wikis and discussion threads, reflective journals, quizzes and interactive sessions.
The collaborative classroom based activities will include group discussion, group problem solving activities and opportunities to practice your skills in a simulated/real workplace environment.
It is expected that you to participate and contribute in all scheduled learning activities.
Teaching Schedule
|
Semester 2, 2018 |
Topic |
Assessment / Comment |
1 |
Course Induction
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2 |
Introduction - What are public relations strategies? What is the PR Publication process? Understand the public relations aspect of managing such a process. Research process - activities for preparing a research portfolio
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3 |
Potential PR Issues/ PR Strategies
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4 |
PR Strategies *Overview of Assessment 2 and working in groups |
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5 |
The key aspects of a public relations plan |
|
6 |
Target groups
|
Assessment 1 Due |
7 |
Strategic direction to solve potential situations (risks) |
|
8 |
Budgets and timelines - how to create a critical path *Feedback on Assessment 1 |
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|
9 |
Drafting the PR Report
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10 |
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Assessment 2 Due |
11 |
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12 |
Preparing for a Presentation/ Editing Publication
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13 |
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Presentation due for peer review and assessment |
14 |
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Presentation due for peer review and assessment |
15 |
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16
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Learning Resources
Prescribed Texts
References
Other Resources
All learning materials will be provided in CANVAS.
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
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 – Research Portfolio and PR Strategy, 1000 words - Individual (due week 12)
Requirements:
You are to select a not for profit organisation and provide a new company strategy to address a potential PR issue, supported by a research portfolio. The research portfolio will need to be collated, titled and saved as a PDF file (with a minimum of 10 pages).
During the research portfolio stage, you will need to address the following factors:
- Internal and external information on the organisation (situation analysis)
- Potential PR issue
- The organisation’s core activities, business values, relationship to the public, service and business direction
- Key stakeholders
Details of Assessment:
You will be required to choose from a list of not for profit organisations’ and support their findings through documented research. There are two parts to submit in this assessment. These are:
- Research portfolio
2. Rationale of potential issue and new PR strategy
You can use a variety of supporting evidence and research methods, including primary and secondary research. Research portfolios and rationales of the PR strategy need to be electronically submitted via CANVAS. Both pieces are to be submitted in a combined PDF file.
Assessment Task 2 – Public Relations Case Studies Analysis - weekly or fortnightly - 300 words each - Individual or small groups
Requirements:
Working individually or in small groups (no more than 3), all members are to draw on their research and analysis covered in lectures to understand PR strategy requirements. In this task, you are required to identify the most effective PR activities to use, segment the target audience, provide a solution to address any potential situations that could occur and develop a realistic plan within budget and the expected timeframes. The case studies need to be presented either as a report or PowerPoint format.
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:
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.
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’s 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