Course Title: Develop and manage public relations strategies
Part B: Course Detail
Teaching Period: Term2 2020
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: 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
99255522
alain.grossbard@rmit.edu.au
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: |
Collect and analyse internal and external information relevant to the development of public relations strategies. |
Element: |
2. Prepare public relations plans or strategies |
Performance Criteria: |
1. Consult key stakeholders about organisational public relations issues.
5. Document and submit public relations strategies for approval in accordance with organisational policies. |
Element: |
3. Manage the implementation of public relations plans |
Performance Criteria: |
|
Element: |
4. Evaluate and review public relations plans |
Performance Criteria: |
|
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
A range of learning activities are planned for this course including self-paced, collaborative and simulated industry case study 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 workplace environment.
It is expected that you to participate and contribute in all scheduled learning activities.
Teaching Schedule
|
Week Commencing (2020) |
Topic |
Assessment |
1 |
6 July |
Course Induction
|
|
2 |
13 July |
Research - What are public relations strategies? What are PR protocols? Understand the public relations aspect of managing PR strategies. |
Assessment - Case Study |
3 |
20 July |
Research process -Case study activities for PR strategies PR strategies - Case Study
|
Assessment - Case Study |
4 |
27 July |
Research to develop PR strategies - Case Study Strategic direction to solve potential situations (risks)
|
Assessment - Case Study |
5 |
3 August |
PR Strategic Objectives. The key aspects of a public relations strategic plan - Case Study covering |
Assessment - Case Study |
6 |
10 August |
Review of strategic directions. Case Study - Target groups
|
Assessment - Case Study
|
|
7 |
17 August |
Prepare PR plans from strategies Case Study - Mapping Objectives |
Assessment - Case Study |
8 |
24 August |
Creative strategic tools - using media & non-media channels |
|
|
31 August - 4 September |
Mid Semester break |
|
9 |
7 September |
Manage the implementation of PR strategies | Assessment - Case Study |
10 |
14 September |
Major Assignment (Task 2) overview and discussion |
|
11 |
21 September |
Time management for PR strategies |
|
12 |
28 September |
Evaluate and review public relations strategies |
Assessment - Case Study |
13 |
5 October |
Major assignment |
|
14 |
12 October |
Submission of Assignment |
Assessment Submission |
15 |
19 October |
Pitching/Presentation |
Assessment - Presentation due for peer review and assessment |
|
16 |
26 October |
|
Assessment - Presentation due for peer review and assessment |
|
16
|
4 November |
No classes – Re-submissions and feedback only |
Learning Resources
Prescribed Texts
References
Other Resources
Please refer to CANVAS and also RMIT Library resources and internet resources.
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
Assignment Task 1 Public Relations Strategies (Activities)
Public relation protocols and activities are critical for any company/person to implement as by not managing potential situations or campaigns effectively can impact the reputation and market position of a person, product, service or company. The purpose of these tasks is for students to research and understand an organisation’s identity, values and company vision. In this task, students are expected to address any potential issues that may affect the selected business and propose a new PR strategy that provides a solution to the situation identified. In doing so, students will consider the organisation’s activities, consult with key stakeholders and review the internal and external environment of the selected company.
Work either Individual or pair
You are required to review a number of recent case studies on PR strategies from Australian and International organisations and provide a range of strategies to address a potential PR issue in a rationale format. The rationale and research activities will need to be collated, titled and upload on Canvas for assessment purposes.
You will need to cover an overview of the strategy or strategies used by a number of recent Australian and International PR case studies covering:
- Organisational identity consistent with organisation’s vision
- Public relations plans or strategies
- Strategic communications management planning
- Develop and evaluate public relations strategies
For each case study, 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.
Written set of short reports on actual organisations’ public relations case study strategies.
Supportive activities will require development of strategies and creative recommendations.
Covers students’ knowledge, skills in project concepts and strategic thinking will be tested based on lecture notes and activities covered during the semester.
This task may require a written set of short reports on actual organisations’ public relations case study strategies.
Supportive activities will require development of strategies, creative, media and budgetary recommendations.
It will cover your knowledge, skills in project concepts and strategic thinking based on lecture notes and activities covered during the semester.
All students need to participate in submitting reports and do presentation.
Students will receive ongoing feedback on your progress in the course. Feedback on assessment will be given in a timely manner.
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.
You will submit into Canvas and answer the required issue correctly to be assessed as satisfactory for this assessment task.
Individual activity will require a short report or a presentation on development of strategies, creative and media recommendations. All team members to participate in the activities and/or presentation.
Assessment of case studies will take place in class but may be completed by the due date outside class time.
Assessment of a written set of short reports on actual organisations’ public relations case study strategies. Supportive activities will require development of strategies and creative recommendations. Covers students’ knowledge, skills in project concepts and strategic thinking will be tested based on lecture notes and activities covered during the semester.
Individual activity (Case Studies) will require presentation on development of strategies, creative, media and budgetary recommendations.
Students will receive ongoing feedback on your progress in the course. Feedback on assessment will be given in a timely manner. 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.
Assignment Task 2 – Presentation of an Example of an organisation’s Strategic Case Study
Work as Individual or in pairs
For this task, it is required to present 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, and
- apply knowledge of public relations protocols, resources and activities.
You are required to deliver to the class an oral and visual presentation on what they have learnt from a company or organisation’s practising public relations strategy.
You will need to cover an overview of the strategy or strategies presently used by the selected Non-For-Profit organisation chosen covering:
- Organisational identity consistent with organisation’s vision
- Public relations plans or strategies
- Strategic communications management planning
- Develop and evaluate public relations strategies.
Visual and verbal presentation on an actual organisations’ public relations case study strategy. covered during the semester through:
- evaluation of a public relations plan developed by the student
- practical activities to assess student’s research and communication skills
- questioning and discussion about case study, plans and strategies
- review of portfolios of evidence.
Covers your knowledge, skills in project concepts and strategic thinking will be tested based from the lecture notes and activities covered during the semester.
Individual activity will require a presentation on development of strategies, creative, media and budgetary recommendations.
The visual presentation needs to be electronically submitted via CANVAS with this Student’s Assessment Guide.
You can use any form of presentation considering:
- Appropriate explanation and details
- Presentation of information (include attention-getting introduction and summary)
- Spelling and grammar
- Eye contact with class during report, avoidance of excessive reading
- Conversational quality,
- Effective use of visual aids – charts, slides, whiteboard, and/or other media if available.
Presentation: 6 minutes
You will receive ongoing feedback on your progress in the course. Feedback on assessment will be given in a timely manner.
You will be informed about how to improve your performance in the competency/course and what you need to do to be deemed competent in the assessment.
Task instructions
Visual & verbal presentations of a case study of an organisation’s PR strategies
Individual or pair assessment
You are required to deliver to AG an oral and visual presentation on what you have learnt from a non for profit (NFP) organisation’s implementation of a public relations strategy.
You will need to cover:
An overview of the strategy or strategies presently used by the NFP; and a rationale of the PR strategy used by the NFP.
You can use a variety of supporting evidence and research methods. The visual presentation needs to be electronically submitted via Canvas with a Cover Sheet and Assessment Guide.
Assessment of your delivery will be based on the following criteria:
- Appropriate explanation and details
- Presentation of information (include attention-getting introduction and summary)
- Eye contact with class during report, avoidance of excessive reading
- Conversational quality
- Effective use of visual aids – charts, slides, whiteboard, and/or other media if available.
Presentation: 8 minutes due in class on Week 15 and Week 16. You will have the opportunity to nominate your time and date for the presentation. NO two persons can present the same organisation:
The grade for this assessment task is part of your overall grade in this course.
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:
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 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