Course Title: Develop public relations campaigns
Part B: Course Detail
Teaching Period: Term2 2020
Course Code: MKTG7944C
Course Title: Develop public relations campaigns
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 Grosssbard
99255522
Nominal Hours: 50
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 skills and knowledge required to develop and conduct a public relations campaign, to evaluate its effectiveness and to present the findings to stakeholders.
National Codes, Titles, Elements and Performance Criteria
National Element Code & Title: |
BSBPUB402 Develop public relations campaigns |
Element: |
1. Research public relations campaigns |
Performance Criteria: |
1.1 Analyse strategic and operational plans to determine the scope, theme and objectives of a campaign 1.2 Conduct research into current practice and recent developments in relation to the campaign planning 1.3 Identify the campaign’s audience and their attributes 1.4 Develop and present options to other members of the public relations team and relevant stakeholders for consideration |
Element: |
2. Prepare to implement public relations campaigns |
Performance Criteria: |
2.1 Define and agree upon campaign objectives and campaign plan with client and other key stakeholders 2.2 Schedule and cost campaign accurately and include in plans 2.3 Comply with legal and ethical constraints 2.4 Confirm roles and responsibilities with other members of the public relations team |
Element: |
3. Implement public relations campaigns |
Performance Criteria: |
3.1 Implement public relations campaign in accordance with the plan 3.2 Evaluate the potential effectiveness and use of appropriate media to improve campaign publicity 3.3 Implement campaign in accordance with legal and ethical constraints and organisational requirements 3.4 Monitor campaign progress against scheduling and costing requirements and report likely variations for approval in accordance with organisational procedures 3.5 Gain agreement from stakeholders to any changes that need to be made to campaign |
Element: |
4. Review and evaluate public relations programs |
Performance Criteria: |
4.1 Ensure campaign plans contain methods to monitor, review and evaluate their effectiveness 4.2 Report on the outcomes of the campaign to relevant internal and/or external stakeholders 4.3 Consult relevant internal or external stakeholders as to the campaign effectiveness, and document any recommended improvements |
Learning Outcomes
After completing this course students will be able to undertake the majority of work in creating and implementing the campaign with advice from more senior public relations specialists in their organisation.
Details of Learning Activities
A range of learning activities are planned for this course including self-paced and collaborative classroom based 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/real workplace environment.
It is expected that you to participate and contribute in all scheduled learning activities.
Teaching Schedule
Course Schedule
PR Campaign course schedule Semester 2, 2020 | |||||
|
Week commencing 2020 |
Topic |
Readings and Activities |
Assessment |
Unit(s) of Competency |
Elements and Performance Criteria |
|
Week 1 6 July |
Introduction to course schedule |
Activity: Exploring course schedule and discussion |
|
|
|
|
Week 2 13 July |
Overview of PR Campaigns for Semester |
Activity: Deciding on a PR Campaign |
|
Research PR campaigns |
1.1, 1.2, 1.3, 1.4 |
|
Week 3 20 July |
Examples of PR Campaigns |
Activity: Developing plans |
|
Research PR campaigns |
1.1, 1.2, 1.3, 1.4 |
|
Week 4 27 July |
A PR Campaign - The First Steps |
Activity: Developing plans |
|
Research PR campaigns |
1.1,1.2, 1.3, 1.4 |
|
Week 5 3 August |
A PR Campaign - The Second Steps | Activity: Preparing a campaign | Prepare to implement public relations campaigns | 2.1, 2.2, 2.3, 2.4 | |
|
Week 6 10 August |
A PR Campaign - The Second Steps | Activity: Preparing a campaign | Prepare to implement public relations campaigns | 2.1, 2.2, 2.3, 2.4 | |
|
Week 7 17 August |
A PR Campaign - The Second Steps | Activity: Preparing a campaign | Prepare to implement public relations campaigns | 2.1, 2.2, 2.3, 2.4 | |
|
Week 8 24 August |
A PR Campaign - The Third Steps |
Activity: Implement a campaign |
Implement public relations campaigns |
3.1, 3.2, 3.3, 3.4, 3.5 |
|
| 31 August to 8 September | Mid Semester break | ||||
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|
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|
Week 9 7 September |
A PR Campaign - The Third Steps |
Activity: Implement a campaign |
Assessment Task 1 submission | 1-4 | |
|
Week 10 14 September |
A PR Campaign - The Final Steps | Activity: Review and evaluate a campaign | Review and evaluate public relations programs | 4.1, 4.2, 4.3 | |
|
Week 11 21 September |
A PR Campaign - The Final Steps | Activity: Review and evaluate a campaign | Review and evaluate public relations programs | 4.1, 4.2, 4.3 | |
|
Week 12 28 September |
A PR Campaign - The Final Steps | Activity: Review and evaluate a campaign | Review and evaluate public relations programs | All above | |
|
Week 13 5 October |
Finalise Campaign | 1 - 4 | |||
|
Week 14 12 October |
Submit the Campaign Report and prepare presentation | 1-4 | |||
|
Week 15 19 October |
Presentations | Assessment Task 2 | 1-4 | ||
|
Week 16 26 October |
Presentations | Assessment Task 2 submissions | 1-4 | ||
|
Week 17 2 November
|
Re-submission |
Learning Resources
Prescribed Texts
References
Other Resources
Please refer to CANVAS.
Overview of Assessment
In order to achieve competency in this unit, you must provide:
Performance Evidence
Evidence of the ability to:
- research and present options for a public relations campaign for a target audience
- develop, implement, review and evaluate a public relations campaign about a product or service.
Knowledge Evidence
To complete the unit requirements safely and effectively, the individual must:
- outline principles, practices and theories of marketing, media, and public relations.
- summarise current issues and trends which affect the public relations industry
- outline current practice and recent developments in campaign planning
- explain the relevance of the campaign's audience to campaign planning
- outline key provisions of relevant legislation, codes of practice and national standards that affect public relations campaigns.
Assessment Conditions
Assessment must be conducted in a safe environment where evidence gathered demonstrates consistent performance of typical activities experienced in the public relations field of work and include access to:
- office equipment and resources
- case studies and, where possible, real situations.
- interaction with others.
Assessors must satisfy NVR/AQTF assessor requirements
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 Tasks
Task 1: A Public Relations Campaign Report (Due Date: End of Week 14)
This assessment task is a written report based on a campaign that you will develop on a company or organisation preferably in the public relations sector. You will need to provide a final report on outcomes of your campaign. This assessment task will cover your knowledge, skills in project concepts and strategic thinking based on lecture notes and activities covered during the semester.
The assessment approaches in this whole course will include particular tasks that fit into an understanding of the context and purpose in developing and effectively managing a public relations campaign. It will include; preparing a campaign containing objectives, strategies, scheduling, budgetary and resource requirements and may engage external suppliers where appropriate. The campaign needs to evaluate its possible success.
Individual assessment guidelines:
You will be provided with lectures and various case studies in your workshops in which you will need to respond to parts of your campaign development. You will be assessed on your critical thinking and key areas of:
- Structure and operation of PR campaign based on the PR industry
- Identify and access sources of research information on the public relations strategies
- Obtain information on public relations strategies within industry sectors, associations, networks and societal role
- Identify and access information on key stakeholders
- Apply industry information appropriately in everyday strategies related to typical work roles
- Establish purpose and processes for identifying target groups in the workplace
- Identify and apply appropriate planning and measurement tools to workplace campaigns
- Develop critical success factors such as budgets, timelines and risk management
- Evaluate public relations activities using agreed methods and benchmarks
Lectures and case studies will be provided in Canvas.
Task 2: A Public Relations Campaign Presentation (Due Date: End of Week 16)
This assessment task is a verbal and visual presentation based on a campaign that you will develop on a company or organisation preferably in the public relations sector. You will need to provide a final report on outcomes of your campaign. This assessment task will cover your knowledge, skills in project concepts and strategic thinking based on lecture notes and activities covered during the semester.
The assessment approaches in this whole course will include particular tasks that fit into an understanding of the context and purpose in developing and effectively managing a public relations campaign. It will include; preparing a campaign containing objectives, strategies, scheduling, budgetary and resource requirements and may engage external suppliers where appropriate. The campaign needs to evaluate its possible success.
Individual assessment guidelines:
You will be provided with lectures and various case studies in your workshops in which you will need to respond to parts of your campaign development through a presentation. You will be assessed on your critical thinking and key areas of:
- Structure and operation of PR campaign based on the PR industry
- Identify and access sources of research information on the public relations strategies
- Obtain information on public relations strategies within industry sectors, associations, networks and societal role
- Identify and access information on key stakeholders
- Apply industry information appropriately in everyday strategies related to typical work roles
- Establish purpose and processes for identifying target groups in the workplace
- Identify and apply appropriate planning and measurement tools to workplace campaigns
- Develop critical success factors such as budgets, timelines and risk management
- Evaluate public relations activities using agreed methods and benchmarks
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.
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