Part B: Course Detail
Teaching Period: Term1 2024
Course Code: MKTG7980C
Course Title: Manage the public relations publication process
School: 525T Business & Enterprise
Campus: City Campus
Program: C5400 - Diploma of Business (Public Relations)
Course Contact: Nick Reynolds
Course Contact Phone: +61 3 9925 0791
Course Contact Email: nick.reynolds@rmit.edu.au
Name and Contact Details of All Other Relevant Staff
Alain Grossbard
99255522
Nominal Hours: 45
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 required.
Course Description
This unit describes the performance outcomes, skills and knowledge required to manage the design, production, implementation and evaluation of public relations publications in accordance with organisational requirements.
National Codes, Titles, Elements and Performance Criteria
National Element Code & Title: |
BSBPUB501 Manage the public relations publication process |
Element: |
1. Research publication requirements and segment target audience |
Performance Criteria: |
1.1 Prepare a public relations research brief that specifies the research objectives, methodology, time schedule and budget 1.2 Consider the internal and external factors that may impact on the effectiveness of a public relations publication 1.3 Assess primary and secondary research methods for their capacity to provide information on publications requirements and market segments 1.4 Evaluate and choose criteria to use in segmenting the audience in accordance with the public relations brief 1.5 Define the target audience in terms of prospective readers of the publications 1.6 Ensure the target audience profile meets organisational requirements in terms of level and style of language usage, format, content and level of detail |
Element: |
2. Plan public relations publications |
Performance Criteria: |
2.1 Ensure publication purpose is consistent with the organisation’s mission, vision and corporate values 2.2 Identify, obtain agreement on and document publication objectives and central message consistent with messages in other organisational publications 2.3 Select team members according to skill and knowledge requirements 2.4 Develop and obtain agreement on budgets and schedules with relevant stakeholders 2.5 Identify appropriate suppliers of goods and services and obtain quotations as required 2.6 Develop criteria to test and evaluate the success of the publication |
Element: |
3. Develop and evaluate public relations publications |
Performance Criteria: |
3.1 Design and write publication text in accordance with communication objectives and house style 3.2 Check readability of material to ensure it is aligned to the target audience’s reading levels 3.3 Test document with relevant stakeholders and incorporate findings in the final publication 3.4 Ensure publications, including any changes, comply with legal and ethical requirements 3.5 Select and contract suppliers to complete publication production processes 3.6 Distribute publication according to the public relations plan 3.7 Evaluate aspects of the publication in line with stakeholder feedback and against evaluation criteria |
Learning Outcomes
In this course you will acquire the skills and knowledge required to produce and evaluate various public relations publications.
These skills include:
- Research publication requirements and segment target audience
- Plan public relations publications
- Develop and evaluate public relations publications.
Details of Learning Activities
This unit describes the skills and knowledge required to manage the design, production, implementation and evaluation of public relations publications in accordance with organisational requirements.
It applies to individuals who possess a sound theoretical knowledge base in advertising management and demonstrate a range of managerial skills to ensure that advertising functions are effectively conducted in an organisation or business area. In this role, individuals may either manage the publication process independently or coordinate the activities of people working under their supervision.
Everything the student needs to know about this course is located on Canvas. For example, study notes, assessments, resources and weekly teaching schedule. It is in your best interest to regularly check here for any updates or important messages.
There are 3 assessments for this course and you will find the details under the Assignments tab.
It applies to individuals who possess a sound theoretical knowledge base in advertising management and demonstrate a range of managerial skills to ensure that advertising functions are effectively conducted in an organization or business area. In this role, individuals may either manage the publication process independently or coordinate the activities of people working under their supervision.
Teaching Schedule
| Week 1 | 12 February |
Introduction · Teacher, student introductions · Assessments and Feedback · Course overview · Assessment Tasks · Workshop |
Overview of all assessments.
Activity - Market trends |
| Week 2 | 19 February | Introduction to publishing | Activity: Unpacking a publication process |
| Week 3 | 26 February | Research brief covering sample (Target market); stakeholders; methodology; deliverables; logistics and | Activity: Market target and stakeholder descriptions |
| Week 4 | 4 March |
|
Find a company for all your assessments. Research this company using different research sources |
| Week 5 | 11 March |
Factors that can influence the publication process include:
|
|
| Week 6 | 18 March |
Prepare a public relations research brief that specifies the research objectives, and methodology. Consider the internal and external factors that may impact the effectiveness of a public relations publication.
|
Assessment Task 1 is due Sunday 24 March by 11.50pm. |
| Week 7 | 25 March |
Learning Materials relevant to the PR publication planning process Communication Plan including:
|
Reviewing Organisational Mission, Vision and Values (Activity 1) Contract Template (Activity 2) |
|
29 March - 7 April |
Mid Semester Break |
|
|
| Week 8 | 8 April |
Identify appropriate suppliers of goods and services and obtain quotations as required Ensure publications, including any changes, comply with legal and ethical requirements Select and contract suppliers to complete publication production processes. |
Activity - Contracts and suppliers
|
| Week 9 | 15 April | Develop and obtain agreements on budgets and schedules with relevant stakeholder |
Activity - Budget estimate
|
| Week 10 | 22 April | Develop and evaluate public relations publications |
Activity - Gantt Chart estimate |
| Week 11 | 29 April | Develop and evaluate public relations publications |
Activity - Evaluation techniques Assessment Task 2 due 11.30 pm on 5 May |
| Week 12 | 6 May | Peer evaluation and review of publication design and creativity | |
| Week 13 | 13 May | Peer evaluation and review of publication design and creativity | |
| Week 14 | 20 May | Task 3 workshop | Assessment 3.1 is due on 26 May by 11.30 pm |
| Week 15 | 27 May | Task 3 Presentations | Assessment 3.2 is due on 2 June (Present in class time) |
| Week 16 | 3 June | Review and Reflection | |
| Week 17 | 10 June | Resubmission | |
| Week 18 | 17 June | Resubmission |
Learning Resources
Prescribed Texts
References
Other Resources
All resources will be available on Canvas
Overview of Assessment
Assessment Methods
A range of assessment methods will be used to assess practical skills and knowledge. The following assessment methods will be used specifically to assess your managing of the public relations publications process:
- Project management
- Written reports supported by practical assignments or tasks for individual assessment
- Observation of workplace practice supported by personal interviews
- Practical display with personal interview, presentations or documentation
- Case studies.
You will be assessed on the criteria below:
Performance Evidence
Evidence of the ability to:
- research, develop, implement and evaluate at least ONE complex public relations publication for a specific audience in accordance with organisational requirements.
Knowledge Evidence
To complete the unit requirements safely and effectively, the individual must:
- outline internal and external factors that may impact publication requirements
- explain what primary and secondary research methods are, and how they can be used in public relations
- explain the criteria used to select team members
- outline suppliers who may be required to complete publication production processes
- summarise key provisions of relevant legislation, codes of practice and national standards that affect public relations
- explain the relevance of ethics to public relations.
Assessment Conditions
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 received and use this information to improve your learning outcomes and final performance in the course are being met.
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
- examples of previous public relations documents
- case studies and, where possible, real situation
- interaction with others.
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 1 Task - PR Research Brief
Date and time due : Week #6
Purpose: The purpose of this assessment is to introduce key research concepts and methods. In this assessment you are required to produce a research brief. To complete this activity, you will need to evaluate different research methods and develop a target market description.
Requirements: Students are to select a public relations publication from an Australian organisation of their choice and create a research brief to supply a third-party agency to evaluate the effectiveness of their chosen publication. Students should inform their teacher of their chosen Australian organisation prior to proceeding with this assessment.
Assessment 2 Task - PR publication planning document
Date and time due: Week #10
Group or Individual: Assessment 2 this is an individually assessed report (Individual)
Purpose: The purpose of this assessment is for students to demonstrate an understanding of the principles and practices involved in the planning required to produce publications that meet both organisations requirements, objectives and legal and social obligations.
Requirements: In this task, students are required to develop a plan for a portfolio of publications, that will be produced in next assessment task (assessment task three). Students are to use the same Australian organisation that they used in assessment one as the basis for the planning document and publications.
Assessment 3 Task - PR Publication portfolio & presentation
Date and time due: Week #14 (Portfolio) and 16 (Presentation)
Purpose: In this assessment, students will be using the plan they established in assessment task 2 to produce a publication portfolio of two publications. The publications portfolio will be reviewed by their fellow students who will take part in a stakeholder role play session where they will give feedback regarding your portfolio.
Requirements: Students are to develop and produce an actual portfolio (two PR publications) as per their plan in assessment 2. Students may use Adobe InDesign or other desktop publishing programs to create these publications.
This assessment has two parts:
1. Collaborative review and stakeholder feedback sessions in class Week 16
2. Portfolio submission (11.59pm Sunday Week 14)
Assessment Matrix
The assessment matrix that maps all the assessments 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 a 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.
Re-submissions
Successful re-submissions will contribute a CA only (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 for assessment
Course Overview: Access Course Overview