Course Title: Manage the public relations publication process

Part B: Course Detail

Teaching Period: Term2 2013

Course Code: MKTG6048C

Course Title: Manage the public relations publication process

School: 650T TAFE Business

Campus: City Campus

Program: C6102 - Advanced Diploma of Business (Public Relations)

Course Contact : Sally Parrott

Course Contact Phone: +61 3 9925 5175

Course Contact Email:sally.parrott@rmit.edu.au


Name and Contact Details of All Other Relevant Staff

Alain Grossbard

Level 5, 445 Swanston Street,

Melbourne, Victoria 3000

99255522

alain.grossbard@rmit.edu.au

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

Course Description

This unit applies to individuals working in a public relations role who are responsible for managing publication of public relations documents for a campaign. They may either manage the publication process independently or coordinate the activities of people working under their supervision.
 


National Codes, Titles, Elements and Performance Criteria

National Element Code & Title:

BSBPUB501A 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 the effectiveness of 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 organisational mission, vision and corporate values
2.2. Identify, agree upon 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 agree upon 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 geared to the target audience's reading levels
3.3. Test document with relevant stakeholders and incorporate findings into 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
 


Learning Outcomes


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.


Details of Learning Activities

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. No licensing, legislative, regulatory or certification requirements apply to this unit at the time of endorsement.Critical aspects of assessment will be the evidence of the following is essential: Developing and implementing at least one complex public relations publication in accordance with the publication deadline.
A range of assessment methods will be used to assess practical skills and knowledge which will include for this unit:
• developing a design portfolios of evidence and third party workplace reports of on-the-job performance by the candidate
• observation and delivering presentations
• oral or written questioning to assess knowledge of how the PR publication process relates to the organization’s overall mission, goals, objectives and operations
• evaluation of project reports forwarded to stakeholders
• analysis of documentation reviewing outcomes and processes against the PR publication scope and plan
• evaluation of documentation outlining lessons learnt from the PR publication process.


Teaching Schedule

Week 1 commencing 8 July - Course Induction
• Course delivery and assessment details
• Course support documents – any text books or readings
• Online learning environment – go through Blackboard shell
• Grading – remind them of codes and no marks (codes at end of doc)
• Plagiarism – must have signed cover sheets on all assessments
• Appeals – take them through this process and where it is on website
• Extensions – take them through process (details on website.)
• Feedback – when they can contact you and expect a response.
• Submission requirements – how all work must be uploaded and how
• Resubmission policy – one resubmission, marked to a pass allowed
• Where to get support - Student study support details
• Student responsibilities – must check emails and bb shells weekly
Week 2 Introduction - What is a public relations publication process? Understand the public relations aspect of managing such a process
Week 3 Publication process - publishing
Week 4 Design – Proximity
Week 5 Design - Alignment
Week 6 Design - Repetition
Week 7 Design -Contrast

Week 8 Design – Case studies
Mid Semester Break (2-8 September inclusive)
Week 9 - Major Assignment
Week 10 Design - Type
Week 11 Design – Type contrast
Week 12 Major Assignment - Final preparation of portfolio
Week 13 Major Assignment - Submission & preparation for Portfolio
Week 14 - Interviews on Portfolio
Week 15 - Return final assignment and schedule any resubmission
Week 16 - Resubmissions only
 


Learning Resources

Prescribed Texts


References


Other Resources

Nil


Overview of Assessment

Students must demonstrate an understanding of all elements of a particular competency to be deemed competent. Assessment methods have been designed to measure achievement of each competency in a flexible manner over a range of assessment tasks.

Assessment will incorporate a variety of methods including assignments, journals, presentation and written or test. Students are advised that they are likely to be asked to personally demonstrate their assessment work to their teacher to ensure that the relevant competency standards are being met.
 


Assessment Tasks

Assessment 1
Individual assessment throughout the semester
Case studies and set of workshop activities to be submitted for assessment. Individual activities are assessed that look at the function, form and strategy of different forms of public relations

Assessment 2
Individual or pair assessment
Assessment of a written report on the student’s own public relations publication process. Activities requiring 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.
 

Assessment 3
Major Assignment – Portfolio, Report and Presentation
Group assessment
Length: 1500 words and portfolio of publications
Presentation: 10 minutes
Preparing, submitting and presenting to a client a full set of public relations publications recommended for the required project, event or campaign. Group activity requires presentation to client on development of strategies, creative, media and budgetary recommendations. All team members to participate in the Report and presentation. Report to support presentation and contact reports of student team meetings required.

Assessment of students’ original printed copies of examples of publications developed, including an oral interview/presentation of students’ portfolio of evidence
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.
 


Assessment Matrix

Course Overview: Access Course Overview