Course Title: Manage the public relations publication process

Part B: Course Detail

Teaching Period: Term2 2015

Course Code: MKTG6048C

Course Title: Manage the public relations publication process

School: 650T Vocational Business Education

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

Teacher:  Marina Cook

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 relations publications 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 wit h legal and ethical requirements
3.5 Select and contract suppliers to complete publication production processes
3.6 Distribute publication according to public relations plan
3.7 Evaluate aspects of the publication in line with stakeholder feedback and against evaluation criteria
 

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

There will be a mixture of practical activities, case studies and class discussion as well as work relevant assessments.
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 a case study, written report, portfolio and presentation. 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.


Divided into self-paced activities (e.g. Lynda) and group delivery activities (e.g. Classroom) that will enable students to undertake the assessment and achieve the learning outcomes. The weekly breakdown of activities incorporates a Program Induction and Course Induction in Week 1 (standard for all courses).


Teaching Schedule


Week 1  - Course Induction
Week 2 - Introduction - What are public relations strategies? What is the PR Publication process? Understand the public relations aspect of managing such a process
Week 3 - Publication process - publishing
Week 4 - Publication process - publishing
Week 5 - July Publication process - publishing
Week 6 - PR Strategies 
Week 7 - Target groups 
Week 8 - Potential situations
Week 9 - Design – Case Studies
Mid Semester Break - 31 August – 4 September inclusive
Week 10 - Manage the implementation of public relations plans
Week 11 - Manage the implementation of public relations plans
Week 12 -  Finalise the public relations publication
Week 13 - September Major Assignment submission 
Week 14 - Assessments  
Week 15 - Assessments 
Week 16 -  No classes - 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 Tasks

Task 1 Due week 8

Case Study – individual only
You are a PR consultant and your client has asked you to create an A4 brochure (double sided) about their new venture. The client has provided the vital written information, logo and photographs. You are required to produce an A4 brochure in Indesign. Ensure you convert it to PDF and the ‘print marks’ (when you are ready to print the document) are showing.

What you are allowed to do:
• You are allowed to create anyway you wish on the two sided brochure. The brochure can be single pages, folded, Z-folded, A5 folded… it is up to you.
• The client has requested the logo to be associated with the picture of the house (these cannot be on separate pages)
• You can use any font, colours, photos (only use the ones provided) and can be designed any way you wish. This is your chance to really design to your heart’s content. Play and experiment.
• Ensure you submit a pdf version. This version will need to have print marks to show it was completed in indesign.
• You are allowed to add more text or change words within the text – so long you still have the above information.
• If you are unsure – simply ask

You are not allowed to:
• Use other photographs outside what has been given.
• Change the colour of the logo picture
• Submit an indesign file (must be pdf).
• Change the context of the words.

Task 2. Due week 13

In pairs: Final Report & Presentation (in association with Assessment 3)
Word Count: 1500-2000 words
This report is based on a small to medium business (no large businesses or franchises).
In publishing your printed works for your portfolio (assessment 3), detail in your Final Report the following actions:
1. The organisation’s name, what they sell/service, address, telephone number, web address.
2. Publication purpose – how it fits with the organisation’s vision, mission and corporate values. What is the message?
3. Identify the stakeholders (internal and external), who will have an impact on the publication
1. The internal and external factors that may impact the effectiveness of your public relations publications.
2. Primary and secondary research methods used to assess the publication requirements and the market segments’ needs and wants
3. The criteria used in segmenting the audience (target market) and who are the prospective readers of your publication
4. Developing budgets and schedules for the project
5. Identifying appropriate suppliers and costs for your publication
6. Draft 1 of material to be analysed by relevant stakeholders of the organisation and improvements to be suggested and implemented into final copy for portfolio.
7. Detail how your publications comply with legal and ethical PR requirements.

The presentation of Assessment 2 & 3 will be conducted in class, Week 14 & 15.

Task 3 Due week 15

In pairs: Portfolio (in association with Assessment 2)

This portfolio is based on a small to medium business (no large businesses or franchises).
You are required you to be responsible for managing the design, production, implementation and evaluation of a range of public relations’ publications for a campaign of your choosing.
You are required to complete 4 pieces of publications, suitable to the organisation. Suggestions include:
a) An original 4-page A4 brochure/information
b) An original DL sized small brochure/pamphlet
c) An original A2 sized poster
d) An original standard size business card
These are simply suggestions, however you are allowed to cater for your specific organisation (as featured in Assessment 2). Ensure it is four pieces of publication.


 


Assessment Matrix

An Assessment matrix is provided in the course guide in RMIT Blackboard

Other Information

Nil

Course Overview: Access Course Overview