Course Title: Develop and manage complex public relations campaigns

Part B: Course Detail

Teaching Period: Term1 2014

Course Code: MKTG6049C

Course Title: Develop and manage complex public relations campaigns

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

Name and Contact Details of All Other Relevant Staff

Alain Grossbard


This course is co-delivered and co-assessed with course Evaluate Campaign Effectiveness MKTG 5826C

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


Course Description

This unit applies to individuals working in senior public relations roles who are primarily responsible for the development, implementation and evaluation of a complex public relations plan. The complexity of the campaign may be in terms of its size or duration, or the circumstances surrounding the campaign.

National Codes, Titles, Elements and Performance Criteria

National Element Code & Title:

BSBPUB502A Develop and manage complex public relations campaigns


1. Interpret a complex public relations campaign brief

Performance Criteria:

1.1. Identify the primary objective of a complex public relations campaign brief
1.2. Identify the campaign's messages, strategies, roles and responsibilities, resource requirements including budget and timing and evaluation measures
1.3. Identify legal and ethical constraints in relation to the brief


2. Identify and evaluate options for a complex public relations campaign


Performance Criteria:

2.1. Analyse information about the target public and their attributes, and the public relations environment
2.2. Identify and evaluate a range of options for message concepts using appropriate methods
2.3. Identify, access and select media vehicles appropriate to target the required public and the objectives of the campaign
2.4. Ensure selected media vehicles enable reach and frequency requirements to be met within budget
2.5. Consult media directories to ensure that enlisted journalists and any other personnel are the most appropriate for the campaign
2.6. Ensure selected media vehicles meet media operational requirements
2.7. Ensure selected media vehicles meet legal and ethical requirements
2.8. Identify requirements for external suppliers and engage or contract these resources where required


3. Prepare public relations campaign plans



Performance Criteria:

3.1. Scope, plan and document a complex public relations campaign and its approach to suit the requirements of the client
3.2. Seek quotations from suppliers for materials and evaluate against budgetary requirements or constraints
3.3. Determine and agree upon budget
3.4. Determine and agree upon timing and schedules
3.5. Identify potential sources of risk and develop and document appropriate control mechanisms
3.6. Produce plans on time
3.7. Finalise plan and ensure it complies with organisational, client, professional and legal requirements


4. Implement public relations campaign plans

Performance Criteria:

4.1. Implement and regularly monitor public relations plan
4.2. Identify, agree upon and implement any changes to the plan
4.3. Complete planning and implementation activities on time

Learning Outcomes

This unit describes the performance outcomes, skills and knowledge required to develop complex and potentially on-going public relations campaigns.

Details of Learning Activities

Learning activities include case studies, writing reports, group discussion, developing and implementing a work integrated project, tests and individual submissions.

Teaching Schedule

This course is co-delivered and co-assessed with course Evaluate Campaign Effectiveness MKTG 5826C

Week 1 Feb 10 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 Feb 17 Introduction - understanding the PR practitioner’s role and responsibilities
Week 3 Feb 24 PR trends and developments
Week 4 Mar 3 Understanding the Creative Brief

Week 5 Mar 10 Writing for different mediums
Week 6 Mar 17 Portfolio work
Week 7 Mar 24 Internship - Non- teaching week
Week 8 Mar 31 Internship - Non- teaching week
Week 9 April 7 Resume writing
Week 10 April 14 Portfolio work
Semester break
18 – 25 April (inclusive)
Week 11 April 28 Internship - Non- teaching week
Week 12 May 5 Portfolio work
Week 13 May 12 Portfolio in
Week 14 May 19 Interviews
Week 15 May 26 Interviews
Return final assessment and schedule any resubmission for next week
Week16 June 1 No classes - resubmissions only

Learning Resources

Prescribed Texts


Other Resources


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:
Analysis of public relations campaigns supplied (through Case Studies).
Individual activities that looks at the function, form and strategy appeals of different forms of public relations campaigns and evaluation processes.
30% of total marks for course.

Assessment 2:
Develop campaign recommendations for new pitch for a company
Group activity requiring development of strategies and creative recommendations and a set of evaluation processes to ensure campaign effectiveness.
Document to support the recommendations.
20% of total marks for course.
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 or to gain a pass in the assessment.

Assessment 3:
Business Report and Presentation to client on a full set of recommendations for the required project, event or campaign. This activity may take place outside RMIT facilities.
Group activity requiring presentation to Clients requiring development of strategies, creative, media, budgetary and evaluation recommendations. All team members to participate in the presentation.
Documentation to support the presentation and contact reports of student team meetings required.
40% of total marks for written proposal, 10% for oral presentation

Assessment Matrix

Assessment Matrix details will be distributed with your Assessment Task Feedback sheets for each assessment.

Assessment Mapping can be obtained from the teacher.

Other Information


Course Overview: Access Course Overview