Course Title: Research and apply the public relations role in an industry context

Part B: Course Detail

Teaching Period: Term1 2017

Course Code: MKTG7879

Course Title: Research and apply the public relations role in an industry context

School: 650T Vocational Business Education

Campus: City Campus

Program: C6140 - 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

alain.grossbard@rmit.edu.au

99255522

Nominal Hours: 40

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 covers the performance outcomes, skills and knowledge required to research, analyse, increase and update knowledge pertaining to the public relations role in industry. It includes knowledge of and a practical application of public relations activity for cross industry purposes, such as strategies for realising identified business initiatives. This unit also focuses on how changing technology impacts upon public relations.


National Codes, Titles, Elements and Performance Criteria

National Element Code & Title:

VU21660 Research and apply the public relations role in an industry context

Element:

1.Research and apply public relations industry information

Performance Criteria:

1.1 Research, access and assess a range of issues relevant to employment in the public relations industry, including applicable ethics and legislation, the different type of public relations activity and WHS requirements.

1.2 Research sectors in relevant industries for trends that may yield viable business opportunities in public relations and identify key organisations able to provide information and assist individuals and enterprises

1.3 Identify and analyse information on different sectors of the industry, their relationships and the products and services available in each sector.

1.4 Obtain information on career pathways and opportunities and employment rights to assist effective work performance within the public relations industry sector.

1.5 Apply information gathered and analysed by presenting a précis of the role public relations plays in your organisation.

Element:

2. Seek and apply information on the use of technology in public relations

Performance Criteria:

2.1 Ascertain effective use of technology in public relations.

 

2.2 Reflect upon how new technology has changed the operational processes in the public relations industry.

 

2.3 Apply information gathered and analysed by presenting a précis of how effective use of new and existing technology can be utilised to improve public relations in your organisation.

Element:

3. Update public relations role in an industry context

Performance Criteria:

3.1 Apply formal and informal processes continually to update general knowledge of the public relations industry and how it services other industries.

3.2 Research legal, environmental and social implications of public relations initiatives via staff consultation and case study analysis and present possible improvements to relevant personnel.

3.3 Share updated knowledge with customers and colleagues as appropriate and incorporate information into day-to-day work activities.

Learning Outcomes


Students will have a clear understanding of the research skills necessary in Public Relations.


Details of Learning Activities

The student is to select a real world client for whom they will fulfil a work placement brief. Work with the chosen client to complete the supplied brief in suitable depth paying particular attention to the client’s core objective, target market and key message(s). Choose a Single Minded Proposition or some creative approach that would ideally work towards the following communication pieces to be submitted; and provide a completed evaluation form about the quality of internship work written by the employer.

Students are to choose a selection of opportunities to establish and maintain relationships with a range of clients related to public relations and show evidence of participating in and providing an active contribution to a public relations business related network. The student is to provide a two page report of topics of interest and present a three minute persuasive speech on what was covered in developing client relationships and business networks. The discussion will be assessed on a combination of:completion of set number of hours (10 hours); produce a completed evaluation form about the quality of internship work written by the employer; and ability to employ persuasive techniques along with presentation style including visual aids, structure, pace and pitch, poise and eye contact with the interviewee.

This unit is co-joined and co-assessed with MKTG 5828C - Build Client Relationships and Business Networks


Teaching Schedule

Week

 

Week Commencing 2017

Topics

Assessment

1

Feb 6

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

 

Hand out assessment overview in week 1. What students are going to do and when.

2

Feb 13

    Introduction - understanding the PR practitioner’s role an  responsibilities

Information to inform course content and delivery (compulsory)

 

3

Feb 20

Speaker on Build client relationships and business networks

 

Guest speaker: Cheeny Wulandari, Account Manager, Internship Program at ICON PR

Wednesday 22 February at 1.30pm in Building 8, Level 10, Room 22 

4

Feb 27

   Understanding and writing the Curriculum Vitae

 

 Guest speaker

5

Mar 6

 No formal class - time allocated to individual Curriculum Vitae reviews 

 No formal class - time allocated to your Work Placement & Business Network opportunities 

6

Mar 13

Portfolio work

 Client relationship building 

7

Mar 20

Career & Employability resources - Guest speaker -

 Guest speaker

 

8

March 27

 

 

9

April 3

Build client relationships and business networks

 

 

10a & 10b

April 10

Portfolio work

Semester break

13 April to 19 April (inclusive

 

11

April 24

Portfolio work

 

Series of 5 guest speakers on PR in the workplace (TBC)

Stacey Roberts - Blogger, Veggie Mama

Mandy Griffiths - Social Lead, Porter Novelli

Felicity Grey - MD, Nuffnang Australia

Suzanne Tonks - Director, Oliver & York

Mandy Bank - Entrepreneur, Change Room Foods

12

May 1

Portfolio work - Interviews and presentations for major assignment

 

 

Assessment 1 & 2 (Individual interviews)

13

May 8

 

Portfolio work - Interviews and presentations for major assignment

 

14

May 15

Guest speaker


Speaker: Ben Keenan, Interactive Creative Director, Clemenger BBDO
Topic: SXSW Interactive 2016/2017 - the trends, the learnings and what's next

 

15

May 22

Interviews

Return final assessment and schedule any resubmission for next week

Assessment 1, 2 & 3

16

May 29

    No classes - Resubmissions only

Reschedule resits/submission

 

 


Learning Resources

Prescribed Texts


References


Other Resources

Will be provided on a needs basis on Blackboard by the teacher


Overview of Assessment

Assessment may incorporate a variety of methods including technical requirements documentation, homework, assignments, group and/or individual projects, in class exercises, written and practical assessments, problem solving exercises, presentations, direct observation of actual and simulated work practice, presentation of a portfolio of evidence which may comprise documents, and/or photographs and/or video and audio files, review of products produced through work-based or course activities.

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. Students will be provided with feedback throughout the course to check their progress.


Assessment Tasks

 

Task 1: Written Diary and Portfolio of work completed

The student needs to provide an account of the work done for each day in the form of a diary. The diary will describe what you experienced and any thoughts or reflections you have had as result. This would be written in point form but must be understood by any reader.

Additionally, the student must collect and provide a portfolio of the range of resource materials prepared and/or produced that meets the organisation’s requirements.

An example of what a student might accomplish over the period of time could be:

  • Work with the chosen client to complete the supplied brief in suitable depth paying particular attention to the client’s core objective, target market and key message;
  • Develop one or two potential Single Minded Proposition’s (SMP) for the client and a short description of suggested corresponding creative directions;
  • Choose a strategic communication plan and creative approach and work up the following communication pieces, which may include:

1 x Press Release (no longer than one page)

1 x Online Copy to appear on the client’s website

1 x Print Ad (any size) if possible

1 x DL Piece (letter to customers, email copy, DL flier, online communications); and

Any other communication pieces as required by the employer.

 

 

 

 

 

 

 

Task 2: Interview - Individual Persuasive Presentation

Students will be interviewed on what was covered in their work placement. The discussion will be assessed on a combination of:

  • completion of set number of hours completed for the work placement
  • provide a completed evaluation form about the quality of work placement work written by the employer
  • provide diary and portfolio covering content, ability to employ persuasive techniques along with presentation style including visual aids, structure, pace and pitch, poise and eye contact with the interviewer.

 

TASK 1 & 2 This is worth 75% of the total course assessment

 

 

Assessment Task 3 – Build client relationships and business networks. (Due in class Week 14)

Written Report (Two pages), submitted in either a printed or online format followed by a personal interview and presentation of networks and client relationships covered   (Due in class by Week 15)

 

This is worth 25% of the total course assessment

 

This course describes the performance outcomes, skills and knowledge required to establish, maintain and improve client relationships, and to actively participate in networks to support attainment of key business outcomes.

 

Present a three minute persuasive speech on what was covered in developing client relationships and business networks. The discussion will be assessed on a combination of:

 

  • completion of set number of attendance hours (10 hours);
  • produce a completed signed attendance form which details the direct involvement with business networks and clients
  • engage persuasive techniques along with presentation style including visual aids, structure, pace and pitch, poise and eye contact with the interviewee. 
  • During the semester, need to document attendance and participation through:
  • Students are to choose a selection of opportunities to establish and maintain relationships with a range of clients related to public relations and show evidence of participating in and providing an active contribution to a public relations business related network.
  1. Business associations such as:
      1. Public Relations Institute of Australia
      2. Public relations industry associations
      3. Institutes
      4. Societies
  1. Professional development activities that you may become involved may include:
      1. Demonstrations
      2. Exhibitions
      3. Fairs
      4. PR industry information seminars
      5. Industry training
      6. Pre-launch activities
      7. Technical information briefings
      8. Trade ShowsNetworks may include business, formal, groups, individuals, informal, organizations and/or personal.

 

Alternative option to Work Placement Assessment to cover Tasks 1 and 2

 

The aim of this major assignment is to give you a thorough understanding of the operations of a real-life public relations department or a public relations company and to participate in building client relationships and business networks during the semester period.

This assessment is worth 75% of the total course assessment.

 

Task 1 Requirements (Due in class Week 14)

 

This assignment requires you to complete a public relations profile on one of the following organisations: a private public relations company; a public relations consultancy; a media company; a not-for-profit organisation; a government department (Federal, State or Municipal); a tertiary institution; or any other related professional association or institution that provides an overview of the public relations industry in Australia.

You will be expected to show your understanding of the background information on the organisation, the definition of its target publics, research methods and communication methods used, activities performed, any evaluation procedures used and employment opportunities available.

You are expected to visit one organisation and gain an insight into its functions and responsibilities to complete this assignment.

PRESENTATION OF YOUR REPORT

The report will be assessed along the lines of the criteria listed below. Since all PR practitioners should be accomplished communicators, the final Report will be graded on both content and delivery.

You are expected to spend from 100 to 120 hours to complete this detailed assignment. This is equivalent to time spend doing a work placement with an organisation.

 

Report should be based upon:

 

About the organisation: Name of organisation, the services of the public relations department or company provides.

Organisation of the department or company: Provide an organisational chart. Attributes of organisation that foster excellence in public relations.

Staff functions: Roles and responsibilities of each staff member.

Target public(s) and stakeholder(s) involved. How the organisation’s PR segments its publics.

Investigate two campaigns in detail and provide a description of the creative directions organised by the PR practitioner, or PR organisation or PR department

Research methods: The quantitative and qualitative methods used in gathering data for any of its projects.

Communication methods: Explanation of methodology used to reach public(s) and stakeholder(s). Details of PR/Communication activities used.

Evaluation: Any evaluation procedures used to measure PR effectiveness.

 

 

 

 

 

Report

 

Requirements

·         Interview a chosen PR organisation or PR practitioner or PR Department to complete the supplied brief in suitable depth paying particular attention to

·         the core objective,

·         target market and

·         key message(s)

·         Investigate two campaigns in detail and provide a description of the creative directions organised by the PR practitioner, or PR organisation or PR department. Show evidence of:

·         media release related to a campaign

·         online copy that appear on the client’s website about the campaign

·         blogging and other social media tools used

·         print advertisements (any size)

·         letter to customers, email copy, DL flier, online communications, etc.

·         Any other communication pieces.

·         Provide evidence of the name of organisation, the services of the public relations department or company provides.

·         Illustrate in the organisational chart, the attributes of organisation that foster excellence in public relations.

·         Describe the staff functions via roles and responsibilities of each staff member.

·         Detail all aspects of the target public(s) and stakeholder(s) involved and describe how the organisation’s PR segments its publics.

·         Describe the research methods: The quantitative and qualitative methods used in gathering data for any of its projects.

·         Explain the variety of methodology used to reach public(s) and stakeholder(s). Details of PR/Communication activities used.

·         Outline the evaluation procedures used to measure PR effectiveness

 

Task 2 Requirements (Due in class Week 14)

Presentation/Interview

You are required to give a 5 minute talk on your Report findings to AG using any forms of presentation

 

Requirement

Prepare and present a five minute persuasive presentation (not PowerPoint) on what was covered in your report.

The discussion will also be assessed on a combination of:

content,

ability to employ persuasive techniques

presentation style including visual aids, structure, pace and pitch, poise and eye contact with the interviewer (AG).

Produce evidence in the Report that you have interviewed a public relations department, public relations practitioner or public relations company.

 

Assessment Task 3 – Build client relationships and business networks. (Due in class Week 14)

Written Report (Two pages), submitted in either a printed or online format followed by a personal interview and presentation of networks and client relationships covered   (Due in class by Week 15)

 

This is worth 25% of the total course assessment

 

This course describes the performance outcomes, skills and knowledge required to establish, maintain and improve client relationships, and to actively participate in networks to support attainment of key business outcomes.

 

Present a three minute persuasive speech on what was covered in developing client relationships and business networks. The discussion will be assessed on a combination of:

 

  • completion of set number of attendance hours (10 hours);
  • produce a completed signed attendance form which details the direct involvement with business networks and clients
  • engage persuasive techniques along with presentation style including visual aids, structure, pace and pitch, poise and eye contact with the interviewee. 
  • During the semester, need to document attendance and participation through:
  • Students are to choose a selection of opportunities to establish and maintain relationships with a range of clients related to public relations and show evidence of participating in and providing an active contribution to a public relations business related network.
  1. Business associations such as:
      1. Public Relations Institute of Australia
      2. Public relations industry associations
      3. Institutes
      4. Societies
  1. Professional development activities that you may become involved may include:
      1. Demonstrations
      2. Exhibitions
      3. Fairs
      4. PR industry information seminars
      5. Industry training
      6. Pre-launch activities
      7. Technical information briefings
      8. Trade ShowsNetworks may include business, formal, groups, individuals, informal, organizations and/or personal.


Assessment Matrix

Other Information

This course is conjoint and co-assessed with MKTG 5828C - Build client relationships and business networks

Course Overview: Access Course Overview