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

Part B: Course Detail

Teaching Period: Term2 2018

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: Julia Makin

Course Contact Phone: +61 3 9925 5175

Course Contact Email: Julia.makin@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 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 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 Apply formal and informal processes continually to update general knowledge of the public relations industry and how it services other industries. 2.2 Research legal, environmental and social implications of public relations initiatives via staff consultation and case study analysis and present possible improvements to relevant personnel. 2.3 Share updated knowledge with customers and colleagues as appropriate and incorporate information into day-to-day work activities.
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

 

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

A range of learning activities are planned for this course including self-paced and collaborative classroom based activities.

The self-paced activities will be delivered thought various technology platforms and include your contribution to wikis and discussion threads, reflective journals, and interactive sessions.

The collaborative classroom based activities will include group discussion, group problem solving activities and opportunities to practice your skills in a simulated/real workplace environment.

It is expected that you to participate and contribute in all scheduled learning activities.

Teaching Schedule

Week	Week Commencing 2018	Topics	Assessment
1	July 2	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 9	Introduction - understanding the PR practitioner’s role an  responsibilities	Information to inform course content and delivery (compulsory)
3	July 16	Speaker on Build client relationships and business networks
4	July 23	Understanding and writing the Curriculum Vitae	Guest speaker
5	July 30	No formal class - time allocated to individual Curriculum Vitae reviews	No formal class - time allocated to your Work Placement & Business Network opportunities
6	August 6	Portfolio work	Client relationship building
7	August 13	Career & Employability resources	Guest speaker
8	August 20	Working with different genders
	August 27 - 31	Mid Semester break
Week 9	3 September	Build client relationships and business networks
10	10 September	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
11	17 September	Portfolio work
12	24 September	Portfolio work Portfolio work - Interviews and presentations for major assignment
13	1 October	Guest speaker
14	8 October	Interviews Return final assessment and schedule any resubmission for next week	Assessment 1, 2 & 3
15	15 October	Interviews
16	22 October	Feedback

 

 

Learning Resources

Prescribed Texts

References

Other Resources

All learning materials will be provided in CANVAS.

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.

Assessment Task 3 – Build client relationships and business networks. (Due in class Week 15)

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 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.

Business associations such as:

1. 1. 1. Public Relations Institute of Australia
      2. Public relations industry associations
      3. Institutes
      4. Societies

Professional development activities that you may become involved may include:

1. 1. 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.

 

Assessment Matrix

The assessment matrix that maps all the assessment is available on CANVAS.   Submission Requirements   You should:

• Ensure that you submit assessments on or before the due date.  
• 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 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.   Grading & re-submissions   Successful re-submissions will contribute a CAG only (Competency Achieved Grading) 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:  https://www.rmit.edu.au/students/student-essentials/assessment-and-exams/assessment/adjustments-to-assessment   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.    Marking Guide (Grading)    After achieving competency we then grade your performance in the unit and you will achieve one of the following grades:    Final Grades table:   CHD Competent with High Distinction CDI Competent with Distinction CC Competent with Credit CAG Competency Achieved – Graded CA Competency Achieved – Not Graded NYC Not Yet Competent DNS Did Not Submit for assessment   Further information regarding the application of the grading criteria will be provided by your teacher.

 

Course Overview: Access Course Overview