Course Title: Develop and manage complex public relations campaigns

Part A: Course Overview

Program: C6169 Advanced Diploma of Business (Public Relations)

Course Title: Develop and manage complex public relations campaigns

Portfolio: BUS Portfolio Office

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.


Course Code




Learning Mode

Teaching Period(s)


City Campus


650T Vocational Business Education

Face-to-Face or Internet

Term1 2021

Course Contact: Nick Reynolds

Course Contact Phone: +613 9925 0791

Course Contact Email:

Course Description

This unit describes the skills and knowledge required to develop and implement multifaceted and potentially ongoing public relations campaigns. It builds upon the skills and knowledge acquired in the unit BSBPUB402 Develop public relations campaigns.



Pre-requisite Courses and Assumed Knowledge and Capabilities


National Competency Codes and Titles

National Element Code & Title:

BSBPUB502 Develop and manage complex public relations campaigns


1. Interpret a complex public relations campaign brief

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

3. Prepare public relations campaign plans

4. Implement public relations campaign plans

Learning Outcomes

In this course, you will acquire the skills and knowledge required to develop complex and potentially on-going public relations campaigns, assuming responsibility for the development, implementation and evaluation of a complex public relations campaign plan. The complexity of the campaign may be in terms of its size or duration, or the circumstances surrounding the campaign.

Overview of Assessment

Assessment Methods

A range of assessment methods will be used to assess practical skills and knowledge. The following assessment methods will be used specifically to assess competency in developing and managing PR campaigns:

  • Project management
  • Written reports supported by practical assignments or tasks for individual assessment
  • Observation of workplace practice supported by personal interviews
  • Knowledge tests
  • Practical display with personal interview, presentations or documentation
  • Case studies
  • Real situations
  • Interaction with others.


You will be assessed on the criteria below:

Performance Evidence

Evidence of the ability to:

  • prepare a complex public relations campaign plan containing the organisation’s objectives, messages and strategies, risk assessment, roles and responsibilities, scheduling, budgetary and resource requirements
  • engage external suppliers where appropriate
  • implement a complex public relations campaign effectively
  • monitor the success of campaign.

Knowledge Evidence

To complete the unit requirements safely and effectively, the individual must:

  • summarise key provisions of relevant legislation, codes of practice and national standards that affect public relations
  • outline a range of media vehicles and explain the factors to consider before using them
  • describe techniques for managing complex public relations projects
  • explain techniques used to identify and manage risks.

Assessment Conditions

Assessment will be conducted in a safe environment where evidence gathered demonstrates consistent performance of typical activities experienced in the public relations field of work and include access to:

  • office equipment and resources
  • examples of public relations communication documents
  • case studies and, where possible, real situations
  • interaction with others.

You are advised that you are likely to be asked to personally demonstrate your assessment work to your teacher to ensure that the relevant competency standards are being met. You will be provided with feedback throughout the course to check your progress.


Feedback will be provided throughout the semester in class and/or with online discussions.

You are encouraged to ask and answer questions during class time and online sessions so that you can obtain feedback on your understanding of the concepts and issues being discussed. You can email or arrange an appointment with your teacher to gain more feedback on your progress.

You should take note of all feedback received and use this information to improve your learning outcomes and final performance in the course.