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

Part B: Course Detail

Teaching Period: Term2 2021

Course Code: MKTG8050

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

School: 650T Vocational Business Education

Campus: City Campus

Program: C6169 - Advanced Diploma of Business (Public Relations)

Course Contact: Nick Reynolds

Course Contact Phone: +61 3 9925 0791

Course Contact Email:

Name and Contact Details of All Other Relevant Staff

Alain Grossbard 

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


Course Description

This unit describes 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:

VU22809 Research and apply the public relations role in an industry context


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.


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.


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

On successful completion of this course you will have developed and applied the skills and knowledge required to demonstrate competency of applying research skills in the public relations industry and use these skills to identify any issues and business opportunities.

Details of Learning Activities

This course is structures to provide you with the optimum learning experience. A range of learning activities are provided during the semester and are designed to enhance learning and understanding of the topics.

You will participate in a combination of group and individual learning activities. These activities will be provided through classroom work time and additional learning activities will be provided to you to complete outside of the scheduled class time.

A range of in class activities, case studies and independent research is included as the learning activities for this course. We expect you to participate and contribute in all scheduled learning activities.

The learning activities will also include group discussion, group problem solving activities and opportunities to practice your skills in a simulated workplace environment.

Teaching Schedule

Weekly Schedule 

MKTG8050 / MKTG8056C / MKTG7904C PR Industry Role and Client Relationships
Semester 2 2021

Week number 

Week beginning 




5th July


·         Teacher, student introductions

·         Assessments and Feedback

·         Course overview

·         Assessment Tasks

·         Groups

·         Workshop

Brief all assessments and assessment overview 


12th July

Research and apply public relations industry information  


19th July 

Research and apply public relations industry information 



26th July

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



2nd August

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


9th August

Initiate interpersonal communication with clients  


16th August

Establish client relationship management strategies 


23rd August

Maintain and improve ongoing relationships with clients 

Mid Semester Break 30th August - 5th September


6th September

Build and maintain networks 


13th September

Update public relations role in an industry context 


20th September

Prepare for high-level communication 


27th September

Critically analyse and respond to opinions 


4th October

Persuade and influence others 


11th October

Reflect on and hone communication strategies 

Assessment 1 due


18th October

Interviews & Presentations - Work Placement  


25th October

Interviews & Presentations - Work Placement  

 Assessment 2 due


1st November

Grade Entry

Learning Resources

Prescribed Texts


Other Resources

All resources will be available on Canvas

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 researching and the applying the PR role in industry context:

  • 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:

Required skills

  • language and literacy skills to:
  • read, interpret and communicate legislation, regulations, policies, procedures and guidelines relating to public relations
  • communicate impartially and diplomatically with diverse stakeholders, including conducting open discussions
  • ascertain key requirements of the public relations industry sector
  • research techniques to draw together key information
  • analytical skills to:
  • evaluate information that is relevant to the public relations industry
  • monitor work process to identify possible improvements in public relations processes
  • problem solving skills to identify and resolve problems in a timely manner
  • interpersonal skills to:
  • consult and share knowledge
  • liaise with a range of industry personnel
  • technical skills to:
  • adapt to new technology

Required Knowledge

  • analysis methods and tools
  • public relations work processes
  • key organisations involved in organisational public relations activity
  • technology utilised in public relations activity
  • employment rights and obligation in the public relations industry
  • career opportunities in public relations
  • WHS principles and responsibilities for ergonomics, including work periods and breaks
  • business ethics
  • legislation and ethics that impact upon public relations.

Evidence required to demonstrate competency in this unit

  • knowledge of public relations information sources and key functions
  • knowledge of research techniques and analytical methods
  • analysis of public relations in an organisational context
  • analysis of the use of technology (including new technology) in public relations
  • ability to research, analyse and monitor practices in public relations with a view to introducing improvements
  • ability to share information about public relations with customers and colleagues.

Assessment Conditions

Assessment must be conducted in a safe environment where evidence gathered demonstrates consistent performance of typical activities experienced in the workforce development – diversity field of work and include access to:

  • organisational policies and procedures 
  • business technology
  • case studies and, where possible, real situations with industry
  • 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.

Assessment Tasks

Assessment 1 Task -  Research and Analysis Report

Date and time due         : Week #14

Purpose: This assessment will allow you to research the public relations industry, career opportunities and to develop a career plan. 

Requirements:  There is 1 part to this task, you will be required to complete: A career in public relations 

Assessment 2 Task - Research and apply the public relations role in an industry context

Date and time due         : Week #16  

Purpose: The aim of the Practical Workplace Program is to add a further dimension to your public relations studies by providing you with the opportunity to experience and learn practical aspects of PR from professionals in the workplace. You are expected to utilise the opportunity to do that to the fullest extent. Placement hours should be a minimum of 80 hours to a maximum of 120 hours in total. 

Requirements:  There are 3 parts to this task, you will be required to complete: 

Part 1:  Portfolio, journal and reflective questions 

Part 2:  Interview – Individual Persuasive Presentation  

Part 3: Build client relationships and business networks 

You are to select a real world client for whom they will fulfil an internship/practical workplace brief. You will need to choose a client who is happy to work with you and who has a communications objective they need fulfilled.  

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.  Non submission without supporting evidence such as ELP or special consideration will mean a result of Did Not Submit (DNS) 
  • 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:
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:
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.
Successful re-submissions will contribute a CA only (Competency Achieved) 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:
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. 

Final Grades table:

CA Competency Achieved  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