Course Title: Develop public relations documents
Part B: Course Detail
Teaching Period: Term1 2024
Course Code: MKTG6109C
Course Title: Develop public relations documents
School: 525T Business & Enterprise
Campus: City Campus
Program: C4413 - Certificate IV in Marketing and Communication
Course Contact: Nick Reynolds
Course Contact Phone: +61 3 9925 0791
Course Contact Email: nick.reynolds@rmit.edu.au
Name and Contact Details of All Other Relevant Staff
Alain Grossbard
9925552
Nominal Hours: 80
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 describes the skills and knowledge required to design, produce and edit public relations documents for various target audiences and to evaluate their effectiveness in the marketplace.
The unit applies to individuals who usually work as part of a public relations campaign team and who analyse and evaluate information from a variety of sources. In this role, individuals use well-developed advertising skills and a broad knowledge base.
National Codes, Titles, Elements and Performance Criteria
National Element Code & Title: |
BSBMKG441 Develop public relations documents |
Element: |
1. Prepare to develop public relations documents |
Performance Criteria: |
1.1 Identify task objectives and relevant legal and ethical frameworks 1.2 Research previous organisational public relations documents, distribution channel information and evaluation data 1.3 Confirm document objectives, message and process with relevant personnel 1.4 Identify resources, timelines and costs in consultation with relevant personnel |
Element: |
2. Establish final public relations documents |
Performance Criteria: |
2.1 Draft documents according to task and organisational requirements 2.2 Seek feedback from relevant personnel on public relations documents 2.3 Agree upon modifications and incorporate into final draft |
Element: |
3. Review finalised documents |
Performance Criteria: |
3.1 Distribute documents according to timelines, task and organisational requirements 3.2 Monitor and collate feedback on the effectiveness of distributed documents 3.3 Evaluate feedback results against task objectives 3.4 Record and file evaluation results and recommendations for future improvements according to organisational policy and procedure |
Learning Outcomes
This course is structured to provide students with the optimum learning experience in order to demonstrate the skills and knowledge required to design, produce and edit public relations documents for various target audiences and to evaluate their effectiveness in the marketplace.
Details of Learning Activities
This unit describes the skills and knowledge required to plan, develop and manage public relations activities within an organisation.
This course is largely face-to-face with workshop activities that need to be completed during class time. In some cases you will see some of the activities prior to the commencement of classes but in most cases you will need to attend to complete the required work for assessment purposes. Please review Canvas on going so that you can see specific current semester delivery details about the course.
This unit describes the performance outcomes, skills and knowledge required to research, analyse and apply knowledge of the various components of the public relations industry, including legal and ethical constraints and strategic communications management planning.
Everything you need to know about this course is located here. For example, your study notes, assessments, resources and weekly teaching schedule. It is in your best interest to regularly check here for any updates or important messages.
There are 3 assessments for this course and you will find the details under the Assignments tab.
Teaching Schedule
Week Commencing (2024) |
Topic |
Assessment Task |
| Week 1: 12 February | Introduction to the Unit | |
| Week 2: 19 February |
BSBMKG441 - Prepare to develop public relations documents BSBWRT411 - Plan complex documents |
|
| Week 3: 26 February |
BSBMKG441 - Prepare to develop public relations documents BSBWRT411 - Plan complex documents |
|
| Week 4: 4 March |
BSBMKG441 - Prepare to develop public relations documents BSBWRT411 - Plan complex documents Assessment 1 Workshop |
|
| Week 5: 11 March | Assessment 1 Workshop |
|
| Week 6: 18 March |
BSBMKG441 - Establish public relations documents BSBWRT411 - Draft complex documents |
Assessment 1 Due (24 March, 11:59 PM) |
| Week 7: 25 March |
BSBMKG441 - Establish public relations documents BSBWRT411 - Draft complex documents |
|
| 29 March - 7 April | Mid Semester Break |
|
| Week 8: 8 April |
BSBMKG441 - Establish public relations documents BSBWRT411 - Draft complex documents Assessment 2 Workshop |
|
| Week 9: 15 April |
BSBMKG441 - Establish public relations documents BSBWRT411 - Draft complex documents Assessment 2 Workshop |
|
| Week 10: 22 April | Assessment 2 Workshop |
Assessment 2 Due (28 April, 11:59 PM) |
| Week 11: 29 April |
BSBMKG441 - Review finalised documents BSBWRT411 - Finalise complex documents |
|
| Week 12: 6 May |
BSBMKG441 - Review finalised documents BSBWRT411 - Finalise complex documents |
|
| Week 13: 13 May |
BSBMKG441 - Review finalised documents BSBWRT411 - Finalise complex documents Assessment 3 Workshop |
|
| Week 14: 20 May |
BSBMKG441 - Review finalised documents BSBWRT411 - Finalise complex documents Assessment 3 Workshop |
Assessment 3 Due (26 May, 11:59 PM) |
| Week 15: 27 May | Wrap-up - Reflection and Review | |
| Week 16: 3 June | Resubmission | |
| Week 17: 10 June | Final resubmissions (Grade entry) | |
| Week 18: 18 June | Final resubmissions (Grade entry) |
Learning Resources
Prescribed Texts
References
Other Resources
All resources will be available on Canvas
Overview of Assessment
Assessment Methods
Assessment methods have been designed to measure achievement of the requirements in a flexible manner over a range of assessment tasks, for example:
• drafting public relations documents
• review of finalised documents
• identifying task objectives and relevant frameworks
• evaluating feedback against task objectives
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.
In order to achieve competency in this unit, you must provide:
Performance Evidence
The candidate must demonstrate the ability to complete the tasks outlined in the elements, performance criteria and foundation skills of this unit, including evidence of the ability to:
- develop a minimum of two public relations documents.
In the course of the above, the candidate must:
- research content, format and processes for public relations document and confirm with relevant personnel
- develop and modify a draft public relations document according to task requirements and feedback from relevant personnel
- monitor and evaluate feedback to identify future improvements to public relations documents
- record and file results according to organisational policy and procedures.
Knowledge Evidence
The candidate must be able to demonstrate knowledge to complete the tasks outlined in the elements, performance criteria and foundation skills of this unit, including knowledge of:
- principles and practices of public relations
- content of public relations documents including:
- communication objectives
- communication messages
- communication processes
- methods to assess effectiveness of public relations documents in fulfilling task objectives, including stakeholder feedback
- organisational requirements relevant to public relations documents
- key media and media distribution channels
- current issues and trends which affect the public relations industry
- key provisions of relevant legislation, codes of practice and national standards that affect public relations campaigns.
Feedback
Feedback will be provided throughout the semester in class and/or 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. Finally, 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
In the assessments, you will be required to plan, draft and finalise at least three different complex PR documents.
Assessment 1: Plan Documents
This practical assessment will allow you to demonstrate your ability to prepare to develop public relations documents and plan complex documents.
Assessment 2: Draft Documents
This practical assessment will allow you to demonstrate your ability to prepare to establish public relations documents and draft complex documents.
Assessment 3: Finalise Documents
This practical assessment will allow you to demonstrate your ability to prepare to review finalised documents and finalise complex documents.
Assessment Matrix
The assessment matrix that maps all the assessment is available on CANVAS
The student 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 a 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.
Re-submissions
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