Course Title: Manage the public relations publication process

Part B: Course Detail

Teaching Period: Term2 2020

Course Code: MKTG6048C

Course Title: Manage the public relations publication process

School: 650T Vocational Business Education

Campus: City Campus

Program: C5371 - Diploma of Business (Public Relations)

Course Contact: Felicity Burns

Course Contact Phone: +61 3 9925 5486

Course Contact Email: felicity.burns@rmit.edu.au


Name and Contact Details of All Other Relevant Staff

Nominal Hours: 45

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

NA

Course Description

This unit describes the performance outcomes, skills and knowledge required to manage the design, production, implementation and evaluation of public relations publications in accordance with organisational requirements


National Codes, Titles, Elements and Performance Criteria

National Element Code & Title:

BSBPUB501A Manage the public relations publication process

Element:

1. Research publication requirements and segment target audience

Performance Criteria:

1.1. Prepare a public relations research brief that specifies the research objectives, methodology, time schedule and budget

1.2. Consider the internal and external factors  that may impact the effectiveness of public relations publication

1.3. Assess primary  and secondary research methods  for their capacity to provide information on publications requirements and market segments

1.4. Evaluate and choose criteria  to use in segmenting the audience in accordance with the public relations brief

1.5. Define the target audience in terms of prospective readers of the publications

1.6. Ensure the target audience profile meets organisational requirements in terms of level and style of language usage, format, content and level of detail

Element:

2. Plan public relations publications

Performance Criteria:

2.1. Ensure publication purpose  is consistent with organisational mission, vision and corporate values

2.2. Identify, agree upon and document publication objectives and central message consistent with messages in other organisational publications

2.3. Select team members according to skill and knowledge requirements

2.4. Develop and agree upon budgets and schedules with relevant stakeholders

2.5. Identify appropriate suppliers  of goods and services and obtain quotations as required

2.6. Develop criteria to test and evaluate the success of the publication

Element:

3. Develop and evaluate public relations publications

Performance Criteria:

3.1. Design and write publication text in accordance with communication objectives and house style

3.2. Check readability of material to ensure it is geared to the target audience's reading levels

3.3. Test document with relevant stakeholders and incorporate findings into the final publication

3.4. Ensure publications, including any changes, comply with legal and ethical requirements 

3.5. Select and contract suppliers to complete publication production processes

3.6. Distribute publication according to public relations plan

3.7. Evaluate aspects  of the publication in line with stakeholder feedback and against evaluation criteria

Learning Outcomes


On successful completion of this course students will produce and evaluate various public relations publications


Details of Learning Activities

In this course, you will develop the skills and knowledge required to manage the design, production, implementation and evaluation of public relations publications in accordance with organisational requirements.

A range of learning activities are planned for this course including self-paced, collaborative and simulated industry case study activities.

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

Course and Assessment Schedule: 

Manage the PR Publication Process (MKTG6048C, BSBPUB501a)

Semester 2, 2020

Week

Topic

Assessment

Week 1

6/7

Orientation and course overview

 

 

Week 2

13/7

The Publication Process

Types and formats of PR publications

  

Week 3

20/7

Understanding the Research process

PR publications and informative research – why do we need it

PR environment - legal/social implications risk identification 

  

Week 4

27/7

Understanding Stakeholders and Target Market requirements for the range of PR publications

Creating solid PR research objectives

 Class Check-In
Assessment 1 - 1 Page Brief Due

Week 5

3/8

Preparing the Research Brief

The Internal/External Factors

Identifying the research need

Methodology -

Communication strategy:

  • Target Market
  • Avatars

 

Week 6

10/8

Preparing the Research Brief

Deliverables

Logistics

Communication strategy:

  • Brief

Assessment 1 consolidation

 

Week 7

17/8

Planning your PR publications

Publication selection/Legislation

Communication Plan:

  • Choosing the format
  • Compliance
  • Supplier choice
  • Supplier contracts
  

Week 8

24/8

Objective setting for each publication

Determining measures for success for each publication

Budget and Evaluation

 Check-in for Assessment 1 - Part 2

 

Mid-semester break

  

Week 9 

7/9

Creative Brief + Internal/External Factors

  

Week 10

14/9

Project Management and Timelines

Assessment 2 consolidation

Assessment 2 Overview

PR Publications plan - due Sunday 23:59

Week 11

21/9

 InDesign Workshop

 

Week 12

28/9

InDesign Workshop

 

 

Week 13

5/10

Assessment 2- Critique and Review Session

Assessment 2 - Peer Evaluation and Review

Week 14

12/10

In-Class Presentations

Assessment 2 -  Portfolio due 11.59 end of week

Week 15

19/10

In-Class Presentations

  

Week 16

26/10

Feedback on presentations and communication on resubmission if required

  

Week 17

2/11

Resubmission

 


Learning Resources

Prescribed Texts


References


Other Resources

All resources will be available in Canvas.


Overview of Assessment

In order to achieve competency in this unit, you must provide:

Required skills 

  • culturally appropriate communication and negotiation skills to relate to people from diverse backgrounds and people with diverse abilities, to liaise effectively with team members and consult with external suppliers
  • literacy skills to write a range of documents containing complex ideas in a readable and engaging style appropriate to suit a range of audiences
  • organisational, project management and time management skills to ensure publications are ready and distributed on time
  • research and evaluation skills to segment and profile target audiences of public relations communications
  • technology skills to use a range of office equipment and software applications.

Required knowledge 

  • overview knowledge of key provisions of relevant legislation from all levels of government, codes of practice and national standards that affect business operations, such as:
  • anti-discrimination legislation and the principles of equal opportunity, equity and diversity
  • copyright
  • defamation and libel
  • ethical principles such as those outlined in the Public Relations Institute of Australia Code of Ethics and the Australian Journalists Association Code of Ethics
  • marketing codes of practice and conduct such as the Australian Direct Marketing Association Limited (ADMA) Direct Marketing Code of Practice
  • privacy laws
  • TradePracticesAct1974 (Cth)
  • principles and practices of the media and printing industries.

 

Assessment Conditions

Critical aspects for assessment and evidence required to demonstrate competency in this unit 

Evidence of the following is essential:

  • developing and implementing at least one complex public relations publication in accordance with the publication deadline.

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.

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

Assessment Task 1 - PR Research Brief & Plan

Part 1 Due: Week 4

Part 2 Due: Week 10

Public relation protocols and activities are critical for any company/ person to implement as by not managing potential situations or campaigns effectively can impact the reputation and market position of a person, product, service or company. The purpose of this task is for students to understand how to create a research brief, and from this brief, construct a PR Publication Plan. Students will be expected to provide enough information on items such as budgets, stakeholders, target audiences, the message, and more, to show understanding and competency in the PR Publications Process.

 

There are 2 assessments for this course: 

  • Part 1 Research Brief
  • Part 2 Develop a PR Publications Plan

You must be satisfactory in both assessments to be Competent in this course. This assessment is to be completed in pairs.

 

Assessment 2 - Publication and Verbal Presentation

 

Due: Weeks' 13 and 14

It is the PR practitioner’s responsibility to produce and manage publications in accordance with the new PR plan and campaign. The publication process can be managed independently or with members of a team assigned to different areas. The publication process is essentially the implementation stage of the new strategy through varied communications and media channels. Publications show and communicate the campaign message through a variety of mediums, influence and have direct impact on the target groups.

This assessment is completed in pairs.

There are 2 assessments for this course:

  • Part 1 Timeline and skills requirements
  • Part 2 Collaborative review and stakeholder feedback sessions in class Week 13.

Students must be satisfactory in both assessments to be competent in this course


Assessment Matrix

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:  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.
  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.      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.  

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