Course Title: Use digital media for public relations
Part B: Course Detail
Teaching Period: Term2 2021
Course Code: MKTG8046
Course Title: Use digital media for public relations
School: 650T Vocational Business Education
Campus: City Campus
Program: C5400 - Diploma of Business (Public Relations)
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
Federico Viola
Nominal Hours: 60
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 performance outcomes, skills and knowledge required to use digital media in public relations activity to engage globally. It includes establishing and maintaining a social networking presence using digital media tools and applications and arranging for the training of other personnel in the use of media.
National Codes, Titles, Elements and Performance Criteria
National Element Code & Title: |
VU22807 Use digital media for public relations |
Element: |
1. Analyse appropriate digital media for public relations activities |
Performance Criteria: |
1.1 Analyse and evaluate media networking requirements to determine the most suitable digital media for the public relations activity.
|
Element: |
2. Implement appropriate media for public relations activities |
Performance Criteria: |
2.1 Communicate media selection and intended use to relevant personnel, including non-technical personnel and confirm understanding to ensure consistency of interpretation and application in public relations activities.
|
Element: |
3. Review and evaluate digital media practices |
Performance Criteria: |
3.1 Review media usage process to ensure compliance with legislative and organisational policies and procedures.
|
Learning Outcomes
- On completion of this course students will be able to use digital media tools and applications for various public relations activities.
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
The course syllabus provides you with information about:
- When classes are held, and what topics are covered each week (including the relevant Unit of Competency and associated Elements/Performance Criteria);
- What learning materials and activities need to be completed; and,
- What assessments are due
|
Weekly Schedule MKTG8046 Use digital media for public relations | |||
Week number |
Week beginning |
Topic |
Assessments |
O-Week |
5th July |
Introduction
|
Brief all assessments and assessment overview |
2 |
12th July |
Digital media in PR:
|
|
3 |
19th July |
Understanding Stakeholders Target Market Analysis |
|
4 |
26th July |
PR Environment -
|
|
5 |
2nd August |
PR and digital cross-cultural communications and protocols |
|
6 |
9th August |
Selection of appropriate digital tools and channels an overview SEO the foundation of digital communications strategy Basic microsite - possible platforms WordPress, Weebly, or Wix |
|
7 |
16th August |
Assessment 1 consolidation |
Assessment 1 due |
8 |
23rd August |
Part 1 PR and digital tools for media management The media list Digital Pitching Source Bottle - For PR expert opinion |
|
Mid Semester Break 30th August - 5th September | |||
9 |
6th September |
Part 2 PR and digital tools for general audience management - A look at: Canva Indesign A brief look at AdParlor - for PR services |
|
10 |
13th September |
PR and Reputation Management: Blogs and forums in more detail Introduction to Mailchimp for EDM management Social channels - Intro Instagram and images |
|
11 |
20th September |
Digital PR Management (industry and consumer): Pinterest, Snapchat, Twitter, LinkedIn and hashtags
|
|
12 |
27th September |
Digital PR management (industry and consumer): YouTube, GTV, Facebook Live |
|
13 |
4th October |
Part 1 Measurement and the digital audit - Tools of measurement |
|
14 |
11th October |
Part 2 Measurement and the digital audit - Audit - digital people, processes, and technology |
|
15 |
18th October |
Assessment 2 In-class activity feedback and effectiveness recommendations Consolidation |
Assessment 2 due |
16 |
25th October |
Resubmissions |
|
17 |
1st November |
Grade Entry |
Learning Resources
Prescribed Texts
References
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 using digital media for PR:
- Project work
- Written reports supported by practical assignments or tasks for individual assessment
- Observation of workplace practice supported by personal interviews
- Practical display with personal interview, presentations or documentation
- Case studies.
You will be assessed on the criteria below:
Evidence required
- knowledge of contemporary digital media, tools and application in a public relations environment
- analysis of media solutions for a public relations environment
- set up of a networking presence and upload of appropriate information
- cultural sensitivity in digital media use communicating media use issues with relevant personal.
Required Skills
Language and literacy skills to:
- Language and literacy skills to:
- read, interpret and communicate legislation, regulations, policies, procedures and guidelines relating to the use of media
- communicate impartially and diplomatically with diverse stakeholders
- convey technical information to non-technical personnel
- interpersonal skills to:
- consult and provide advice
- conduct business in a cross-culturally sensitive manner
- technical skills to:
- use digital media networking sites to upload images and files.
Required Knowledge
- basic technical terminology in relation to social networking and digital media applications and tools
- features and functions of digital media applications
- import and export software functions
- linking documents
- digital media applications and procedures for connecting to social networking sites
- use of input and output devices
- use of RSS feeds to connect a social network
- business ethics
- legislation and ethics that impact upon media use
- consequences of non-compliance with media use legislation and ethics.
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 1 Task - PR Digital Campaign Needs Analysis
Date and time due: Week 7
Purpose: This assessment evaluates your ability to analyse the digital requirements for a PR campaign that crosses two cultures. You will be required to provide recommendations for digital channel communications which will form the basis of implementation which will be completed in assessment 2.
Requirements: To complete this assessment task, you will need to:
- Select a vehicle/ focus for your digital PR campaign
- establish objectives for your campaign
- research the digital PR environment for your selected PR vehicle including the relevance and importance of the legal and regulatory environment, protocols, codes of conduct for specific digital platforms and identify the risks of non-compliance
- research two cultures comparing their similarities and differences, specifically as they are impacted by your PR focus area as well as their communications preferences and habits.
- undertake a segmentation analysis for your selected PR campaign focus area
- Understand key stakeholders and their impact on the campaign's success
- Determine the appropriate digital communication channels for the 2 cultural audiences for your PR campaign based on the research conducted
- Prepare a campaign project plan
Assessment 2 Task - PR Digital Campaign Implementation
Date and time due: Week 15
Purpose: This assessment is in 2 parts and is designed to evaluate student’s ability to implement, communicate and measure the digital requirements for a PR campaign that crosses cultural boundaries.
Requirements: You are to develop and implement their recommended strategic approach from the previous assessment, Needs Analysis Report. This approach must include a website, a selection of social media channels, an email newsletter, a digital press release and a blog. Content must clearly address either the media as a target audience or the consumers representing both cultures identified in assessment 1.
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: 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:
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
Course Overview: Access Course Overview